Integrative Customer Relationship Management Program for Royal Mail Group - Essay Example

However, because of the challenges associated with the industry and this particular company itself. Parcel Force is in dire need of establishing a new source of competitive advantage. The pathway chosen to achieve this objective is the Customer Relationship Management Plan. (Smith, 2008) Customer Relationship Management is particularly necessary owing to the fact that the overall UK consumer has become more informed about what he or she is looking for in the postal service sector. Additionally, competition has heightened tremendously within this arena especially given the fact that postal services have become deregulated.

Part of the reason for these occurrences is the advent of technology. Electronic dissemination of information has made the market and industry scene for Parcel Force to become quite competitive. On top of the latter, consumers now want faster delivery of their goods and are also looking for quality in service provision. (PA Consultant group, 2008) Given all the latter issues, there was a need to reorganize this company so as to provide excellence in service provision. Part of this reorganisation process is the creation of a three year long strategic plan that will be centred on creating a long term goal of success for this particular company. . If the latter company sticks to the gaols of this program, then it may make it very difficult for other groups to try and imitate them.3.0 Vision, Mission, Corporate Objectives2.

1 Vision"to create the most reputable and efficient mail service provider in the United Kingdom through focus on the consumer."2.2 Mission "to enable all the consumers achieve their personal objectives through provision of sound and efficient solutions by Parcel force"2.3 Corporate ObjectivesThe corporate objectives will be covered under three major objectives; The company will focus upon expanding its current market. While the UK has a relatively positive image to the issue of postal services, it is imperative to reach those few numbers that are not using this service currently.

The second objective will be providing quality services through greater innovation. In other words, technology will be a key factor in improving these matters. The last objective will reflect on the profitability of the latter company as a business enterprise - this means that the company will be one of the most profitable companies in the postal sector. (is4profit, 2008) 4.0 Situational Analysis4.1 Macroeconomic analysis The UK mail service has been directly associated with growth in the population.

This is largely because a rise in population means a larger customer base. However, the economy has embraced a lot of emailing thus diminishing the rate of growth of mails. On top of the latter issues, the UK economic situation is such that there is a direct relationship between mail growth volumes and Gross Domestic product level. Statistics have shown that the amount of mail volumes in the United Kingdom usually increase or decrease at