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

Table 5

Asda’s resource-capability.

Asda
		Customer orientation	Organizational system			Technology					Total
	Name of event	Culture-based concept	Increase customer-facing staff training	Organizational structure	End-up delivery	Social media	New software	Upgrade software//Internet retailing	Mobile apps	Loyalty card/partnership card
Interactive capability	Demographic tailoring stores				√						7 (54%)
	Integrated with Walmart WMX platform						√
	Shopper-preference data analysis	√
	Shrink-wrapped upgrading	√
	Defer closure and ahead of opening time		√
	Facilitate click-and-collect service				√
	Asda’s food trading organization			√
Capability events per resource		2	4			1
Upgrading capability	In-store self-service area	√									4 (31%)
	“Under one roof” campaign	√
	New butchery service in stores	√
	“Wonky veg boxes’“misshapen vegetable”	√
Capability events per resource		4	0			0
Win-back capability Capability events per resource	“That’s better” campaign	√									2 (15%)
	Chef inspirational TV interaction					√
		1	0			1
Total		7 (54%)	4 (31%)			2 (15%)					13 (100%)