Marketing IMC Strategy of Coca Cola 52

Collecting Consumer Data

ShaRon Jones

South University

MBA6011 Strategic Marketing

24 September 2015

Professor: Matula

Uses of the CRM Technology Elements

Customer Service Relationship Management is used by firms to describe the processes that have been implemented by a firm to manage the interactions between its departments, customers and prospects (Catalan, 2012). Elements of a customer service relationship management include people. It is important to identify and engage all the stakeholders of the organization. This process is another element of CRM and Coca Cola should consider their processes and evaluate them. The process should be captured, analyzed and documented. The third element is technology. Technology is important as CRM is an IT investment.

An organization should choose the technology that suits its goals and budget. The elements of a CRM technology include PC-based software, software that resides on a network and web-based applications. CRM can be used by the Coca Cola Company or any conglomerate to improve on customer retention. This can be done by understanding the loyal consumer base the organization already has. CRM enables a firm to gather information about the products and services that the consumer frequently purchases, and even some that the consumer has not particularly shown a preference to. The firm will then use this information to fine tune their products and services to the consumer’s needs and satisfaction, therefore building retention and thus retain and creating a steady stream of ongoing revenue.

A Customer Database Template

Last Name
First Name
Address 1
City
Email

Our Privacy Policy:

The information filled above is private and confidential and is not to be used by unauthorized personnel.

A Customer Satisfaction Survey

1. What is your name?

2. Do you use coca cola beverages?

3. How long have used our coca cola beverages?

4. If yes, what is your preferred coca cola drink?

5. Why do you prefer it to others?

6. If no, why don’t you use our coca cola beverages?

7. What drink don’t you like?

8. Why don’t you like it?

9. What improvements would you suggest we make?

10. How would you rate us?

Methods of Data Collection

Coca cola being a global supplier will need to collect information from several countries. A team of researchers will be required to collect this information from the consumers through open and closed questionnaires that can be filled online or physically and interviews from brand representatives.

References

Thomsen, S., & Conyon, M. (2012). Corporate governance: Mechanisms and systems. London: McGraw-Hill.

Daniel Catalan Matamoros. (2012). An overview to customer service relationship management. The University of Almeria: Spain