Presented By :
Vivek Bohra

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Company Overview
FUNCTIONAL DEPARTMENTS OF THE ORGANIZATION
PRODUCT AND SERVICE PROFILE OF THE ORGANIZATION
CRM
Customer Relationship management is a comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer
What CRM needs to understand while differentiating customers is?
- Sensitivities, Tastes, Preferences and Personalities
- Lifestyle and age
- Culture Background and education
- Physical and psychological characteristics
CRM Application Clusters
Three Phases of CRM
Benefits
• CRM can keep track of when a customer contacts the company, regardless of the contact point.
• CRM makes possible real-time customization and personalization of products and services
• CRM allows a business to identify and target their best customers provide a consistent customer experience
CRM Failures
• Lack of understanding and preparation
• CRM projects implemented without the participation of the business stakeholders involved
Comparative Assessment of CRM Products for Vertical Specific Requirements
Customer Queries
Customer Database
Employee Database
Daily Productive Report
Sheet
Research Objectives
The current research was aimed at determining the approach being adopted by businesses in India for relationship marketing. The research focused on the following major issues:
• Do managers in service firms believe that their processes are customer centric?
• Do they select technology on the basis of an understanding of customer needs?
• Have they empowered their employees to deliver superior services?
• Do they have a customer knowledge strategy? How well do they manage their customer relationships?
Methodology
The research was exploratory in nature
During the first stage, 50 managers of service firms operating in India were surveyed
These managers belonged to the following three categories
1. Hospitality Industry
2. Information technology and Telecom industry
3. Financial Services
In the second stage, managers of select firms in each category of services were interviewed to understand the relationship marketing practices adopted by them
These interviews explored the following issues:
• What are the various CRM initiatives undertaken by the firm?
• How do they develop these programs?
• How do they measure the effectiveness of these programs?
• How successful are these programs in retaining customers?
Analysis of Findings
Processes
The I.T and telecom sector is at the forefront of adopting a formal quality management organization .
Hospitality and the finance sector report having some methods in place to ensure quality management initiatives
Findings
• There was a lack of coordination across functional departments.
• The absence of measures for determining the effectiveness of these programs.
• The initiatives were mostly membership /privilege schemes with gradations based on frequency and value of usage / purchase
• Most of them also indicated that these schemes were table stakes i.e. they cannot survive in the business without these schemes if everyone else offers them.
Sample Questionnaire asked to 50 managers across various companies in the service industry.
1. What are the various CRM initiatives undertaken by the firm?
2. How do they develop these programs?
3. How do they measure the effectiveness of these programs?
4. How successful are these programs in retaining customers?
5. What are the quality and customer centric processes that they follow?
6. How do they decide the technology that is to be implemented?
7. What steps have they undertaken for employee empowerment?
8. What strategy do they follow to acquire more knowledge about the customer?
Recommendation
• Get expert advice from technologists who have mastered the art of successful CRM implementations.
• Increase customer satisfaction through not only decreasing customer inquiry response time but also through providing the right response the first time.
• Proper training should be given to the employees on the new CRM technology that is being adopted by the organization.
• There should be implementation of Microsoft dynamic CRM which is specially designer for multitasking for businesses to maximize their investment and enhance productivity.
• Taking feedback not only from external customers but also the internal customers i.e., the employees.
• Keeping regular track of the sales data for further leads and follow-up
• Giving recognition awards to attract old customers