This document contains information about Pizza Hut's operations and success in Malaysia as well as its use of customer relationship management. It discusses how Pizza Hut has grown to over 210 restaurants in Malaysia and Singapore by continually developing new pizza products. It also describes how customer relationship management helps ensure smooth operations between suppliers, manufacturing, and customers to meet customer needs. Finally, it outlines some of Pizza Hut's key CRM tools and components like segmenting customers, communications, customer service capabilities, and designing and implementing their CRM program.

2. NAME (21A) MATRIC NO.
NUR SYIFA BINTI MOHD ABD KHAHAR 121221830
NORHANIZA BINTI MD SHARIFF 121221602
(0175850228)
NURUL FATIEHAH BINTI MOHD YASIN 121221955
(0172308223)
NOR AZMIRA BINTI MOHAMAD
121221526
(0148345365)

3. HISTORY OF PIZZA HUT IN MALAYSIA
 The Pizza Hut chain has grown to some 210
restaurants that operating by the end of
February 2008 throughout Malaysia and
Singapore, making it the pre-eminent pizza
chain operator in its sector in both sides of the
causeway
 Pizza Hut Malaysia's success has been due to
imaginative and innovative thinking in
continuously developing, marketing and
promoting new pizza products with unique and
distinctive flavor, taste, style and appeal.

4. CUSTOMER RELATIONSHIP
MANAGEMENT’S ROLE IN SUPPLY
CHAIN MANAGEMENT.
• SCM is to ensure the business has the materials,
information and financial resources to produce quality
goods and services in a timely manner.
• SCM are ensure that all departments in the business get
the raw materials they need to complete their work, while
customer relationship management personnel deal with
customers to make sure they get the support and services
they need
• CRM are used to ensure parts and service get to
customers when needed after sales are completed
• SCM are from suppliers to manufacturing occurs smoothly
while the CRM function takes and transmits orders and
ensures that product returns and customer support needs
are handled.

5. KEY TOOLS AND COMPONENT
OF CRM
SEGMENTING CUSTOMER
• CUSTOMER BUYING BEHAVIOR
• CUSTOMER COMMUNICATIONS
• CUSTOMER SERVICE
CAPABILITIES

6. SEGMENTING CUSTOMER • CUSTOMER BUYING BEHAVIOR
SEGMENTING CUSTOMER
-Interest
Determined the consumer’s priorities and
preferences such as their eating habits.
-Target consumer
Focus more on the location coverage to reach out
to where the customer are such as Klang Valley that
may attract the teenagers and office workers.
-Lifestyle / income
The consumer are attracted towards healthier, more
complete and fairly priced meal compared to just fast food
meals.
CUSTOMER BUYING BEHAVIOR
-Needs and subculture
Needs to aware and adaptive to local
needs,tastes,culture and eating habit.ex: Pizza Hut
are trying to adapt to Malaysian culture by providing
Royal Masala pizza for the Indians.
-Demands for fast foods outlets
Rapid change in lifestyle make Western food
chains like McDonalds,KFC, Burger King, Pizza
Hut,etc are in high demand.
-Personality and self
Marketer can apply customer personality in
designing its promotion and advertising ex : sitting
arrangement in Pizza Hut Malaysia offers a warm
and friendly ambience to relax and have a great time
with family or friends.

7. CUSTOMER COMMUNICATIONS • CUSTOMER SERVICE
CAPABILITIES
CUSTOMER COMMUNICATIONS
Persuade and attract customer
by using effective communications
Pizza Hut also has used publicity
in print media such as newspaper
and magazines, as well as
television commercial to inform
potential customer about their up-dated
service and special offer
CUSTOMER SERVICE
CAPABILITIES
Pizza Hut offers a atmosphere
that makes customers want to
come back again and again
The basic marketing strategy of
Pizza Hut is being customer
centric and providing the best
service
Pizza Hut also has an official
website so that the customer may
placed their order through online
or suggest or complaint about the
product.

8. Designing & Implementing CRM Program
CREATING CRM PLAN
Pizza Hut offer innovative
products (different meals)
every month to its customer.
INVOLVE CRM USERS FROM
THE OUTSET
Incentive and rewards
encourage employee retention
by performance metrics.
-help to curb attendance issue,
improve customer service &
increase sales
SELECTING THE RIGHT
APPLICATION AND PROVIDER
Manage database of customer
to keep track on its customers
and to understand customers’
preferences
Order screen in kitchen to tell
them about their regular and
valued customer as well
TRAINING FOR CRM USERS
Pizza Hut front door staff is
given proper training and
development to learn certain
attitudes and behaviours to
serve and deal with the
customers
-to understand the needs of the
customers by offer them
appropriate and experience and
equip them with skills to
perform their duties
ESTABLISHING
PERFORMANCE MEASURES
Check their quality
standards in three months
time in the form of service and
INTEGRATING EXISTING CRM