Abstract:
This small-scale study investigated the way in which Pick n Pay’s customer relationship
management (CRM) efforts being implemented and the influence these efforts are having
on their customer relationships. The research specifically focusses on Pick n Pay and why
their efforts have varied effectiveness when influencing customer relationships. More
specifically this research focusses on Pick n Pay Westville.
Good customer relationships are key to business success. Thus, CRM systems are
becoming more and more crucial for organisations looking to build and improve long-term
meaningful relationships with their customers. Although this might be the case many
organisations (Pick n Pay included) are struggling to seamlessly integrate their CRM
systems across all their operations. This has created disparities within CRM programmes
which poses a threat to customer life-time value. Disparities and a consequent threat that
is caused by organisations placing more effort on loyalty and rewards programmes whilst
neglecting the customer experience.
This study reviews various common themes amongst retail organisations implementing
CRM programmes. These themes touch on the varied effectiveness of different CRM
programmes as well as the current situation within Pick n Pay Westville and how this
situation is affecting their customer relationships.
The information collected throughout this study was gathered through a mixed methodology
design. This allowed for flexibility and revealed key insights throughout the primary research.
This improved the credibility of the research by including quantitative and qualitative
evidence and data. This is because there are definite numbers and percentages,
substantiating claims and observations within the research.
Insights led to meaningful findings and subsequent recommendations. Findings and
recommendations that paint a clearer picture of Pick n Pay Westville’s current CRM
programmes and aim to assist Pick n Pay Westville and national in improving their CRM
programmes and in turn foster and maintain long-term meaningful customer relationships.
