Department of Business Studies

Module Title: Customer Relationship Management

Submitted by: Salah Uddin Mohammad Riyadh

ID: 12SU012BIF

I ensure that to the best of my knowledge, the Signature: Date:

work submitted by me (i.e. the student named
above) is original and has been completed
independently.
* * All work will be subject to PLAGIARISM checks once the assignments are submitted. PLAGIARISM is
considered a serious offence and will automatically lead to a FAIL grade.
Contents
1. Identify Bee‟s positioning. How do you perceive Bee‟s position against Fawry? ........................ 3
2. Do you think Bee conveyed a clear positioning message to its target market? How and why? ..... 3
3. Access Bee and Fawry‟s websites and then write two paragraphs detailing differences between
the brands. ...................................................................................................................................... 4
4. Imagine you are Bee‟s marketing manager. Based on the text here, outline the company‟s
competitive marketing strategy for the next year. ............................................................................ 5
5. Self-knowledge is the ability to identify the product attributes that are important to you. From the
case, determine and discuss your e-payment Self-knowledge. Do you think companies have the
ability to raise consumers, self-knowledge. How and why? ............................................................. 5
6. What was the purpose that nationwide collaborated with Unisys? What was the outcome for such
collaboration? ................................................................................................................................. 6
7. How Nationwide gained competitive advantage by this collaboration? What was this unique
advantage that helps Nationwide to lead over its competitors? ........................................................ 6
8. What was the impact of the IT service on nationwide customer service and how they enable to
satisfy their customer? .................................................................................................................... 7
9. How CRM practice adopted by nationwide and what was the final outcome Nationwide get on its
performance? .................................................................................................................................. 7
References: ..................................................................................................................................... 8

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1. Identify Bee’s positioning. How do you perceive Bee’s position
against Fawry?

Bee’s positioning:

Bee is a payment solution provider. It operates in seven countries. In 2011, it started its journey in
Egypt. Bee works as intermediary between information and communication technology provider
and their subscribers. It provides cash payment system where e-payment system is not available. It
also provides its services in rural and remote places of Egypt by partnership with small retailers. As
a result, Bee‟s services in Egypt are very popular and accepted well.

Bee’s position against Fawry:

Fawry is a market leader in payment solution providing industry in Egypt. It‟s started its services in
2010 just 1 year ago of Bee‟s starting in the industry. So Fawry has been the market leader as its got
primary customers. But after coming Bee, the position of Fawry has been faced threats in the
market. Because Bee provide cash payment system which is not provided by Fawry. Yet, Fawry has
not been able to reach in remote and rural areas of Egypt. On the other hand, Bee is operating their
by contracting with small retailers of that areas. As a result, Bee is a emerging company in the
industry against Fawry.

2. Do you think Bee conveyed a clear positioning message to its target

market? How and why?

Yes, I think Bee conveyed a very clear positioning message to its target market. Bee launched its
payment solution service in Egypt in a very competitive market, where Fawry is the market leader.
Bee conducted market research to mark the weakness of Fawry. After the research Bee found that
Fawry took addition charge on the transaction in mobile, telephone or in the internet. Then Bee
launched an aggressive marketing campaign. In that campaign, Bee focused theme “For free” in
that campaign. Bee does not take any extra fee or service charge at the time of payment by mobile,
landline or internet. This service has added value in Bees service in the industry. Bee has also other
different services that other company does not have. Customers can pay in cash by the retailers who
are not able to do e-payment. Moreover, Bee is operating in rural and remote areas of Egypt. As a
result, 3000 retailer is now under the service of Bee. Bee has achieved its market objective after the
campaign. That‟s why; I think Bee conveyed a very clear positioning message to its target market.

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3. Access Bee and Fawry’s websites and then write two paragraphs
detailing differences between the brands.

Fawry Banking associated Payment Technology Services is an electronic bill payment and
presentment (EBPP) network that permits the Egyptian public to handily and firmly pay their bills
and top up their mobile phones through the varied electronic channels accessible at banks and a
network of outlets. Consumers are going to be able to pay their bills, obtain their tickets, high up
their phones and method alternative kinds of payments by seeking the service through any banking
concern or member distributer on the network. Fawry link billers of all sectors to nationwide
network and integrate with them to create their bills accessible in electronic format. Fawry‟s price
proposition puts Egypt on the e-commerce map worldwide. Fawry plays the role of the consolidator
that brings along all parties which will be concerned in a very particular e-payment group action.
Fawry is that the payment entrance via that payment transactions are processed within the best and
price effective manner, thus benefiting all parties on the network like money establishments, billers,
vendors and retailers (Fawry Banking and Payment Technology Services, 2012).

Bee makes a specialty of providing quick, straightforward and reliable payment solutions for a large
number of services. Bee offers the general public the flexibility to pay varied Service suppliers
anyplace, anytime during a straightforward method that takes solely a number of seconds! Bee
offers clients a novel „one-window, one-stop‟ suggests that to pay completely different services of
mobile operators, web suppliers et al. to try to this Bee uses the “Cash Collector” world platform, as
developed by the extremely intimate, inventive and skilled Team at Technobiz instrumentation. Its
edge comes from singular, world expertise within the payment solutions business. This expertise
permits Bee to deal with specific payment issues and to supply tailored and convenient solutions to
any Service supplier at any scale of business. It‟s proud to share its confidence in work with
shoppers as well as sixteen mobile operators, fifteen web service suppliers and seven banks, UN
agency trust it and it platform to assist them serve sixty million active subscribers globally (Bee
Smart Payment Solutions. 2012).

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4. Imagine you are Bee’s marketing manager. Based on the text here,
outline the company’s competitive marketing strategy for the next year.

Competitive marketing strategy of Bee for the next year:

In rising markets, the expansion of the center category and expanded client activity represent
immense untapped pools for payments firms, significantly involving mobile cash applications, as a
result of cellular penetration in these regions tends to be high. In additional established economic
zones, the landscape is more difficult than within the developing world.

The strategies are:

 The shock of the worldwide recession and therefore the warm growth since, in conjunction
with subsequent new capitalization restrictions, have forced monetary establishments to
tighten credit standards and customers to deleverage

 Increased regulation combined with the zero value of cash has reduced interest-rate unfold
and lowered margins, forcing payments players to appear for brand new revenue streams
 The competition is obtaining keener as many monolines, like Fawry and Masary, expand
into a broader set of economic services
 Large on-line and offline merchants still increase market share, stiffening the competition
among co-branded cards and programs and provision adversarial relationships between
merchants and financial institutions

Given this setting and also the prospect of reaching innumerable new customers in rising regions,
Bee should be attentive to client preferences, ready to develop valuable new options, and
sufficiently to guess and counteract competitive activity so as to thrive. To facilitate this, I actually
have known four key ways that i feel Bee expecting their potential to reshape in payments business
within the next year.

5. Self-knowledge is the ability to identify the product attributes that are

important to you. From the case, determine and discuss your e-payment
Self-knowledge. Do you think companies have the ability to raise
consumers, self-knowledge. How and why?

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6. What was the purpose that nationwide collaborated with Unisys?
What was the outcome for such collaboration?

The purpose that nationwide collaborated with Unisys:

Nationwide is the largest building society in the world and one of the largest financial service
providers in the UK. It has more than 11 million of clients. It also has 15000 users in their call
center or branches in UK. On the other hand, Unisys is a global IT service company. Nationwide
requires CRM software for fast and easy access to their huge client‟s data. For this reason the
Nationwide collaborated with Unisys.

The outcome for such collaboration:

The CRM software has a single view of each and every client‟s profile and accounts. So employees
of Nationwide can identify needs of customers quickly and accurately. The software also has
previous conversation of the clients that save the time spent assisting the clients.

7. How Nationwide gained competitive advantage by this collaboration?

What was this unique advantage that helps Nationwide to lead over its
competitors?

How Nationwide gained competitive advantage by this collaboration:

By the collaboration with Unisys, Nationwide setup „Portrait‟ a world class smart CRM software.
There is all information about 11 millions clients in the database of the software. The database also
has products relationship and all contact details of the clients. As it is available for 24/7, employees
can access it anytime when they need. The CRM handle over 2 million transactions per day with
new profile recordings. Nationwide was the first financial company which took decision to have
CRM software. For this, Nationwide served more their clients than any other financial service
provider. Thus, Nationwide gained competitive advantages by the collaboration with Unisys.

Unique advantage that helps Nationwide to lead over its competitors:

Nationwide is a mutually owned organization that belongs to its members. For this mutual status it
makes Nationwide different from any other competitors. Nationwide‟s unique advantage that helps
Nationwide to lead over its competitors is that Nationwide launched internet banking and CRM
software for the first time in the financial industry in UK. For that, Nationwide provided their
services and can access clients profile more precisely and quickly.

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8. What was the impact of the IT service on nationwide customer service
and how they enable to satisfy their customer?

The impact of the IT service on nationwide customer service:

Nationwide has a large number of customer having 11 million customers. Previously, Nationwide‟s
customer service department handled their customers manually. It was a tough work for the
employees. After CRM software setup, employees can see each & every client profile & accounts in
a single click. They can find customers history of statements and contact information. As a result,
they can serve their customers accurately and more quickly. It brings competitive advantages in
Nationwide‟s customer service approach.

How they enable to satisfy their customer:

As Nationwide‟s customer service personnel can access every client‟s information easily & quickly,
they can serve their clients more efficiently. Customers get service in accordance with their
individual requirements. As a result, customers are satisfied with Nationwide‟s customer service.

9. How CRM practice adopted by nationwide and what was the final
outcome Nationwide get on its performance?

How CRM practice adopted by nationwide:

Nationwide had collaboration with Unisys for CRM Project. Nationwide formed a project
management team under change management team for CRM system. The project began in 2001 and
there was a team of 60 people. The project completed in 2002. A budget set for training of the
employees. Nationwide focused on change management and employee engagement for the adoption
of CRM practice.

The final outcome Nationwide gets on its performance:

Before CRM software, Nationwide‟s client service department handled their customers manually. It
absolutely was a troublesome work for the workers. Once CRM package setup, workers will see
every client profile & accounts during a single click. They‟ll notice customer‟s history of statements
and get in touch with info. As a result, they'll serve their customers accurately and a lot of quickly.
It brings competitive benefits in Nationwide‟s customer service approach. On its performance,
Nationwide has been one of the largest financial company in UK.

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References:

I. (Fawry Banking and Payment Technology Services. (2012, February 08). Retrieved May 26, 2016, from
https://www.linkedin.com/company/fawry-banking-and-payment-technology-services)
II. (Bee Smart Payment Solutions. (2012, January 02). Retrieved May 26, 2016, from
https://www.linkedin.com/company/bee-smart-payment-solutions)