Sundeep Is the Owner of Celebration Florists, a Chain of Flower

Multiple Choice

Sundeep is the owner of Celebration Florists, a chain of flower shops, and has been in business for five years. While Celebration is known for its quality arrangements and low prices, an older chain, Ruth's Flowers, consistently outperforms them on customer satisfaction measures. Celebration has a great website and a robust social media presence. The marketing department frequently sends out discount offers, generic follow-up letters, and conducts customer surveys by mail, but the business still receives only average customer service ratings. Meanwhile, Ruth's is known for having a loyal base of long-time, repeat customers. After using a new automated CRM system to collect customer data, Celebration's marketing manager, Celia, discovers that customers feel Celebration's service is a little "cold" and "by the numbers." What should Celebration do to improve its customer relationships?

A) offer personalized service to existing customers, such as specially designed arrangements and discounts
B) run more ads on the local television stations so customers can see how beautiful Celebration's flowers are
C) reduce employee hours so that Celebration can offer even lower prices than Ruth's
D) focus on targeting corporate customers who are more likely to order multiple arrangements at once