Professional Documents
Culture Documents
INDIA
CUSTOMAR RELATIONSHIP IN
SUBMITTED BY
GOPAL (1003270016) UNDER THE GUIDANCE OF MR. Umesh Sisodia Department of Management
AFFILIATED
TO
Candidates Declaration/Certificate
I hereby declare that the work which is being presented in this report entitled CUSTOMER RELATIONSHIP IN INDIA is authentic record of my own work carried out under the supervision of Mr. Umesh Sisodia. The matter embodied in this report has not been submitted by me for the report award of any other degree.
Date:
This is to certify that the above statements made by the candidate are correct to the best of my knowledge.
Mr. Umesh Sisodia (Name of Supervisor) Designation: Asso. Proff. Department: MBA Date:
ACKNOWLEDGEMENT
I would also like to thank for his invaluable encouragement and and help in the successful completion of my project. I am grateful to GOD, MY PARENTS and MR. RAKESH PASSI, head of department of MBA in ABES ENGINEERING COLLEGE, GHAZIABAD for giving me the opportunity to work on a project. I am thankful to MR. UMESH SISODIA for assigning me this project and also help me to handle the project. I extend a special thanks to for support, devotion and co-operation. Last but not the least I would also like to thanks Religare Securities Limited for their able guidance, continuous support and cooperation throughout my project, without which the present work would not have been possible.
DATE:
(Signature of Student)
Chapter I
1. Introduction 2. Need of the study 3. Scope of study
4. Objective of study
1- 23 24 25 26
Chapter -II
1. Research Methodology (sample size, method of the data collection)
2. Limitation
27- 28 29
Chapter -III
3. Descriptive work on subtopic of study 30 54
Chapter- IV
4. Data analysis and interpretation 55 - 82
Chapter -V
5. Conclusion & suggestion 84 - 86
Chapter- VI
6. Bibliography 87
Chapter -VII
7. Appendices 88 - 89
CHAPTER -I
INTRODUCTION
[CUSTOMER RELATIONSHIP MANAGEMENT]
A CRM is a collection of people, processes, software, and internet capabilities that helps an enterprise manage customer relationship effectively and systematically. The goal of CRM is to understand and anticipate the needs of current and potential customer to increase customer retention and loyalty while optimizing the way product and services are sold. CRM stands for Customer Relationship Management. It is a strategy used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. After all, good customer relationships are at the heart of business success. There are many technological components to CRM, but thinking about CRM in primarily technological terms is a mistake. The more useful way to think about CRM is as a process that will help bring together lots of pieces of information about customers, sales, marketing effectiveness, responsiveness and market trends The objective is to capture data about every contact a company a company has with a customer through every channel and store it in the CRM system to enable the company to truly understand customer action. CRM software helps an organization build a database about its customer that management, sales people, customer service provider and even customer can access information to access customer needs with product and offering. Marketing Automation is the most comprehensive campaign management solution available. It provides everything needed to turn raw, disparate customer data into profitable marketing campaigns all the way through inception, execution and measurement. Marketing Optimization applies sophisticated mathematical approaches to optimize marketing campaign ROI given limited budgets, channel capacities and other organizational constraints. The idea of CRM is that it helps businesses use technology and human resources to gain insight into the behavior of customers and the value of those customers. If it works as hoped, a business can : Provide better customer service
Make call centers more efficient Cross sell products more effectively Help sales staff close deals faster Simplify marketing and sales processes Discover new customers Increase customer revenues ARCHITECTURE OF CRM There are three parts of application architecture of CRM:
1. 2. 3. person)
Operational - automation to the basic business processes (marketing, sales, service) Analytical - support to analyze customer behavior, implements business intelligence alike technology Collaborative - ensures the contact with customers (phone, email, fax, web, sms, post, in
Operational CRM Operational CRM means supporting the so-called " front office" business processes, which include customer contact (sales, marketing and service). Tasks resulting from these processes are forwarded to employees responsible for them, as well as the information necessary for carrying out the tasks and interfaces to back-end applications are being provided and activities with customers are being documented for further reference. According to Gartner Group, the operational part of CRM typically involves three general areas of business:
Sales Force Automation (SFA): SFA automates some of the company's critical sales and sales force management functions, for example, lead/account management, contact management, quote management, forecasting, sales administration, keeping track of customer preferences, buying habits, and demographics, as well as sales staff performance. SFA tools are designed to improve field sales productivity. Key infrastructure requirements of SFA are mobile synchronization and integrated product configuration.
Customer Service and Support (CSS): CSS automates some service requests, complaints, product returns, and information requests. Traditional internal help desk and traditional inbound call-center support for customer inquiries are now evolved into the "customer interaction center" (CIC), using multiple channels (Web, phone/fax, face-toface, kiosk, etc). Key infrastructure requirements of CSS include computer telephony integration (CTI) which provides high volume processing capability, and reliability.
Enterprise Marketing Automation (EMA): EMA provides information about the business environment, including competitors, industry trends, and macro enviromental variables. It is the execution side of campaign and lead management. The intent of EMA applications is to improve marketing campaignefficiencies. Functions include demographic analysis, variable segmentation, and predictive modeling occur on the analytical (Business Intelligence) side.
Analytical CRM In analytical CRM, data gathered within operational CRM and/or other sources are analyzed to segment customers or to identify potential to enhance client relationship. Analysis of Customer data may relate to one or more of the following analyses: 1. 2. 3. 4. 5. 6. 7. 8. Contact channel optimization Contact Optimization Customer Segmentation Customer Satisfaction Measurement / Increase Sales Coverage Optimization Pricing Optimization Product Development Program Evaluation Data collection and analysis is viewed as a continuing and iterative process. Ideally, business decisions are refined over time, based on feedback from earlier analysis and decisions. Therefore, most successful analytical CRM projects take advantage of a data warehouse to provide suitable data. Collaborative CRM Collaborative CRM facilitates interactions with customers through all channels (personal, letter,
fax, phone, web, e-mail) and supports co-ordination of employee teams and channels. It is a solution that brings people; processes and data together so companies can better serve and retain their customers.
Collaborative CRM provides the following benefits: Enables efficient productive customer interactions across all communications channels Enables web collaboration to reduce customer service costs Integrates call centers enabling multi-channel personal customer interaction Integrates view of the customer while interaction at the transaction level BENEFITS OF CRM SYSTEM Give customer-facing employees the best tools available Give your sales and service professionals the chance to deliver stellar customer service every time they are in a call or at a customer site. With optimally configured software solutions from Microsoft Business Solutions, they can find information quickly, answer customer questions satisfactorily, and ensure that your business fulfills or exceeds customer commitments.
Deliver high-quality service at all times Happy customers generate return business, referrals, and excellent visibility for your business. You want to make doing business with your company efficient and rewarding for themtrack customer preferences, be aware of their account histories, and resolve any issues promptly. Microsoft Business Solutions can empower your people to streamline customer communications and interactions, offer timely, reliable information, and demonstrate your organizations accountability. Boost sales and service performance Automation of business tasks can go a long way towards streamlining sales and customer service processes, shortening sales cycles, and maintaining consistent quality and productivity on your sales and service teams. In addition, Microsoft Business Solutions offerings allow you to review and enhance the performance of individual sales and service employees as well as entire teams, forecast and plan sales activity, and act on new business opportunities SALES FORCE AUTOMATION Sales Force Automation is a technique of using software to automate the business tasks of sales, including order processing, contact management, information sharing, inventory monitoring and control, order tracking, customer management, sales forecast analysis and employee performance evaluation. SFA is often used interchangeably with CRM; however, CRM does not necessarily imply automation of sales tasks. Sales Force Automation offers you the most powerful and advanced CRM solution to empower your sales force team. Combined with major e-Marketing features for todays highly competitive e-Business marketplace, this powerful sales automation tool will give your team a strong edge over competitors. With Sales Force Automation you can get quick responses from your customers, find out their interests and anticipate their future demand for your product and/or services, which will greatly enhance your CRM.
Sales Force Automation is a low cost template-based online solution. Follow our step-by-step guide to complete your program just in a few clicks. Don't wait, start today and experience the power for yourself. BENEFITS OF SALES FORCE AUTOMATION Manage all sales opportunities Immediately create a new opportunity list and turn every lead into a hot prospect. Follow-up using the sales management tool and maximize the number of closed deals.
Forecast revenues accurately Because the sales information is being continuously updated in real time, everyone on your team, including your outside sales force team will have a clear understanding of future events, and can appropriately forecast product needs and better understand customer demand. Close more deals Sales Force Automation will help company enhance the efficiency of sales process and give sales team the tool to collaborate and transform sales prospects into profitable customers. Interactive and consistent customer leads and deal management Secure team-wide access to detailed account data will provide easy collaboration among sales force, customer service & support teams, and marketing personnel.
Better understanding of customer needs and long term demands Analyze current and archived sales data, which can allow company to immediately see changes in customer demands and future needs. Anticipate customers' demands before they happen and be ready for a successful future
OBJECTIVE OF PROJECT
Main Objectives of the projects are as following. 1. To study the Customer Relationship Management practices that is implemented at customer level 2. To study the effect of Customer Relationship Management Practices while making purchase and repurchase decision 3. To know the satisfaction level of Religare Equity clients in NCR region
Other Objectives:i. ii. iii. To manage customer data effectively To help the sales people in working easily and efficiently. To manage sales person data effectively
To evaluate sales performance of different sales person. To generate sales report To perform analysis on customer data Simplify marketing and sales processes To help the sales people in reducing errors that are encountered frequently during manual operations by concurrently updating the data stored in many places. To provide security as only an authorized user can interact with the system To Provide product information to the customer Provide a fast mechanism for correcting service deficiencies. To provide mechanism to deal with customer complaints effectively. tionship executive.
xiii. To provide list of customers whenever needed by salesman, administrator or customer relaxiv. xv. xvi. xvii. xix. To send Offer Letter to customers by finding right customer group. To do customer segmentation on basis of income, occupation and territory. To perform analysis of sales data on the basis of product, salesman, and territory. To assign quota of salesman. To provide facility of submitting feedback of the customer.
CHAPTER -II
RESEARCH METHODOLOGY
The research methodology is the specification of method of acquiring the information needed to structure or solve the problem. It is not considered to be the decision of facts but also building up the data knowledge and to discover the new fact involved through the process in the dynamic change in the society.
Secondary Data: It refers to the information or facts already collected. The data was
taken from internet and journals.
Population
All the investors who invest in equities through Religare Securities in NCR Region.
Sampling Unit
Every single respondent who has filled the questionnaire.
Sample size
Sampling size refers to total number of respondents targeted for collecting the data for the research. The sample size for survey conducted is 50 respondents.
Sampling technique
The selection of respondents was done on the basis of Convenience Sampling technique.
2. Time has played a biggest constraint that the research could carried out comprehensively as the duration of the study was only 6 weeks 3. The investors may be biased. 4. Study is done only for NCR investors.
not
be
5. As the project is also based on secondary data, possibility of unauthorized information can not be avoided. 6. Close responses.
CHAPTER- III
Customers have different needs and expectations during different stages of this relationship. Customer relationship is a dynamic process and can move from one stage to another based on customer's aspirations and customer's buying experience
2. Customer, who wants a copy of MS Project installed in a computer. Since this is a simple purchase, the customer wants to buy it from a near by store and install it himself. Thus there is no real relationship between the customer and the vendor. Both examples point to the fact that the level of relationship a vendor enjoys with the customer is directly dependent on the criticality or importance of customer's needs. In short, customers enter into a relationship with the vendor in order to serve their own needs.
This is the most basic interaction between customer and vendor. Here the customer desires to buy a particular product/service. Customer interacts with the seller with the sole aim of acquiring the product/service. The relationship between the firm and the customer is characterized by efficiency in transactions, straightforward, no-frills selling. To increase sales, vendor must work on availability of the product/service. Customer will buy only if a product/service appeals to the rational side of the customer i.e. Price and convenience. Customer does not bond with the vendor, as the relationship is a purely utilitarian one - exchange of goods/service for money. The vendor should respond to the customer (in this level of relationship) by providing the required goods/service, and refrain from interacting at a deeper level i.e., by not offering added products/service - other than those requested by the customer. If the vendor insists or attempts to force a relationship to a higher level, the customer may "pull-out" thus risking future sales. To understand this, consider this example: If someone purchased a laptop from DELL Computers. He placed an order online - for a particular configuration. His expectation from the vendor is that Dell will deliver the computer on stated delivery date; he is buying from Dell to meet upto the price that is attractive for him. If the salesman at Dell attempts to push additional hardware or software - which is not what he wanted, he might get annoyed and cancel the order. Vendors must first identify the level of relationship the customer has with them, and then craft a strategy to deepen it. In this case, a vendor can deepen the relationship by increasing the number of interactions. This can be done by: Offering a wide range of products/service, having 24/7 sales operations - i.e., Internet or all 24-hour shops.
For example, Dell can increase the number of customer interactions by offering a full range
of computer accessories: Printers, Scanners, cartridges, office software, Computer games etc. Dell can increase the number of customer interactions by offering value added services such as on-site maintenance, free software updates etc. Augmenting the basic service/goods with a value addition can deepen utilitarian relationships: Cross selling or value addition.
For example,
Dell provides the exact shipment details of the computer and is delivered on the specified time. In addition, Dell has a complete e-Commerce website which enables a secure and easy payment method. Airlines provide comfortable lounges at the airport - while customers wait for their flight. Airlines also provide e-ticketing, curbside luggage check in, on-line flight details etc., to make customers feel comfortable during the purchase process. Often times, there are several instances of customers abandoning their purchase process in the midway. This is the sure sign of an inefficient and inconvenient buying process Relationships at this level can in strengthened by widening the service interactions with customers. By this I mean, look at the ways the customer buys your
Product/service and then provide additional services to make it simpler and easier for the customer. Customer Activity Mapping (CAM) & Customer Decision Mapping (CDM) are the tools that can be used to analyze the decision-making, buying, using, and consumption experience. And in each stage, the objective of the vendor is to identify situations that pose obstacles to the buying process. Making the buying process as pleasurable as possible, a vendor can strengthen relationship with the customer in this level and also take the relationship to the next level.
For example:many multi-million dollar business deals are done at resorts - away from the clutter of the office environment. BASF, a fortune-100 chemical company often conducts the contract negotiations on a luxury yacht. This provides the right ambiance and mood to put the customer at ease and feel comfortable during the buying process. Irony of this "comfort need" is that customers often overlook the comfort factor - and often customer notices the absence of the comfort. A discomfort during thebuying experience is easily noticed and registered, while customer forgets comforts. CRM efforts in this level must be focused on making the customer feel comfortable; create a feel-at-ease feeling. The marketer should strive to provide customers comfort, fun, surprise, and other means of generating
a positive feeling. Note that this is distinctly different than relationship building at level-2, where the focus was to remove any factor, which caused inconvenience to the customer. Relationship is built on a feeling of ease and providing more of the same - greater comfort, fun and pleasant interaction environment can strengthen comfort. This involves training the front-end employees to provide a Comfortable experience to the customer and being sensitive and responsive to the customer's level of interaction the marketing efforts must be directed at improving/building the memory of pleasant experiences of the customer.
each of their clients. Amazon.com ebay.com etc Provide customers with customizable web interfaces To bring a customer to this deep level of relationship, the level-3 relationship of making the customer feel comfortable must always be accomplished. Only when the customer is comfortable, vendor can discover (discreetly) the personal needs of the customer - and then move the relationship to the next higher level. Relationship at Level-4 is analogous to that of a romantic partner - but not a spouse or fianc. The relationship at this level is more personal but without invading the privacy of the customer. The timing therefore needs to be right - so that any potential tensions or conflicts are avoided or reduced to minimum. The company must know the customer details, possible tastes and preferences sufficiently well to Build the relationship. Interactions must be respectful, as exchange of personal information may be perceived as invasive. The irony of the CRM systems at this level is that customer feels that the CRM systems compromise customer's privacy - and for that reason most customers are reluctant to share personal information with the vendor, which in turn cause most CRM implementations fail. A salesman or marketer or account manager must therefore take extra precaution not to reveal any personal information of the customer to the CRM database system. This personal information must be carried in the mind of the vendor salesmen. Customer's need for personal recognition may be met by very simple acts by the salesman, such as rewards for customer loyalty (given to the customer - i.e., buying agent or the key decision maker); tailor made products, and words of appreciation.
For example, Dell Computers being a customer of Intel expects Intel to know its needs
for latest and most powerful microprocessors for the Christmas season. The Customer then expects Intel (vendor) to announce and supply the latest processors in time so that Dell can ship the computers to its customers in time for Christmas. In a consumer world, a common example will be that of a (famous) client and his/her fashion designer. The client expects the fashion designer to know his/her tastes and provide clothes accordingly. It must be noted that in a B2B world, customers are more rational. Their business needs drives the relationship and is partly independent of personal factors. As a result, vendor can build this relationship by learning the customer needs. Based on these learning/insights, vendor should be able to offer highly customized and personalized offerings. Customer relationships in levels 1-4 are defined by customers experience and are therefore heavily dependent to the external environment (i.e., external to the customer). At levels 5 and above the relationship depends on internal and external factors including rational and
emotional considerations. The key for success in building relationship at this level is to understand the customer's implicit needs - i.e., those needs that are not expressed verbally. Vendor can strengthen the relationship by understanding the customer's implicit needs and focusing on different ways to customize and personalize the offerings. In a B2B setting, this involves understanding the customer's business operations, business models and then providing customized solutions: Like releasing products in time for Christmas or having goods packed in a truck in a manner it is efficient for customer etc.
Relationship Marketing
Relationship Marketing has an aim of building mutually satisfying long term relationship with its clients in order to earn and retain their business. Marketer accomplishes this by promising and delivering high quality product and services at fair price to the other parties over time. Relationship marketing build long& strong economical, technical and social ties among the parties. The ultimate outcome of relationship marketing is the building of unique company assets called the marketing network. A Marketing network consists of the company and its supporting stakeholders (Clients, Employees, ad agencies and others) with whom it has built mutually profitable business relationship. The operating principal is to build an effective network of relationship with key stakeholders. Marketing marketing Channel.
Channel:
1. Communication Channel: It delivers & receives messages from target buyers and
includes newspaper, television, telephone etc.
2. Distribution Channel: To display sell or deliver the physical product or service(s) to the
buyer or user. This includes distributors and agents.
3. Service Channel: To carry out transaction with potential buyers. Marketer clearly faces a
design problem in choosing the best mix of communication, distribution and service channel for their offerings
Supply Chain: The marketing channel connect the marketer to the target buyers, the
supply chain describe a longer channel stretching. The supply chain represents a value delivery system. Each company captures only a certain percentage of total value generated by the supply chain. When a company acquires competitor or moves upstream of downstream, its aim is to capture a high percentage of supply chain value.
Competitor: It includes all the actual and potential rival offering and substitutes that a buyer might consider. We can broaden the picture further by distinguishing four levels of competition based on the degree of product sustainability:
2. Industry Competition: A company sees its competition as all company making the same
products or class of products
4. Generic Competition: A company sees its competitors as all companies that compete for the
same consumer.
superior way. Todays customers are large and often global. They prefer suppliers who can sell and deliver a coordinated set of product and services to many locations. When a relationship management program is promptly implemented, the organization began to focus as much on managing its customer as on managing its products. At the same time companies should realize that while there is a strong and warranted move toward relationship marketing, it is not effective in all situations. Ultimately companies must judge which segment and which specific customers will respond profitably to relationship management
CHAPTER -IV
Analysis:
invested in share market through Religare securities. People who were in other professions were second contributing 30%. 10 respondents belonged to business class and 5 were entrepreneurs. Interpretation: From the analysis done above it can easily be interpreted that more people from services sector invested in share market. Reason being that they think it is good investment as it can bring profits and add to their income.
Analysis :
From the graph it can be easily concluded that 22 respondents have been Religare clients from 2 to 5 years. This is a maximum % among respondents. Next in line are respondents who have been Religare clients since 1 t o 2 years. They are 13 in number. 8 respondents have been investing in Religare for 4-5 years and 7 have been Religare clients since less than one year.
Interpretation:
The data clearly depicts that most people have been Religare clients from 2 to 4 years. This is more them enough time to judge the company. This means that the clients are happy with the policies of this particular firm and services provide by them. This is the reason why they have been with the company for a considerable time. Projectsformba.blogspot.com
Analysis:
From the data it is found that as many as 17 people have been Religare clients due to good consumer policies offered by them. As many as 12 respondents think that their services are the reason why they are sticking with the firm. 10 are investing through Religare due to its Reputation in the market and 7 due to advertisements. 4 respondents cited other reasons.
Interpretation:
It is clearly understood from the data that most of respondents are Religare clients due to the Consumer Friendly policies it offers like Negotiable Brokerage, providing updated information, Accurate solutions to their problemsetc
Analysis :
From the pie chart depicted above it is clearly understood that out of 50 respondents 35 are aware of the Customer relationship marketing Practices followed by Religare and rest 15 are not aware.
Interpretation:
This is pretty much straight forward question as majority of respondents are aware of the CRM practices followed. The reason may be that they are aware of the term themselves then the rest.
Analysis:
By studying the chart above we can conclude that out of 50 respondents 15 thought the Customer Relationship Marketing Practice followed by the company is providing updated information of the new launched policies. Next in line are 7 respondents according to whom
providing optimum solutions to the problems is the major CRM practice. 8 respondents think that being regular in touch with their RMs is the practice followed while remaining were divided among door step services, any other and long term concessions in the ratio of 2:2:1.
Interpretation:
Most of the respondents responded that getting updated information is the best CRM policy adopted by the company. Policy here is a broader term which includes giving them details about share market, new policies, new SEBI rules of market.
Analysis:
This question is for all the respondents that what according to them is a important policy a company should follow. Here 17 respondent think that giving up to date information is the key while 13 says providing optimum solutions is important. Keeping in touch with your RM manager after buying/investing is important for 12 respondents.5 people opted for door step services and 2 gave other reasons while 1 was for long term concessions.
Interpretation:
Most of the people also think updated information is an important practice because as they have invested their money is stocks they need to be provided with latest information.
S.No Practices Respondents Percentage1 Building Brand image 10 202 Competitors 3 63 Retention of customers 25 504 Increase in sales and profits 4 85 Word of mouth 6 126 Any other 2 4Total 50
Analysis:
This bar chart gives us an idea about why Religare should follow above mentioned practices. 25 of the respondents were in favor of retention of customers. Second were those 10 respondents according to whom building brand image should be the reason. 6 thought that by following above practices Religare can gain from word of mouth. Rest of the respondents gave reasons like increase in sales and profits, competitors and others in ratio of 4:3:2.
Interpretation:
More people stated that retention of customers should be the main reason for a company because in such competitive world if a customer is not satisfied from a particular firm he can easily move onto other company. So it become necessary for a company to provide good services , schemes to retain the customers.
Analysis:
The chart above gives us indication about the satisfaction level of respondents for staff efficiency. Out of these 22 are happy with the efficiency of the staff. Rest of respondents vary from 15 to 2.
Interpretation:
The reason which can be given is that these respondents may have better relations with their dealers and updates are provided to them instantly.
Analysis :
This pie chart shows the number of respondents who think whether these Customer relationship policies are influential in further investing or not. After conducting the survey 30 were in favor and 20 were not.
Interpretation:
Most people responded in favor because according to them if policies and services are good then they will be satisfied with the company and invest further.
Analysis:
The above pie chart gives us information about number of people who will recommend Religare securities to others (Friends, relatives etc).31 responded that they would suggest Religare Securities and 19 responded that they will not recommend.
Interpretation:
The people who will recommend are those who are satisfied with Religare services or in recent time have earned profits.
Analysis:
The above graph gives us information about experience of respondents is stock market. The experience of 18 respondents was average while 10 respondents each were in very good and good category. The experience of 7 respondents was excellent and of 5 was poor.
Interpretation:
The best explanation for this is the share market is very volatile, you are not guaranteed profits every time you invest. Thats the reason why only 7 respondents have excellent results and some among them are long term investors. Mostly experiences has been average as some people have made profits and losses on the same day also (intra day trading).
CHAPTER -V
FINDINGS AND ANALYSIS: Better rate &Commission. Flexibility in service providing. Prompt and Clean Deal. Customized service. Immediate feedback / market information on time. Timely payment of cheque. Maintenance of Personnel Relationship with clients. Transparency in operation of business activity. Reputation/ Goodwill of the firm. Credibility of the broker. Research backup. Past performance/ Experience. Their presence in the market/ General response of customer in the market.
RECOMMENDATIONS: The Recommendation, which is to be suggested, is as follow: Religare securities should enhance the customer care department where queries can be timely solved. Religare securities should provide more security to the existing and prospective clients. There should be more banners posters pamphlets distribution in the market to increase the awareness level among the people. It should provide regular and update market information. There should be target incentive for executive which will boost up their morale will give more and more business to Religare. Special attention need to be given to the delivery of monthly & fortnightly report to the clients. Timely release of Brokerage & Fast redressal of clients grievance is a major plus point, if Religare is looking to develop long term relationship with its clients.
CONCLUSION
In spite of the bleak and grim out look the future of capital market is growing at a very high pace. Taking these things into consideration there are lots of opportunity for the Broker House which already exist and which are due to enter in the Indian market. These are little awareness about Equity and Mutual funds in India people have accepted it as one of the major investment avenue. As people have entered in this particular investment avenue they have lost their money because of movement in the market, which is below the par value and this, has shaken the faith of investor in this particular avenue. Another reason for low investment in this sector is that most of the companies are not performing well and also due to the scams that are taking place frequently Once people know about the benefit offered by it, Capital market will become one of the sought after investment avenue. The only thing which is needed to focus on is that they should have a strong marketing strategy so that prompt service and availability of forms is made available to the investors at a short notice provided that it keeps into mind the traditional base for marketing in India, which is a price sensitive. We can say that Religare has a great future ahead. Religare has emerged a very strong player in the field of distribution of financial product within a short period of one year in Northern India and is giving stiff competition to the entire player in the Delhi & other parts. If the progress of Religare goes in the same way then I can say that Religare will be going to emerge as a major player in the Capital market. They have much more potential to expand their business and market in India.
CHAPTER- VI
BIBLIOGRAPHY
Books
Capital Market module (NCFM). 2. Capital Market by Sanjay Aggarwal. 3. Marketing Management by Kotlar.
1.
Web links
http://www.religare.in/ http://www.religarecommodities.com/product_rally.asp http://money.rediff.com/companies/religare-enterprises-ltd/14010630/ratio http://indiaearnings.moneycontrol.com/sub_india/financialreports.php?sc_did=RE09&type=profit http://indiaearnings.moneycontrol.com/sub_india/financialreports.php? sc_did=RE09&type=balance http://www.moneycontrol.com/company-facts/religareenterprises/history/RE09 http://www.theinvestor.tv/money/thebrokerageindustry.htm http://www.economywatch.com/market/share-market/share-market-trading.html http://bseindia.com/deri/Deri/Introduction.htm?L=2&id=hd1&Lid=0 http://bseindia.com/deri/Deri/Eligibility.htm?L=2&id=hd1&Lid=1#http:// http://crmweblog.crmmastery.com/
http://www.thetawer.com/wiki/images/4/43/B._Customer_Relationship_Management_A_Framewo rk.pdf
QUESTIONNAIRE
Q1. In which profession are you engaged in? A. Business B. Services C. Entrepreneur Q2. For how many years have you been trading through Religare? A. <1 B. 1-2 C. 2-4 Q3. What is the reason behind investing through Religare Securities? D. Others D. 4-5
A. Reputation of the company B. Consumer friendly policies C. Advertisements D. Good Services E. Any other Q4. Are you aware of the Customer Relationship Marketing policies followed by the company? A. Yes B. No Q5. What are the Customer Relationship Marketing practices followed by the company? A. Providing optimum solutions to customers problems B. Giving Updated information of new policies C. Long term concessions D. Door step services E. Regular in touch after selling F. Any other Q6. Choose any 3 from the mentioned practices which you think are important from a company point of view? A. Providing optimum solutions to customers problems B. Giving Updated information of new policies C. Long term concessions D. Door step services E. Regular in touch after selling F. Any other
Q7. Choose any reasons why Religare should follow the above mentioned practices. A. Building brand image B. Competitors C. Retention of customers D. Increase in sales and profits E. Positive word of mouth F. Any other
Q8. Please tick the desired answer.. 1. Services Excellent 2. Very good 3. Good Average Q9. Are these Customer Relationship marketing policies followed influential in further investing? A. Yes B. No Q10. Will you recommend investing in stock market through Religare to others? A. Yes B. No Q11. What has been your experience in stock market? A. Excellent B. Very good C. Good D. Average E. Poor Personal details Name: Age: Gender: Annual Income: Thank you for cooperation and valuable time.
CHAPTER-VII