Marketing strategy analysis report on: Customer Relationship Programme
EXECUTIVE SUMMARY
The report is about the research conducted as part of the Customer Relationship Programme which is a part of company’s marketing strategy.
This aim of this report was to study the level of satisfaction of consumers with regards to the services they receive from the company. The company wants to revamp their existing method of dealing with customers thus means by this research I have to come out with suggestions for the on-line retailer. The reasons for which customers make contacts, their level of satisfaction and reasons behind dissatisfaction have been studied with the help of a questionnaire which was designed taking care of almost all the factors required for the study.
Apart from the quantitative results some basic facts came to knowledge about the consumer behaviour in the field of online shopping.
Online shopping is preferred more by women specially who fall in the age group of 21-59 years. More than 50% of customers contact through telephone especially on weekdays. Most of the customer who contact is with the intention that they will make the purchase.
INTRODUCTION
In the era of Internet, Electronic commerce plays the role of essential characteristics. According to UCLA Center for Communication Policy (2001), After e-mail or instant messaging and browsing on web, the third most popular activity that people do through internet is the online shopping. It is generally believed that people use internet majorly for seeking news and information related to entertainment, but the fact is that online shopping is more popular than this activity as well. Almost fifty percent of people who use internet are believed to make purchases online. Almost 1-10 purchases are made by three-quarters of purchasers. In case of internet users with vast experience, this number is as high as 20 online purchases every year. In case of new internet users, these online purchase numbers are somewhere 4 to 5 (2001, p.38).
The process of purchasing products or services through internet is referred to as Online shopping behavior (also called online buying behavior and Internet shopping/buying behavior). Just like the traditional shopping behavior, the process of making online purchases also consist of five major steps (Liang and Lai 2000). When a need for some merchandise or service is recognized by a potential consumer, they go to the Internet and search for need-related information. However, rather than searching actively, at times potential consumers are attracted by information about products or services associated with the felt need. They then evaluate alternatives and choose the one that best fits their criteria for meeting the felt need. Finally, a transaction is conducted and post-sales services provided. Online shopping attitude refers to consumers. Psychological state in terms of making purchases on the Internet.
RESEARCH OBJECTIVES AND METHODOLOGY
My objective during this research was to study the Consumer Behaviour, especially with respect to level of satisfaction they have regarding the services of the online retailer and what are the key reasons where they feel they do not get proper services. The company wants to understand what are the key reasons for which consumers contact the company, which age group use their services most of the time, whether the males or the females use their services more, which part of the week and day consumers contact them the most, what all are the purposes for which consumers contact and what are the key areas and reasons where they feel company is not able to provide a satisfactory level of services.
Total sample size of the survey was 1729. The data was collected and observations were noted down. A lot of time and effort went into studying and analysing the data and figures that were drawn. Various different parameters and factors that affect the behaviour and buying preferences were compared and studied in detail. The theoretical concepts studied in the curriculum have been very useful in analysing the data and help has also been taken from books on Consumer Behaviour and Marketing. This compiled data has been presented here with the help of charts and the analysis and inferences have been given. Suitable recommendations and suggestions have also been made as per the analysis, observations, inferences and my personal understanding.
PRIMARY FINDINGS AND ANALYSIS
A Detailed survey was conducted during the duration of this research with the help of a Questionnaire. It had a total of 7 questions aimed at understanding different factors which comprise the experience consumers had while dealing with the company. The company collected information from all contacts over a period of one week. The survey asked about the reason for the contact and how satisfied the contact was with the service received from the company. A note was also kept on the method of contact, day and time of contact, plus some brief personal details. Those who contacted the company by telephone were asked the survey questions in the course of the phone call, those who contacted by email were sent an email questionnaire, and those who made personal visits were asked to fill in a self-completion questionnaire before they left the offices. In total, the survey collected data from 1729 contacts.
The survey conducted was heterogeneous with respondents belonging to different cities and states of the country. The respondents belonged to mixed group with different age groups, educational levels, marital status, professions, incomes groups, etc.
In the following pages the data has been presented in the form of charts and graphs and the inferences and analysis has been given with them.
This question aimed at studying the sex of the customers who contact the company. This was to analyse whether it is the male or the female buyers who contact the company more frequently. The aim of this study was to focus on creation of strategy through which the company can focus on the target group for example the way they like to be communicated, their need, demand, requirements, and their buying behaviour.
The results shown above tell us that 62% of the customers who took the questionnaire were females. Nearly 38% of the customers who were surveyed were males.
This question aimed at studying the age group of the customers who contact the company. This was to analyse which target group of buyers are the most active today, so that the company can focus on the target group, its need, demand, requirements, and their buying behaviour.
The results shown above tell us that 64% of the customers who took the questionnaire belonged to the age group of 21-59. Mainly this age group includes people who are into graduation/ post graduation or the ones who work and have their own incomes. They include both married and single customers. Something which was prominent in all of these customers was that they were very active and regular callers.
Nearly 36% of the females who were surveyed belonged to the age group of 60+. This age group generally includes customers who have settled both professionally and personally. So their choices, likings, preferences, decisions and in all their buying behaviour reflects and highlights this fact. Their incomes and spending are higher as compared to the customers belonging to the previous group. Customers of this group are less frequent callers as compared to their younger counterparts.
This question aimed at studying the mode through which customers contact the company. This was to analyse which mode of communication is used the most by consumers. The aim of this study was to focus on creation of strategy through which the company can focus on that particular customer care team in enhancing the customer’s experience.
The results shown above tell us that 52% of the customers who took the questionnaire used telephone as the medium of communication and almost 46% contacted the company through email. Merely 2% made the personal visit. This question also brought forward an interesting fact that customers from younger age group were more comfortable in contacting the company through e-mails while customers belonging to older age group preferred telephonic contact.
This question aimed at studying the days on which customers contact the company. This was to analyse in which part of the week, communication is maximum by consumers. The aim of this study was to focus on creation of strategy through which the company can focus on the strategies where they can manage their human recourse in the busiest part of the week.
The results shown above tell us that 81% of the customers, who took the questionnaire, contacted the company during weekdays. Just 19% contacted on weekends. This question also brought forward an interesting fact that out of 19% of customers who contacted on weekend, customers belonging to younger age group and the most preferred mode to contact used were the e-mails.
This question aimed at studying the time during which customers contact the company. This was to analyse in which part of the day, communication is maximum by consumers. The aim of this study was to focus on creation of strategy through which the company can focus on the strategies where they can manage their human recourse in the busiest part of the week.
The results shown above tell us that 34% of the customers, who took the questionnaire, contacted the company between 6 am to 12 noon. 40% contacted during 12 noon to 6 pm. 16% of the total customers who were surveyed, contacted between six in the evening and 12 mid night. Merely ten percent of the customers who took part in the survey, made contact at the night time i.e. between 12-6 AM.This question aimed at studying the purpose for which customers contact the company. This was to analyse what are the key purposes for which customers contact the company the most. The aim of this study was to focus on creation of strategy through which the company can focus on the qualities which company should focus on while training the human recourse in dealing with the customers.
The results shown above tell us that 52% of the customers who took the questionnaire, contacted the company to make the purchases and 31 percent contacted to gather information regarding the product and the price. Ten percent of the customers who took part in the survey contacted the company to return faulty goods and just seven percent called to keep a track of their placed order.
There were almost 35% of the customers who fell in the category of fairly satisfied customers to not satisfied customers. The key reason which came out during this research was that customers were not able to find anybody who can help them with their query. Apart from this, manner through which they were treated by executives of the company was unfriendly. Slow response from company’s side is another key reason of dissatisfaction among customers.
RECOMMENDATIONS AND SUGGESTIONS
- First and the foremost I would like to suggest that the company should focus on improving their customer care team in terms of their attitude towards customer, their knowledge with respect to products and services that company offers, the promptness which they should show while dealing with the customers and finally the manner in which they communicate things to the customers.
- The company needs to look into and study the areas on which they need to work on especially as far as their human resource strength is concerned.
- They should make a division of their customers on the basis of their requirements, habits and preferences etc. And then they can come out with segment specific solutions
Conclusion
In the era of Internet, Electronic commerce plays the role of essential characteristics. According to UCLA Center for Communication Policy (2001), After e-mail or instant messaging and browsing on web, the third most popular activity that people do through internet is the online shopping. It is generally believed that people use internet majorly for seeking news and information related to entertainment, but the fact is that online shopping is more popular than this activity as well. Almost fifty percent of people who use internet are believed to make purchases online. Almost 1-10 purchases are made by three-quarters of purchasers. In case of internet users with vast experience, this number is as high as 20 online purchases every year. In case of new internet users, these online purchase numbers are somewhere 4 to 5 (2001, p.38). The Internet has developed into a new distribution channel and online transactions are rapidly increasing. This has created a need to understand how the consumer perceives online purchases. The purpose of this dissertation was to examine if there are any particular factors that influence the online consumer. Primary data was collected through a survey that was conducted on students at the University of Kristianstad. Price, Trust and Convenience were identified as important factors.
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