Understanding Customer Relationships Essay Example for Free

Understanding Customer Relationships EssayI further confirm that I have not sh atomic number 18d my bailiwick with other candidates. Table of Contents Cover page1 Table of Contents2 Task 1 Keeping stakeholders informed 3 6 Task 2 Collecting stakeholder training 7 9 Task 3 CSR Gaining an Internal Perspective 10 12 Task 4 REPORT ToMarketing Manager FromMarketing Assistant examine25th November, 2011 SubjectKeeping stakeholders informed INTRODUCTION Communication is defined as the process by which information is exchanged between individuals through a common system of symbols, signs or behavior (www. erriamwebster. com/dictionary). It is a two-way process and plays a central role for effective relationships at bottom an organization (CIM Introductory present in Marketing Study Workbook, pg 135). For communion to be effective, the receiver must show the message in the manner the sender intended for it to be received. As with majority of organizations, stakeholders argon an integral part of any organization and must be fountainhead informed of necessary decisions and activities of the said organization.With reference to the recent engender downfallage crisis, it is important that BP communicates to the following stakeholder groups a. FOUR STAKEHOLDER GROUPS THAT BP NEEDED TO COMMUNICATE WITH AND THEIR SCOPE OF INTEREST ARE Governments and regulators Government alongside the regulatory agencies established by the governance to dominate the industry, atomic number 18 responsible for formulating policies which govern offshore drilling processes and alike checker that the interest of the public is protected from the activities of the oil companies.Both bodies sine qua non to be informed of the liberation to allow for supervise of the situation and deployment of resources and assessment teams to establish shoreline protection and clean up priorities. (http//www. env. gov. bc. ca/eemp/resources/strategies/oilstrat. htm) The information would fu rther assist the political relation investigate the cause of the blab outage in order to take necessary legal actions and also help with legislation of regulatory laws which governs oil exploration by the oil companies. . Stakeholders and analysts The stakeholders include shareholders and investors who have financial interests and commitments in BP. They should be informed of the spill and every progress made by BP, so that they are unploughed abreast of the financial implications and expenditure that would arise from the spillage, cleanup process and compensation embody which exponent result in a loss in taxation for BP and ultimately their financial interests. c.Local communities Local communities are usually members of the lodge within which an oil projection is situated and in this case, the community where the oil spill has occurred. They would also include the local media, medical organizations, nongovernmental organizations active within the area, local security force s etc. Organizations must establish themselves as reputable members of a community. (www. ou. edu/deptcomm/ publications review. htm) By establishing a reservoir of state of grace in the community it is often easier to gain community support during a crisis (Sellnow, 1993).As such, affected residents of the local community around where the spillage occurred should be communicated to and assessed for physical and behavioral health effects the spillage might cause especially if the residents depend on oil, fishing or other affected industries in the locality of the spill. BP should also inform the local communities on steps it has taken or would take to combat the effect of the spillage on the environment and contingent compensations to the communities. d.Customers These vary from domestic fuel users to agricultural and aviation users of bulk LPG. All BP customers should be contacted and informed of the spillage as this might affect the supply of various products as supplied by BP. The multiplier effect of shortage of products by BP would not only mean a loss in revenue for the customer whose livelihood depend s on sale of products but also on the end user as might be in the case of retail fuel consumer and inadvertently more loss to BP. 2. ADAPTATION OF MESSAGES TO MEET THE NEEDS OF EACH OF THE STAKEHOLDER GROUPFor a discourse to be effective, the message passed must be well understood by the party for whom the message is intended (decoder) for and must be able to communicate back to the sender. BP must ensure that it communicates information ab fall out the spillage to the above mentioned stakeholders in respect to their functions and adaptabilities. o For the government, a series of meetings should be arranged where discussions regarding assessments, clean up roles and monitoring policies are discussed and reported back to the government the progress of the situation. Stakeholders are to be informed via mails or financial reports the cost analysis of the clean up exercise as well as financial implications of the spill incurred by the company. o BP should want to invite non-governmental organizations who focus on environmental policies and issues to assist with implementation of programs knowing to help residents within affected communities. o Customers can be r to each oneed more effectively and interpersonally through in depth interviews, viral online communications, web based interactional programs and feedback channels on BPs website. . TWO COMMUNICATION TOOLS THAT COULD BE USED TO ENHANCED THE MESSAGE The purpose of communication is to get a message across clearly using methods or tools that would effectively target the intended receiver. These tools could either be verbal or non-verbal tools of communication. To communicate its intent, BP must use the following communication tools to enhance the credibility of its message- ? PR Public Relations is defined as a planned and sustained effort to establish and maintain goodwil l and mutual understanding between an organization and its publics (IPR).In enhancing the credibility of its message, BP would use PR to not only ensure that its intended target receives its message, but would also help reshape and boost the consumer perception of the BP image in light of the spill crisis thereby, warding off unfavorable rumors. ? Direct Marketing This is the most targeted method of communication as it seeks to target individual customers with personalized messages and build relationships with them as they respond to direct communications (UCR online syllabus session 7, pg 8).Direct marketing is defined as the planned recording, analysis and tracking of customer behavior to develop relational marketing strategies (Institute of Direct Marketing, UK) Using direct marketing, a well thought out and planned message is made available by BP to target each stakeholder group and solicit positive responses from each group to help manage the spill crisis. 4. EVALUATION OF THE EFFECTIVENESS OF COMMUNICATION TOOLS OUTLINED ABOVE Direct Marketing One of the realizes of direct marketing is that it allows for direct interaction with the consumers and hence immediate responses are obtained from the consumers.This in turns also ensures that BPs personalized messages are well targeted and monitored such that the aim of public relations in helping to enhance consumer perception of BPs image is also attained. BRIEFING PAPER FromMarketing Assistant ToMarketing Manager Date17. 12. 2011 SubjectCollecting Stakeholder information Information is defined as the entropy formatted or structured to support decision making or define the relationship between two facts (Zikmund/Babin Essentials of marketing research 3rd edition). It is a marketing asset which impacts on performance of an organization (CIM Study Workbook, pg 108) 2. INFORMATION TO BE COLLECTED BY BP IN RELATION TO ITS STAKEHOLDERS o Local Communities BP would seek to collect information about the local com munities which would include population count, availability of amenities such as hospitals, roads, schools, water, electricity, income levels, gender, age etc. It would also seek to commit the general occupation of residents in the community (e. g if farming or fishing is the main stay of the residents and the effects of the spill) and income/lifestyle of residents. It would also seek to understand the culture and ethnicity of the people so as not to strain relationship with its communities.BP should also seek to collect information about its communities to help assess the genial and environmental impacts of its project within such communities. o Government and regulators As these two bodies promulgate policies which govern the exploration of oil wells, CSR and offshore activities, it is important that BP is up to date with its information on all offshore and environmental laws so as to protect itself from abjurations. It would also collect information to understand its tax liabi lities and entrepreneurial activities in collaboration with both bodies. . 2USEFULNESS OF INFORMATION COLLECTED TO BP For Budgetary control- Greater control and more informed decision making are possible when all be of all operations are available For Planning Information helps BP make adequate plans for its operations within its communities, or act in accordance to governing policies and also inform actions to address/prevent health effects in affected communities during a spill crisis For decision making adequate to(predicate) data collected would be use for making strategic decisions for its sector and management plans. . 3USEFUL INFORMATION TO BE COLLECTED BY SCREENPLAY MARKETING MEDIA COMMUNICATIONS LTD. To ensure our relevance and maintain our market share over the next six months, we must seek to collect the following information about our varying clients in order to effectively meet their needs and surpass their expectations ? Clients activities we must seek to colle ct information about each clients various activities within the next 6 months and plan media campaigns around those activities to meet intended consumers. Customer attitudes We would need to interview and collect information on target segments of consumers to assess how well they match our ideas and fit into clients marketing plan ? Competitors activities Over the next 6 months, we would need to identify who our competitors are through secondary research and collect information about their activities in order to help us plan our strategies ? Markets it is important that we carve our niche market and gather necessary information on them.We would need information as to who are clients are, their products, existing/potential market for the product all necessary for us to have an idea on how best to state of affairs our clients product for an increase in market share. 2. 4ONE METHOD OF COLLECTING INFORMATION In order to collect the necessary information, I would inspire the Secondar y method of data collection. Secondary data is data that has not been specifically created for the purpose at hand but can be used and analysed to provide marketing information where primary data is not yet available or not sufficient(CIM Study Workbook, pg 110).This is a preferred choice of data collection because it o Helps to make primary data collection more specific since with the help of secondary data, we are able to make out what are the gaps and deficiencies and what additional information needs to be collected. o Is less expensive and economical to conduct seeing that the information is readily available and does not desire the process of collecting new data o Saves time o It provides a basis for comparison for the data that is collected by the researcher (www. managementguide. com) password PAPER Prepared for Marketing Manager Prepared by Marketing AssistantSubjectCSR An Internal perspective Date 17. 12. 2011 INTRODUCTION Corporate kind Responsibility (CSR) is about how businesses align their values and behaviour with the expectations and needs of stakeholders not just customers and investors, but also employees, suppliers, communities, regulators, special interest groups and society as a whole. CSR describes a companys commitment to be accountable to its stakeholders. CSR demands that businesses manage the economic, social and environmental impacts of their operations to maximise the benefits and minimise the downsides (www. srnetwork. com) 3. 1 PURPOSE OF THE PROJECT The purpose of this project is to seek to form a committee to propose and identify a CSR activity for ScreenPlay Marketing and Media Communications Ltd to embark on as its efforts in heavy(p) back to the society in which its business operates and increase our awareness of environmental consciousness. 3. 2BENEFITS OF CSR TO THE ORGANISATION Consumers increasingly do not accept unethical business practices or organizations who act irresponsibly (www. simplycsr. co. uk).The benefi ts of Corporate Social Responsibility cannot be overemphasized and a carefully planned CSR would help our organization to Develop and enhance relationships with customers and society thereby retaining customers whilst attracting new ones Enhance brand image so customers perception about the brand is positive Attract, retain and motivate employees A key potential benefit fromCSRinitiatives involves establishing the conditions that can contribute to increasing the commitment and motivation of employees to become more innovative and productive. www. ic. gc. ca/site/csr-rse. nsf/eng/h_rs00100html) Sharpen decision making and help edit out risk 3. 3. IMPORTANCE OF INTERNAL COOPERATION AND PARTICIPATION It is important that a good working relationship exists between all departments of our organization on this project so as to ensure completion of tasks and fulfillment of our set objectives. It is envisaged that with team work and contribution of ideas from all each department invol ved in this project would weaken productivity and also ensure the success of our CSR project. 3. IDEA ON IMPROVING OUR ORGANISTIONS ENVIRONMENTAL RESPONSIBILITY One idea I would like to intimate to increasing our environmental responsibility is the adoption of a baby bird from the eye department of the childrens ward at the Lagos State Teaching Hospital. There are at present about 300 cases of children with cancer of the eye been treated at the hospital. It is my proposition that we render our CSR to the kids in this ward by sponsoring a child every quarter to the Suraksha Childrens Hospital India a top hospital in India noted for interference of eye tumors in children.The relative low costs of surgery and living expenditure has influenced the choice of Suraksha Childrens Hospital and the intervals at which each child would undergo a treatment would not be bungling for the organization to bear. We would work in conjunction with a team of doctors at the Lagos State Teaching Hos pital to assist in compiling names of beneficiaries of the treatment through a series of preliminary requirements for each beneficiary. This would include age, severity of case, and income level of heightens as this would be aimed at children whose parents cannot afford the treatment cost in the state.This project would be tagged The ScreenPlay Media Communications Light a world project. 3. 5COST IMPLICATION FOR PROPOSED CSR PROJECT The cost for this project is outlined below Hospital fees This would cover cost for accommodation in the hospital for the number of days from the date of admittance to the discharge date and would also cover administrative and drug fees. operating theatre fees includes surgery fees, anesthetic fees, blood transfusion (if necessary) and surgeons fee. Accommodation fees this take care of accommodation and feeding costs for the accompanying ward/parent of the child Travel/logistics fees covers flight fares for child and accompanying ward along wi th visa application fees. It would also cover for transportation for the beneficiaries upon arrival in India. This cost is estimated at a total of N750, 000 (? 3,000) per quarter and totaling N2, 250,000 (? 9,000) per annum for 3 kids. RESEARCH Prepared forMarketing Manager Prepared byMarketing Assistant SubjectMaintaining the work/life balance Date30. 11. 2011 EMAILToemailprotected com (marketing manager) Cc emailprotected com, emailprotected com, emailprotected com Subject Committee set up on Proposed CSR Project Dear Elliot, Trust you are fine. As per your memo dated 16th November 2011on setting up a committee for the proposed CSR activity, kindly see below the list of intended participants from the various departments- a. Ore Odusanya (HR department) Having worked with Ore in the past(a) few years, his analytical and interpersonal skills in relating with people would be very useful in this project . Trish Banner (Accounts department) Trishs skill in use financial transactions as well as contacts within the travel agency would suffice in this project and assisting with obtaining relatively low fare prices for each beneficiary. c. Gladys Knight (Creative department) her artistic talents would help create the right messages for advertisement purposes which would position the brand as foremost in connecting with its society. Her wits and acute sense of perspicacity would also aid in ensuring that the right candidates are chosen for the project. . Ken Rice (logistics department) an ardent and hardworking colleague, though in the HR department but with an ability to drive and ensure prompt delivery of projects would ensure that logistics such as visas, hotel booking and transportation of each beneficiary is handled promptly at designated timelines. I would also like to suggest that the committee is convened soon so as to enable us conclude the plans within the shortest time frame possible and negotiate with the team of doctors in Nigeria and India for the commencement of the project.It would also afford us time to put together a media campaign to boost publicity. Best regards Lolah Adebambo Project attraction REFERENCES Book Sources Vincent. K CIM Introductory Certificate in Marketing Study Workbook, 2009/2011 (BPP Learning Media, London) Internet sources www. ic. gc. ca/site/csr-rse. nsf/eng/h_rs00100html (accessed in December 2011) (www. merriamwebster. com/dictionary). (accessed in November 2011) (www. csrnetwork. com) (accessed in December 2011) pic