E-CRM Customer Relationship Management

Organisations recognized the importance of customers experience, engagement, goods, and services which add value for companies’ success and growth.

Kumar and Reinartz (2018, p.5) define CRM as a strategic process that recognises the type of customers which are most profitable for the company and creates interaction with them.

According to them not always the most valued customers are the loyal ones. Knowing their power sometimes they chase the company for more discounts and privileged service. Rather than that (Kumar and Reinartz, 2018) suggest identifying different types of strategies on customer relationship management based on their identity.

Roggeveen and Grewal (2016, p.3) illustrate five effects that drive consumers to engage with social media: connection, network, information, dynamic, and timeliness effect. Grewal et al (2017) reflect or believe that improving customer engagement is connected to customer experience, emotional connection, and shared values.

The main social channels which Hello fresh uses to interact the customers are YouTube ads, a Facebook page with 2.3 million, Instagram with 217 thousand followers, and Twitter with 37.7 thousand followers. These figures state that the company uses RACE- a practical framework to improve commercial value which organisations gain from digital marketing (Chaffey, 2019, p. 377). The most usage digital service to consume or share content for 2018 is YouTube, with 54% according to (STATISTA) and Hello Fresh focuses their adverts mostly there.

The company maintains regular communication by asking for feedback about recipe and order experience, updating emails with new offers and products, and encouraging customers to reactivate accounts with discount offers. On their website appears advocacy from happy customers which recommend the service. The company deftly implement customer acquisition technique by promoting their service as helping to reduce food waste.

Hello Fresh builds relationships only with customers who had used their service and registered for its email list, called also permission marketing. The company welcomes its customers with personalization and addresses the reader by name. The more the customer order, the easiest it is for the company to create, consumer's profile and to detail needs.

Hello Fresh offers a few options like a phone call, Facebook message, or chat to be able clients to contact if need support regarding their orders or other information related to this.

Recommendation:

Researching and analysing customer behaviour in different marketplaces, investing in innovative data analysis methods, and improving customers service in social media channels