Introduction

Industry type: Food and Beverage industry

Launched  in: 1999 in East Haven, Connecticut, USA

Founder: Kamran Farid and Tariq Farid (Edible Arrangements International, 2018)

Headquarters- USA

Importance of measuring customer expectations and satisfaction

Customers are the most important asset of every organization (Osterwalder et al. 2014).

The customer expectations and preferences change with time.

The. satisfied customers pay their bills punctually that greatly enhances the cash flow, which is the lifeblood of every organization (Babiker 2015).

How is the loyalty program of ours, different from the competitors program?

Our program has:

Free birthday gifts

VIP gift cards

Speedy Checkouts

Free dipped boxes with third purchase

Surprise offers

Framework For Customer Relationship Management

Customer File Information

Customer descriptions

Purchase history

Contact information and history

Customer response information

Value of the customer (Routson, Weissman and Mata )

Analysis of Data Base

Data mining- segments, trends etc

Calculating Profitability- tracking the profit patterns (Kuman 2013) (For example, It will help in increasing the price and number of products purchased by up selling or cross selling as well as the reducing the market cost. )

Applying discounts

Customer Selection

Profitability Analysis

Hit list- which customer to keep and how much to be spend on them

80/20 rule- 80 percent of the total profits are from 20 percent of the customers (Nord, Paliszkiewicz and Koohang 2014)

Customer targeting

Following sources will be used to reach the target customers:

Company catalog

Internet

Media press such as TV spots and magazine articles

Radio

Relationship marketing

Customer relationship marketing program

-Loyalty Program

Discount on the next purchase Occasional discounts for the loyal customers offering free items and gifts to the loyal customers Offering discounts on high demand products

-Customer Satisfaction Model

Building loyalty

Preventing customer complaints

Developing Customer confidence

Privacy Issues

The consumer data will be kept secured. No information of the customers will be shared with any other individual.

The critical data shall be protected from internal and external threats

Encryption of critical and sensitive data

Metrics

Through Key Performance Indicators

Customer Satisfaction (Saeidi et al. 2015)

Action per engagement

Average number of product calls per day

Number of complaints per day

References

Osterwalder, A., Pigneur, Y., Bernarda, G. and Smith, A., 2014. Value proposition design: How to create products and services customers want. John Wiley & Sons.

Routson, N.K., Weissman, M. and Mata, A.S., III Holdings 1 LLC, 2016. Method, system, and computer program product for linking customer information. U.S. Patent 9,324,087.

Babiker, E.A.E., 2015. Impact of Supplier-manufacturer and Supplier-customer Relationships on Customer Satisfaction(Doctoral dissertation, Sudan University of Science and Technology).

Kumar, V., 2013. Profitable customer engagement: concept, metrics and strategies. SAGE Publications India.

Nord, J.H., Paliszkiewicz, J. and Koohang, A., 2014. Using social technologies for competitive advantage: Impact on organizations and higher education. Journal of computer information systems, 55(1), pp.92-104.

Saeidi, S.P., Sofian, S., Saeidi, P., Saeidi, S.P. and Saaeidi, S.A., 2015. How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of Business Research, 68(2), pp.341-350.

Edible Arrangements International, L. (2018). CEO, Tariq Farid. [online] Ediblearrangements.com. Available at: https://www.ediblearrangements.com/About/tariq-farid-ceo-edible-arrangements/ [Accessed 21 Mar. 2018].