ON

Customer Relationship Management

Conducted at

"Omax Pvt. Ltd. (Dharuhera)

In partial fulfillment for the degree of Master of Business Administration (M.B.A) (Session 2007-2009) Submitted to: Controller of Examination, Rajasthan Technical University Submitted by: Yogesh Yadav MBA 3rd Sem.

Laxmi Devi Institute of Engineering &Technology ALW AR RAJASTHAN

DECLARATION

I,Yogesh Yadav, class M.B.A. 3rd SEM. Of the LIET(laxmi devi institute of engineering and technology) of business studies here by declare that the summer training report entitled CUSTOMER RELATIONSHIP MANAGEMENT at OMAX AUTO LIMITED, DHARUHERA(HARYANA) is an original work and has not been submitted to any other institute for award of any other degree.

Yogesh yadav

ACKNOWLEDGEMENT
Written words have the tendency to degenerate genuine gratitude into stilted formality but this is the only way to express my feelings. I am indebted to all those who supported me in this learning process and in successful completion of my vocational training project. I wish to express my appreciation to all those with who interacted and whose thought and insight helped me in increasing my knowledge and understanding the training project. I am thankful to Mr.D.P.YADAV for their guidance and help during my training, without their support this project would have not been possible. Moreover I express my genuine and hearty gratitude to Mr. P. S.BATRA, who provided me the opportunity to go through the training in such a prestigious organization. I also owe my thanks to my teachers for their kind guidance and unstinted support throughout the training and even before.

YOGESH YADAV

PREFACE

There is well known saying Knowledge without appli cation is a waste. So it is very necessary to provide the practical knowledge along with the theoretical knowledge. It is very easy to study the funda mentals of manage ment. But it is someho w difficult to

imple ment the m within the business environment. A person has to face lot problems when he goes thro ugh the actual at mo sphere of business. No doubt classroom study is an important part for the knowledge of the business environment, but practical exposure provides some e xtra kno wledge about the theoretical concepts. MARKET RESEARCH has been rightly said to be the lifeblood of any business. The large-scale industrial production has resulted in widening the area of managerial supervision. The manage ment has to depend upon RESEARCH for takin g various strategi c decisions. RESEARCH provides necessary infor mation to the manage ment . This information is made useful by analysis and interpretation of Data collected by Market research with the help of Marketing Peoples. It helps manage ment in planning, coordination,

co mmunication and controlling. I have done my training at OMAX PVT. LTD. (Dharuhera)). During the training period I have learn a lot of things.

Executive Summary
Tough books are a niche market and industry specific product. Due to their specific customer base they cannot put to use the marketing techniques used by other manufacturing companies in the market. Tough book as a brand entered the Indian market 2 years back after conquering the worlds rugged market. It does not face any competition as such from all the other manufacturers in the Indian market, what it has to fight is the ignorance and the lack of knowledge about the product.

There is an obvious need for the product; the verticals do face losses due to non ruggedness of the products. The losses which have the most devastating effect are the losses of data and other information which can be vital for the company.

The summer training project with Team Tough book involved studying how institutional sales are made with the regard to their product. The whole process involved all the marketing process right from market research, market segmentations, and product promotion to meeting the actual clients and explaining the product features i.e. market development.

A lot of the institutional sales during my tenure of training involved the defense, oil and natural gas organizations, forest departments, Power corporations and other government institutions.

Approaching the government bodies for sales or even introducing them to the product becomes a task in its own. The institutional sales in the government departments are not affected by any kind of advertising or promotional efforts.

What makes the sales possible in the government department is how you can approach them and how well you can make them aware of the qualities of product in the very limited and short period of time. Director General of Supplies & Disposal (DGS & D), Rate Contract was a great milestone for Panasonic Tough book division India.

CONTENTS OF THE PROJECT

1. 2. 3. 4. 5. 6. 7. 8. 9.

OBJECTIVE OF THE PROJECT COMPANY PROFILE INTRODUCTION OF THE PROJECT RESEARCH METHODOLOGY DATA ANALYSIS LIMITATIONS OF THE STUDY SUGGESTIONS ANNEXURE BIBLIOGRAPHY

OBJECTIVE OF THE RESEARCH

y y y y y y y y y y y

To improve marketing productivity. To enhance value for parties in involved in the relationship. To achieving operational goals. To identifying suitable relationship partners. Customers are motivated to engage in relational behavior. To achieve the financial goals of the Organization. To achieve the marketing goals of the Organization. To achieve the strategic goals of the Organization. To achieve the operational goals of the Organization. To achieve the general goals of the Organization. To check the satisfaction level of the customers.

At Omax, we re known for our uncompromising attitude towards customer satisfaction. A fact reaffirmed by our long-standing relationship with some of the best names in Automobile industry. We strongly believe that when you put your customers first, they put you first as well. Thats why we nourish our relationship with total commitment and passion. Omax practices Kaizen, JIT, Kanban, Poke Yoke, TPM, TQM etc. and has evolved to become world-class manufacturing organizations.

In fact, that's the dictum we've been following ever since the inception of the company in 1985. We set up our first Sheet Metal and Tubular Components plant for Hero Honda Motors Limited at Dharuhera in 1985, which was followed by a fully automatic computerized Tri-Nickle- Chrome Planting Plant. Promoted by two visionaries. Mr. Jatender Mehta and Mr. Ravinder Mehta, the Omax Group soon emerged as a preferred OEM supplier to many of the leading names in the automobile industry

Fully attuned to evolving customer needs & requirements, over the years, the Omax group has grown from strength to strength. It has not only multiplied its manufacturing and engineering capabilities in a big way, but also taken a giant leap in the highly dynamic international market. The group is working hand in hand with a multitude of new clients across many industries.

Though the company has moved ahead towards new frontiers, yet it nourishes old relationships with undying passion and perseverance. We immensely cherish these relationships and strive to do better by delivering the best every time. Omax has been consistently paying dividend for the last 15 years.

Exports
With financial & intellectual reservoirs of great depth & breadth to draw from, Omax combines insight, knowledge and original thinking to create new opportunities. Evolving in sync with the growing demands of Indian components globally, Omax has taken significant steps towards exporting its products to the international markets.

The company has achieved tremendous success in executing agreements for supply of components to international OEMs, Tier 1 manufacturer and the after market around the world. The company has joined with world leaders.

Investor Relations
Omax Autos' progress since its inception has been reinforced by the power of determination - to be a world-class corporate, Creating value for our customers, employees, investors, partners, vendors and the society at large lies at the root of our fundamental business strategy.

Our core principles of trust and transparency have come a long way in helping us develop and nurture long-term relationships with our key stakeholders.

Product Profile
Components for Two Wheelers
Steering Handle Assembly Side Cover Engine Guard Oil Pump Assembly Sprocket Cam and Sproket Timing Complete Frame Assembly Pedal Kick Strater Mufflier Footrest Main Stand Brake Padel Sprockets Chain Case

Components for Four Wheelers

Neck Fuel Filter Trunk Hinge Steering Column Shafts Wiper Rods Frame Assembly Transmission Shafts Rocker Arm Shaft Truck Chassis (Tata) Back Plates for Brakeshoes Piston Rods for Damper Assembly Shround Fan Door Beams Half Shaft Bars Base Battery Set Seat Assembly

M.D. (J.K.MEHTAS)

INTRODUCTION OF PROJECT

My project was to know about the customer satisfaction for company. For this I have to ask some question from Customer. Those are divided into two broad categories. On the basis of this we prepared our questionnaire. The objective of the questionnaire was to collect related information from the customer. For this purpose I cover while north region Area. For our research I have approach to all the private custo mers and Dealers of north India Region. I asks question fro m the m and collect necessary information. Then we did Analysis of data. The main objective of our research wa s to: Satisfaction Level Index Positioning Strategy From data analysis we divide ma jor cu sto mers into Trip Trailer customer Trailer customer For this we suggest for custo mer satisfaction Service Planning W e have to follow the ne w Service planning strategies that we have developed after getting know about the custo mer satisfaction about the service and what actually problem co ming in the process.

Custome r is defined as anyone who re ceives that which is produced by the individual or organisation that has value.

Customer expectations are the customer defined attributes of your product or service you must meet or exceed to achieve customer satisfaction. Customer Expectations are of two types- Expressed and Implied.

Expressed Customer Expectations are those requirements that are written down in the contract and agreed upon by both parties, for example, product specifications and delivery requirements. Suppliers performance against these requirements is most of the times directly measurable.

Implied Customer Expectations are not written or spoken but are the ones the customer would expect the supplier to meet nevertheless. For example, a customer would expect the service representative who calls on him to be knowledgeable and competent to solve a problem on the spot.

There are many reasons why customer expectations are likely to change over time. Process improvements, advent of new technology, changes in customers priorities, improved quality of service provided by competitors are just a few examples.

The customer is always right. Suppliers job is to provide the customer what he wants, when he wants it. Customer satisfaction is customers perception that a supplier has met or exceeded their expectations. It is therefore important to periodically update our knowledge of customer expectations.

Before we begin to examine the conceptual foundations of CRM, it will be useful to define what is CRM. A narrow perspective of customer relationship management is database marketing emphasizing the promotional aspects of marketing linked to database efforts.

Another narrow, yet relevant, viewpoint is to consider CRM only as customer retention in which a variety of after marketing tactics is used for customer bonding or staying in touch after the sale is made.

Shani and Chalasani define relationship marketing as an integrated effort to Identify, maintain, and build up a network with individuals consumers and to continuously strengthen the network for mutual benefit of both sides, through interactive, individualized and value-added contacts over a period of time.

The core theme of all CRM and relationship marketing perspectives is its focus on co-operative and collaborative relationships between the firm and its customers, and/or other marketing actors.

CRM is based on the premise that, by having a better understanding of the customers needs and desires we can keep them longer and sell more to them.

Growth Strategies International (GSI) performed a statistical analysis of Customer satisfaction data encompassing the findings of over 20,000 customer surveys conducted in 40 countries by Info quest.

The conclusions of the study were:

A Totally Satisfied Customer contributes 2.6 times as much revenue to a company as a Somewhat Satisfied Customer. A Totally Satisfied Customer contributes 17 times as much revenue as a Somewhat Dissatisfied Customer. A Totally Dissatisfied customer decreases revenue at a rate equal to 1.8 times what a Totally Satisfied Customer contributes to a business. By reducing customer defection (by as little as 5%) will result in increase in profits by 25% to 85% depending from industry to industry.

An important facet of CRM is customer selectivity. As several research studies have shown not all customers are equally profitable (Infact in some cases 80% of the sales come through 20% of the customers). The company must therefore be selective and tailor its program and marketing efforts by segmenting and

selecting appropriate customers for individual marketing programs. In some cases, it could even lead to outsourcing of some customers so that a company better utilize its resources on those customers it can serve better and create mutual value. However, the objective of a company is not to really prune its customer base but to identify appropriate customer programs and methods that would be profitable and create value for the firm and the customer. Hence, CRM is defined as:

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.

As is implicit in the above definition, the purpose of CRM is to improve marketing productivity. Marketing productivity is achieved by increasing marketing efficiency and by enhancing marketing effectiveness. In CRM, marketing efficiency is achieved because cooperative and collaborative processes help in reducing transaction costs and overall development costs for the company. Two important processes for CRM include proactive customer business development and building partnering relationship with most important customers. These lead to superior value creation.

The basic concept is that the customer is not someone outside the organization; he is a part of the organization.

Key CRM principles

Differentiate Customers: All customers are not equal; recognize and reward best customers disproportionately. Understanding each customer becomes particularly important. And the same customers reaction to a cellular company operator may be quite different as compared to a car dealer. Besides for the same product or the service not all customers can be treated alike and CRM needs to differentiate between a high value customer and a low value 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

Differentiating Offerings - Low value customer requiring high value customer offerings -Low value customer with potential to become high value in near future -High value customer requiring high value service - High value customer requiring low value service

Keeping Existing Customers Grading customers from very satisfied to very disappoint should help the organization in improving its customer satisfaction levels and scores. As the satisfaction level for each customer improve so shall the customer retention with the organization.

Maximizing Lifetime value Exploit up-selling and cross-selling potential. By identifying life stage and life event trigger points by customer, marketers can maximize share of purchase potential. Thus the single adults shall require a new car stereo and as he grows into a married couple his needs grow into appliances.

Increase Loyalty Loyal customers are more profitable. Any company will like its mindshare status to improve from being a suspect to being an advocate. Company has to invest in terms of its product and service offerings to its customers. It has to innovate and meet the very needs of its clients/ customers so that they remain as advocates on the loyalty curve. Referral sales invariably are low cost high margin sales.

Summarizing CRM activities: The CRM cycle can be briefly described as follows:

1. Learning from customers and prospects, (having in depth knowledge of customer) 2. Creating value for customers and prospects 3. Creating loyalty 4. Acquiring new customers 5. Creating profits 6. Acquiring new customers

The Emergence of CRM Practice Looking back at a snapshot history of marketing, we can see the following clear developments and progression over the last four decades: 1960s the era of Mass Marketing, when Gibbs SR toothpaste began the first marketing of this kind with its black and white campaign. 1970s saw the beginning of segmentation, direct mail campaigns and early telemarketing (such as publishing) 1980s where Niche marketing made millionaires of those who were best at it. 1990s Relationship Marketing. The explosion of telemarketing and call

centres, all set up to develop relationships with customers. The recognition of the true value of retention and the use of Lifetime Value as a business case.

In addition to this, a number of key marketing concepts can also be used to see where CRM has developed from:

Satisfying Needs, Customer Orientation The organization needs to be arranged so that all functions contribute Profit must be the consequence of delighting customers (Kotler)

Developing customer relationship has historical antecedents going back into the pre industrial era. Similarly artisans often developed customized produce for each customer. Such direct interaction led to relational bonding between the producer and the consumer. It was only after industrial eras mass production society and the advent of the middlemen that there were less frequent interactions between producers and the consumers leading to transactions oriented marketing. The production and consumption factions got separated leading to marketing functions being performed by the middle men and middlemen are in general oriented towards the economic aspects of buying since the largest cost is often the cost of goods sold.

In recent years however, several factors have contributed to the rapid development and evolution of CRM. These include: -

1. The growing de-intermediation process in many industries due to the advent of sophisticated computer and telecommunication technologies that allow producers to directly interact with end-customers. For example, in many industries such as airlines, banks insurance, software or household appliances and even consumables, the de-intermediation process is fast changing the nature of marketing and consequently making relationship marketing more popular. Databases and direct marketing tools give them the means to individualize their marketing efforts.

2. Advances in information technology, networking and manufacturing technology have helped companies to quickly match competition. As a result product quality and cost are no longer significant competitive advantages.

3. The growth in service economy. Since services are typically produced and delivered at the same institution, it minimizes the role of the middlemen.

4. Another force driving the adoption of CRM has been the total quality

movement. When companies embraced TQM it became necessary to involve customers and suppliers in implementing the program at all levels of the value

chain. This needed close working relationships with the customers. Thus several companies such as Motorola, IBM, General Motors, Xerox, Ford, Toyota, etc formed partnering relations with suppliers and customers to practice TQM. Other programs such as JIT and MRP also made use of interdependent relationships between suppliers and customers.

5. Customer expectations are changing almost on a daily basis. Newly Empowered customers who choose to communicate with the companies across various available channels are very vigilant these days. They expect high degree of personalization.

6. Emerging real time, interactive channels including e-mail, ATMs and call centre that must be synchronized with customers non-electronic activities. The speed of business has changed, requiring flexibility and rapid adoption to the prevailing technologies.

7. In the current era of hyper competition, marketers are forced to be more concerned with customer retention and customer loyalty.

8. As several researches have found out retaining customers is less expensive and more sustainable competitive advantage than acquiring new ones.

9. In addition several marketers are concerned with keeping customers for life than making one time sale. There is a greater opportunity for up selling and cross selling. In a recent study, Naidu, et al(1999) found that relational intensity increased in hospitals facing a high degree of competitive intensity

10. The globalization of world marketplace makes it necessary to have global account management for the customers.

CRM Formation Process

In the formation process, three important decision areas relate to defining the purpose (or objectives) of engaging in CRM, selecting parties (or customer partners) for appropriate CRM programs and developing programs (or relational activity schemes) for relationship engagement with the customer.

RESEARCH METHODOLOGY
Research in a layman language means a search for acknowledges. One can also define research as a scientific and systematic search for potential information on a specific topic. Infect research is an art of scientific investigation. The dictionary meaning of research is a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Redman and Mory define research as a systematized effort to gain new knowledge. Some people consider research as a movement from known to unknown. Research is an academic activity and as such the term must be used in a technical sense. Research is an original contribution to the existing stock of the knowledge making for its advancement. It is pursuit of truth with the help of study, observation, and experiment. The systematic approach concerning generalization and formulation of theory. The purpose of research is to discover answers to questions through the application of systematic procedure. The main aim of research is to find out the truth, which has not been discovered yet. Its a well-known fact that no business can exit without customers. In the business of Website design, its important to work closely with your customers to make sure the site or system you create for them is as close to their requirements as you can manage. What follows are a selection of tips that will make your clients feel valued, wanted and loved.

Customer Satisfaction in 7 Steps:

1. Encourage Face-to-Face Dealings This is the most daunting and downright scary part of interacting with a customer. It youre not used to this sort of thing it can be a pretty nerve-wracking experience. 2. Respond to messages promptly & keep your clients informed It might not always be practical to deal with all customers queries within the space of a few hours, but at least email or call them back and let them know youve received their message and youll contact them about it as soon as possible. Even if youre not able to solve a problem right away, let the customer know youre working on it. 3. Be friendly and approachable This is very true. Its very important to be friendly, courteous and to make your clients feel like youre their friend and youre there to help them out. There will be times when you want to beat your clients over the head repeatedly with a blunt object- it happens to all of us. Its vital that you keep a clear head, respond to your client wishes as best you can, and at all times remain polite and courteous. 4. Have a clearly defined customer Service Policy Clearly defined customer service policy is going to save you a lot of time and effort in the long run. If a customer has a problem, what should they do?

Make sure your customer Service policy is present on your siteand anywhere else it may be useful and realize to your customer that you are paying the attention to them.

5. Attention to detail (also known as The Little Niceties) When u received the birthday email or cared from a company you were a client of? You feel very good about that company that also cost effective to make such a good relationship it shows care about the customer.

6. Anticipate your clients needs & go out of your way to help them out Sometimes this is easier said that done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationships. Your client is heartily impressed, and remarks to his colleagues and friends how very helpful and considerate his web designers are. Meanwhile, in your office, you layback in your chair drinking your 7th cup of coffee that morning, safe in knowledge this happy customer will send several your way. 7. Honor your promises Its possible this is most important point in this article. The simple message; when you promise something, deliver. The most common example here is project delivery dates.

Measuring the Customer Satisfaction:

Organizations are increasingly interested in retaining existing customer while targeting non-customer; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the market place. The state of satisfaction depends on a umber of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organizations products. Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement, although a large quantity of research in this area his recently been developed. Work done by Berry, Brodeur between 1900 and 1998 defined ten Quality Values which influence satisfaction behavior, further expanded by Berry in 2002 and known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, value, Timeliness, Efficiency, Ease of Access, Environment, Interdepartmental Teamwork, Front line Service Behaviors and Commitment to the customer and Innovation. The usual measures of customer satisfaction involve a survey with a set of statements using a likert Technique of scale.

RESEARCH DESIGN:The research problem have been formulated in clear cut terms, the researcher will be required to prepare a research design, i.e., he will have to state the conceptual structure with in which research would conducted. The preparations of such a design facilitate research to be as efficient as possible yielding maximal information. Research design may be grouped in four categories, viz. a). Exploration b). Description c). Diagnosis d). Experimentation

COLLECTION OF DATA:The task of data collection begins after a research problem has been defined and research design/plan chalked out. The collection of data is done to support tour findings and interest the result whether the result you have found in according to your hypothesis or not. The data can be collected by various methods. These are broadly classified into two ways, as follows: y y PRIMARY DATA SECONDARY DATA

PRIMARY DATA:-

The primary data are those which are collected a fresh and for the first time and thus happen to be original in character. We collect primary data during the course of doing experiments in an experimental research. It is the first hand data and nobody else has collected this before. There are various ways of collecting primary data, these are as follows: 1). Observation method 2). Interview method 3). Questionnaires 4). Schedules 5). Other methods

SECONDARY DATA:

1. From Internet 2. Magazines and News Papers 3. Government Publications

RESEARCH PROCESS

Problem formulation
EXPLORATORY RESEARCH

Research design Design of questionnaire Sample design and data collection Analysis and interpretation of data Research report

Scoring & Analysis

 We used Likert scale method for scoring the survey. Its a Psychometric method.

 For analysis we used Wilcoxon Signed ranked method. Its a non parametric method.

 The Wilcoxon signed rank statistic W + is computed by ordering the absolute values | Z1 | ,..., | Zn | , the rank of each ordered | Zi | is given a rank of Ri. Denote i = I (Zi > 0) where I (.) is an indicator function.

 For calculating wilcoxon signed rank, the method is W+ = i Ri,

where i= 1, N= 20

Methodology

 Research Type: Exploratory Research.  Sample Universe: North India region.  Sampling Frame: OEMs, Private Transporter.  Sampling Technique : Random Sampling

Sample size : 100

Sampling Method : Stratified Sampling

We divided all the samples in to two parts :  Private Customers  Dealers

In Statistics, scale analysis refers to a set of methods to analyze survey data, in which response to questions are combined to measure a latent variables. These items can be dicholomous (e.g. yes/no, agree/disagree, correct/ incorrect) or polytomous (e.g. disagree strongly/ disagree/neutral/agree/agree strongly). Any measurement for such data is required to be reliable, valid, and homogeneous with comparable results over different studies: Measurement is the assignment of numbers to subjects in such a way that the relations between the objects are represented by relations between the numbers.

Traditional Models  Likert Scale  Reliability analysis  Classical test theory and cronbachs alpha  Factor analysis

Modern Models based on Item response theory  Guttmann Scale  Mokken Scale  Rasch Model  (Circular) Unfolding analysis  Circumplex model

A typical question using a likert Scale might pose a statement and ask the respondent whether they strongly agree- Agree- Undecided- Disagree or Strongly Disagree. The response elicited may be coded e.g. 1-2-3-4-5, but this remains just a coding. It makes no sense to add a response of agree (coded as 2) to a response of undecided (coded as 3) to get a mean response of 2.5(what would it mean?). So how can you analyze data from a likert scale? Descriptive Techniques Summarize using a median or a mode (not a mean); the mode of probably the most suitable for easy interpretation. Express variability in terms of the range or either quartile range (not the standard deviation) Display the distribution of observations in a dotplot or a barchart (it cant be a histogram, because the data is not continuous). Inferential Techniques Investigate differences between (the medians of) Comparable groups using nonparametric methods e.g. For two unrelated samples- Mann Whitney test; For paired samples- Wilcoxon signed rank test; For two unrelated samples- Mann Whitney test; For paired samples- Wilcoxon signed rank test;

Q.1. Do you have knowledge about the Customer Relationship Management in The organization?

Employees Response Yes No

No. of Employees 45 5

45 40 35 30 25 20 15 10 5 0 No. of Employees Yes No

INTERPRETATION: According to this analysis we find that out of 50 employees 45 are aware about CRM while 5 are not for the same.

Q.2. Do you think that Customer Relationship Management is necessary to the Organization?

Employees Response Yes No

No. of Employees 42 8

45 40 35 30 25 20 15 10 5 0 No. of Employees Yes No

INTERPRETATION: According to this analysis we find that out of 50 employees 42 are agree for the statement while 8 are disagree for the same.

Q.3. Were you asked to prepare for the Customer Relationship Management?

Employees Response Yes No

No. of Employees 35 15

35 30 25 20 15 10 5 0 No. of Employees Yes No

INTERPRETATION: According to this analysis we find that out of 50 employees 35 are asked for the statement while 8 are not participated for the same.

Q.4. Does your Organization arrange seminars for the Customer?

Employees Response Yes No

No. of Employees 38 12

40 35 30 25 20 15 10 5 0 No. of Employees Yes No

INTERPRETATION: According to this analysis we find that out of 50 employees 38 are aware while on the other hand 12 are unaware for this.

Q.5. Does CRM System gives opportunity to perform better in the next year?

Employees Response Yes No

No. of Employees 50 0

50 45 40 35 30 25 20 15 10 5 0 No. of Employees

Yes No

INTERPRETATION: According to this analysis we find that out of 50 employees 50 said yes for this while there is no one to say no.

Q.6. Are you satisfied with the CRM system implemented at your Organization?

Employees Response Yes No

No. of Employees 48 2

50 45 40 35 30 25 20 15 10 5 0 No. of Employees Yes No

INTERPRETATION: According to this analysis we find that out of 50 employees 48 employees are satisfied while 2 are unsatisfied.

Q.7. Does superior involves in managing CRM system?

Employees Response Yes No

No. of Employees 30 20

30 25 20 15 10 5 0 No. of Employees Yes No

INTERPRETATION: According to this analysis we find that out of 50 employees 30 employees are for yes while 20 are for no.

Q.8. Does contribute of customer in decision-making effect production of Organization?

Employees Response Yes No

No. of Employees 33 17

35 30 25 20 15 10 5 0 No. of Employees Yes No

INTERPRETATION: According to this analysis we find that out of 50 employees 33 employees are for yes while 17 are for no.

Q.9. CRM gives more responsibility. Are you Agree?

Employees Response Yes No

No. of Employees 35 15

35 30 25 20 15 10 5 0 No. of Employees Yes No

INTERPRETATION: According to this analysis we find that out of 50 employees 35 employees are for yes while 15 are for no.

Q.10. CRM affects the learning attitude of Customers?

Employees Response Yes No

No. of Employees 40 10

40 35 30 25 20 15 10 5 0 No. of Employees Yes No

INTERPRETATION: According to this analysis we find that out of 50 employees 40 employees are for yes while 10 are for no.

LIMITATIONS OF THE STUDY

In market survey, there is a chance of high level blasted responses, which the respondents knowingly or unknowingly dont want to give to the researcher.

No information from small towns Few respondents left out certain questions due to which sample size for certain analyses has been reduced. The sample size taken for the study is quite small and it does not represent the whole population. Time and other factors, which are beyond the human limitations, have also a bearing on study.

I can confidently generalize my conclusions to the population from Delhi, Mumbai and Bangalore. Through my interaction with the companies, I believe that my conclusions are correct.

Company should arrange a meeting of dealers time to time to listen their problems and further take actions to solve those.

New avenues of advertising should be launched like organize programmes for TV ads, media etc

New appointments should be done for increasing visits in market.

Quality and availability should be boost up or equalize in comparison to competitors product Quality and availability, so that company can earn more profit by selling a large number of their quality products.

Company should collect necessary information, regarding market scenario, install a market research team.

The company product is a high quality & value added, so that it concentrates on brand consistency.

Sales force should be aggressive & effective.

QUESTIONNAIRE

Name_____________________ Age_____________ Sex: Male ( )

Company Name________________________

Department_______________________________ Female ( )

Q.1. Do you have knowledge about the Customer Relationship Management in The organization?

Q.2. Do you think that Customer Relationship Management is necessary to the Organization?

Q.3. Were you asked to prepare for the Customer Relationship Management?

Q.4. Does your Organization arrange seminars for the Customer?

Q.5. Does CRM System gives opportunity to perform better in the next year?

Q.6. Are you satisfied with the CRM system implemented at your Organization?

Q.7. Does superior involves in managing CRM system?

Q.8. Does contribute of customer in decision-making effect production of Organization?

Q.9. CRM gives more responsibility. Are you Agree?

Q.10. CRM affects the learning attitude of Customers?

Q.11.What steps are taken by your company in order to make CRM Department More effective? Comment_______________________________________________

BOOKS REFERED: -

Gruen, T. W. (1997), Relationship Marketing: The Route to Marketing Efficiency and Effectiveness, Business Horizons, November_December.

Berry, L. L. (1983), Relationship Marketing of Services: Growing Interest, Emerging Perspectives, Journal of the Academy of Marketing_Science.

Parasuraman, A., Zeithaml, V. A., and Berry, L. (1985), "A Conceptual Model of Service Quality and its Implications for Future Research,"Journal of Marketing.

Payne, A. (2000), Relationship Marketing: The UK Perspective, in Sheth, J. N. and Parvatiyar, A. (eds.) Handbook on Relationship Marketing, Sage Publications.

Reichheld, F. F. and Sasser, W. E. (1990), 'Zero Defections: Quality Comes to Services', Harvard Business Review, September October

Sheth, J. N. and Parvatiyar, A. (1995) Relationship Marketing in Consumer

Markets: Antecedents and Consequences', Journal of the Academy of Marketing Science

Jagdish And Sheth, Atul Parvatiyar, G Shainesh, CRM Emerging Concepts, Tools and Applications.

Philip Kotler: Marketing Management

WEBSITES:

y www.crmresearch.com y www.crmfoundation.com y www.CRM-forum.com y www.google.com y www.wikipedia.org.in

y www.omax.com