In the long run, they have to convert the brand switchers into their own brand loyal. To meet this objective and to retain the loyal customers, relationship marketing is believed to be of immense help to firms. The effective use of CRM will ensure customer loyalty and convert them into lifelong consumers of the product. CRM is one among the many steps of customerization. The focus of CRM is to establish relationship with customers on an individual and personalized basis and then to treat different customers differently based on their expectations. CRM is the key to success in the present era and it has become the order of the day that customers are given personalized attention and only those organizations can succeed who have been able to build a base of their loyal customers. As per estimate, the cost of affecting a new customer is five times more in comparison to making an existing customer happy. In the present report, an attempt is made to prepare a CRM plan and discuss how effectively it can be used to attain more customer base and support. Parcel Force Industry, a U K based parcel company is the firm discussed in the report.
Parcelforce Worldwide is a leading provider of guaranteed express deliveries. The company has been serving it loyal customers for over 14 years, which provides a vital link for British businesses needing to send express shipments internationally and in the UK. Parcelforce Worldwide is the trade name of the Royal Mail Group. The company is being driven by its commitment and dedication to serve the customers by delivering the high quality services for over 30,000 customers across the country. Over the years there have been many changes in the company's environment- internally, externally and internationally. Many competitors have come up by posing threats and thereby prompting the company to deliver high quality services to the customers. Over the last few years parcel industry in the U K has been transformed into a stage where the customers have many choices to get their goods/ materials reached the desired points. This competitive situation made the company to rethink about its approach of marketing and attitude towards consumers. Now the company is striving to attain more loyal customers by delivering high quality services at fair and reasonable price.
Because of the development in the parcel industry in the UK and mushrooming of many new players, the business of existing players including Parcelforce worldwide has been affected drastically. Moreover, the switch over of firms from conventional product oriented approach of marketing to customer oriented approach has compounded the situation worse than ever before. Companies have realized that those with less attention to customers are likely to lose customers and eventually lose business. This tendency among the major players tempted them to adopt a new approach of marketing. They have been, rightly mentioned, forced to change over to more customer-centric marketing strategies. In this context, the present report examines how Parcelforce Worldwide can introduce Customer Relationship Management as its new marketing strategy. The report further addresses various key issues that the firm should take care of in the implementation of CRM as a