LUSH CRM Case Study

Contents

Executive Summary II
Introduction 1

1. Achieving Customer Satisfaction 2
1.1 Integrity 3
1.2 Resolutions 3
1.3 Expectations 3
1.4 Personalization 4
1.5 Differentiation 4

2. Customer Experience Excellence 6

3. E-CRM 8

4. Online Reviews 10

5. Further Development 11

Conclusion 13

References 14
Executive Summary

People who knows about LUSH Cosmetics are surely know about its unrivaled passion for customer service. They are one-of-a-kind high-end retail company that specializes in producing high quality, natural, fresh and handmade beauty products. Besides the products alone, they also display their products in such a way that it reflects a fruit marketplace.

Whilst LUSH’s innovative and unique products may be enough to attract customers in, it is only by treating their customers in a certain manner that makes the brand able to keep customers coming back and sustain its success.

LUSH has managed to build a uniquely special relationship with its customers by retaining complete transparency regarding their products, providing tailored in-store advice and help, and honoring its company values of simplicity, honesty and trust, which only few other companies have been able to replicate.

This report will give a deeper understanding of the methods that are implemented by LUSH, which makes them one of the top company in providing customer service and experience. In addition, a recommendation have been stated to show that there is still room for more improvement.
Introduction

LUSH Cosmetics is a highly ethical and all natural cosmetics retailer company that thrives to give customers an incredible, different type of cosmetic. Headquartered in the United Kingdom, it was founded in 1995, with over 800 stores in more than 50 countries across the globe.

References: Anderson, M. and Anderson, M. (2014). 88% of Consumers Trust Online Reviews as Much as Personal Recommendations. (online) Available at: http://searchengineland.com/88-consumers-trust-online- reviews-much-personal-recommendations-195803 Beyon Philosophy. (2014). The Subconscious Experience. (online) Available at: http://beyondphilosophy.com/customer-experience/subconscious-experience/. (Accessed on 15 Nov 2014). Clark, C. (2013). LUSH Cosmetics Gets a Fresh online Look. (online) Available at: http://www.1to1media.com/view.aspx?DocID=34407. (Accessed on 14 Nov 2014). DESQ. (2014). Gaming and Play that Brings Learning to Life. (online) Available at: http://www.desq.co.uk/gaming.html Georgina, G. (2013). LUSH’s Compounder Stickers. (online) Available at: http://www.shemightbeloved.com/2013/07/lushs-compounder-stickers.html Iqbal, M. (2013). Who Are the UK’s 2013 Customer Experience Leaders and What Can We Learn From Them?. (online) Available at: http://thecustomerblog.co.uk/tag/lush/. (Accessed on 15 Nov 2014). Jensen, J. (2014). Online Reviews--Even The Bad Ones--Are Good For Brands. (online) Available at: http://www.cmo.com/articles/2014/5/21/online_reviews_even_.html. (Accessed on 15 Nov 2014). Kayla, G. (2014). Lush Digital Media Plan. (online) Available at: http://www.slideshare.net/kaylagross/lush-presentation-kayla-gross. (Accessed on 14 Nov 2014). Lush. (2014). Ingredient Methylparaben. (online). Available at: https://www.lush.co.uk/methylparaben. (Accessed on 15 Nov. 2014). Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49 (Fall), 41-50. Pianezza, B. (2014). LUSH Makes Best Employers List. (online) Available at: http://thequays.co.uk/lush-in-the-sunday-times/. (Accessed on 15 Nov 2014). Retail Customer Experience. (2014). Generation D and Brand Identity. (online) Available at: http://www.retailcustomerexperience.com/articles/generation-d-and-brand-identity/. (Accessed on 15 Nov 2014). Reed, F. (2014). 80 Percent of Shoppers Change Purchase Decision Based on Negative Reviews. (online) Available at: http://www.marketingpilgrim.com/2011/08/80-percent-of-shoppers-change- purchase-decision-based-on-negative-reviews-research.html SOMO. (2014). Lush Cosmetics Ltd. Quick Scan. (online) Available at: http://mitheringsfrommorningside.files.wordpress.com/2013/10/quick-scan-lush-cosmetics-final.pdf. (Accessed on 14 Nov 2014). The Quays. (2014). LUSH in the Sunday Times. (online) Available at: http://thequays.co.uk/lush-in-the-sunday-times/. (Accessed on 15 Nov 2014).