Supermarket chain Morrisons has introduced a new customer relationship management system as part of moves to strengthen its customer focus and compete more effectively with ‘the big four’ supermarket rivals.
Developed by Capgemini the new system will allow Morrisons to better understand and meet individual tastes, preferences and shopping habits through improved data management through the development of personalised offers, new product ranges and a more effective marketing programme.
This works by gathering data from digital marketing, social media and analytics tools gathered from customer communications via phone, email, web, letter and social media.
Nick Collard, group marketing and customer director at Morrisons, said: “Having instant access to customer data in Salesforce will help us better understand our customers and focus on what really matters to them. Capgemini has been the enabling partner in this programme, and it has been a pleasure to work in close collaboration with them.”
Sherif Choudhry, global head of all-channel experience at Capgemini, added: “We are delighted to have helped Morrisons achieve this important milestone in their digital transformation and look forward to a continued relationship with them in the further development of their multi-channel and customer-centric business strategy.”