The Effect of Pick n Pay Westville’s Customer Relationship Management on their Customer Relationships.

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.