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HU 301 Session:2012-13 Submission Date:23/11/12

Submitted by: Vibhu Tiwari (10103031) Vishwas Gandhi (10103032) Harmandeep Singh (10103033) Gaurav Verma (10103012) Sanchit Matta (10103024)

ACKNOWLEDGEMENT
It is said, the most important single word is WE and the zero important single word is I. This is true even in todays modern era. It is absolutely impossible for a single individual to complete the assigned job without help and assistance from others. It is our greatest pleasure to acknowledge sincere gratitude towards Ms. Anju Singla(Management Professor) PEC University of Technology, CHD for the completion of the project work. We would also like to acknowledge our sincere gratitude to Ms. Reeta Kaul (Manager PNB) and Mr. Ankur Jain (Manager ICICI Bank) for helping us in this project work. We are thankful to all our friends and batch mates for their help in completing this project work. Finally, we are thankful to each other for motivation. .

TABLE OF CONTENTS.

1. Introduction 2. Objectives of the study. 3. Scope of the study 4. Research Method -Data Collection Methods / Sources 5. Data Analysis and interpretations 6. Findings 7. Suggestions 8. Bibliography.

Introduction:Customer relationship management (CRM), a concept that has been around since the mid 90s, has its roots in the technology of sales automation and call center operations. At that time, it was thought that merging the customer data from the field (sales) with the call center interactions would result in more informed interactions with the customer. The concept resonated with user organizations and soon mergers and acquisitions created a host of software vendors all claiming to have an integrated set of capabilities that became known as CRM.

On a parallel track, Internet-based tools such as e-commerce, Internet marketing, personalization, and self-help were evolving. These products competed outside of the CRM sphere due to the newness of the technology, and they were referred to as e-business. When the concepts of CRM and e-business melded together there was a short period of e-madness where vendors talked about eCRM and eeverything. There are still vestiges of this transition in the industry such as essentially using e-business to add value to vendors and referring to it as partner relationship management (PRM) or providing tools for employees and referring to it as employee relationship management (ERM).

1. Contact an Account Management:

Relevant data for customer profile is captured with the help of the software. Necessary information is captured from prospective customers. CRM system stores data in common customer database. The database integrates customer account information and presents it in desirable format to the company. The data is used for sales, marketing, services and other applications.

2. Sales:
Sales process management follows a customized sales methodology with specific sales policies and procedures. Sales activities include Product information, Product configuration, sales prospectus and sales quote generation. CRM also provide the history of customer account so that the sales call can be scheduled accordingly.

3. Marketing and fulfillment:

CRM helps the professionals in product marketing, target marketing, relationship marketing and campaign management. By analyzing customer and business value of direct marketing can be estimated. CRM also helps in customer retention, behavior prediction, channel optimization, personalization. Customer response and requests can be quickly scheduled and hence sales contacts.

4. Customer Service and support:

CRM system provides service representatives with adequate access to customer database. It also helps to create, assign and manage the service requests by customers. Calling format is designed to route customer calls to respective attendants as per the skills and authority to handle special cases. Help desk system is developed to help customer service representative to help customers who face problems with product or service to resolve it. Web-based Self Service means help customer to access personalized information at company website.

5. Retention and loyalty programs:

The primary objective of CRM is to enhance and optimize customer retention and loyalty. CRM systems are also useful in determining most loyal and profitable customers and reward.

Customer relationship management (CRM) is a widely implemented model for managing a companys Interactions with customers, clients, and sales prospects. It involves using technology to organize, automate, and synchronize business processesprincipally sales activities, but also those for marketing, customer service, and technical support.

Overall Goals.
[1] The overall goals are to find, attract, and win new clients, service and retain those the company already has, entice former clients to return, and reduce the costs of marketing and client service.

[2] Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments.

[3] Measuring and valuing customer relationships is critical to implementing this strategy.

Benefits of Customer Relationship Management :

A Customer Relationship Management system may be chosen because it is thought to provide the following advantages: Quality and efficiency Decrease in overall costs Increase profitability

This management includes Data Mining with the help of which Customer Life Cycle can be managed well in Acquiring new customers, increasing value of the customers, retaining good customers. The basic steps of Data Mining for effective CRM are: 1. Define Business Problem 2. Build Marketing Database 3. Explore Data 4. Prepare data for modeling 5. Build Model 6. Deploy model and results

1. The company can then use the information to learn about the behavior of its customers and improve the way it does a business. It can look at recurring complaints from multiple customers to solve a problem which would otherwise go unchecked with a normal formats and management system of the company. 2. This study is more related to consumer behavior and perception about the facilities and convenience provided by the company, Customer Satisfaction is emphasized in this management. 3. Helping an enterprise to enable its marketing departments to identify and target their best customers, manage marketing campaigns with clear goals and objectives, and generate quality leads for the sales team.

4. Assisting the organization to improve telesales, account, and sales management by optimizing information shared by multiple employees, and streamlining existing processes (for example, taking orders using mobile devices) 5. Allowing the formation of individualized relationships with customers, with the aim of improving customer satisfaction and maximizing profits; identifying the most profitable customers and providing them the highest level of service. 6. Providing employees with the information and processes necessary to know their customers, understand their needs, and effectively build relationships between the company, its customer base, and distribution partners.

OBJECTIVE OF THE STUDY:-

The objective of the project was to analyze Customer Relationship Management in one Private Indian Bank and one Public Sector Indian Bank. ICICI Bank and PNB were chosen as the focal point for our survey. To understand current CRM System and Services provided by the company and its effect on Customer Needs, Satisfaction Level, their response and emotions. The objective of this study to analyze existing customer satisfaction as customers are the key sources to new customers with respect to the performance, sales efforts and sales service. In order to know about effectiveness of Customer Relationship Management in any organisation , it was necessary to interact with the customer. The sample taken comprised of respondents in a bank. A questionnaire had to be designed to collect valuable information from the different customer groups. The questionnaire which was designed suitably to meet the objective of research work. The questions in the questionnaire asked to the visiting customers of PNB and ICICI Bank are Straight Forward and Limited Probing.

Scope of the study:

The heart of CRM is not being customer centric but rather to use customer profitability as a driver for decision making and action. Before exploring this assertion, it is useful to review the process of resource allocation as it is practiced in most organizations. The budget process largely consists of an extrapolation of the past. Resource constraints pit function against function with back room deals that are based on internal politics versus the marketplace. This decision process has little insight as to what is working and what is not working (as it applies to the marketplace) or for that matter why? Without insight relative to cause and effect, the organization has no choice but to follow intuition and anecdote. The Scope of the Study Included the following Organisations: ICICI BANK Pvt. Ltd. Punjab National Bank.

Research Methodology.
Research Design:
Research design means adopting that type technique of research which is most suited for the research and study of the problem. For the study and the research of the problem proper material has to be selected and collected for the investigation. A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure.

Nature of Research: In this project report We have undertaken quantitative type of study.

Type of Analysis:
The analysis done in this particular project report is statistical.

Sources of Data: a. Primary Data: The Primary data are those data which are collected fresh and for the first time and thus happen to be original in character. The primary data that was collected through interview conducted in Regional Branch with daily visiting customers. The primary data sources include copies of questionnaire and data of their respective responses. Questionnaires containing both open ended and close ended questions were used as a research instrument in this particular project report.

Data Analysis & Interpretation .

Nature of Respondents. PNB.

Respondent Business Housewi s man ves No of 0 2 Respondent s ICICI

Govt.Jobs Agricult Private ural Sector 4 1 8

Tot al 15

Responde nts No of 4 Responde nts

Businessm Housewiv Govt.Jo an es bs 2 2

Agricultu Private Tot ral Sector al 1 6 15

Interpretation: Above pie charts represent the research containing 30 respondents which are Businessmen, Housewives, Agriculture related and Individuals and their number in the total respondents for each ICICI BANK and Punjab National Bank.

Reasons for Opening Bank Account. Data: Reasons Account

for

Opening ICICI
5 3 1 2 6 6 5 4 0

PNB
6 6 2 3 4 7 3 3 0

TOTAL
11 9 3 5 10 13 8 7 0

Convenient Working Hours Company Salary Accounts No other Banks Nearby Proximity to Home/Office Availability Of ATMS Reputation Attractive Products Recommendation Others

Interpretation:-

The above comparison chart is used in comparing both the banks on the basis of the various reasons on which the customers open their account in the bank. The comparison shows that icici leads pnb in terms of attractive products and recommendations whereas in terms of company account s pnb leads icici on other terms they are neck to neck. This comparison also shows that icici is creating more oppurtunities for them through attractive schemes like the recently launched reward point scheme.

Awareness about services.

Services Locker Loan Mail Transfer Cash Credit Facility Cheque Deposit Demand Draft Stop Payment () OverDRAFT DEBIT CUM ATM CREDIT CARD DE MAT E BANKING MOBILE BANKING C/S ACCOUNTS IT ENABLED SERVICES Provident Fund RTGS ICICI 12 13 4 3 6 4 3 3 7 6 6 8 7 11 3 1 1 PNB 9 10 2 1 4 2 1 2 4 4 3 5 5 9 0 0 0 TOTAL 19 23 6 4 10 6 4 5 11 10 9 13 12 20 3 1 1

Interpretation:The above bar graph clearly shows that icici banks customers are more aware about their products and various schemes as compared to PNBs customers .this is due to better marketing by icici through advertisements and other ways. The customers in icici are well aware of the services provided by their bank and thus avail the maximum benefit of banking.

Loan Availed Comparison.

TYPE OF LOAN CAR LOAN PROPERTY LOAN TWO WHEELER ICICI 1 0 1 PNB 5 1 2 TOTAL 6 1 3

HOME PERSONAL EDUCATION GOLD AGRICULTURAL OTHER

3 4 2 5 1 0

2 1 2 3 2 0

5 5 4 8 3 0

Nothing much in this comparison while pnb has more number of car loans icici is a preference in personal loans by its customers.

Opinion about bank charges.

OPINION ON CHARGES HIGH NORMAL TOTAL

ICICI 12 3 15

PNB 5 10 15

TOTAL 17 13 30

Interpretation:The above diagram shows the view of customers of icici and pnb regarding the banking charges that are levied upon them whether they are normal or high and shows their comparison. The graph shows that about 69 % pnbs customer think that banking fee charged from them for various services is normal whereas about 80 % of the icici customers think the fee charges are high. Thus icici trails pnb in this context.

Awareness on IT enabled services.

IT ENABLED SERVICES ELECTRONIC CLEARING FUND TRANFER CENTRALISED BANKING FOREIGN EXCHANGE SYSTEM OTHERS INTERACTIVE V.RESPONSE ICICI 3 5 9 1 0 0 PNB 1 3 7 4 0 0 TOTAL 4 8 16 5 0 0

Interpretation: the above is the comparison of the banks on the basis of awareness in the customers regarding it enabled services provided by the bank. The above bar shows that icici customers use more of these services showing that pnb Is lacking somewhere in the bid to promote these services and is not been able to familiarize its customers regarding these facilities.

Complaints. Icici

PNB

Interpretation: The above pie charts represents the share of customers who have complained sometime about some issue regarding banking . The analysis show that pnb customers have more complaints than icici customers ,on the basis of the survey conducted by us we foung that more of this resentment is due to lack of accessibility to top officials or the cold behavior of the staff or this may be due to lesser accountability of bank employees.

Average ratings on services.

QUALITY OF SERVICE EMPLOYEE BEHAVIOUR ACCESSIBILITY INFRASTRUCTURE WORKING HOURS AVERAGE ICICI 3 3 3.5 3.5 3.5 PNB 2.5 2 2.5 2.5 2.5

Interpretation :The above graphs represent the average ratings given by the bank customers on the basis of various factors like employee behavior , accessibility , infrastructure , working hours etc. Icici better rated.

Findings

 Generally people whom I have contacted they were from different domains like Business Man, Housewives, Govt Jobs, Agricultural, Private Sector and students. Their responses may not be proper because of their Busyness in Dealing Room. Some people, its felt that they gave fake response, with impression that this questionnaire is not correct. Some people did not take it serious because this was not important to them as they are busy for trading at dealing Room. Every data interpretation and statistics cannot be think worthy from their results because this study is for only two months altogether. It increases customers acquisition, retention, loyalty, and profitability by integrating information across the enterprise. Most of the customers were dissatisfied by the types of services provided by both public sector and private sector banks. The customers satisfaction was greatly influenced by the employee behavior of the organization. The employees were also not satisfied by some of the policies of the bank.

Limitations

Questionnaire is based on the existing services and the satisfaction level of the existing customers which includes questions like Name, Age, Gender, Income, Investment Frequency, feedback about services which they are provided like conformation, calls, suggestions etc. This data is called Primary Data, which is considered very genuine but is this case it misrepresents the Reality and Credibility.

Suggestions
There should be more and more emphasis given by the company for satisfying the customer up to a apex limit and by providing the utility of every penny of his money. There should be more use of information technology. The company should be flexible to bend its rules and procedures in the clients favour. The company can communicate and develop strong customer bonding by providing social benefits.

Questionnaire.

BANK:- _______________________________ Name:Gender:Income:Q:- Reasons for opening a bank account? Convenient Working Hours Company Accounts No other nearby Salary Proximity Home/Office Availability ATMs to Attractive financial products Recommended by friends Others Age:Occupation:Education:-

of

banks

Overall excellent Reputation

Q:- Which of the services are you aware of ? Locker Cash Credit Facility Stop Payment Facility of Cheque Credit Cards MOBILE-BANKING Provident Fund Loan Cheque Deposit/Clearance OVERDRAFT DE-MAT ACCOUNT Current/Savings Account RTGS Mail Transfer Issuance Demand Draft of

DEBIT CUM ATM CARD E-Banking IT Enabled Services

Q :- What type of loan have you availed(if any)?

 Car Loan Home Loan Gold Loan

Property Loan Personal Loan Agricultural Loan

Two Wheeler Loan Education Loan Others

Q:- Which of the following IT services do you use? Electronic Clearing Services Centralized Banking Electronic Transfer Foreign System Fund Interactive Response Others Voice

exchange

Q:- What is your Opinion on Charges levied by bank on various services? High Normal

Q:- How would you rate these services on the basis of these factors? Factor Employee Behaviour Accessibility Infrastructure Working Hours Scale /5 /5 /5 /5

Q:- Have you ever complained about these services? If yes please specify the nature of complaint. Ans:Ques:- What all improvements do you suggest in these services?

Bibliography:-

1. http://www.en.wikipedia.org. 2. http://www.mbaknol.com. 3. European Journal of Social Sciences Volume 24, Number 2 (2011).
4. other useful websites:www.icicibank.com www.managementparadise.com-forums. www.managementbanks.com