|Case Code||:||MKTG070||For delivery in electronic format: Rs. 400;|
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges
ThemesCustomer Relationship Management
|Case Length||:||16 Pages|
|Teaching Note||:||Not Available|
The case describes the customer relationship management (CRM) initiatives undertaken by Tesco, the number one retailing company in the United Kingdom (UK), since the mid-1990s. The company's growth and its numerous customer service efforts are discussed. The case then studies the loyalty card scheme launched by the company in 1995.
Finally, the company's future prospects are commented on in light of changing market dynamics, the company's new strategic game plan, and criticism of loyalty card schemes.
• Examine how the information gathered through CRM tools can be used to modify marketing strategies and the benefits that can be reaped through them.
Customer relationship management, CRM, Tesco, retailing company, United Kingdom, UK, mid-1990, customer service efforts, loyalty card scheme, 1995, data generated, scheme, marketing strategies, possible service, changing market dynamics, game plan, loyalty card, schemes
TESCO - The Customer Relationship Management Champion- Next Page>>
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