TESCO

Case 5 Tesco: The Customer Relationship Management Champion

Case 5 Tesco: The Customer Relationship Management Champion

Introduction

Tesco is a British, globally represented supermarket chain. Tesco is the largest retail chain in the UK and the third largest in the world behind Wal-Mart (USA), Carrefour (France) and in Metro (Germany). The name came about after Jack Cohen bought a large amount of tea from TE Stockwell in 1924. He designed new labels for the tea, which is the name for it from the initials followed by the supplier (TES) of the first two letters of his own surname (CO) (Cunningham, pp. 25-29, 2002).

Tesco operates 2,715 supermarkets in the UK and employs about 496,000 people. Outside the UK, the chain is in Poland with 381, in Ireland with 130, in the Slovak Republic with 97, in the Czech Republic with 158, in Hungary with 205 in the United States with 164 (fresh & easy), in Turkey with 121, in South Korea with 354 in Thailand represented by 782 (Tesco Lotus), and in other Asian countries with 283 stores (as of 2011). Tesco has its presence in a total of 5390 global markets.

Discussion

Answer to Question No:1

Customer Service is the concept of work and a way of doing things that belong to the entire organization, both in the way of serving customers who buy from the company and allow them to be viable, and in the form of serving the internal customers, in the various departments of the company (Fjermestad, pp. 84-85, 2006). Customer Service, management is performed by each person working in a company and having the opportunity to stay in touch with customers and generating some level of satisfaction in them.

The functions of customer service department are:

Create and maintain a relationship with each client and understand their needs wants and demands.

Coordinate internal and external teams involved in the development of the campaign.

Make presentations and campaigning agency.

Customer Service at Tesco

Tesco has always been a pioneer in maintaining customer service. Before Tesco launched its loyalty card scheme, Tesco used other methods for maintaining customer service. A first class service initiative was launched by Tesco in 1993-94. Tesco trained more than 90,000 staff members over the prospects of customer service. This was one of the initial programs of customer service in the world. A behavioral training was given to the store managers. This was the first time that such behavioral training was one of the most initial and the most different type of training of customer service that was given to the employees of the company. This was one of the different kinds of training because of the fact that the employees of Tesco were asked to participate in the training program by working out that what kind of training program will be best suited for them. This helped Tesco make teams which then helped train further employees of the company. This helped improve the customer satisfaction of the customers of the company Tesco.

After the success of the First class initiative of Tesco, in 1994, ...