A Model Predicting CRM Resource Effect on Business Performance through CRM Capabilities

Table 3

Waitrose’s resource-capability.

Waitrose
		Customer orientation	Organizational system			Technology					Total
	Name of events	Culture-based concept	Increase customer-facing staff/training	Organizational structure	Speed-up delivery	Social media	New software	Upgrade software/internet retailing	Mobile apps	Loyalty card/partnership card
Interactive capability	Ecrebo’s marketing platform						√				9 (64%)
	In-store self-check-in
	Cookery schools	√
	Information-swapping system
	Quick check Mobile’ app							√
	Free drinks	√
	Partnership card with John Lewis									7
	Healthcare label fitness lifestyle ideas	√
	Digital shelf-edge ticketing
Capability events per resource		3	0			6
Upgrading capability	New customer-focused provision	√									4 (29%)
	Quick check mobile app
	Earn points from John Lewis									7
	Additional customer searching areas	√
Capability events per resource		2	0			2
Win-back capability	Complaint handling on Facebook										1 (7%)
Capability events per resource		0	0			1
Total		5 (36%)	0(0%)			9 (64%)					14 (100%)