Question

1. Research CRM Capabilities
   a. List 3 capabilities / techniques that you will use for your business (deli store)
   b. Provide a description and comparison of each and why they would work for your business

Answer 1

CRM Capabilities

CRM (Customer Relationship Management) techniques are useful for marketing the product and customer retention. For a deli store, I would more focus on customer retention. For that I will use following techniques.

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a. List 3 capabilities / techniques that you will use for your business (deli store)

1. Develop customer centric culture

2. Loyalty Programs

3. Tailor made Offers

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b. Provide a description and comparison of each and why they would work for your business

1. Develop customer centric culture: The technique to train employees for customer centric approach. As a Deli store, the customers would buy the products from small amount to monthly grocery. Customers need help, suggestions and many a times samples. Customers also provide feedback for products they did not like or request products they want. For this responsive staff who can understand the importance of customers can respond them in a better way. My first priority would be to train the staff for this kind of culture.

2. Loyalty Programs: For the loyal customers, loyalty programs will be designed. Extra discounts, cashback on purchase of more valued products, free delivery for monthly grocery such programs will increase the loyalty. This will help to my business as the margin on the grocery products depend on the brands. Giving higher discounts to every customer will impact the business, but purchase more, save more can increase the customer traffic in the store. By offering loyalty programs, loyal customers will also feel valued.

3. Tailor made offers: Customers have different needs when they come to store. For different customers offers can be designed. For example, for grocery buyers the offer can be free grocery of some amount, and for chips and drink buyers free chips on purchase of same amount of drinks or chips. For sandwich buyers, the combos with drink and French fries can be offered. Special discount offers on birthdays and anniversaries can also be introduced.

Hope this will help you. Your feedback is highly appreciated.