To accelerate the operations in UK and international market Costa Coffee preserves customer relationship management strategy that lead to attain growth. Costa Coffee Club card is provided to the customers in the UK markets by the help of another organization namely "Givex" which is known as loyalty programme. Registration is necessary to use and protect the card. Any time customers purchase any product need to swipe the card in the Costa Coffee. To trace out the customer's behaviour, price, undertake right product, promotion offer to the target customer and overall providing Costa and 'Givex' utilize previously mentioned procedures given on the figure 3. In this procedure Costa can know the process to retain the customer by providing perceived service quality. It is experienced that almost every sales assistant wants coffee card when they visit Costa Coffee at Luton Mall. Another card system is available in the Costa Coffee that is point card, when the customers do not have a card they are provided point card. For every purchase customers get a point and after a certain period of time those point are accumulated until it able to purchase Costa products. After analyzing the financial performance, loyalty programme and continuous national and international growth a concluding remarks can make that Costa Coffee maintain an effective CRM strategy for new customers and retaining existing customers.
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