Customer Relationship Management at Tesco

[Name of the institute]Customer Relationship Management at Tesco

Introduction

The world is moving at a rapid pace. In this rapidly changing world, the level of competition has also become intense. In order to combat the challenges that are posed by the intense and cut throat competition and to maintain competitive advantage organizations are paying immense emphasis on intricate details such as services and additional values that they can offer to the customers. One such factor that is increasingly used by organizations is of customer relationship management. This phenomenon is not new but, the importance that it has gained over the period of time is exemplary. The aim and objective of this research is also to talk about customer relationship management (BERR, 2009,, 28).

According to Kotler (2008) who is the guru of marketing the phenomenon of customer relationship management is all about maintaining profitable relationship between customers and organization (Kotler, 2008, 22). It is a process that entails multifaceted aspects. The process of managing the relationship with customer is mediated by a set of information technologies. By utilizing information technologies a two-way exchange process is created that allows the firms to obtain knowledge and information about the needs, wants and patterns of buying of their customers (Lakshamn, 2008, 1). It is this concept of customer relationship management that is to be explored through this research. In order to conduct this research an organization is chosen. The organization that is chosen is Tesco Plc. The practice of customer relationship management at Tesco would be explored in this research from different perspectives (BERR, 2009,, 28).



About the Organisation Tesco

It was in the year 1919 when Tesco came into being. Jack Cohen's immaculate idea gave rise to this renowned and gigantic organisation. Tesco is in the retailing industry that deals with grocery and general merchandising retailing. In terms of revenue Tesco is considered to be among top three largest retailers all over the world. In the year 1929, the first store of Tesco started its operation. Currently, there are 3,700 stores under the umbrella of the brand name Tesco in different parts of the world. 440,000 employees work for Tesco. Besides being United kingdom's renowned organisation Tesco also operates in other parts of the world including Hungary, Czech Republic, Slovakia, Turkey and Poland in Europe; China, Japan, Malaysia, South Korea, Thailand and India in Asia, and the U.S. Tesco is also listed in the London Stock Exchange. Tesco has diversified both geographically and into areas such as retailing of books, clothing, electronics, furniture, finance, telecom and music download. Tesco is famous as a low priced store (Data Monitor Report, 2003) (BERR, 2009,, 28).

Problem Statement

In this era, with the advent of technology where everyone has access to internet and enormous presence of media customers are changing. Nowadays, customers are more slippery and it becomes difficult for organizations to catch and hold onto the lead of customers. Today, customers are ready to switch from one brand to another because they have easy access ...