Term Paper on "Customer Relationship Management Dealing With a Short-Staffed"
Term Paper 3 pages (1262 words) Sources: 1+
[EXCERPT] . . . .
Customer Relationship ManagementDealing with a Short-Staffed Retail Store
The dilemma a retail store manager faces when two of the four cashiers are sick the day of a major sale needs to be solved from the customers' perspective, despite the tendency to make the decision to please managers inside the company. A sale, it is assumed, has been heavily promoted and advertised, with advertising inserts in local newspapers and possibly even radio or television coverage. All of these investments in marketing to drive customers into the store need to be responded to as quickly and professionally as possible. It is common knowledge in retailing that the highest level of frustration customers have is in the check-out process, waiting for pay for their selections and get on with their day. To be as responsive and service-oriented as possible in the store after all the investments in marketing have been made to get customers there is the most critical contribution the store manager needs to concentrate on. There is also the added pressure of word-of-mouth from the customers and their experience shopping in the store. If they find the experience fulfilling or even exceeding their expectations, there's a good chance they will tell their friends and family as well. Conversely, the same is true. Not having enough staff during a sale would lead to many customers potentially not having their expectations met.
Instead of just focusing on the immediate shortage of two cashiers then, the manager needs to think more strategically about how the stores' sale is a major part of the company's strategy for the year to increase sales company-wide, and most critically, to make abs
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From the context of CRM, the definition of mutually satisfying goals between the store and its customers began when the sale was initially advertised, and was continually established and maintained through customer rapport with visits occurring both before and during the sale, and thirdly with the building of customer loyalty as a result of a positive experiences occurring during the sale all contribute to solidifying relationships with customers. The quickest path to strong customer relationships is the ability to consistently set accurate expectations and exceed them. Surprising customers with exceptional service is one of the best strategies to both earn new customers to a specific product category, and also capture customers from competitors. All these factors regarding customer relationships must be kept in mind regarding the decision to either stay with two of four cashiers, allowing customers who specifically came to the store for a sale to see two vacated check-out lanes and no one to staff them, or worse, see the store manager frantically working a register while trying to serve the customers with questions. There is also the issue of regular transactions occurring at this time, including returns and other business the store must attend to, so that further will make the managers' job challenging and complex. In keeping these many demands in context, it's useful to also look at the definition of Customer Relationship Management (CRM) from research and advisory firm Gartner Group. (Gartner 2001) defined… READ MORE
Quoted Instructions for "Customer Relationship Management Dealing With a Short-Staffed" Assignment:
Here is assignment #2:
First let me introduce you to CRM, or Customer Relationship Management. The attached document contains an overview of what CRM is all about. Read it and use it to consider the following:
Companies that believe in CRM often face a problem. They have two major objectives that they need to meet, but unfortunately, they are sometimes considered mutually exclusive. That is, it is hard to succeed in one, without screwing up the other.
First, a company needs to be successful, and turn a profit. At the end of the day, the company needs to be profitable to survive. On the flip side, the company also needs to be able to satisfy the consumer, whose spending power is the lifeblood of the business. Unhappy customers, mean no business. But what happens if you are caught in between? What if satisfying the customers needs affects your profit margin?
Say you are the manager of a retail store. One morning, you come into work, and realize that two of your cashiers called out sick. There is a major sale going on, and you need to make sure all of your registers are covered. You could handle one of the registers by yourself, but that would keep you from managing the rest of the store operations. You could call in another employee, but because they would be working overtime, you would need to pay them time and a half...and you are already over budget for this months salary. Your boss frowns upon budgets being exceeded. Your third option is to just try and get by without two of the cashiers and ask your other cashiers to try and speed things up, while you walk the store and help customers....How do you handle this situation? What is best for you? What do you think will be best for the customers? What would be the best for your employees? What matters most in this scenario?
This may seem pretty simple, but there really isn't a right or wrong answer. Is there something else you can think of to help solve this problem?
Again, please respond to this scenario in a 2-3 page paper. Justify your responses, and tell me how your solution relates to CRM *****
How to Reference "Customer Relationship Management Dealing With a Short-Staffed" Term Paper in a Bibliography
“Customer Relationship Management Dealing With a Short-Staffed.” A1-TermPaper.com, 2007, https://www.a1-termpaper.com/topics/essay/customer-relationship-management-dealing/7293346. Accessed 5 Oct 2024.
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