Module Tutor: Mr. DAN BENNETT

Assessment
Students will research and write an individual 2000 – 2500 word article suitable for publication in an industry / business magazine

2010/2011
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Where are you going SOCIAL CRM? Fast food need to evolve with you! Previously, companies tended to spend on average much more money to acquire new customers than to retain customers. However, in the twenty one century, competition between companies is increasingly important on the hospitality market. Consequently, many companies develop more strategies based on relationship for existing customer, even if the conquest of new customers is still one of their goal. Moreover, these strategies allow retaining them and increasing the share of customer purchases. Customer Relationship Management (CRM) is becoming the core marketing activity for companies. Mainly companies operating in highly competitive such as fast food restaurants. Then, the customers’ needs change. Now, the client needs a much more personalized service, a strategy of one to one. He needs to live a unique moment that nobody else cannot have. Therefore, to adapt to new needs, the company develops a new form of relationship marketing called social Customer Relationship Management (SCRM). However, in correlation to this evolution toward the customization and the social marketing, fast food restaurants’ strategies are still focused on mass audience which is reinforcing by the globalization. Therefore, fast food restaurants go at the opposite side of new customers’ needs. Therefore, the main purpose of this article is to understand how the fast food fits their strategy regarding customer needs changes and social customer relationship management. We will reflect on the evolution of the CRM in order to finally analyse how fast food restaurants can deals the new CRM inside their organization. Part 1: the evolution of CRM Firstly, we need to identify the significance of CRM and SCRM before understanding