Professional Documents
Culture Documents
(BBA-605)
On
Session 2016-2017
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
1. TOPIC:
Customer relationship activities have the most impact on customer retention. Every customer
service encounter has the potential to gain repeat business or have the opposite effect. The
expectation of personalized, relevant offers and service is becoming a primary driver of customer
The first thing you find when looking into the world of Customer Relationship Management is the
"CRM is the business strategy that aims to understand, anticipate, manage and
Consulting .
CRM is a business strategy, one that puts the customer at the heart of the business.
Thats nothing new I hear you say, and you would be right. Good business people have
always understood the relationship between happy customers that come back again and
again and creating long term, sustainable profitability. Big Bazaar has realized this and
One just needs to think of the local shop owner who knew everyone of his customers names,
birthdays and particular ailments to prove that point. What is new is that there now exists the
It is said that a successful CRM implementation will allow your Customer Service, Sales and
Marketing people (and anyone else in your organization) to have a holistic view of each and
everyone of your customers. In theory this will enable them to make quick, informed decisions,
create cross selling and up selling opportunities, measure marketing effectiveness and deliver
The basic reason for an organizations existence is to satisfy the needs of the customers and
through that may way for repeat patronage which will open the avenue for increased profit
making. One of the factors affecting the performance of an organization is customer relationship
Customer Relationship Management concerns the relationship between the organization and its
customers and asserted customers are the life-blood of any organization be it a global
corporation with thousands of employees and a multi-billion turnover, or a sole trader with a
handful of regular customers Beks, (2008). Customer Relationship Management is the same in
principle for these two examples - it is the scope of CRM which can vary drastically.
The organization and the customers both have sets of conditions to consider when building the
relationship, such as wants and needs of both parties; organizations need to make a profit to
survive and grow customers want good service, a quality product and an acceptable price.
Thompson (2008) illustrated that customer relationship management is an effective tool for
achieving positive organizational performance and which reflects an increase in profit, goodwill,
better product and service delivery. In recent times, questions have been raised as regards the
interactions between organizations and their customers. But the result is that many organizations
have poor relationship with their customers and this will lead to loss of goodwill and low profit
involved in, whether it is a product or a service driven organization and it must involve every
aspect of what they do from suppliers through to the end application, from their internal staff
The ultimate purpose of CRM, like any organizational initiative, is to increase profit. In the case
of CRM this is achieved mainly by providing a better service to customers than competitors do.
CRM does not only improve the service to customers, a good CRM capability will also reduce
costs, wastage, and complaints. CRM also reduces staff stress, because attrition - a major cause
of stress - reduces as services and relationships improve. CRM enables instant market research as
well: opening the lines of communications with your customers gives you direct constant market
reaction to your products, services and performance, far better than any market survey. Good
CRM also helps you grow your business: customers stay with you longer; customer churn rates
reduce while referrals to new customers increase from the increasing numbers of satisfied
customers; demand reduces on fire-fighting and trouble-shooting staff, the organization's service
flows and the teams work more efficiently and more happily.
Customer satisfaction is a vital CRM variable that must not evade our empirical scrutiny. Indeed,
company mission statements and marketing plans are designed around the goal of increasing
The concept of relationship is very complex because it relates to different disciplines but with
regards to the topic at hand, relationship or business relationship can be viewed or described
as being distinct from, but related to, concepts such as Enterprise relationship management,
relationships and business relationship value over time, in order to make the various aspects of
As a result of the effectiveness and intensity of the concept of CRM, customers would benefit
from it through experiencing enhanced product delivery and organizations themselves would
gain from it through increase in customer database, increase in performance and profitability.
Contact for more
ShriKrishna
Chinhat Lucknow
Mo no- 9554444951
Research Report
Field Work
Project Work