MARK6105 Customer Relationship Management

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MARK6105 Customer Relationship Management

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MARK6105 Customer Relationship Management

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Course Code: MARK6105
University: University Of New South Wales

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Country: Australia

Question: 
1. What are the serviceatntages to customers when a business sets its goals and strategies basethanateltrtdingsfroth a comprehensive SWOT analysis? In your opinion, can studetifi analysis successfully as applied to school and work dectsions einimviaEparticular job or a  particular course of study)?  Explain.
 
2. Defend an organaationt right to collect customer data Are there limitations companies should imp on the protection and use of this information? Discuss. 
Answer: 

Business customer relationship
The relationship of a business with its customers determines the business performance in the market. The paper gives insight on business customer relationship. Among the discussed factors include; the advantages that the customer gain in service delivery based on organization goals and strategies, the importance of collecting customer data and limitations of protecting the collected data. The paper also discusses customer preference, advantages of companies having a multichannel contact point, business loyalty program and service delivery and the importance of making impression on the first opportunity.
Advantages of business goals to consumers
Businesses do set performance targets by stating objectives and assessing the employee performance. The setting of goals ensures that employees do work hard to meet their responsibilities (Mauya, 2015). This advantages the consumers who enjoy maximum utility from the goods and services offered. Target goals for the Google company are set and the employee’s responsibilities are defined. Students can use this strategy in the business field to realize business growth.
Importance of customer data and the effects of its limitation
In developing business strategies there is a need for data collection in order to understand the business environment in a better way. Customer data is among the key requirement during a business strategy development. The data gives the company an idea on the consumption rate of their products. In return, the business is able to determine the cost of inputs and time for the production of goods that fit the consumer demand rates (Patil & Yogi, 2011). A business can prefer to protect the data obtained so as to avoid competition in the available opportunities. The limitation can have a negative impact on the business if the data collection process was faulty. This results from the failure of data comparison with other businesses to determine accuracy.
Factors that determine consumer preference
Customers do prefer services and goods from given companies more than others. The preference is based on a number of factors which include; quality of service delivery (Ismail, Masood & Tawab, 2012). The prices of commodities do also determine customers preference where they prefer alternative goods to high-cost goods. Lastly, the social status of the consumers determines the businesses from which the consumer purchases their goods and services.
Importance of multichannel contacts to a business
Multichannel contacts in a business have great importance on the emergence of new business channels. The aim of using multichannel is to help in attaining the business target mark. It also offers the consumer with an option to purchase and enjoy services form different channels (Stojkovic, Lovreta & Bogetic, 2016). The multichannel contact allows for business expansion to the global market.
Customer loyalty based on the company’s service delivery
Customer loyalty is built over time based on a company’s services delivery. The loyalty is determined by the frequency of customer service demand form a certain business (Kheng & Mosahad, 2010). The loyalty is such that the consumer would continue to demand the commodities even after a price increase to the consumer’s production. Companies should focus on product quality and quality of service delivery in order to gain customer loyalty.
Importance of a business first impression
The business impression is a vital determiner of business survival and growth. Businesses should develop strategies that will help build a public image concerning the business (Oliveira, Azevedo & Borges, 2016). Also, company size creates a good business impression on the consumer. Established businesses do create confidence in the customer on service delivery. This helps them in creating a good business impression that enhances the business growth. Businesses should strive to create impression on their first encounter with the consumer in order to gain their loyalty.
Business should focus on developing a good relationship with their consumers. The business management should develop strategies that will enhance quality service delivery. The strategies will help in building the public image concerning the business. As a result, the business will grow and promote its survival in the business field.
References:
Ismail, Z.,  Masood, S., and Tawab, Z., M., (2012). Factors affecting consumer preference of international brands over local branches. 2012 2nd international conference on social sciences and humanity, Vol. 31.  Pp. 54-59
Kheng, L. and Mosahad, R., (2010). The impact of service quality on consumer loyalty: A study of banks in Penang, Malaysia. International journal of marketing studies, Vol. 2. Issue 2. Pp. 57- 66. Retrieved from www.ccsenet.org/ijms 
Mauya, N. (2015). The importance of setting performance targets on service delivery in performance contracting at the ministry of tourism, Kenya. Global journal of human resources management, Vol. 3 Issue 5. Pp. 1-8
Oliveira, J., Azevedo, G. and Borges, F., (2016). Impression management and self-presentation dissimulation in Portuguese chairman’s statement.Corporate communication: an international journal, Vol. 21 Issue 3. Pp. 1-34. Retrieved from https://dx.doi.org/10.1108/CCIJ-11- 2015- 0074 
Patil, V. & Yogi, M. (2011). Importance of data collection and validation for systematic software development processes. International journal of computer science & information technology, Vol. 3 Issue 2. Pp. 260-278
Stojkovic, D., Lovreta, S. & Bogetic, Z. (2016). Multichannel strategy- The dominant approach in modern retailing. Economic annals, Vol. 51 Issue 209. Pp.105-127

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