Importance Of Customer Relationship Management In Kia

Answer 1

Introduction: - CRM defines interaction a firm has with its clients or consumers. There are different relationship i.e. behavioral, dedication, intentional and constraint.

a. CRM (customer relationship management) is all aspects of interactions that a company has with its customers, whether it is sales or service-related. While the phrase customer relationship management is most commonly used to describe a business-customer relationship (B2C), CRM is also used to manage business to business (B2B) relationships. Information tracked in a CRM system includes contacts, clients, contract wins and sales leads and more (Kotler and Armstrong, 2008).

b. the different relationship levels companies can build with customers

Intentional relationship-

Company must try hard to put its energy to effectively manage its relations with consumers. KIA knows to achieve its goals first it needs to serve its customers at its best so it believes in serving its customers better than its competitors.

Competitors: - while serving customers, company has to face competition in market. Company makes strategy to face competitors confidently by observing each and every move of competitors like their pricing strategy, their marketing strategy etc. KIA has lots of competitors in UK market as all of them are already have good relations with customers and have brand loyalty so this force affects KIA.

Public: - it is defined as a group that takes potential interest to affect ability of organization in attaining its objectives. The company’s actions also affect other groups’ interest i.e. those who form general public for the company. KIA needs to government policy, media release about it etc. as it affects its ability (Arnett and Hunt, 2004).

b. marketing strategy of KIA helps it to increase its brand awareness. Its strategy is to promote its product with sponsorship in cricket and do partnership in other sports like tennis and football and emphasizing great quality and design of its cars and still offer it at competitive

If company’s product is consumer product so it must be available easily to customers but if a product is premium consumer product then it will be available only some stores. Place of product depends on pricing and product decision of product. Distribution has impact on product’s profitability so logistics and supply chain decisions need to be taken care. KIA has 166 dealerships there is a large and expanding number of outlets

Promotion: - it is again important factor as product’s success depends on promotion schemes like how product is advertised, how it will be communicated to customers like through TV, radio, magazines. It also decides segmentation and targeting of product. KIA promotes its product with sponsorship in cricket and does partnership in other sports like tennis and football. It uses online banner and billboards advertisement, its websites and TV campaigns also (Kuester, 2012).

b. KIA differentiated and positioning itself as a brand with unique design and quality and great level of customer service, wide range of products with 7 years warranty and still offered at competitive price so giving better service and features in its products than its customers at the same price offered by those (Brown,