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Book/movie review
22/08/2022
1. Introduction (100 words) Page 1
Talk about Morrison, Relationship Marketing and the purpose of this report
2. Relationship marketing and Customer relationship management (250 words)
What is RM? What is CRM? What is their relationship? Why they are important? (DO NOT Morrison in this part 2)
3. Evaluation of Morrisons customer relationship management process and recommendation to retain customers via the Match & More card (1150 words)
(Note: This part must include how to propose to design the Match & More card by applying Buttles CRM value chain model to retain Morrisons customer and give recommendation.)
3.1 Customer Portfolio analysis (250 words)
Based on the given Case study, identify (to look at existing database to see whats the trend), using theory from the book to see if Morrison did a good customer portfolio analysis, if yes, praise Morrison. If no, criticize Morrison
Eg: Customers segmentation —– see if Morrison segment their customers? If yes, praise them and how they do well, if not, criticize them and give recommendation
3.2 Customer intimacy (250 words)
From Case study, based on the database to see whether they understand/know what do customers need. using theory from the book about the customer intimacy, and see if Morrison did good about this customer intimacy, if Yes, praise them, if Not, criticize them and give recommendation
3.3 Network development (250 words)
In order to deliver value, Morrison needs to build the network.
Based on the given Case Study, apply theory from the book about the network development, and to see if Morrison did a good job, If yes, praise them, if not, criticize them and give recommendation
Eg: did Morrison engage with suppliers/government/manufacturers/stakeholders etc? if yes, praise Morrison. If no, criticize Morrison and give recommendation (Can use Gummeson;s 30 relationship model)
3.4 Value proposition
Eg: did Morrison position themselves properly? Did Morrison deliver values to their customers. Based on the given Case Study, apply theory from the book about the network development, and to see if Morrison did a good job, If yes, praise them, if not, criticize them and give recommendation
3.5 Managing customer lifecycle
The key word in this paragraph is retention
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The writer is very fast, professional and responded to the review request fast also. Thank you.
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