Important aspects of CRM in Jack & Jones

CRM is the most important strategy within Jack & Jones as customer relationships are what
keep the company in business. Customer relationships ensure that the customers remain
loyal and less focus can be put on the competitors while more effort can be put on
customers. Jack and Jones has dedicated and loyal customer base despite the lack of
advertising and therefore continued awareness.
Brand feels that a good relationship to customers is more than just offering a plastic card, it
is rather about providing customers with services that makes them feel close to the
company so that loyalty and commitment are gained. This will lead to repeated purchasing.
Furthermore, it is more difficult to establish a relationship to a male customer, compared to
a female one. Men are more sceptical concerning the benefits gained through the
relationship. However, when a relationship is created with male customers, developing and
maintaining them are easier than with women as male customers are more loyal and have
different consumer behaviour.
In order to develop relationships to customers the company aims at affecting the consumer
by creating close relationships with them. Jack & Jones wants to affect the consumers
apprehension of the card so that customers associate the card with good service and do not
only see it as a monetary tool. A customer- supplier relationship is when consumers feel
included in the organization and not as a guest in the store.
Showing interest for the customer does not emphasize only on the products, but also
making the customer feel comfortable in the store so that he keeps coming back.

Internal Relations
According to the company, most important internal relationships are the relation among
staff members of the store. Activities are frequently planned by the brand so that the staff
members can develop good relationships to each other. The company believes that if there
is a close connection among the staff members so that they feel they can discuss everything,
then everyone will enjoy their work. This will create a good atmosphere in the store which is
contagious for the customers entering the store. Therefore, a good relationship in the store
is vital in order to develop and maintain customer relationships.
Customer satisfaction through service
Customer satisfaction is when the customer returns to the store and is satisfied with the
product and the service. Also, it is when the customer tells others about his or her great
experience in the store. This is something that Jack & Jones strives at accomplishing by
having close relationship with its customers.
The importance of showing interest in a customer, even if the customer does not purchase
anything from the store. The customer must feel that he is receiving the maximal service
from the visit and when this feeling appears a positive experience is gained and the
customer will return. Moreover, customer satisfaction is when the customer receives a good
treatment from the beginning of his visit to the store until he exits the store.
Another aspect is when purchasing products on a regular basis, customers prefer products
that are in-fashion. Jack & Jones aims at offering trendy collection and a wide range for the
customers to select from. Brand has increased its purchasing from their suppliers from two
times per year to six times and this has shown positive result on customer satisfaction. The
goal is to increase the number of purchases to twelve per year. Customer satisfaction is to
offer a combination of good products, offers and good service to stay ahead of the
competitors and retain customers.

Key customer benefits

The store has many customers that are perceived as key customers as they are recognized
by the staff members of the store and since these customers are loyal and return on regular
basis, they are treated differently by special gift cards or discounts. However, treating key
customers differently is not a deliberate action, it is difficult not to treat them differently,
since interaction with them are on a frequent basis and therefore close relationships are
established. Treating key customers correctly is vital as they are the ones who create the
reputation of the store through the word of mouth.

Internal communication
Company has a structure where activities that are implemented in some stores, which
results in success, are often communicated to other stores so that ideas are shared and
improvements can be made across all stores. The internal communication in Jack & Jones is
effective both upwards and downwards in the hierarchy. This helps achieve brand
consistency.
Even though cross border communication is a problem for many companies, Jack & Jones
has found a good strategy to make this work. The stores in different countries report to
their head office that analyses the information and sends the relevant ones to the head
office in Denmark. The head office in Denmark makes sure that all stores around the world
receive relevant information. Meetings are also arranged and organised by the brand to
facilitate the flow of ideas and information within the company.

Communicating with customers

Jack & Jones’ communication with its customer throughout the country is with the help of a
simple database containing contact information of the customers. This includes send outs by
e-mails, SMS. The most effective tool is SMS as today people carry their mobile wherever
they are. Brand is prompt in sending promotional messages to its existing and potential
customers which include new range collections, discounts, promotions and personalised
greetings on birthdays, etc.
Maintaining relationships through feedback
Jack & Jones receives feedback through close relationships with the customers, and by using
this feedback in the correct way, these relationships are developed and maintained.
Sufficient feedback from customers is received through the staffs’ interaction with the
customer. This feedback regards both positive and negative aspects of the products,
services etc. The feedback is used to improve customer relationship by satisfying customers
and offer them custom made products and services. Efficient use of the feedback is gained
through open dialogs between customers, staff members and managers. The feedback that
the customers provide to the staff is of great importance as the positive comments
increases the motivation among the staff, while the negative feedback allows them to
realize improvements that can be made.

Loyalty club
For the moment Jack & Jones does not have a national loyalty club and the stores have their
own individual clubs where membership is offered to key customers.