UNIT EIGHT ASSIGNMENT

NAME
INSTITUTION
INTRODUCTION

• Edible Arrangements is an American-based franchising company that has

specialized in fresh fruit arrangements.
• It was founded by Tariq Farid in 1999 and has efficiently melded the
concept of fruit basket with a variety of designs that are inspired by the
floral business
• Other commodities that the company sells include fresh-fruit-to-go
products , gift boxes that feature premium chocolate dipped fruit and
specialty fruit items.
 INTRODUCTION CONT’D

• Measuring customer expectations enables a company to identify the services that require
improvement
• Also, it enhance its competitiveness by improving actual customer satisfaction from
consumption. (Baran, Zerres & Christopher, 2014).
• Edible Arrangements can differentiate its CR model from competitors program by customizing
CR to each customer’s tastes and preferences as well as giving each customer a direct
communication channel to give their opinions and satisfaction of the company’s services.
• The company will also include all its customers in the company’s loyalty program and establish
unique incentives such as free meal vouchers to the most loyal customers. In an attempt to
differentiate its program from
 DATABASE DESCRIPTION

• The database will contain names and contact details preferably email address and
phone numbers of all Edible arrangements customers.
• The customers’ names will be arranged according to their favorite Edible
arrangements joint, location and state.
• Each customer will have his/her favorite meal attached to the name.
• Each customer will have a slot for giving their opinions about their expectations of the
company’s services as well as their satisfaction levels and the likelihood of
recommending the business to others.
 DATABASE ANALYSIS

• The database will be analyzed using the Net Promoter Score tool that will assess
the loyalty of customers to Edible Arrangement’s products and services.
• Analysis will involve asking customers the simple question : how likely is it that
you would recommend us to a colleague or a friend?”
• The answers will be assigned a score ranging from zero to ten with ten being the
most positive response.
• The customers will then be divided into three categories: (0-6) are detractors who
are unhappy, (9-10) are promoters, and (7-8) are passives
DATA ANALYSIS CONT’D

• The Net Promoter Score will be calculated by subtracting the percentage of

detractors from that of promoters
• Formula % of promoters - % of detractors
• Fictional example : 54%- 34% = 20%
• In the example, 20% is the Net Promoter Score indicating the customer
loyalty level to brand, services or products of a company.
RATIONALE FOR SELECTING CUSTOMERS

• Customers with the most consistent visits at the restaurants.

• Family customers who come with their families to the restaurants.
• Customers who buy the most expensive meals and beverages.
• Customers with Edible arrangements meal vouchers.
• Customers who consume newly introduced menus.
TARGET MARKET AND REACHING CUSTOMERS

• The program targets family customers especially parents with children.

• Teenagers and young customers who use the restaurants for socializing and
meetings.
• Working class workers with no limited time to eat at the restaurants but
instead prefer packed take-away foods.
• Customers will be contacted through emails and the phone calls since it is
convenient (Khanlari, 2015).
CUSTOMER RELATIONSHIP AND MARKETING PROGRAM

• Name Contact Details

• Expectations Satisfaction
• Alexander Bourke 1678456702
• Diversified menu satisfied
• Christina Fiona 1456345689
• Delicious beverages satisfied
• Tom Fuchs 1789967823
• Cool environment very satisfied
• Isabella Martha 1756789045
• Supportive employees fairly satisfied
• Michelle Morgan 167890456
• On-time serving Not satisfied
 PRIVACY ISSUES AND MEASURING OF RESULTS

• The satisfaction level will be measured on a scale of 1-5 with 1 indicating very
unsatisfied while 5 showing high satisfaction level.
• The satisfaction scores are summed up for every customer for each type of service.
• The results of the database will be measured using the business transaction metrics
which will determine the performance of the database’s application.
• The response time of the business transaction will be compared with the average
response time of a set baseline to determine if the database is behaving abnormally or
not.
REFERENCES

• Khanlari, A. (2015). Strategic customer relationship management in the

age of social media. Hershey, PA : Business Science Reference.
• Baran, R., Zerres, .M & Christopher (2014). Customer Relationship
Management. Bookboon.com.