Question

Walmart company

1. Organize your thoughts and make the desired analysis on their CRM based on the separate CRM building blocks. Be sure to reference back to important terms from class materials and the textbook:
   1. Title Page
   2. Executive Summary
   3. Table of Contents
   4. Company Introduction
   5. CRM strategy
   6. Customer-centric organization
   7. Individualized proposition
   8. Customer intelligence
   1. Cross-channel communication
   10. CRM systems and implementation
   11. Appendices (if applicable)

2. Deliverables:
   • An integrated analysis project document/report that addresses the sections listed above. The paper must be submitted in .pdf format and must between 13-15 pages (not including Title Page, Executive Summary, Table of Contents, and Appendices).

• Submit electronically (upload) to learn.bcit.ca via the “Term Project” folder.

Evaluation

CRM strategy	25 marks
Customer-centric organization	25 marks
Individualized proposition	15 marks
Customer intelligence	15 marks
Cross-channel communication	10 marks
CRM systems and implementation	10 marks
Total	100 marks

Answer 1

An insight on the listed sections, w.r.t. the given company, i.e. Walmart :

1. CRM: Customer Relationship Management - This strategy is used by various organisations/companies in order to manage its interaction and relationship with its potential and existing clients and maintain the same.

In case of Walmart, it collates and studies the data (collected from marked) and analysis the same in order to identify the customer expectations and to find out the ways to meet or fulfil those "customer expectations". Also, Walmart does not stick to a single channel in order to deal with their CRM activities. They work with and around multiple channels to keep upto their customer expectations and to maintain loyal customer relationships by providing them with utmost satisfaction.

At Walmart data mining is done on the sales data derived from the past sales made. Wherein, Walmart identifies the pattern followed by their customers and offer/recommend  them alternate products fr their needs or as per their usage or expectations. and thus making it a more personalised shopping experience for each customer.

2. Customer Centric Organisation : It is that kind of organisation which does business in such way that it focuses on providing a positive experience to the customer - before, during and after the sale/purchase in order to build a strong customer relationship which will attract repeated business and customer loyalty.

Walmart has been a customer centric organisation for a long time now and thus most of the decisions made by the management are based on the key focus area of "how we can serve the customers better".

To make this happen the company needs to adhere to points like: listening to the customer and understanding their needs and expectations, study their behaviour, have a continuous customer interactions and records of the same (as a backup data), empowering and rewarding the employees so that they can treat your customers well with utmost diligence.

3. Individualised Proposition : It is a value proposition which is offered to customers in way which best suits them. i.e. this value proposition could be different for different groups or individuals based on their choices, needs and requirements. under this the main focus is upon the customers and their satisfaction, rather the other wings of the business such as employees/partners/suppliers.

The steps followed under this strategy is also same as those mentioned in the above strategies, i.e. to identify customer needs and expectations (which is not met yet) and bring about a solution for the same and meet the same for your customers.

Walmart has been successful in this area as well and have had a sharp edge in the area of offering individualised proposition to its customers. One of the effective measure taken by Walmart in this regard was "Walmart Exchange", which helps the big brands to take leverage of the huge data (which Walmart has acquired in its business) to work upon and customise their products and advertisement to suit the customer expectations and attract more satisfied customers.

4. Customer Intelligence : It is yet another concept or method which works around increasing customer satisfaction. i.e. it is a process of gathering, collating and analysing the information (data) about customers, their personal details and activities in order to study and understand their behaviour and expectations, so as to build a more stronger and effective customer relationship by helping the company to make better vendor decisions.

Therefore, as mentioned above, Walmart work on the same lines to provide a better experience to its customers every time, by keeping track of their previous experience, taking feedbacks and working upon the shortcomings. Walmart has a very strong and robust data management system where in it store all the customer information and studies it thoroughly and properly in order to come up with better solutions and personalise the shopping experience of each and every customer so that they feel special and valued and come back hoping to receive the best possible solution to their requirements.

5. Cross channel Communication : It is the interactive phase with the customer, i.e. the communication of co-ordination between the channels via which a customer interacts with the vendor organisation through out the process of purchase (start to end). It could include face to face or electronic medium based interaction between the customer and the company. It adds an edge to the business and it provides options and flexibility of communication to the customer, i.e. in case customer is not able to reach via one mode, he/she can always switch to another mode to make their purchase or meet their needs.

Walmart also provides and digital mode of communication apart from the direct face to face interaction at store. This also include, for example, the modes of payment, such a person being able to pay for his/her purchase via credit/debit cards, cash, online bank transfers, cheque, bills etc.