Course Project – Marketing the Product / Service

Strategic Marketing

South University

December 16, 2019

Collecting Customer Data

Research the key elements of a CRM system and defend at least three best practices that your organization can use to improve its customer retention.

A CRM type of system is identified as a software tool which assists in the management of interactions with company constituents. In order for a company using CRM such as Mofrica to be successful, the system ought to be efficient enough to track along with report information regarding the type of people that they engage within a manner that helps in the attainment of goals. Mofrica CRM should possess various elements for it to be successful. These elements are integrating technology since it is a networking company this element will help in enhancing efficient coordination as well as in enhancing service delivery (Singh & Chanda, 2014). The second element is conduction of continuous measurement as well as improvement which is essential in enhancing improved performance in the company. The other element is updated customer information which is readily accessible to all the company stakeholders as this will help in the delivery of better as well as personalized services.

There are a variety of strategies that Mofrica can use in ensuring effective customer service. They include segmentation of customers which helps in understanding the different needs of each customer that the organization serves. The organization is able to set goals along with objectives for every segment of its customers. Another strategy is communicating often and in an easy way. It helps in keeping in touch with all its customers as well as uncovering current opportunities. Nonetheless, there is use of social collaborating tips. There are varieties of social media platforms that Mofrica can use to maintain its quality in networking services and by using social media to brand itself and manage its customers, Mofrica is in a better position to enhance its quality (Al-Rabayah & Alsmadi, 2017).

Justify at least five critical pieces of customer information needed from your key market segment. Why do you need to collect this specific data?

These pieces of data entail user experience which helps in prioritizing the various features of the company and in the creation of a better user encounter with the products and the services of the company. It can also help the organization understand the functions that are popularly used. The second piece of data is learning how they discovered the business as this helps in measuring the effectiveness the sales as well as the marketing teams of the company. The other piece of data is purchase behavior of the customers which is essential in enhancing sales as it offers information that helps the company in comprehending the buyers and their buying behavior (Karam & Ken Wilcox, 2016).

The other piece of information is the last sign-in date which is vital in targeting the customers that are slipping away from the company by getting constructive feedback on the same. Lastly, there is keeping track regarding their physical address which helps in maintaining constant communication with the customers thus having a higher customer base. All these pieces of information from the key segment of Mofrica are essential in helping the company to attain a higher competitive advantage over its rivals in the field of mobile networking.

Justify five survey questions that might be used to evaluate the segment’s experience with your organization. Why do you need to know this information?

These survey questions entail overall satisfaction which acts as a measure of how appropriately the organization is pleasing its customers. An example is; “What is your satisfaction with Mofrica?” The other question is an attribute question such as; “What is your personal satisfaction with the Mofrica mobile networking services and products?” This will help in measurement of particular aspects of satisfaction within the organization thus understanding what areas exactly to improve on. The other questions are behavioral questions which can be; “How likely are you to come back again to Mofrica?” This question helps in gaining insights in the intended behavior (Babin & Zikmund, 2016).

Nonetheless, another question is demographic question such as; “What is your familiarity with Mofrica?” It helps in understanding any notable distinctions between the segmented audiences. The other type of survey question is an open-ended one such as those regarding an open slot for feedback on Mofrica products and services. It gives customers an opportunity to offer deep and comprehensive explanations on Mofrica products and services.

Justify a plan for how customer data will be collected. The plan should detail the methods to be used and where those methods will be integrated into the organization’s processes

The customer data of the key segments of Mofrica customers will be collected in two major ways. These techniques are online surveys as well as email campaigns. Online surveys entail gathering information from people on online platforms such as social media platforms like Facebook (Dillman & Christian, 2014). Email campaigns are methods of surveys that companies use to attain information from its customers through emails sent to subscribers of its products. Email surveys will be sent to all the customers of Mofrica Company on their satisfaction regarding the company products and overall satisfaction on Mofrica Company operations.

Online surveys that will be carried out in Facebook pages as well as Twitter pages and LinkedIn of Mofrica will entail survey questions that will be open ended whereby customers can give their feedback on Mofrica to help in improvement of the services and products of the company. All these techniques will facilitate efficiency in enhancing customer care at Mofrica and improving performance at the company which will facilitate improved competence in the organization and enhance the sales of Mofrica (Patton et al., 2014).

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