Tesco PLC don’t necessary satisfy customer needs, this may be due to customers need costing the organisation to fulfil an example of this is Tesco PLC don’t fulfil customers, customer service needs we can tell this from the which? Survey as it states that Tesco customers believe that their customer service is very poor and not very helpful, this shows that not all customers’ needs are satisfied by Tesco PLC
By Tesco PLC offering the total product concept (quality products/ services, value for money prices and varied place) they will be able to attract and also retain customers as you will then be offering them everything that they want, there will be no reason why a customer will look for an alternative supermarket then yours if you are offering the total product concept (quality products/ services, value for money prices and varied place)
Attractive promotions are another way in which supermarket such as Tesco PLC will have to have in order to attract and also retain customers. They will be able to do this through the use of their clubcard, as Tesco PLC receive all the data they will be able to adapt to the information that they have received in order to create promotional offers that will attract their customers, they will also be able to use their clubcard to send personnel emails to customer making them aware of the new promotional offers that are available, this would be part of their customer relationship management system
The total product concept need to be offered to identify, anticipate and satisfy customer’s needs, Tesco will have to offer the four 4p’s (price, place, promotional, and products) effectively before they can identify, anticipate and satisfy the customers needs, and to identify, anticipate and satisfy them they will have to achieve the 3p’s effectively (people, physical evidence and processes)
The components of pre-transactional customer service include, a parking space, the different parking spaces such as family, disabled and normal parking spaces, trolley stands are the pre-transactional customer service components that would lead to a customer in being lured into purchasing products, this is because they are convenient and have all the elements that would lead to a customer having a good visit, in store signs ‘happy to help’ staff help customers to find things. People are the key components of pre transactional customer service
The transactional components that would lead to a customer to purchase is self-checkouts as they would reduce waiting time and also opening of checkouts would also lead to customer not having to wait for a lengthy period to purchase the products. Another components is that customer are able to pay for the products through many different ways such as cash, credit/debit card, this is very convenient, the reason why this is convenient is because if you don’t have enough cash your able to pay by card an example of this Tesco PLC they provide all that has been stated above, e.g. different ways of payment, self-checkouts, people also help with packing, they also give free bags. People are they key components of transactional customer
The post transactional customer service components include, people holding umbrella and trolley boys which help the customer, the trolley boy helps return the trolley to the trolley stand so the customer doesn’t have to, the umbrella boy protect the customer from the rain so the customer or their shopping doesn’t get wet. Tesco PLC also has a 24 hour customer service department which help customer in issue or help solve queries and issues via email or telephone such as the return policy. People are the key components to post transactional customer service
The organisation as of 2013 was not profitable as they had their first decrease in profit in 2 decades. The organisation could be more profitable and the last 2 decades shows that it is possible for Tesco PLC to be profitable again. The way in which they can be more profitable is through making their customers service staff more effective, decreasing prices and creating a better store environment, all these factors will help Tesco PLC to increase their profits, they will help as these areas are the main concern for customers, the which? Survey states that these three factors are the main reason why customers don’t want to shop at Tesco PLC. If these factors are achieved then there will be no reason why customers won’t be using Tesco regularly as all their needs will have been met
I don’t think they better identify/ anticipate their customer needs as their clubcard already does it very effectively for the organisation, it is so effective that it is very well known and used by Tesco PLC customers. They are able to satisfy their customers better by adapting to their customer’s needs, they may have all the information but Tesco PLC are not acting upon most of the information that they are receiving from their clubcard. It is pointless having a service such as the clubcard and not using its data effectively
Customer perception can be improved by telling and also showing customers that they are improving their weaknesses and adapting to customers suggestions. They can do this by improving their prices, making their store environment better etc
Conclusion
In this report I have evaluated the contribution of relationship marketing to the effectiveness of the marketing functions of Tesco PLC
by
serhadsdeadhotmailcom (student)
