Select one agency that employs a CRM program. Research how this agency employed a CRM program in a similar or different way than was identified in the aviation article from Week 2.

CRM in the Coca-Cola Company

Customer Relationship Management, which is commonly referred to as CRM, is a critical element in every organization. Some organizations employ the use of CRM in their daily operations, while others do not. The primary aim of Customer Relationship management is to build healthy or strong relations between an organization and its customers. The relationships that CRM helps in building enable customers and businesses to prosper (Abdelhadi, 2016). Organizational leaders and managers should identify their clients based on their individual personalities, needs, and requirements. Apart from building relationships, CRM helps in managing systems and relations that cater to both external and internal stakeholders of an organization (Abdelhadi, 2016). Examples of CRM stakeholders include advisors and investors, media, suppliers, partners, leadership, employees, and customers. The Coca-Cola Company is one of the international organizations that have successfully employed the use of customer relationship management in a diverse way.

The Coca-Cola Company is an international organization that focuses on marketing, selling, and producing non-alcoholic syrups and soda drinks. The organization was started by John Stith Pemberton in 1886. The organization is a giant in the global market due to its superiority in managing customer relations. In CRM, Coca-Cola focuses on three primary concepts. First, the organization sells its products at more comfortable and convenient points (Ling, 2017). The company is the world’s first and largest soft drink Organization. Additionally, it has expanded its operations to more than 200 countries globally. The organization is well known around the world to for the production of quality drinks and the fact that it is easier to access its products in different regions. The Coca-Cola company accounts for half the soft drinks that are sold in the world market (Ling, 2017).

The Coca-Cola company pays attention to customer relationship management through the implementation and understanding of the 3A strategy. The strategy includes Acceptability, Affordability, and Availability. The firm’s leadership employs the use of the 3A strategy in almost all areas of operation in order to sell goods and services to consumers’ hearts and hands (Ling, 2017). Availability is a critical element of CRM because it enhances sales. Customers can only purchase products if they meet them at the point of sale. The Coca-Cola company has been able to address the issue of availability by opening up premises and sales points in different regions of the world.

The second element or concept of CRM that Coca-Cola focuses on is terminal channel development. For instance, there are more than 100,000 Coca-Cola sales outlets in Beijing. The outlets include convenience stores, internet cafes, hotels, nightclubs, street shops, departmental stores, and supermarkets, among others. The organization is unique as compared to other companies offering similar products and services since it is widely ubiquitous (Irefin & Mechanic, 2014). Additionally, the development of new channels in the company is facilitated by upgrading, excavation, and discovery. For instance, the organization has categorized its products depending on the categories and characteristics of different buyers, which enables the sale of products in the diabetes food market. Similarly, the organization uses indicators of new customers active to ensure that it reaches a wide variety of people and, at the same time, meets the needs and requirements of customers.

The third aspect of CRM used in the Coca-Cola company is terminal channel management. Instead of putting their products in shops, the organizations strive to put them in the hands of the customers to facilitate a purchase. The concept is critical in improving performance in diverse ways. First, if the firm’s products are put on a shelf for a long period of time, they may get dusty or expire (Irefin & Mechanic, 2014). Therefore, such products may not be appealing to clients and may lead to reduced performance. On the contrary, delivering the products in the hands of customers is crucial because it reduces cases of expiry or destruction of products (Irefin & Mechanic, 2014).

Similar to most successful firms, the Coca-Cola company has leaders that influence change and promote performance. Although the terms manager and leader are sometimes used interchangeably, there are differences between the two. Firstly, leaders in an organization are not for setting the vision of the firm while their manager counterparts set goals. Although visions are critical for an organization to achieve its goals, there is a need for leaders who would help to turn them into reality. The second distinction between leaders and managers is the type of vision that they have toward an organization’