gagan roll no.b41

8/7/2019 gagan roll no.B41

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ASSIGNMENT

OFRESEARCH METHODOLOGY

TOPIC: - CUSTOMER RELATIONSHIP MANAGEMENT

SUBMITTED TO:-

Mr. CHANDER SHAKHER DOGRA

SUBMITTES BY:-GAGANDEEP SACHDEVA

ROLL NO: - B41

REG. NO. 11009224

SECTION R1002


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CUSTOMER RELATIONSHIP MANAGEMENT

Customer Relationship management is the strongest and the most efficient approach inmaintaining and creating relationships with customers. Customer relationshipmanagement is not only pure business but also ideate strong personal bonding withinpeople. Development of this type of bonding drives the business to new levels of success.

Once this personal and emotional linkage is built, it is very easy for any organization to

identify the actual needs of customer and help them to serve them in a better way. It is abelief that more the sophisticated strategies involved in implementing the customerrelationship management, the more strong and fruitful is the business. Most of theorganizations have dedicated world class tools for maintaining CRM systems into theirworkplace. Some of the efficient tools used in most of the renowned organization areBatchBook, Salesforce, Buzzstream, Sugar CRM etc.

PHASES OF CRM

There are three phases of CRM


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why a CRM System is always important for an organization.

A CRM system consists of a historical view and analysis of all the acquired or to be acquiredcustomers. This helps in reduced searching and correlating customers and to foresee customer needs effectively and increase business.

CRM contains each and every bit of details of a customer, hence it is very easy for track acustomer accordingly and can be used to determine which customer can be profitable andwhich not.

In CRM system, customers are grouped according to different aspects according to the typeof business they do or according to physical location and are allocated to different customer managers often called as account managers. This helps in focusing and concentrating on eachand every customer separately.

A CRM system is not only used to deal with the existing customers but is also useful inacquiring new customers. The process first starts with identifying a customer and maintainingall the corresponding details into the CRM system which is also called an Opportunity of Business. The Sales and Field representatives then try getting business out of thesecustomers by sophistically following up with them and converting them into a winning deal.All this is very easily and efficiently done by an integrated CRM system.

The strongest aspect of Customer Relationship Management is that it is very cost-effective.The advantage of decently implemented CRM system is that there is very less need of paper and manual work which requires lesser staff to manage and lesser resources to deal with. The

technologies used in implementing a CRM system are also very cheap and smooth ascompared to the traditional way of business.


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All the details in CRM system is kept centralized which is available anytime on fingertips.This reduces the process time and increases productivity.

Efficiently dealing with all the customers and providing them what they actually needincreases the customer satisfaction. This increases the chance of getting more business whichultimately enhances turnover and profit.

If the customer is satisfied they will always be loyal to you and will remain in businessforever resulting in increasing customer base and ultimately enhancing net growth of business.

In todays commercial world, practice of dealing with existing customers and thrivingbusiness by getting more customers into loop is predominant and is mere a dilemma.Installing a CRM system can definitely improve the situation and help in challenging the newways of marketing and business in an efficient manner. Hence in the era of business every

organization should be recommended to have a full-fledged CRM system to cope up with allthe business needs.

OBJECTIVES:

1. To understand the importance of CRM2. Does customer loyalty depend on CRM of the business unit?3. To understand the positive effects of CRM on business & negative effects in case of its

non existence.


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COVERING LETTER Dear Respondent,

This Questionnaire is a part of an academic research paper entitledCUSTOMER RELATIONSHIP MANAGEMENT. I request you to fillthis Questionnaire as per best of your knowledge. I assure you that theinformation provided by you will be kept secret and the result of this researchwill be conveyed to you. Thank you for giving your valuable time.

Yours faithfully

GAGANDEEP SACHDEVA


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SURVEY QUESTIONNAIRE

1. Does your organization follow CRM practices?

a) Yes b) No

2. Which efficient tool is used in your organization for maintaining CRM system?

a) Batch Book

b) Sales force

c) Buzz stream

d) Sugar CRM

e) Any other.

3. Does customer loyalty depend on CRM of the business unit?

a) Strongly agree

b) Agree

c) Neutral

d) Disagree

e) Strongly disagree

4. Is there any positive impact of CRM on business?

a) yes b) no


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5. Is organization able to achieve its goal in case of non-existence of CRM?

a) Strongly agree

b) Agree

c) Neutral

d) Disagree


6. Is organizational conditions are perceived to be conductive in the context of CRM?

a) Strongly agree

b) Agree

c) Neutral

d) Disagreee) Strongly disagree

7. Does your organization gets benefitted from CRM?

a) Strongly agree

b) Agree

c) Neutral

d) Disagree


8. Is there any increase in customer base due to CRM?

a) Strongly agree

b) Agree


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c) Neutral

d) Disagree


9. Is there any need of trained staff to implement CRM in an organization?

a) Strongly agree

b) Agree

c) Neutral

d) Disagree


10. Is your company providing training to employees related to CRM?

a) Yes b) no

11. Are employees motivated by the training of CRM?

a) yes b) no

12. Is there any barrier to implementation of CRM in the organizations?

a) yes b) no

13. Is it possible for organization to remove these barriers?

a) yes b) no

14. Does CRM help in reduction of cost?

a) Strongly agree


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b) Agree

c) Neutral

d) Disagree


15. Does CRM help in up selling and cross selling?

a) Strongly agree

b) Agree

c) Neutral

d) Disagree


16. Are organization profits increased by following CRM Practices?

a) Strongly agreef) Agree

g) Neutral

h) Disagree

i) Strongly disagree

17. Are customers satisfied with the strategies adopted by the organization for CRM?

a) Strongly agree

b) Agree

c) Neutral

d) Disagree



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b) 20000-40000

c) 40000 &above

DATA ANALYSIS

Descriptive Statistics

N

Minimu

m

Maximu

m Mean

Std.

Deviationage in years (inyears)

25 2 8 5.20 1.871

income of respondent(Thausands)

25 2 7 3.96 1.428

Valid N (listwise) 25


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Correlations

age inyears (inyears)

income of

respondent(Thousands)

age in years (inyears)

PearsonCorrelation

1 .596 **

Sig. (2-tailed) .002

N 25 25


PearsonCorrelation

.596 ** 1

Sig. (2-tailed) .002

N 25 25

**. Correlation is significant at the 0.01 level(2-tailed).

One-Sample Statistics

N MeanStd.Deviation

Std. ErrorMean


25 5.20 1.871 .374


25 3.96 1.428 .286


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One-Sample Test

Test Value = 0

t df Sig. (2-tailed)

MeanDifference

95% ConfidenceInterval of theDifference

Lower Upper

age in years (inyears) 13.898 24 .000 5.200 4.43 5.97


13.863 24 .000 3.960 3.37 4.55


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INTERPRETATION- The cross tabulation shows that 17 respondent are feel that sugar CRMis the best tool of managing the CRM in the organisation, 5 respondent are feel that salesforce are very important for CRM, and three are agree with batch book. The majority in thefavour of sugar CRM so we can say that it is the best tool for managing the CRM in theorganisation.

age in years (in years) * Which efficient tool is used in yourorganization for maintaining CRM system? Crosstabulation

Count

Which efficient tool is used in yourorganization for maintaining CRMsystem?

Totalbatch book sales force sugar CRM


20.00 -24.00

0 0 1 1

25.00 -29.00

1 0 3 4

30.00 -34.00

1 1 4 6

35.00 -39.00

1 0 3 4

40.00 -44.00

0 1 1 2

45.00 -49.00 0 2 2 4

50.00 -54.00

0 1 3 4

Total 3 5 17 25


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age in years (in years) * Does customer loyalty depend on CRM of the business unit? Crosstabulation

Count

Does customer loyalty depend onCRM of the business unit?

TotalStronglydisagree neutral Agree

Strongly agree


20.00 -24.00

0 1 0 0 1

25.00 -29.00

1 0 2 1 4

30.00 -34.00

2 1 2 1 6

35.00 -39.00

1 1 2 0 4

40.00 -44.00

0 0 2 0 2

45.00 -49.00

0 2 2 0 4

50.00 -54.00

0 2 2 0 4

Total 4 7 12 2 25


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INTERPRETATION:-The customer loyalty depend upon CRM or not. Out of the 25respondents of different age group most of them feels that there should be benefit of following CRM to retain them. The response is 12 agree, 2 strongly agree 7 are neutral and 4

are strongly

disagree. Somost of themfeel that CRMhelps to retainthe employee.

income of respondent (Thausands) * Does yourorganization gets benefitted from CRM? Crosstabulation

Count

Does your organizationgets benefitted fromCRM?

Totalneutral AgreeStrongly agree


20 -29

0 1 3 4

30 -39

2 3 1 6

40 -49

1 3 4 8

50 -

590 2 0 2

60 -69

2 2 0 4

70 -79

0 0 1 1

Total 5 11 9 25


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INTERPREATION: - The respondents of different income group about the benefits of following CRM, Out of 25 respondents all are in favour 11agre, 9 strongly agree and 5 areneutral. So all of them feel that the organization is getting benefits by following CRMpractices.

income of respondent (Thousands) * Is there any increase incustomer base due to CRM? Cross tabulation

Count

Is there any increase incustomer base due to CRM?

TotalStronglydisagree

neutral Agree

Stronglyagree


20 -29

0 0 3 1 4

30 -39

0 0 1 5 6

40 -

490 2 6 0 8

50 -59

0 0 2 0 2

60 -69

1 0 1 2 4

70 -79

0 0 1 0 1

Total 1 2 14 8 25


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INTERPRETATION: - The customer base is increased by following CRM or not. Out of the25 respondents 14 agree, 8 strongly agree and are neutral . so most of them feel that theorganization is getting benefit of increase in customer base.


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age in years (in years) * Is there any need of trained staff to implement CRM in an organization? Crosstabulation

Count

Is there any need of trained staff to

implement CRM in anorganization?

TotalDisagree Agree

Stronglyagree


20.00 -24.00

0 1 0 1

25.00 -29.00 0 3 1 4

30.00 -34.00

1 3 2 6

35.00 -39.00

3 1 0 4

40.00 -44.00

1 0 1 2

45.00 -49.00

0 4 0 4

50.00 -54.00

2 1 1 4

Total 7 13 5 25


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Interpretation:- The need of trained staff is required or not. The respondent of different agegroup feels that there is requirement of trained staff. Out of 25 respondents 13 agree, 5strongly agree and 7 are disagreeing. Most of them feel that trained staff is required.

income of respondent (Thausands) * Does CRM help inreduction of cost? Crosstabulation

Count

Does CRM help in reductionof cost?

TotalDisagree

neutral

Agree

Strongly agree


20 -29

0 0 4 0 4

30 -39

0 1 1 4 6

40 -49

0 3 4 1 8

50 -

591 0 0 1 2

60 -69

0 1 3 0 4

70 -79

0 0 1 0 1

Total 1 5 13 6 25


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INTERPRETATION: - CRM helps in reduction of cost or not out of the 25 respondents 13agree, 6 strongly agree and 5 are neutral. So from the response it is clear that CRM helps inreduction of cost and respondent of different organization are getting benefit out of that.


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income of respondent (Thausands) * Are organizationprofits increased by following CRM Practices?Crosstabulation

Count

Are organizationprofits increased byfollowing CRMPractices?

Totalneutral AgreeStrongly agree


20 -29

0 1 3 4

30 -39 1 2 3 6

40 -49

1 7 0 8

50 -59

1 1 0 2

60 -69

2 2 0 4

70 -79

0 0 1 1

Total 5 13 7 25


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INTERPRETATION:- The profit of the organization whether it depends upon CRM or not.Out of 25 respondents of different income group 13 agree and 7 are strongly agree and restare neutral all are giving positive result that it helps in increasing profit.

income of respondent (Thausands) * Does CRM help in up selling andcross selling? Crosstabulation

Count

Does CRM help in up selling and crossselling?

TotalStronglydisagree

Disagree

neutral Agree

Strongly agree


20 -29

0 0 1 3 0 4

30 -39

0 2 2 1 1 6

40 -49

0 1 1 4 2 8

50 -59 1 0 0 0 1 2

60 -69

0 2 0 0 2 4

70 -79

0 0 0 1 0 1

Total 1 5 4 9 6 25


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INTERPRETATION:- up selling and cross selling are an important aspect from the responseof different serviceman and businessman it is clear that it helps in up selling and cross selling.Out of 25 respondents 9 agree and 6 are strongly agree it means more than 50% respondentsare saying that they get benefit out of that.

income of respondent (Thausands) * Are customerssatisfied with the strategies adopted by the organizationfor CRM? Crosstabulation

Count

Are customers satisfiedwith the strategiesadopted by theorganization for CRM?

Totalneutral Agree

Stronglyagree


20 -29

0 2 2 4

30 -39

0 6 0 6

40 -49

0 4 4 8

50 -59

0 1 1 2

60 -69

2 2 0 4

70 -79

0 1 0 1

Total 2 16 7 25


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INTERPRETATION:- The respondent of different income group about the strategiesadopted by the organization for CRM out of 25 respondents 16 agree and 7 strongly agree. Soit means they are doing a good job by following CRM practices.


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income of respondent (Thausands) * According to you is itessential for continuous improvement in the CRM practicesthat are followed by the organizations? Crosstabulation

Count

According to you is it

essential for continuousimprovement in the CRMpractices that are followedby the organizations?

Totalnot atall

sometimes always


20 -29

1 3 0 4

30 -39

1 5 0 6

40 -49

2 4 2 8

50 -59

0 1 1 2

60 -69

1 2 1 4

70 -79

0 1 0 1

Total 5 16 4 25


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INTERPRATATION:- The improvement whether required in CRM or not . out of the 25respondent of different income they feel that is 16 feel that sometimes , 4 says always and 5feels not at all. So most of them feel that it requires improvement sometime.

CONCLUSION AND RECOMMENDATION

From the analysis on the basis of response that we get about CRM of differentserviceman and businessman it is clear that the CRM plays an important role inthe organization. All the organizations are following it some gave moreconsideration some might be less but from the response it is clear that itshaving a great benefit so organization must follow these practices. Because aswe all know that loyal customers are the only way that on the basis anorganization runs. Because once the organization satisfied its customer thecustomer will never shift and after sale service is the best possible way to retainthem.

Efficiently dealing with all the customers and providing them what they actuallyneed increases the customer satisfaction. This increases the chance of gettingmore business which ultimately enhances turnover and profit.

If the customer is satisfied they will always be loyal to you and will remain inbusiness forever resulting in increasing customer base and ultimately enhancingnet growth of business.

Installing a CRM system can definitely improve the situation and help inchallenging the new ways of marketing and business in an efficient manner.Hence in the era of business every organization should be recommended to havea full-fledged CRM system to cope up with all the business needs.

So the organization take a help of the specialise team that would help them toretain customer by following best CRM practices. So its the best way to retainthe. In most of the organization today following CRM practices and from thesurvey it is clear that all the people are in favour of CRM and thereorganizations getting benefit out of that.

gagan roll no.b41

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