MKT610 Customer Relationship Management GDB Spring 2020 Solution & Discussion
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Graded Discussion Board No.1
Due Date: 09-June-2020
Topic: “CRM Strategies”
Learning Objectives: The objective of this discussion is to enable students to understand the importance of CRM Strategies.
Learning Outcomes: After attempting this GDB, students will be able to comprehend the concept of Operational, Analytical, and Collaborative Strategies and learn how to apply CRM Strategies practically in the organizations.
Vonage (Pvt.) Ltd is an American based fast-food company. The company is facing a big problem related to loyalty cards because each customer has too many cards. The ratio of losing their loyalty cards is very high. Furthermore, the company has a weak database management system which stores only the necessary information related to the customers and rewards only those customers who purchase a full meal. For example, if a customer only purchases only coffee, then he\she is not eligible for any reward, thus reducing the reason to use loyalty cards. To resolve this issue, the company updated the loyalty card program and introduced a new Loyalty Pass program. Loyalty Pass Program gets the record of all purchases. Moreover, to promote the product the company used these three same channels. All of these advancements are made possible with the help of NFC (Near Field Communication) technology. With the help of this technology, the company can record all transactions in terms of frequency, and purchase type in all the locations. Hence, now the Vonage can provide a more consistent platform for the customers which results in a more detailed
view of the customer’s at all available touchpoints.
Point of discussion:
Keeping in view the above scenario,you have to identify that Vonage(Pvt.)Ltd is using which CRM Strategy either it is using Operational, Analytical,or Collaborative Strategy. Provide at least two logical arguments to support your discussion.(Strategy Identification 03 marks & 02 marks for Justification)