A SUMMER TRAINING PROJECT REPORT ON

CUSTOMER RELATIONSHIP MANAGEMNT AT RELIANCE SECURITIES

Submitted in partial fulfillment of the requirement For the award of degree Of
MASTER OF BUSINESS ADMINISTRATION SESSION (2012-2013)
SUBMITTED TO: Mrs. Madhulika Dutta Asst. Professor SUBMITTED BY:Anil Kumar MBA IIIrd Semester

IFTM UNIVERSITY, MORADABAD

ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people, who directly or indirectly contributed in the development of this work and who influenced my thinking, behavior, and acts during the course of study. I express my sincere gratitude to Mrs. Manjula Jain (Director, Deptt. of Management) for providing me an opportunity to undergo summer training at reliance securities I am thankful to Mrs. Madhulika Dutta (Project Guide) for her support, cooperation, and motivation provided to me during the training for constant inspiration, presence and blessings. I also extend my sincere appreciation to Mr. Rachit Agarwal (Center Sales Manager, Reliance Securities) who provided his valuable suggestions and precious time in accomplishing my project report. Lastly, I would like to thank the almighty and my parents for their moral support and my friends with whom I shared my day-to-day experience and received lots of suggestions that improved my quality of work.

(Anil Kumar)

ii

CERTIFICATE OF ORIGINALITY

I ________________________________Roll No.___________________________ a full time bonafide student of first year of Master of Business Administration (MBA) Programme of IFTM University, Moradabad. I hereby certify that this project work carried out by me at ________________________________________________and the report submitted in partial fulfillment of the requirements of the programme is an original work of mine under the guidance of the industry mentor

_________________________ and faculty mentor ___________________________, and is not based or reproduced from any existing work of any other person or on any earlier work undertaken at any other time or for any other purpose, and has not been submitted anywhere else at any time.

( Date:__________________

( Date:__________________

iii

CERTIFICATE OF THE COMPANY

iv

EXECUTIVE SUMMARY
The project work is pursued as a part of MBA summer training at IFTM University, Moradabad. It is undertaken as a traineeship at Reliance Securities Ltd. The project is done under expert supervision and guidance of Mr Rachit Agarwal (Center Sales Manager, Reliance Securities) The Project is about the study of Customer Relation Management at Reliance Securities. At Reliance Securities, initially the trainees were imparted process and product knowledge. They were given sufficient time to know about the products and also about sales and distribution channel. They had to work with the sales representatives of the Distributor and think of ways of improving the sales and distribution channel and implementing them. The main aim was to increase sales and for this different ways were tried and implemented. They were provided with database and had to make cold calls from the data. Company activity was also one of the major sources for generating business. Initially they even accompanied sales representatives to the clients place. Main objective was to know the need of the customer and how to fulfill that in the best way. The project dealt with various fields like: 1. Meaning of CRM 2. Benefits and Drawback of CRM 3. How CRM is implemented at Reliance Securities. 4. Effectiveness of CRM of the sale of products of Reliance Securities Thus it gave trainees the opportunity to learn about all the products and with the range of products Reliance Securities offered it made the task a bit easier as we could fulfill the need of the customer in a better way and how CRM affects its sale. CRM is basically the collection and distribution of all data to all areas of business. The data can then help market the company, help up sell to existing customer, understand customers better so that customers can be given better service and allows them to interact with the company by whatever means they wish. Customer Relationships are achieved by the whole company working together to give

customers what they really want. CRM is a business strategy to create and sustain long-term, profitable customer relationships. Successful CRM initiatives start with a business philosophy that aligns company activities around customer needs. Only then can CRM technology be used as it should be usedas a critical enabling tool of the processes required to turn strategy into business results. CRM is now an integral part of the business vision/strategic roadmap of companies in virtually every industry domain and feeder-linked sectors. It is the various stages that lead to better understanding of all aspects of customer behavior; interface points, transactional issues and intangible benefits proffered that helps a company differentiate itself from others in terms of leadership and market dominance in a particular space. The We Care principle has to be embedded in the very vitals of the organization for long-term benefits to accrue and for delighted customers to keep coming back. Clearly, it is a matter of being in synch with customers changing needs that shapes business success stories. Companies that continuously align and re-align their brands, products and services have a better chance of understanding their present as well as future consumers.

vi

LIST OF FIGURES
Figure No.
Figure 1.1 Figure 2.1 Figure 2.2

Figure Name
Customer Relationship Managemnt Organisation chart of Reliance Securities Reliance ADA group structure

Page No.
15 21 22

vii

TABLE OF CONTENTS
Chapter No. Chapter Name
Acknowledgement Certificate of Originality Certificate from Company Executive Summary List of Figures

Page No.
ii iii iv v vii

Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 8 Chapter 9 Chapter 10 Chapter 11

INTRODUCTION COMPANY PROFILE OBJECTIVE OF STUDY SCOPE AND RATIONALE OF THE STUDY REVIEW OF LITERATURE RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATIONS RESULTS AND FINDINGS DISCUSSIONS CONCLUSIONS LIMITATIONS OF THE STUDY SUGGESTIONS AND RECOMMENDATIONS BIBLIOGRAPHY ANNEXURE: o ANNEXURE I QUESTIONNAIRE

1 16 36 38 40 49 52 67 69 71 73 75 ----

viii