Managing Customer Relations Essay

This protagonists them to gather nodes feedback by collating the responses and discussing ab show up them during meetings, to see if on that point is an alternative, or a solution to the problem. However, not all feedbacks can behave a solution as there argon shortages of certain resources such as manpower, turnover rate and space in shop demesne. Overall, nourishment For theme is a successful organisation despite not having a CRM system. They atomic number 18 subject to generate high profits any month refer fitted to liege nodes and guests who frequent that atomic number 18a.Companys Background sustenance for thought process is a pabulum and Beverage Restaurant (F& ampereampB) that sells western-styled viands. It started out as a cafe in North Bridge Road. subsequently a few years of establishment, the company decided to open former(a) outlet at a nearby location of a big space and stuffyd down the cafe. Currently, there are 2 outlets (Queen avenue and Botani cal Gardens). They sell a variety of foods including salads, pastas, pancakes, cakes and desserts. The company has 2 interchange points that tell apart them from other restaurants.First, the ambience renders a good place for clients to unwind and hang out with family or friends. The overall layout emits a homely touch. utilise recycled items, they decorate the restaurant with 540 jars of emptied pasta sauce. Secondly, they pract starter societal marketing judgment by giving back 10% of their each year profit to humanity government activitys. Their 5 missions include Give clean water, Feed good food, pose poverty history , Teach them all and Inspire kind acts. (Refer to appurtenance A) CRM Planning Process with the interview conducted, we found out that Food for sight have hitherto to implement CRM system. However, they are considering implementing it after the organization is stable. Food for sen timent connects with their customers through the use of Facebook and Twit ter by encyclopedism customers require and wants. Their target markets are the SMU students and the people working around the area of their location. In order to annex the awareness of their organization, they place their advertisement on the SMU daily sensitivesletter and provide promotions for the students.Food for eyeshot mental facultys emphasises on creating customers experience in order to ramp up birth with the customers. The staffs accept their loyal customers and create a personal friendship with them. Likewise for new customers, the staff giveing create a customer relationship as they exercise relationship marketing. CRM Implementation Process In our opinion, Food for image has the basic foundation for implementing CRM system as they focus on managing customers experience. They start out by creating a Facebook page in order to encourage feedbacks from the customers.The management then analyzes the comments before deciding get hold of measures that should be c arried out. Even though Food for opinion doesnt have a CRM system, they collect their customers name card and sent out emails to modify them on various promotions and competitions. They initiated the use of smart-phone apps such as chope. com or hungrygowhere. com to provide customers the convenience of making a reservation online. On the other hand, they are able to track their customers spending and number of times of reservation made. When queried on why they have yet to implement CRM system, Mr.Pala stated that the organization will only consider implementing a proper CRM system when the organization faces the view whereby there is a need to analyze customers inescapably and wants to an extent. Impact of CRM on Sales and Marketing Strategy Food for Thought sales strategy focuses on the need to develop solutions to meet customers specific needs. The management team conducts a meeting every two weeks to review on the feedbacks mentioned through email, Facebook and Twitter (as mentioned above) to analyze on the customers needs.They collect verbal feedback from different customers and inform them close to their menu recommendations based on customers somebody needs and preferences. While they are collecting payments from the customers, the staffs will focus on beingness dialogue-oriented by engaging in small talks with the customer to consider their needs better before stating the feedback of the food to the head chef. The head chef will then make alternative recipe to meet and satisfy the customers needs.Through the use of sales forces, Food For Thought is able to process customer information quicker to meet customers need. They focus on sales force automation by using key cypher management such as the POS system to tabulate monthly and yearly sales. The sales activities allow them to identify the most cordial and least favorable items, via this method they will up-sell the most favorable item to the customer composition considering removing the lea st favorable items. The use of social media has provided the staffs with information to identify and differentiate their customers.By using this method, the staff will then be able to create a different marketing strategy to interact and produce various offerings to suit the needs of individual customers. For example, premium seating (bar table) are provided to their loyal customers, this allows the customers to not only observe the chefs method of readying but likewise engage in small talks with the staffs. Food For Thought focuses in building relationship. They believe in gaining true loyal customers by creating strong relationships through exchanging information while engaging in dialogues with the customer. Through this method, customer knowledge will maturation and therefore change the relationship with the customer. Most of the loyal customers are under the undivided loyalty. They go in from the workplace located nearby and only dine at Food for Thought. Loyal custom ers are more than profitable as they help to imbue positive word-of-mouth about the organization. Food For Thought implements retention strategies to the customers. unrivalled of which would be by rewarding loyal customers for example, SMU students are authorize to 5% discount.This develops effective acquisition strategies to encourage word-of-mouth referrals for the customers. Loyal customers are entitled to preferential treatment as the organization treat loyal customers homogeneous family and refer to them by their name. Outcome of CRM implementation With limited resources, Food For Thought has to identify their desirable customers. Without CRM system, it is difficult to analyze customer from the restaurant. Food For Thought is currently in the stage of developing comprehensive CRM therefore they do not have a fixed answer of the success or failure in implementing CRM in this restaurant.The current CRM implementation process has help gain customer knowledge, customer bliss and help building up the relationship with the customers. As Food For Thought is a developing business, there are rooms for improvement in the CRM implementation. They measure the authority of CRM syllabus through customer feedback. Using the feedbacks provided, the management is able to know the satisfaction of customers regarding the service or food of the restaurant. Unlike other restaurant that focuses on being profit-orientated, Food For Thought is customer-orientated.This implies that customers experience is more important than the profit gained. Moreover, customer interaction provides a measurement for the effectiveness of program. This shows that restaurant should improve on their service to retain existing customers. The increase in customer touch point will lead to an increase in opportunity in gaining customers knowledge thereby creating a learning relationship between the organization and the customers. Conclusion and upcoming plans of companys CRM strategy We have c oncluded that Food for Thought is a successful organization, where they focus on building customer relationship rather than being profit-oriented. When there is a relationship create with the customers, curse will be built, and because Food for Thought believes in being customer-oriented, they never fail to recognize their loyal customers, which in turn would make the customers tone recognized and good, therefore bringing returned business. Not only do they build and intone the relationship with their external customers, Food for Thought has also built and strengthened the relationship with their internal customers, namely their co-workers.Food for Thought has also place customer satisfaction as their upmost priority, which is also other factor whereby they are successful in retaining their existing customers or getting new customers. Food for Thought currently has no plans to implement CRM yet as it is still a small organization. However, according to Mr. Pala, he has clai med that when the time comes when the organization faces the situation whereby there is a need to analyze customers needs and wants to an extent, it is then they will implement CRM, for now, they want to focus more on relationship building with their customers.Lesson Learnt Food for Thought and many an(prenominal) other organizations faces the same problem which is the lack of manpower. Such situations are necessary and the turnover rate is usually higher in the F&ampB business as most locals prefer other lines of job than F&ampB. One way to vote out this problem is to have some employees, mainly the supervisor, to be on standby. some other method to overcome this problem would be to implement self-service in the outlet. However, Mr. Pala has claimed that this method may hinder the process of building relationship with the customers. beingness customer-oriented, they value their loyal customers by treating them as a part of their family. Through this strategy, Food for Tho ught is able to build customer relationship and strengthen the bond between the organization and the customers. They gain customers imprecate by providing service beyond expectation by getting close to the customers and engaging small talks with the customer, proving that they value the relationship with each individual customer. All customers are equal, regardless of them being loyal and long-term or new, quoted from Mr. Pala. They set building customer relationship through breaking the ice by engaging in small dialogues with the customers either when they order food or upon settling the bill. When queried on how each and every staff managed to practice building customer relationship, Mr. Pala replied with the answer indicating that practice comes from the inner heart. They believe that by strengthening the bonds with every staff and treating them like a family will course bring out the courage in each and every staff to build a relationship with the customers.