TESCO - The Customer Relationship Management Champion

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG070 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra


Customer Relationship Management
Case Length : 16 Pages
Period : 1998-2003
Pub Date : 2003
Teaching Note : Not Available
Organization : Tesco
Industry : Retailing
Countries : UK


The case describes the customer relationship management (CRM) initiatives undertaken by Tesco, the number one retailing company in the United Kingdom (UK), since the mid-1990s. The company's growth and its numerous customer service efforts are discussed. The case then studies the loyalty card scheme launched by the company in 1995.

It examines how the data generated through this scheme was used to modify the company's marketing strategies and explores the role played by the scheme in making Tesco the market leader. The case also takes a look at the various other ways in which Tesco tried to offer its customers the best possible service.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Finally, the company's future prospects are commented on in light of changing market dynamics, the company's new strategic game plan, and criticism of loyalty card schemes.


• Examine how the information gathered through CRM tools can be used to modify marketing strategies and the benefits that can be reaped through them.


  Page No.
A Master at CRM 1
Background Note 2
CRM - The Tesco Way 4
Reaping the Benefits 7
From Customer Service to Customer Delight 9
An Invincible Company? Not Exactly... 11
Exhibits 13


Customer relationship management, CRM, Tesco, retailing company, United Kingdom, UK, mid-1990, customer service efforts, loyalty card scheme, 1995, data generated, scheme, marketing strategies, possible service, changing market dynamics, game plan, loyalty card, schemes

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