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Unit 11: Relationship Marketing | Assignment 2 (P4, M3, D2)
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FEBRUARY 1, 2017UNIT 11, ASSIGNMENT 2
RELATIONSHIP MARKETING: LEARNER CONSULTANT
DAYNA TYE
, Contents
Introduction .................................................................................................................................................. 2
Be able to investigate quality issues ............................................................................................................. 2
QUALITY .................................................................................................................................................... 2
Quality as conformance to standards ................................................................................................... 2
Importance of customer perceptions of quality (customer perceived value) ...................................... 4
Link between quality and brand building ............................................................................................. 4
QUALITY SYSTEMS AND TECHNIQUES ...................................................................................................... 4
Customer perceived quality and gap analysis....................................................................................... 4
Quality circles ........................................................................................................................................ 5
Benchmarking ....................................................................................................................................... 5
Value chain ............................................................................................................................................ 5
Improvement methods: using fishbone (Ishikawa) analysis. ................................................................ 6
TRACKING AND EVALUATING CUSTOMER SATISFACTION ........................................................................ 6
Customer retention management through database marketing in conventional retailing ................. 6
Lost customer analysis .......................................................................................................................... 7
The importance of a transparent complaints-handling system and related opportunities ................. 7
Understand the role of customer relationship management (CRM) systems .............................................. 7
CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS .............................................................................. 7
Software systems to assist with management of relationships with customers ................................. 7
Functions ............................................................................................................................................... 7
USE IN REVIEW AND PLANNING OF MARKETING ACTIVITIES ................................................................... 7
Analysis of customer behaviour in response to marketing activities or external changes .................. 7
Conclusion ..................................................................................................................................................... 8
Bibliography .................................................................................................................................................. 9
1
, Introduction
In this report, I will be writing about a particular product / service the Costa offer. I have just been employed
by Costa as a leaner consultant. I am going to gain an understanding for the important of processes and
systems in providing consistent quality. I am going to be looking at the Americano as this is a classic and a
lot of people drink it because they prefer simple coffee.
Be able to investigate quality issues
QUALITY
There are several different definitions of quality:
1. Fitness for use or purpose
2. To do the right thing the first time
3. To do the right thing at the right thing
4. Find and know what a consumer wants
5. Features that meet consumer needs and give customer
satisfaction
6. Freedom from deficiencies or defects
7. Conformance to standards
8. Value or worthiness for money
http://kalyan-city.blogspot.co.uk/
Quality as conformance to standards
“Quality of conformance is the ability of a product, service, or process to meet its design specifications.
Design specifications are an interpretation of what the customer needs… thus, quality of conformance
equates to conformance to specifications within an acceptable tolerance range.”
http://www.accountingtools.com/questions-and-answers/what-is-quality-of-conformance.html
“Conformance is how well something, such as a product or system, meets a specified standard and may
refer more specifically to: Conformance testing, testing to determine whether a product or system meets
some specified standard.”
https://en.wikipedia.org/wiki/Conformance
Gennaro Pelliccia was hired by Costa to test coffee beans and is now the designated coffee bean tester
with an insurance on his tongue for a whopping £10M*. He helps with quality of conformance because he
is the one to make sure the coffee beans are as good as they can be and that they are able to be blended
for the coffee taste that Costa want. Having a coffee bean tester may cost some money although if they
want to make sure all of their coffee beans are the best, they can as they are big enough company with the
money to do so. Gennaro must make sure all the beans are of the same taste so that all of the coffee tastes
the same. If the coffee tastes different, people may not like it therefore if it all the same, people will not
question it. Making sure to have the same or similar tasting coffee is important as that is their blend and if
it tastes different, it would then not be the same blend that all of their customers like. Gennaro is a very
important person within Costa for this very reason – this job is important to the company and this is why
he has his tongue insured.
http://www.telegraph.co.uk/foodanddrink/foodanddrinknews/4957333/Costa-Coffees-taster-has-
tongue-insured-for-10-million.html
2
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