Divya Mishra, Director Public Relations at Mr Right Director
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IBM Customer Relationship Management Strategies for Pep Boys

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Abstract
Customer relationship management CRM is a significant and vital part of the business management today. It deals with relationship between the organization and its customers. Customers are the most important asset of any organization whether it is a global corporation consisting of thousands of employees and a multi-billion turnover, or a singular trader with a handful of regular customers. Customer relationship management helps the organizations to shift their focus from the product to the customers and understand what customers require and not what a company can make. Thus it helps the organizations to determine mutually satisfying objectives for the company as well for the customer i.e. making profit, reducing cost and providing satisfactory products and services to the customer.

In this paper, we analyzed Pep Boys’ successful implementation of Customer relationship management CRM. Pep Boys turned to the IBM Retail solution to attain the mutual goal of company’s growth and satisfied customers. The paper focuses on the problems of declining customer satisfaction and decreasing efficiency because of outdated retail store technology, faced by Pep Boys. The paper explains the ways through which CRM strategies of IBM helped Pep Boys in finding out the solutions to those problems. In the paper we have used the System thinking approach and have applied the Attractiveness Principle Archetype in our way of demonstration. The content of the paper is based upon the various research papers on Pep Boys, customer relationship management, system thinking; newspaper article, course book and personal experiences.