Jackson Sausages Pty Ltd is a medium-sized company that produces gourmet beef and, chicken sausage for a highly competitive market. Jackson’s sausages are sold to major supermarket chains, as well as to retail butchers and speciality delicatessens. The company holds only about 15 percent of the gourmet sausage market and struggles to maintain that market share. Joe Jackson, the sales manager, has put a of energy into visiting new and potential customers to try to understand their needs. However, he is aware that customers do complain about some aspects of the products and services that are provider by the company. Joe is finding it difficult to retain customers and find new customers, as the market leaders are very aggressive and seem to have some form of superior market intelligence that allows them to anticipate changing customer preferences. Joe feels that his company is a follower rather than a leader when it comes to dealing with customers. Joe has recently heard of customer relationship management and is wondering whether this could provide any advantages for his company.
1. Describe what is meant by customer relationship management (CRM).
2. How might CRM assist Jackson Sausages to retain customers and attract new ones?
3. Explain how e-commerce solutions might help.