Customer Continuity and Growth

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Omni-channel customer communication

Integration of the various channels is essential continuation model where the

organizations collect data from the different channels, analyse the customer

information. Verification of the information is essential aspect as failure to assess the

validity of the customers leads to prevention of people in disguise providing false

comments.

Customer experience depends upon communication and periodic communication

with them, assessment of their thoughts through all the channels leads to

development of services to satisfy them. This leads to development of strategies for

retaining them, enhancing the loyalty factors and enhance the lifetime values of the

customers (Swartz et al., 2004).

Prevention of the bad experiences leads to better customer management. The

communication continuity leads to break-free processes by digitalization of all the

communication process. In the current times integrating the customers is challenging

process, and the creation of the pages for their best sellers in the Facebook, Twitter

and other social media leads to make them aware of all the pros and cons of the

product. Flexibility to connect with the other customers of the same brand and also

the brand’s channels; mainly the ability to make the decision on the channels is the

potential advantage of this process (Saleem, 2011).

Thus the decision making capability is provided to the customers on the channels

they prefer and this leads to formulation of an agile model to alter the processes in

times of business breakages faced by pandemics situations or any form of the

emergencies.

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Real life strategies – Agile model

Agile business processes leads to rapid adoption to the changes, mainly gain the

understanding of all the customer thoughts with the simple and easy to use user

interface designs in all their applications. This leads to better integration of the

customers, collaborations between them leading to an integrated decision making.

The cumulative scores and reviews of the customers leads to elimination of the false

messages on the products / services.

The degree of responsiveness is high in this model as physical interaction with the

customers and capturing their emotions are not possible in the pandemics. The

strategies planned are reformulated to suit the new trends

Agile approach is possible in the digitalization era as rapid communication between

the customers using the different channels are possible. Since, the input from the

customers are received in a rapid form, organizations clearly gain the understanding

of the products and the services. Thus, the process of testing is possible with in short

time frames and roll-out of the products / services gaining negative reviews among

the customers is possible.

Resilience to the risk associated with the various financial health, prevention of

various risk are prevented in this process. Since, customers communicate regularly,

the growth of risk free strategies are possible with assessment of the possible

solutions (Barney, 1991). For example retail sector like Tesco, can launch a product

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in form of demo to the selected set of customers, and collect the feedback from them.

Thus, they can revive the strategies, reframe the production methods, supply chain

processes, or alter the products to suit the needs of the customers. Any major

disruptions in the view of the customers can be pre-tracked in this model leading to a

better resistance free approaches. Such efficient digital communication systems work

best in event of the failures, disruptions and ensure to hold hassle free

communication with the customers all the times. Castillo, (2005), also highlights

with only such communication aspects any form of disasters can be prevented

and organizations can revive communicating their stand.

How this is done at Tesco?

Tesco focuses on creation of loyal customer base in all the channels, they help in

long term relationship marketing and collaborate with Tesco in the process of decision

making on the future product / service developments.

Based upon the feedback from the customers organizations involve in cutting the cost

associated in the process.

Resource wastages are prevented mainly in avoiding unnecessary spending on the

packages or adding colouring agents which might not be liked by most of the

customers. Thus the products and all the production processes, supply chain or the