CUSTOMER RELATIONSHIP MANAGEMENT PROBLEMS IN THE COMPANY (CHOOSE THE COMPANY YOURSELF)

Executive Summary

In a world where businesses typically survive on `customers , it is imperative that business account for the wants and needs of their consumers . Via customer relationship management (CRM ) it becomes apparent that companies are faced with various problems regarding applying techniques or solutions to eliminating problems which consumers see . As Procter and Gamble is such a highly visible company , and one of the largest manufacturers which supplies grocery retailers and wholesalers . It also is recognized as a leader in designing how so-called `branded ' consumer-goods manufacturers move out into the

br market . These innovations are marketed by the company 's strong resilience and determination towards at all times improving its consumer value levels by removing processes which are inefficient or lack value I have chosen to reflect upon its major business problems and my recommendations for eliminating those problems . The foremost root problems are as follows

1 . Demand for the company 's products were not being driven by trade push

2 . Trade carrying products due to consumer demand and competitive necessity

3 . Trade not being loyal to K G as a channel partner

4 . Deployment decisions of products were not being monitored or analyzed by K G

5 . Channel efficiency and services required improvement for replenishment of products

6 . EDI had not be introduced early on in the company 's history

7 . Lack of efficient ing , shipping , and billing systems lead to inefficient ing process

8 . Lack of simple and stable pricing because quality was being affected

9 . Focus on Brand management versus category management

10 . Improvements were required to the manufacturing and planning divisions

As with any company striving to resolve inefficiencies , Procter and Gamble recognizes that these flaws exist . The following solutions would enable the company to improve upon its grocery distribution system

1 . real-time post-call surveys to determine consumer /channel demands or expectations

2 . leveraging the internet to determine or access the consumer 's relationship information

3 . more targeted sales and marketing

4 . dependence on the EDI system

5 . focused review of the manufacturing and planning and marketing aspects of the company

6 . company 's determination to use consumer profiling , screening , and relationship quality to create data scenarios and issues which reflect what the customer wants

Business Problems

As with every large company , there are various degrees of business problems . These problems must be evaluated on their level of seriousness or chance to either hurt or potentially be used as an opportunity to incorporate change into the company . For Procter and Gamble there is seen a strong reluctance by the actual seller channels to be loyal to the brand . This lack of loyalty stems from various sources . As the company was being run based upon brand management versus category management , there is a certain level of efficiency and coordination issues . Brand management kept product lines a complex structure by allowing for conflicts between similar branded products in the same trade channel . This complexity also is seen in advertising and distribution resources which saw this duplicity in the...