Introduction/Profile of the Organization.
Azza gift stores have been operating successfully in BiH, the company’s headquarters, and in different locations worldwide. They can meet all their customers’ needs thanks to their wide range of products for every occasion. By adjusting their products and services to meet local legislative requirements and client preferences, they modify their corporate culture to meet the needs of each country. In addition to having many new customers, they also build a base of loyal ones with the help of a great combination of affordable prices, online ordering services, and promotion through social networks.
Azza Stores is among the most successful and up-and-coming businesses. It provides customer service in five different cities around the globe. It builds its global strategy of engaging with clients by tailoring the business culture to the distinctive needs of each country. Because the buyer population in Bosnia and Herzegovina is becoming more diverse, the company uses advanced customer relationship management (CRM) technologies to communicate with the niche and send pertinent communications. Initiatives are in place to train staff on interacting with clients from diverse backgrounds. Azza Stores is one of the most varied employers in the nation. The following essay will argue that diversity and inclusion in HRM are essential elements of Azza Stores’ CRM strategy.
Structure of the Organization.
Organizationally, Azza Stores is structured in a centralized manner. In a hierarchical decision-making system like this, decisions are made at the executive level. The CEO and the board of directors make choices and inform the lower-level staff of those decisions. Departmental managers carefully plan daily operations, regulations, and procedures with little involvement from lower-level staff. Centralization is necessary to support the sector strategy of Azza Stores and quick activity execution. Major choices regarding the growth and management of the company are left to the CEO and the board members of the Organization’s structure. Departmental managers and supervisors at the intermediate level are responsible for managing staff and implementing strategies. The manufacturing, distribution, and marketing of goods and services are handled daily by the workers or subordinates at the lowest level.
In light of the aforementioned, various factors affect firms’ choices about the organizational structure. The main administrative difficulty, the biological and cultural diversity of the markets where the company works, was determined to be solved by Azza Stores’ use of a geographic, or divisional, organizational structure. Azza Stores management must ensure that each city’s local environment and regulatory framework are compatible with the stores’ concept, customer approach, and product diversity. These concerns explain the structure that the company selects and establishes to direct and coordinate operations across markets and ideas. It should also be underlined that organizational structure is a vehicle for communicating the overall strategy, which must adapt to the external environment’s needs and influencing factors. However, the structure, which is currently deemed appropriate, might alter when Azza Stores pursues different short- or long-term strategic goals.
CRM Strategies Employed to Attain a Competitive Advantage for the Organization in the Home Market.
Azza Stores have several strategies that were created at the company’s founding by the founders and are still in use today because it sells an extensive range of goods in many different cities. The business has created several goals to put the tactics mentioned earlier into practice. To solve the problem of store congestion, Azza Stores’ primary objective is to increase the number of distribution channels. The business also intends to invest first-rate human resources to earn smart profits and increase internal efficiency. Thirdly, the company works hard to build a close, passionate bond with its clients, which is crucial for carrying out its plans and addressing the issues. The company’s objectives and business strategy are closely tied because having a wide variety of distribution channels is necessary to provide clients with top-notch services.
A positive customer service experience would also persuade more customers to buy the company’s products and services. Additionally, investing in excellent human resource personnel helps to improve employee performance, which is a critical factor in boosting organizational productivity. Further, this would support the company’s strategy of pursuing excellence and treating its employees and customers respectfully.
The three objectives are also related to the aim of increasing product quality while maintaining high levels of customer service by utilizing the production industry and contemporary technology. The connection results from the idea that offering high-quality products and services attracts many customers, which promotes business excellence and customer and employee satisfaction.
The reason behind using such strategies and how they fit the Organization.
To increase customer traffic, Azza Stores employs a successful CRM strategy. The company’s website makes providing excellent customer assistance and services easier. Every client is expected to open a new account with the company. With such accounts, consumers may make the appropriate inquiries and offer opinions. Each customer receives the best instructions and tips from the company’s support staff. This approach has consistently benefited the clientele of the business. Many customers will buy brand-new items after visiting the company’s stores. This is accurate because the company provides excellent customer service. The company has created several departments to address the changing needs of different customers. Each division gives its customers professional service. Each consumer receives high-quality products and services thanks to these departments. This tactic has continued to be beneficial for the CRM at Azza Stores. The company website’s ordering service (OS) is effective. The targeted customers of this service receive essential information. Every customer can learn everything they need to know about a specific product. This approach has increased the confidence of many customers in the company. The company also follows a vital principle known as “Marketing and Fulfillment Strategy.” This concept has made it easier for Azza Stores to advertise its products at fair prices. The company offers discounted prices to compete with other companies.
The company also offers a large selection of products to fulfill the changing needs of its clients. Additionally, Azza Stores has grown to be a formidable rival in its industry thanks to the 4Ps of marketing (Tapp & Spotswood, 2013). In addition, more customers are attracted by Azza Stores’ marketing strategies. Presently, Azza Stores is assisting its clients in new ways. For instance, the company is using social media’s potential for profit. The company’s superior products and services are made known to more clients. The company uses a range of social media platforms to inform its customers about new products and services. Each department informs clients of the new prices for the company. Azza Stores’ “Retention and Loyalty Programs” have proven crucial to raising business performance. The company offers the best possible client service. For instance, the company reduces its prices to draw in more customers. It also immediately refreshes its shelves to provide its customers with more choices. The company also keeps track of how its consumers’ wants are evolving. The techniques above have changed the CRM for Azza Stores.
Technology serves as the foundation of Azza Stores’ customer relationship management strategy. Azza Stores can monitor its clients’ transactions, preserve and examine their data, and track changes in their spending, purchasing habits, and lifestyles. Although the study’s author considers the aforementioned behaviors unethical, they are very beneficial for identifying particular consumers and consumption patterns so that marketing and corporate communication messages can be customized to the market’s needs. The management of the company routinely pays a visit to clients in their homes to find out more about their way of life, habits of consumption and shopping, as well as their culture and tastes. This level of personal participation helps the company create relevant marketing messages for each consumer and provides priceless information about the target market. This strategy enables Azza Stores to continuously modify its culture and mission to provide superior service to its most important stakeholders: the general people.
The Pros and Cons of those Strategies.
The success of the company as a whole is directly impacted by its corporate culture (Olan et al., 2019). The culture should place a high focus on developing sincere relationships with stakeholders. Intercultural communication is also necessary for a global organization to close cultural and value-based barriers. The strategy of Azza Stores includes intercultural communication for domestic and international businesses.
Social media is increasingly essential in Azza Stores’ strategy for establishing customer ties. By creating and promoting a robust and cohesive brand identity, the company risks losing its ability to relate to customers on a human level. The organizations do this by encouraging social engagement at the global brand level, which limits individual businesses’ ability to organize their customers. Due to its partnership with social media behemoth Facebook, Azza Stores can now strike a balance between local marketing communication and global corporate participation, according to an analysis of the company’s CRM. Therefore, a key component of Azza Stores’ corporate communication strategy concerning CRM is boosting activity at particular locations while improving the company’s reputation.
One of the essential elements of Azza Stores’ customer relationship management is loyalty programs with varying levels of engagement. Social media, email newsletters, in-store promotions, and local newspapers offer customers discounts and coupons. The main advantage of the loyalty program at Azza Stores is that it offers customers immediate savings on necessities. The business might also discover helpful information about its customers through the programs. If a customer strolled into one of the Azza Stores locations, the company would not know anything about them. However, imagine that clients provide the management with their contact details when they ask for a card from the company or sign up for its social media accounts. In that situation, the company can use the data to review its customer database and modify its marketing strategy as necessary. The low prices offered by Azza Stores aid in their ability to compete. Other companies will need to compete on more than simply price if they cannot match this cheap pricing. The company uses technology to track market prices and differentiate its brands based on price.
Conversely, Azza Stores’ corporate global strategy has effectively included the customer relationship. The primary objective of the business is to provide people with what they want at a price they can afford. This necessitates systems that compile comprehensive data on particular clients and the market. With the help of apps, social media, and clever mobile strategies, Azza Stores increasingly engages in two-way communication with its customers. Savings Catcher is one of the products made available to customers in the B&H. It is a valuable method for engaging with customers and increasing the brand’s reputation as the retailer with the best prices. After clients scan their store receipts, the technology compares the prices at other large retailers. If a lower price is identified, the company will refund the difference. The company also intends to introduce other web-based and mobile solutions, like electronic receipts, shopping lists that are automatically generated, and eCoupons.
In addition, the website of Azza Stores offers a variety of features that are easy to use for clients. The company may set itself apart from rivals by offering various products, like wedding recipes and other unique event registries, a Daily Saving Center, and suggestions for buying Christmas or Eid gifts. The new local approach for Azza Stores aims to spread enticing and helpful information. The Organization can ultimately match the products to the customer’s wants and forge a personal connection by making updates depending on the client’s location and giving information regarding price reductions and newly launched items in specific locations. By being aware of its consumers’ buying preferences, Azza Stores can communicate crucial messages via social media, email, flyers, or the Azza Stores app.
Azza Stores has likewise adopted a strategy of low retail prices from its inception. When customers purchase goods, Azza Stores works to help them save money. Every product is offered at a lower price than what its competitors are asking. Azza Stores has had great success with this strategy, mainly due to its use of economies of scale. In addition to its low prices, Azza Stores provides discounts, coupons, and customer loyalty cards, enabling customers to accrue points that may be applied to purchases. The cost-consciousness of Azza Stores can also be recognized for the company’s efficient inventory and delivery strategies that save costs.
Azza Stores has developed several strategies to ensure that its consumers are steadfast and do not give in to pressure from competitors, in addition to strategies to attract customers and build a solid reputation. These tactics include respecting the client and providing unique products and services.
According to Azza Stores, the consumer is in charge. Therefore, every Azza Stores employee must treat every customer as though they were their employer and go above and beyond to satisfy their needs. Such a client experience has helped Azza Stores to increase recurring business significantly. Additionally, the staff at Azza Stores has ingrained the idea of “service to customers.” Any customer entering an Azza Stores location will typically be greeted by staff offering to show them around. The employees could also provide their time to assist customers in understanding the numerous product details. As a result, the consumer may decide to buy more, make another purchase, or buy both. Azza Stores uses various tactics to exceed consumers’ expectations and win their loyalty.
Conclusion
According to the research of Azza Stores’ corporate customer relationship management strategy discussed above, the main forces behind the development of understanding consumer habits and preferences and the ability to customize communications to meet particular demands. While some academics contend that the company oversteps its bounds by following customers around the store and recording their purchases, it is an effective strategy that enables Azza Stores to comprehend the market and build relationships with customers. Despite this, Azza Stores’ CRM exploits consumer data to make communication more relevant and engaging than other businesses.
References
Olan, F., Liu, S., Neaga, I., Chen, H., & Nakpodia, F. (2019). How cultural impact on knowledge sharing contributes to organizational performance: Using the fsQCA approach. Journal of Business Research, pp. 94, 313–319.
Tapp, A., & Spotswood, F. (2013). From the 4Ps to COM-SM: reconfiguring the social marketing mix. Journal of Social Marketing, 3(3), 206–222.
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