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23-03-2012, 04:15 PM
Post: #1
CUSTOMER RELATIONSHIP MANAGEMENT full report
CUSTOMER RELATIONSHIP MANAGEMENT


.pdf  19070296-CRM-Project-Report.pdf (Size: 1.21 MB / Downloads: 555)


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.


ARCHITECTURE OF CRM
There are three parts of application architecture of CRM:
1. Operational - automation to the basic business processes (marketing, sales, service)
2. Analytical - support to analyze customer behavior, implements business intelligence alike technology
3. Collaborative - ensures the contact with customers (phone, email, fax, web, sms, post, in person)

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.



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. Contact channel optimization
2. Contact Optimization
3. Customer Segmentation
4. Customer Satisfaction Measurement / Increase
5. Sales Coverage Optimization


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.
22-08-2012, 03:21 PM
Post: #2
RE: CUSTOMER RELATIONSHIP MANAGEMENT full report
CUSTOMER-RELATIONSHIP MANAGEMENT



.pdf  CUSTOMER-RELATIONSHIP.pdf (Size: 34.93 KB / Downloads: 166)

Abstract

CUSTOMER satisfaction is one of the formidable challenges in marketing of services in
banking industry in our country. The thrust on customer service has increased after
liberalisation of Indian economy. Customer satisfaction is an urgent need of the hour. This
can be achieved by efficient customer service and immediate tactful handling of customer’s
grievances. Better customer-management relationship leads to customer satisfaction and a good
public image is to win over the customers. Hence, public relations should be one of the strategies
to achieve customer satisfaction. Banking system has a significant role to play in the rapid growth
of the economy. Effectiveness of Banking system depends upon the customers satisfaction and in
fact customer is the kingpin of the banking industry. No industry can afford to ignore its customers
and banks are required to give top priority in providing satisfactory and efficient service to their
customers. The purpose of this paper was to study the actual level of customer satisfaction in four
commercial Banks in Jammu and to make a comparative analysis of the level of customer
satisfaction through five point likert scale. Study has revealed that customers are highly satisfied
with the employees and the management of the banks. Comparative analysis of level of customer
satisfaction in four banks shows that employees in the Central Bank of India are the most satisfied
lot. The paper provides an opportunity to the employees of the all the four banks to understand the
requirement of providing prompt and quality service to their customers. Effort should be made to
raise the level of customers satisfaction amongst all the Banks.

Background

Customer satisfaction is one of the formidable challenges in marketing of services in Banking
Industry in our Country. The thrust on customer service has increased after liberalisation of
Indian Economy. Thus customer satisfaction is an urgent need of the hour. This can be achieved by
efficient customer service and immediate tactful handling of customer’s grievances. Better
Customer-Management relationship leads to customer satisfaction and a good public image is to
win over the customers. Hence, Public relations should be one of the strategies to achieve customer
satisfaction (Ambastha 1999).

Managing Customer Loyalty and Development

Managing customer-development process is one of the critical dimensions of relationship
marketing. Basically it involves a twin focus-customer catching, and customer keeping.
‘Customer catching’ is the process of attracting new customers (inviting new blood), while the
customer keeping aims at the process of retaining the existing customers (encouraging old
blood).
Customer catching process will have to effectively deal with the suspects, prospects, and
disqualified prospects. To start with, suspects include everyone who might possibly buy the
organisation’s product or service. But the firm is interested in sensing, serving, and satisfying
the prospects who possess both the ability and willingness to buy the product or service.
Accordingly, the marketer must be available to precisely assess and identify the prospects
among the suspects in the market and at the same time exclude the disqualified prospects
who are unprofitable for the organisation to serve.

Methodology

For preparing the present paper 111 customers were selected with stratified random sampling
method which formed a sample of more than 20% of the employees, taken up for study. Customers
have been split up in three categories viz. businessmen, service-class and practitioners. 33
customers from State Bank of India, 26 from Punjab National Bank, 20 from Central Bank of
India and 32 from Jammu & Kashmir Bank Ltd. were selected.

Findings

Customers Satisfaction In State Bank Of India

Table 1 shows that a total of 33 customers of the bank have reported overall highest satisfaction
which is evident from the mean score of 3.20, which is above average, out of these, service class
is the highest satisfied lot (3.47) while businessmen have put up the lowest mean score (2.86).
It falls in the below average range. Practitioners seems to be moderately satisfied as they are
showing mean score of 3.27. Table further shows that mean scores of Service class, customers
and practitioners are higher than the overall average for the bank.
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