DPL 5013: FUNDAMENTALS OF SUPPLY

CHAIN MANAGEMENT

CASE STUDY: CUSTOMER RELATIONSHIP

MANAGEMENT- COCA COLA
COMPANY

LECTURER’S NAME: MADAM NOR HAZIAH

BINTI HUSSIN

Student Name Matric number

DIVIYAH D/O MANIKAM 23DLS18F2033
KAUSALYA D/O SANKARAN 23DLS18F2035
MOGENA SELVI D/O ANANDAN 23DLS18F2061

i. Introduction
The article we chosen for this section is: Best Practices: Customer Relationship Management,
retrieved from the Ivey Business Journal written by Ian Gordon on November/December 2002
via this link- http://iveybusinessjournal.com/publication/best-practices-customer-relationship-
management/. This article discusses how companies must first define a strategic vision before a
CRM program is announced. Next, a successful CRM will not only utilize technology but will
enhance the focus of the organizational capabilities in other aspects such as people and
knowledge. Value and mutual customer satisfaction must also be addressed in order to create an
efficient CRM program. Lastly, insights on how customers want to process their information will
be crucial to success. The Coca-Cola Company certainly understands people because the
company has existed since the end of the 19th century. One way the company can utilize the
advice from this article is by understanding what the vision is for the organization past 2015 and
how that relates to CRM goals. Once that is established, the company can adjust the CRM to
cater to the customer’s needs through taking a focus group study conducted on customer and
employees. Sometimes the best recommendations come from the individuals working for the
company. This research will determine what a Coke customer expects from the company via
online capabilities. Overall, customer satisfaction will come when the company asks the
customer what they truly expect. This technology will record the end of business CRM sales but
customer interaction is still a real skill.

ii. Objective
The customer relationship management (CRM) system for Coca-Cola Company demonstrates
everything that modern technology can provide. The primary goal for Coca-Cola in terms of
CRM is to keep on track with perfect customer focus. Coca-Cola utilizes the SAP CRM system
that aids in existing processes as well as improving new functions to assist in creating customer
satisfaction. The company provides feedback through email, telephone and instant messages via
the organizations website. Coca-Cola has set up a collaborative CRM through data analysis in
order to increase the sites capabilities. The sales representative can contact the customer within
24 hours or less. This implementation has created efficient customer loyalty and has helped in
retaining customers.

iii. findings

The Coca-Cola Company has taken several steps to ensure customer augmentation and customer
retention via the company website. It is the goal of the company to respond to all customer
service inquiries made online within 24 hours. Coca-Cola has revised the company’s privacy
policy in November, 2015 in order to keep customer security up to date. Also, the company is
proud to introduce the Safe Harbor Policy to help individuals understand the personal
information security involved in all online transactions. In addition, the company wants to ensure
that 100% transparency exists when it comes to the caloric information contained in Coke
products. Coca-Cola has a strict supplier and partnership policy that is delineated on the
company’s website also. Terms and conditions are presented before any potential supplier wishes
to approach Coca-Cola.
Furthermore Website Navigation, Navigation of the Coca-Cola website is clear and succinct as a
proper search query will yield a successful find more times than not. As mentioned previously,
transparency is the goal of the Coca-Cola Company in all aspects. Customers want a site that is
easy to peruse and simple to discover the target goal of viewership. The company realizes that
and keeps the website easy to navigate when researching a certain product, inquiry, etc. Using
language that will direct a viewer to what they desire is all that is needed to navigate the Coca-
Cola website.
Finally Customer-Facing Business Processes, The Coca-Cola Company’s customer-face business
processes utilizes a myriad of interfaces that are popular with companies of today. For example,
the firm inserts software programs that directly correlate with the viewer. This includes
applications that interact with the customer on multiple levels. One way the company does this is
by implementing a help desk process to assist customers in real time. A 1-800 number is
provided via the website or a customer can simply chat with an online customer representative.
Customer service surveys are sent on a regular basis to any email left by the website inquirer.

iv. Conclusion

The overview of this case study clearly provides information that using advance CRM help Coca
Cola to achieve their goal without losing their market. They were able to provide offers and
started some contest online to play and win exiting prizes. They have created a freestyle vending
machine where a customer can make his own drink from 100 combinations. This was one of the
biggest step for Coca Cola. They were able to do online promotion in one of the top Social
networking site. There were able to gain the largest number of fans in it. Coca Cola is able to
collect data from vending machine, mobile, Customer service, online network and provide
solution and give personalized service to the Customer. Coca Cola is able to manage the top
position in beverage with their advance CRM process. In today's increasingly competitive
beverage market, Coca-Cola trains a large number of loyal customers by its outstanding
customer relationship management philosophy and technological Customer relationship
management and customer loyalty makes the company’s sales increased significantly. Therefore,
it is becoming more and more important to improve the customer relationship Management of
Coca-Cola.