Chapter 2 Final With Mistakes 1

A Project On Customer Care
A STUDY ON CUSTOMER CARE AND SATISFACTION FOR SWAROVSKI

A PROJECT REPORT Submitted by PRAGATI BANKA in partial fulfillment for the award of the degree of BACHELOR IN COMMERCE (HONOURS) under the guidance of MRS.ANTARA DUTTA SEN ST.XAVIERS COLLEGE (AUTONOMOUS) UNDER UNIVERSITY OF CALCUTTA
MARCH 2011 ROLL NO: 1155 ROOM NO: 37

ST. XAVIERS COLLEGE 1
GUIDE CERTIFICATE
This is to certify that this project report entitled A study on Customer Care and Satisfaction for Swarovski submitted to St. Xaviers College (Autonomous) for the award of a degree in Bachelors of Commerce, is a record of original and independent work carried out. Pragati Banka is under my guidance and supervision. This has not formed the basis for the award of any Degree or Diploma by St. Xaviers College (Autonomous) or any other University.
Mrs. Antara Dutta Sen (Project Guide)
DECLARATION
I Pragati Banka hereby declare that this project report entitled A study on Customer Care and Satisfaction for Swarovski, submitted by me, under the guidance of Professor, Mrs. Antara Dutta Sen, of St. Xaviers College is my own and has not been submitted to any other University or Institute or published earlier.
ACKNOWLEDGEMENT
I owe a great many thanks to a great many people who helped and supported me during the writing of this project report. My deepest thanks to Professor, Mrs.Antara Dutta Sen the Guide of the project for guiding and correcting various documents of mine with attention and care.I would also like to thank Professor,Soma Nath for her unconditional support. I express my thanks to the Vice Principal, Prof. M. M Rahman and the Dean of Commerce Prof. A. Ghose of St. Xaviers College Kolkata for extending his support. Unfortunately, due to time constraint adequate data was not available for the project based on my internship. It was more feasible to select and work on the project titled A study on Customer Care and Satisfaction for Swarovski, therefore I have chosen this topic for my project. I would also thank my Institution and my faculty members without whom this project would have been a distant reality. I also extend my heartfelt thanks to my family and well wishers.
CONTENTS
A Project On Customer Care PARTICULARS CHAPT ER 1.1 Introduction 1 1.2 Title of research 1.3 Statement of problem 1.4 Objective of the study 1.5 Scope of the study 1.6 Geographical area of the study 1.7 Methodology 1.8 Data collection 1.9 Limitations of the study 2 2.1 Company profile: (a) Swarovski-A brilliant company (b) Divisions (c) Swarovski group (d) Philosophy (e) Facts and figures (f) Company history range Analysis of the concept: Tables, charts and inferences 4 5 Summary of findings Suggestions
PAGE NO. 8 8 8 9 9 10 10 11 12 13-48 13 14 15-17 17-20 20-21 21-41
(g) Swarosvki crystal product 41-48 3 50-89
90-92 93-94 95 96 97-99
ST. XAVIERS COLLEGE 6 Conclusion 6
7 8
Bibliography Appendices (Questionnaire)
LIST OF TABLES AND CHARTS

SERI AL 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12 3.13 3.14 3.15 3.16 3.17 3.18 3.19 3.20 DETAILS Depicting gender of respondent surveyed Depicting age of respondents surveyed. Depicting products owned at Swarovski Depicting the outlets visited Depicting sources of awareness about Swarovski Depicting the frequency of visiting the stores Depicting convenience of location of outlets. Depicting reasons that bring you back to Swarovski. Depicting recommendation of Swarovski to others. Depicting the quality of Swarovski products. Depicting the pricing of Swarovski products. Depicting the service at Swarovski Depicting the variety of Swarovski products. Depicting the design of Swarovski products Depicting the frequency of purchasing at swarovski Depicting reasons to buy Swarovski products Depicting the display of products in showrooms Depicting the display of products in showrooms Depicting purchase of products from internet Depicting complaints against Swarovski PAGE NO. 50-51 52-53 54-55 56-57 58-59 60-61 62-63 64-65 66-67 68-69 70-71 72-73 74-75 76-77 78-79 80-81 82-83 84-85 86-87 88-89
1.1 INTRODUCTION
Today, the advancement in technology is excellent. It is also updated on a regular basis. Owing to this ever changing business scenario, the human mind has become extremely creative. This state of mind has brought innovative products and services. To an organization, the customer is the most productive source. The companys attention is towards the customer hence, the marketer always try and learn more about the buying behavior of the consumer. The ultimate success of all economic activities primarily depends on the producer in involved in manufacturing and selling of good and services desired by the target customers.
1.2 TITLE OF RESEARCH

A study on Customer Care and Satisfaction for Swarovski.
1.3 STATEMENT OF THE PROBLEM

This study and analysis of the customer satisfaction towards the Swarovski, is performed to know whether the customers are totally satisfied or not and to what extent the overall sales and services are provided by the company.
1.4 OBJECTIVES OF THE STUDY

The primary objective of the study was to gauge the attitude and reaction of the customers with regard to the services provided by Swarovski. This study was also undertaken to measure the satisfaction levels of different customers. The objective of the study can be summarized as follows: Comparative study of the consumer behavior towards the services provided by Swarovski. To collect information regarding customer expectations of the services provided. To analyze the customer satisfaction levels by the product and its after sales services. To give possible suggestions for improvement that could be implemented to increase the sales level.
1.5 SCOPE OF THE STUDY

The study is based on the customer satisfaction levels towards the services provided by Swarovski. This project was undertaken for a specific period. It is an exercise that is well planned into the curriculum, giving the researchers a valuable opportunity to experiment and exhibit the required management
A Project On Customer Care and administration skills. The study has given rise to the detailed information that helps us judge the satisfaction levels.
1.6 GEOGRAPHICAL AREAS OF THE STUDY

This study was conducted in the vicinity of all Swarovski branches, households, colleges etc. It is done in the limitations of the city,Kolkata.
1.7 METHODOLOGY
Having decided to adopt a survey method to collect the data for this study, the next step was to decide on the type of survey to be conducted. It was felt that people from various categories must be contacted. Thus, the survey was conducted for the customers of Swarovski outlets In this study, various respondents were interviewed through the questionnaire to get the users profile. A sample of 100 respondents was interviewed. The questionnaire had self/explanatory, simple questions. This survey was instrumental in forming the customer profile and realizing their opinions on the services of Swarovski outlets Method: Survey method Sampling size: 100 Sampling method: Convenient sampling.
1.8 DATA COLLECTION

While preparing a report, the most important element is the data, which provides the information needed for interpretation and analysis. In making this report, 2 kinds of data are being used. PRIMARY DATA: This is derived through direct access. The research is conducted and the data collection is done by directly approaching the concerned person for the purpose of the present object interview with the working people of the organization and its customers. It is also obtained through telephone conversations.
SECONDARY DATA: Magazines and newspapers. Internet sites. Journals Company brochures. Text books on customer care.
1.9 LIMITATIONS OF THE STUDY

Like any analytical study, this study also had certain limitations. As the questionnaire was personally administered, there was scope for producing biased feedback on the part of the respondents. There was no quick access to the information. The study was limited to the customers who came to the retail outlets. Financial limitation. Time constraints.
2.1 Company Profile
2.1(a) Swarovski - A brilliant company

Pioneers were always way ahead of their time. In their minds they conceived the inconceivable. In their fantasies they created the impossible. When he invented an automatic cutting machine at the end of the 19th Century, Daniel Swarovski opened the door to a world of fantasy. The magic word was crystal. Raw materials, which even the most ancient cultures, ascribed beneficial, valuable, indeed miraculous properties. This fascinating material transformed the world of fashion and beauty into a seductively sparkling universe. It inspired the human race and enriched both art and culture.
A Project On Customer Care Today crystal has become part of the connection between people. A ray of joy, which we would like to share with you.
2.1(b) Divisions
In endlessly new crystalline ways A whole sphere of new product areas developed around our "core product", the jewelry stone. We not only applied our technological achievements to new uses for crystal, we also transferred them to other industries in the form of independent products. Building on crystal, the path of diversification led via the circle of companies processing our components right through to direct contact with the consumer. Our numerous product groups form a solid foundation for new visions.
2.1(c) Swarovski Group
Continual improvement Daniel Swarovski molded the company with his pioneering entrepreneurial spirit. Constant innovations, continual developments and modern strategies are both a challenge and a duty. Today the Swarovski group unites the brands Tyrolit, Swareflex, Signity and Swarovski Optik.
Tyroilt TYROLIT is a leading manufacturer of grinding tools, cut-off tools, sawing tools and drilling tools. Worldwide the TYROLIT Group belongs to the leading suppliers, which offers grinding tools with abrasives in all conventional grit and bond types as well as a comprehensive range of dressing tools
Swareflex - Controlled light reflection Since the foundation of Swareflex in 1950, Swareflex reflectors have proven their quality and durability in road safety, as well as their enduring capacity for reflection. Today the Swareflex product range encompasses reflectors for horizontal and vertical road markings and special lane indicator systems with light emitting diodes for tunnels and galleries, as well as wildlife warning reflectors. Swareflex reflectors are positioned on the road surface, on guard posts and on crash barriers in order to help drivers orientate themselves in the dark and when visibility is poor.
Signity - Elements of beauty Our expertise in transforming crystal into brilliant jewellery stones is also applied to natural and synthetic gemstones. It is the precise cut which reveals the powerful fire of lifelesslooking stones
Swarovski Optik - A step closer to nature
As long ago as in the thirties, Wilhelm Swarovski, the oldest son of the company's founder, developed his first prototype for a pair of binoculars. In doing so, he laid the foundation for Swarovski Optik, which was formed in 1949. Today Swarovski Optik is the only company in the world that produces an entire range of high quality optical instruments including binoculars, telescopic sights, nightvision equipment and rangefinders.
2.1(d) Philosophy
Swarovski was established more than 100 years ago and has made innovation, trend research, creative products and perfection its hallmarks. The philosophy of founder Daniel Swarovski I was to constantly improve on what is good. This remains deeply entrenched and is today reflected in all of the companys diverse products, services and activities.
A clear decision
In harmony with nature For Daniel Swarovski, the limitless and pure source of waterpower was one of the main reasons for building his company in the Tyrolean Alps. It offered the basis for a growing industry with an environmentally friendly atmosphere. From early on, this tradition together with the inspiring sight of the beautiful countryside, which surrounds us, has motivated us. We have developed new methods of preparing the water used in grinding, of cleaning the crystals, of recycling metal and retaining heat. They are considered exemplary and are now exported into numerous countries.
The future comes from a rich past

Over a hundred years of experience The basis of the exemplary quality of Swarovski products is our long years of expertise in highly technological precision cutting.
A Project On Customer Care We have not only continually refined and perfected our raw materials and our finishing processes, but we have also developed technical problemsolutions for the clients who process our components. Our Research and Development department has traditionally enjoyed high status and, hence the reason for its large size and capacity. It has therefore been possible for us to develop and realize pioneering technologies to assist in the preservation of the environment. Today one of our highest priorities is to pass on our environmental know-how to other industries and to assist in its worldwide implementation.
Living humanitarianism
An entrepreneurial vision "Our employees are fellow human beings. We must respect each individual as a person and help him to live a fulfilled life in dignity." In 1907 Daniel Swarovski announced the launch of the first housing project for his employees with this philosophy. His grandson Daniel II later developed designs for residential developments of family houses, which not only appeared in a book but were also realized and financed.
A Project On Customer Care Today profit sharing, company pensions, preferential loans and other voluntary social benefits are part of our company culture, together with our support of various sports.
2.1(e) Facts & Figures

A large family Our products are aimed at everyone. They satisfy the senses in a fascinating way. That is why we have been able to build up a global company within a century. Pleasure, brilliance and uniqueness are universal values and fundamental building blocks of every culture.
Swarovski a world of crystal Quality, innovation and trends
Swarovski represents the height of unmatched quality, unique variety, crystal brilliance, and latest cutting trend edge information innovations. Discerning consumers value
Swarovski products and services.
A Project On Customer Care Exceptional crystal purity and cutting precision guarantee exclusivity and quality beyond compare. With its unsurpassed variety and brilliance, the broad crystal spectrum gives customers free creative rein. Crystal enthusiasts throughout the world succumb to the magic of fascinating creations.
2.1(f) Company History

Swarovski is a fascinating story of innovation, creativity and social awareness, at the pure heart of which has always stood crystal in its many facets. Read about the very beginnings when founder Daniel Swarovski was born in Bohemia in 1862 right up to todays international presence of Swarovski within the many realms of life. 1892 - Daniel Swarovskis invention
The play of light in crystal must have fascinated Daniel Swarovski from early childhood. He was born in 1862 in Bohemia where crystal defined life in his parents' house. Bohemia, at that time part of the Austro-Hungarian Empire, was one of the most important manufacturing centers for glass and crystal. Crystal was also cut in his father's small factory. As a young boy Daniel often watched the work in his father's business. Later he completed his apprenticeship with his father, as well as at several other crystal-cutters.
A Project On Customer Care When, at the age of 21, he visited the "1. Elektrische Ausstellung" (First Electrical Exhibition) in Vienna, he had the idea of his life: the new techniques from Siemens and Edison inspired him to develop a machine for cutting crystal. He worked day and night at realizing his vision. Finally, nine years later (1892), he was ready to register a patent: a machine which, for the first time, made it possible to cut crystal to perfection. It was far faster and more precise than the manual work to date. Thus began a new era in the world of crystal. The foundations had been laid for today's company. Daniel Swarovski together with his brother-in-law Franz Weis and with Armand Kosmann founded it in 1895.
1895 - Location Wattens in Tyrol Together with his family, Daniel Swarovski moves from Bohemian Georgenthal to Wattens in Tyrol. Far from his hometown, the Alps provide the decisive factor to found the company there: with enough water and energy in the form of water power. Daniel Swarovski and his partners found the ideal location for their company in Wattens, in the Austrian Alps. There were sufficient water resources there to power the machines. They were also far enough away from their competitors and relatively safe
A Project On Customer Care from imitation. Finally, there were good trade routes to the fashion center of Paris, where crystal jewelry stones were in great demand.
1913 - Building of the crystals production plant With his three sons, Wilhelm, Friedrich and Alfred, Daniel Swarovski builds a plant for the production of crystal, to provide raw material of superior quality. At that time, as now, the companys success is based on demanding the very highest quality. In 1908 Daniel Swarovski, whose sons Wilhelm, Friedrich and Alfred had by now joined their father's company, began experimenting with the production of crystal. These experiments were conducted in a workshop specially constructed for the purpose, next to the family's villa in Wattens. They needed three years to design and build their own melting ovens. It took even longer for them to find the "recipe" for flawless crystal. In 1913 Swarovski began to produce its own crystal. This was an important milestone in the history of the company and it took mass production to a new level. Swarovski's flawless, brilliant cut jewelry stones caused great excitement and were coveted everywhere. They sold incredibly well to the Parisian fashion houses and jewelers. For this reason, Swarovski concentrated initially on the production of jewelry stones. However, further product
A Project On Customer Care ranges were soon added, which today combine to make a harmonious concern with many facets.
1919 - "Tyrolit" - the brand name During the war there was a shortage of both cutting machines and materials. As Daniel Swarovski always used a crisis as an opening, he took this opportunity to develop his own tools. After two years of research and development, by 1917 he had managed to produce ginding and dressing tools, which were used to process crystal stones. In 1919 they were registered under the brand name Tyrolit.
1925 - World's first reflective rear lights In 1925 experiments in Wattens concentrated on the production of reflective glass elements, which were developed further by Swarovski's expertise in precision cutting crystal. After years of intensive research, the reflective elements were launched in 1950 under the brand name Swareflex.
1931 Trimmings
A Project On Customer Care In the twenties, "dancing dresses" embroidered with pearls and crystals highlighted our fashion competence. The couturiers developed and embellished the fine art of crystal embroidery and leading studios turned to Swarovski with the purpose of working more closely together. In 1931 Swarovski could register his invention for patent: a crystal set fabric ribbon, which could be applied directly to textiles, shoes, and all imaginable accessories
1948- swarovski optik The oldest son Wilhelm produced his first prototype for a pair of binoculars in 1935 and in doing so laid the foundation for a further Swarovski product: these binoculars, with the brand name Habicht, opened the door to the optical industry and would become the company's savior during the war. Today Swarovski Optik is the world's leading manufacturer of optical precision instruments.
1950 - Swareflex - putting safety first In 1925, experiments in Wattens centered around the production of glassreflecting elements. It was another 15 years before these reflecting elements appeared on the market. After ten successful years they are given the brand name Swareflex.
A Project On Customer Care Since then, the quality and durability of Swarovskis glass reflectors have proved themselves invaluable to road, rail and sea safety worldwide. Included in the Swareflex line are road markers in plastic and metal, such as lane dividers, studs and guardrails as well as markings for pedestrian safety.
1956- Aurora Borealis During the successful fifties Swarovski made important advances in the development of its crystal stone production. It experimented with manufacturing processes in which the stones were coated with wafer thin metal particles in order to increase their sparkle. This process required the material to be steamed in a vacuum. In close cooperation with Christian Dior, Manfred Swarovski, the grandson of the company's founder, created the "Aurora Borealis" which shimmered in every color of the rainbow. This was something completely new. The stone became a worldwide success and started a new fashion trend: coated stones in a variety of colors with shining or iridescent effects. Inspired by the success of the Aurora Borealis, Swarovski began to give its special creations evocative names. They ranged from "Fireball", a multi-faceted crystal ball shot through with fiery colors, to the extraordinarily successful "Moodstone", which changed color according to the mood of the person wearing it.
1960- Foundation of first sales team The first sales team is founded in Kaufbeuren, Germany. Today the worldwide distribution of Swarovski products is organized by 44 of our own distribution companies together with our trade associates
1965- STRASS A product range for the crystal chandelier market is launched under the brand name STRASS. STRASS, the original from Swarovski, sparkles on the chandeliers at the Metropolitan Opera in New York City as well as in the Chateau of Versailles, Paris. Whilst searching for new ways to uncover the beauty of crystal, Swarovski occupied itself intensely with its effect on light. As long ago as in the 1960s it began to produce crystal components for chandeliers. These were introduced onto the market under the brand name STRASS, the original. This range is considered unparalleled worldwide in terms of its brilliance, value and quality. The brand name for these high
A Project On Customer Care quality crystal components for lights has been registered as a trademark since 1977. STRASS, the original from Swarovski, is very popular amongst leading chandelier manufacturers because of its special lighting strength and its light breaking properties.
1966 - Simulated jewelry crystal The sixties were a period of rapid growth for Swarovski as well as for the world of art and design. In 1967 the company began to produce and machine cut simulated precious crystals. These faux precious crystals made from synthetic components of excellent quality, color and regularity were produced in a laboratory from the best raw materials, under conditions that mirrored those in nature. In 1977 the company was the first to find a way to machine cut even Zirconia - the best simulated diamond in the world.
1975- Transfers In 1975, after years of research and technological efforts, Swarovski presented its Hot-Fix technology, which made it possible to add sparkling radiance to any item of clothing. With the assistance of a newly -developed
A Project On Customer Care molten glue, finished crystal motifs could now be applied to the most diverse materials with the use of heat and pressure. Thus jeans, T-shirts, bathing costumes and hosiery gained seductive radiance
1976 Silver crystal A crystal mouse begins a new era for Swarovski: the retailing of finished crystal products. The original mouse is the first object in the "Silver Crystal range, which now incorporates more than 120 gift articles and collectibles. The brilliantly cut animal figurines, fruits and other decorative objects are available worldwide in over 13.000 specialist retail outlets. In 1976 a little crystal mouse formed the beginning of a new product strategy. For the first time, crystal became fascinating not only as a component of Haute Couture and chandeliers, but also as a finished crystal object. A multi-faceted series of sparkling treasures grew from the little crystal mouse, which became a bestseller at the winter Olympic Games in Innsbruck. Inspired by nature and beautiful objects, the charming figurines spread a feeling of joy and well being amongst collectors and enthusiasts all around the world.
A Project On Customer Care 1977 Swarovskis jeweler collection It started with a crystal and moved on to some of the most beautiful ring, earring, bracelet and necklace creations. In 1977, Swarovski launched its first jewellery line the Swarovskis Jewelers Collection.
The collections are attuned to the mood of the moment, and confer a touch of poetry. Today Swarovski jewellery fulfils the most demanding quality criteria and design expectations
1977 - Cubic Zirconia Swarovski uses zirconia oxide, an extremely hard material from the world of laser technology, for the first time in the manufacturing of jewellery stones. These stones are made from the finest raw materials under conditions as close as possible to nature. The results are synthetic gems of superior quality, colour and uniformity. Once Swarovski managed to industrially cut Cubic Zirconia, this new material became the best alternative and closest imitation to diamonds worldwide.
A Project On Customer Care 1987 Swarovskis collectors society The Swarovski Collectors Society (SCS) is founded in order to offer collectors of Swarovski crystal special benefits and services. Today the Society unites over 400'000 members in 35 countries. A SCS collectors magazine is published four times a year in seven languages and incorporates details of various highlights and activities. The crystal creatures and fantasy creations from the "Crystal Silver" range appear to have mastered the art of turning enthusiastic customers into crystal lovers and crystal lovers into collectors. Encouraged by public success and a flood of written requests, the Swarovski Collectors Society was founded in 1987 as the medium for providing crystal lovers with information about the collection, individual items and the company itself.
1989- Daniel Swarovski range In a revolutionary step at the end of the 1980s, Swarovski commissioned a series of exclusive, limited edition avant-garde objects from the leading Italian architects and designers Alessandro Mendini, Ettore Scottsass and Stefano Ricci.
These objects were part of the Daniel Swarovski concept of Accessories,

A Project On Customer Care evening handbags, jewels and belts, which were launched in 1989 under the direction of Rosemarie Le Gallais.
1991 - Opening of "Glanzstuecke" The roving exhibition "Glanzstuecke - Modeschmuck vom Jugendstil bis zur Gegenwart" (Brilliant pieces - Fashion jewelry from Art Nouveau to the present day) is opened; organized and sponsored by Swarovski. To date the exhibition has been shown in over 20 locations around the world. In autumn 1991 the first major exhibition on the theme "Modeschmuck des zwanzigsten Jahrhunderts" (Fashion jewelry of the 20th Century) was opened in Milan. Featuring 350 spectacular items of jewelry, the exhibition offered a fascinating oversight of the work of famous designers and creative artists. Swarovski developed its fiber glass lighting system for display cases, SwaroLite, especially for this exhibition. It works without the use of UVrays, is not detrimental to the illuminated objects and is particularly gentle on the eye.
1993 - Swarovski presents Swarogreen

A Project On Customer Care Swarovski presents Swarogreen, an emerald green jewelry stone. This synthesis offers an alternative to emeralds by virtue of its fabulous reflective qualities and its hardness
1993 crystal mesh Swarovski launches crystal mesh, a soft and supple fabric completely covered with a flexible frame that is set with sparkling crystals. Jewellery and fashion accessories such as bracelets, watches, handbags and purses are made using this technique. Almost any kind of colourful, mosaiclike pattern can be created. Crystal mesh is used extensively by such designers as Dolce & Gabbana, Chanel and Louis Vuitton, and it has revolutionized fashion.
1993 Crystal memories The aim of the Crystal Memories line, which was introduced in 1993, was to make gift giving more imaginative. The collection incorporates charming, delicate crystal objects on various themes, such as a child's toy, a carriage and a favorite flower. All Crystal Memories objects combine crystal and metal. This innovative combination opens up new
A Project On Customer Care design potential, especially for lovingly created details. Since 2001 this collection has been known by the name "Crystal Moments".
1995 Technical improvement Swarovski presents a revolutionary technology for cutting colored gems. Rubies, sapphires and emeralds, which could previously be processed only by hand, will now be available in larger quantities and in exact shapes and colors. To cut hard materials such as crystal and gems in such a way that they have a hundred identical facets in several directions is a very complicated task: each direction of the reflected light must first be calculated by computer, then this has to be simulated in 3D, optimized and finally converted into control programs for complex machinery. In 1995, thanks to the latest computer technology, Swarovski was able to perfect this type of hi-tech fine cutting technique.
1995 - Opening "Swarovski Kristallwelten"

A Project On Customer Care As the highlight of the centenary celebrations, in October Swarovski opens the "Swarovski Kristallwelten" in Wattens, an exhibition center designed by the multi-media artist Andr Heller. In this unique location the magical world of crystal is brought to life over an area of 2000 square meters. Works of art and fantastic creations illustrate the story of the company and communicate the many facets of the beauty of crystal. Andr Heller and other well-known artists created spaces with millions of sparkling and glittering jewelry stones to form one huge work of art, in which light, colors, music, water, aromas and the dimensions of the spaces play together to transport visitors into a fantasy world. In order to create the illusion of an underground world of crystal, caves were excavated and an artificial mountain was formed. Instead of concrete and steel the visitor experiences a park landscape, the optical highlight of which is a maze of hedges, which is reminiscent of an enormous giant's hand.
1977 Reflexx transfers

A Project On Customer Care In 1993 Swarovski astonished the world of fashion with its brilliant new crystal fabric, the flexible and sensuous Crystal Mesh. At the opposite end of its style spectrum, Swarovski shows street wear, sportswear and club wear in a new light with its reflective ReflexxTransfers, which glow in the dark.
1999 Signity Signity is the company, which produces cut faux gems and simulated stones. Their specialties include laboratory-cultivated rubies and sapphires, which have the same characteristics as the naturally occurring gems. Until 1999 this part of the company was called Swarogem. The name Signity was introduced because of the joint venture with Golay Buchel.
1999 Crystal time Crystal jewelry stones by Swarovski transform objects, which tell the time into real gems, making time a sparkling delight.
A Project On Customer Care In 1999 Swarovski greeted the Millennium with an elegant series of eleven watches. The Swarovski Crystal Time range consists of a variety of six different crystal set watch faces, available with either a leather or stainless steel strap.
1999 crystal tattoo Crystal Gets Closer to the Body than Ever Before" Swarovski used this slogan to advertise its exclusive range of Crystal Tattoos, which have been marketed worldwide under the brand name since November 1999.
2000 Swarovski paradise "Homage to Nature" is the description of the latest Daniel Swarovski Paradise range. The new collection of accessories and decorative elements is characterized by colored crystal designs and the highest standards of quality 2000 Swarovski set up water school
Swarovski sets up the Water School, which is unique worldwide, in the Hohe Tauern National Park. In courses lasting several days everything worth knowing about water is brought to the students awareness, thus raising the issue of its ecological and economical significance. 2001- Crystal bath Swarovski presents potential designs for bathroom decor, consisting of a range of sparkling crystals that can be combined with each other. The diverse Crystal Bath Impressions are inspired by the brilliant beauty of Swarovski crystal, which symbolizes the well-being concepts of purity and harmony.
2002 - Launch of Daniel Swarovski Home Accessories The Daniel Swarovski Home Accessories collection of design objects is launched. With this range, Daniel Swarovski Paris offers fresh, modern interpretations of decorative
A Project On Customer Care objects for your interior.
The slideshow presents further inspirations. 2003 Crystal fabric Swarovski launches Crystal Fabric, which fuses fabric and crystal into a second skin. This world first is a transparent Hotfix-foil, the surface of which is set with tiny full cut and round crystals, which can be ironed, sewn or glued onto materials such as lace, velvet, silk, jeans, leather and synthetic fabrics. 2003 Crystal worlds Crystal is inspirational power for art and science, the thinkers framework for ideas, multi-faceted symbol and aesthetic work of wonder. On the occasion of the 100-year anniversary of Swarovski in 1995, the Crystal Worlds were created as a memorial to the intangible and enchanting. Now they are entering a metamorphosis which acknowledges their past success as an exhibition centre, concert and festival hall. Expanded around breathtaking chambers of wonder and with a strong focus on contemporary fine art, the broad shouldered Giant from Wattens shall display a new access concept and a shop that is separate from the exhibition area. Artistic director, Andr Heller (Artevent), is responsible for realizing this 15 million reconstruction.
A Project On Customer Care 2004 In 2004, 94 new Swarovski Stores were opened up all over the world. A new virtual museum is launched. The website www.thecrystalweb.org is a combination of museum, playground and information and is based on a new navigation system called Liquid. Swarovski develops the XILION cut, changing the arrangement of facets to enhance the refraction of light for even more sparkle.
2005 - Book launch Daniel Swarovski - A World of Beauty
In the Daniel Swarovski A World of Beauty book, Swarovski pays homage to the vision and creativity of its Couture Line, celebrating 15 years of Daniel Swarovski jewellery and accessories.
A Project On Customer Care Aimed at all lovers and connoisseurs of the beauty of crystal, this book is an invitation to discover Daniel Swarovskis creative talent and couture attitude, which remains true to the companys roots in Central Europe.
2005 - Swarovski Christmas trees around the world What started in 1998 at Zurichs Christmas markets has in the last seven years become a fixture at Christmas in many cities all over the world. In the meantime, Swarovski has erected Christmas trees in Asia, North and South America, Europe and Australia. Sharing the joy of Christmas, the trees are adorned with hundreds of thousands of glittering crystals.
2006 - Swarovskis stunning new ambassadors Swarovskis charm and elegance is found in the Three Graces of classical Greek mythology. Daughters of the almighty Zeus, they were named Aglaia, the Grace of radiance, Euphrosyne, the Grace of joy and Thalia, the Grace of abundance.
A Project On Customer Care Each of these beauties embodies Swarovskis core values: inventiveness, poetry and technology, while at the same time depicting glamour, grace and beauty. Moreover, the longevity of this 5000-year-old myth symbolizes the power of Swarovskis future as a family-built business.
2.1(g) Swarovski Crystal product Range

When Daniel Swarovski first brought a sparkle to crystal, over a hundred years ago, he could never have imagined what a development he was setting in motion. With fantasy, intuition and technical finesse, he and his descendants have managed to expose all the facets hidden within this fascinating material. Today, sparkling Crystal Components in thousands of colors, shapes and sizes provide a fantastic palette of inspiration for designers and manufacturers. Over and above this, we create jewelry, accessories and a stunning cornucopia of sparkling objects which make ideal gifts and collectibles. Swarovski crystal products
Kaleidoscope of magic
A water-spouting giant, who magically draws onlookers inside to where chambers of wonder ignite sparks of imagination, has managed, in just ten years, to become an internationally recognized object of art. Almost 6 million visitors have until now been drawn to The Giant.
The really unique thing about the Swarovski Crystal Worlds is the dreamed dream. This is the materialized commitment of a company to a variety of ideas, which are set free through the objects of creation: crystal of the highest luminosity. Originally a gift to employees, collectors, customers and partners for the 100th anniversary of Swarovski in 1995, the Crystal Worlds was conceived by Andr Heller. They have become a meeting place where visitors from all over the world can experience a sense of joy over their amazement, one that is as multifaceted, spontaneous and pure as crystal itself
Swarovski jewellery and accessories

Quality and design unites in luxury
Displaying the diversity and potential of crystal, Swarovski re-interprets crystal for every new seasonal collection. Jewellery pieces, fashion accessories, handbags and watches are created at the
A Project On Customer Care hands of skilled designers, who find their inspiration in nature and the originality of this unique material. Each piece, without exception, is fashioned using the technique of fine jewellery-making, fulfilling highest production and quality standards. Swarovski presents a range of jewellery and fashion accessories covering the spectrum of classic to highly fashionable in Swarovskis signature quality and unique style.
Daniel Swarovski creations are an ingenious blend of Haute Couture design and the grand tradition of French craftsmanship. Under Couture Line, indulge in a range of exclusive accessories of handbags, belts, wristwatches and jewellery, which express the current fashion trends in a unique and sophisticated way.
Home & style- contemporary sparkle

Present-day crystal design
A Project On Customer Care Home & Style stands for beauty and harmony in everyday life. While it is a contemporary expression of aesthetics, brilliance, form and function, the pieces in this line also follow lifestyle trends. Swarovskis Home Decor objects add sparkling accents and elegance to the home. Anyone interested in design and lifestyle will find a wide selection of fine accessories for home decorating as well as quality gifts for special occasions.
STRASS Swarovski crystal

A unique brand
STRASS crystals extract the most beautiful colours from light! They bathe living spaces in brilliant light and bring them to life. The irresistible brilliance of STRASS crystals is the result of years of experience, constant innovation and technical perfection. STRASS crystals are the original product from Swarovski! Designers and manufacturers throughout the world insist on using original STRASS crystals. "Always striving to improve" is the principle behind Swarovskis growth and is the basis for the success of STRASS Swarovski Crystal. The highly specialised cutting machines, originally invented by Daniel Swarovski, have been continually perfected, just like all other areas of the crystal manufacturing process. Only by making use of all the available technical solutions can we guarantee the precision cut of the STRASS
A Project On Customer Care crystals. The ongoing introduction of novel faceting brings new life to the striking STRASS crystals and opens up creative opportunities. The product range includes more than 1000 STRASS crystals in the widest possible variety of shapes, colours and sizes. Their ability to create a unique atmosphere in any living space is why famous manufacturers of lighting, furniture and other interior accessories, together with interior designers and other artists from all over the world, insist on STRASS Swarovski Crystal. Original STRASS crystal products are immediately identifiable because of their laser-engraved STRASS signature and the intense kaleidoscope of colours they produce. Lights decorated entirely with STRASS crystals are further labeled with the special STRASS certificate. Find a list of all of the STRASS Partnershops worldwide Miniatures and treasures
Paying homage to life and nature
Poetic miniatures and ornaments of high quality faceted crystal are combined with other materials such as gold and rhodium-plated metal details. Small gifts and original little mementos for times never to be forgotten, these lovingly designed items are small messengers of emotion that convey our feelings.
The designs mirror the colourful diversity of nature - in all its beauty and many facets. Gorgeous Insects and Butterflies and Tropical Birds & Parrots enrich Swarovski's magical garden. Exotic Fish & South Sea treasures have us longing for a view of the teeming life on the reefs. As a small personal indulgence or just the right little gift, crystal miniatures and treasures celebrate many of life's little occasions in appealing and memorable ways.
The infinity of Crystal Components

Continually reinventing the sparkle
The entrepreneurial activities of the Crystal Components business began with a single crystal jewel. Then - as now - a variety of crystal cuts and colours were developed for designers and manufacturers. Today the basic collection incorporates over one hundred thousand different shapes, colours and sizes. This range is further broadened by the latest crystalline trend components. As Daniel Swarovski used to say: "We are the buttons on fashions new dress."
A Project On Customer Care SCS society

Shared pleasure unites individuals all around the world
Ever since Swarovski produced its first sparkling Mouse in 1976, the magic of full-cut crystal has fascinated people around the world. It was in response to the overwhelming success of Swarovski's crystal figures and decorative objects that the Swarovski Collectors Society (SCS), a forum where enthusiasts could share their passion for crystal, was formed in 1987. The pulsating heart of this worldwide friendship is crystal consequently, as of January 1, 2005, the societys name will be changed to Swarovski Crystal Society. The highlight of SCS membership is the Annual Edition a figure created exclusively for the SCS and available to members.
Today the SCS is flourishing, with ca. 400'000 members in 30 countries worldwide members of all age groups from all countries and cultures who have discovered their love and passion for the cosmos of Swarovski crystal. SCS membership opens the door to a magical world of Swarovski crystal!
Silver Crystal - endearing figurines

A little mouse creates a sensation
1976 was the dawn of a new era in crystal design. At the time, Swarovski technicians and designers were experimenting with specially shaped crystals and a new glue formula. The result was a lovingly shaped crystal mouse, which became a big seller at the Winter Olympic Games in Innsbruck.
Today, more than 25 years later, the Silver Crystal range consists of more than 130 gift items and collectibles. It includes sparkling fully faceted figurines grouped into numerous themes as well as Limited Editions. Of all the product groups, Silver Crystal has become the focal point for Swarovski crystal collectors around the globe.
Daniel Swarovskis home accessories

Functional decor objects and home accessories that grace every home with light and contemporary style. ST. XAVIERS COLLEGE 49
The Daniel Swarovski Home Accessories collection was launched in March 2002. It establishes Swarovski crystal as a contemporary material ideally suited to application within the area of interior design.
Daniel Swarovski Home Accessories finds its interpretation in one of the most prominent design trends of today: that of purity and simplicity of form. Exclusive desk accessories, table accessories, lights and limited editions become functional decor objects that envelop every home in light and contemporary style.
ANALYSIS OF THE CONCEPT

Table 3.1
Table depicting gender of respondent surveyed
OPTIONS Male Female Total
NO OF RESPONDENTS 42 58 100
PERCENTAGE 42% 58% 100%
Analysis:
From table 4.1 it can be analyzed that: 42% of the respondents are male. 58% of the respondents are females.
Chart 3.1
Chart depicting gender of respondent surveyed
Male Female
42% 58%
Inference:
From the data collected we can infer that the number of male and female is equal. Hence the project is non bias.
Table- 3.2
Table depicting age of respondents surveyed.
AGE 18-25 26-40 41-60 61-80 Above 80 TOTAL NO.OF RESPONDENTS 21 42 26 6 5 100 PERCENTAGE 21% 42% 26% 6% 5% 100%
Analysis:
From table 4.2 it can be analyzed that: 21% of the respondents belong to age group 19-25 42% of the respondents belong to age group 26-40 26% of the respondents belong to age group 41-60 6% of the respondents belong to age group 61-80 5% of the respondents belong to age group above 80.
Chart 3.2
Table depicting age of respondents surveyed.
6% 26%
5%
21%
42%
18-25
26-40
41-60
61-80
> 81
Inference:
On the basis of the above analysis it can be inferred that customer between the age of 25 years to 60 years buy Swarovski products as the decision making is in their hands.
Table-3.3
Table depicting products owned at Swarovski
OPTIONS Accessories Show Pieces Lighting Crystals TOTAL
NO OF RESPONDENTS 21 37 10 32 100
PERCENTAGE 21% 37% 10% 32% 100%
Analysis:
From table 4.3 it can be analyzed that: 21% of the customers purchase accessories from Swarovski. 37% of the customers purchase show pieces from Swarovski. 10% of the customers purchase lightings from Swarovski. 32% of the customers purchase crystals from Swarovski.
Chart 3.3
Chart depicting products owned at Swarovski
Accessories Show pieces Lightings Crystals
40 35 30 25 20 15 10 5 0
Accessories Show pieces Lightings Crystals
Inference:
From the above data we can infer that majority of the customers would buy show pieces and crystals from Swarovski.
Table 3.4
Table depicting the outlets visited.
OPTIONS Forum South city Ganga and Sons Pvt. Ltd. Others TOTAL
PERCENTAGE 32% 31% 23% 14% 100%
Analysis:
From table 4.4 it can be analyzed that: 32% of the people visit Swarovski outlets at Forum. 31% of the people visit Swarovski outlets at South City. 23% of the people visit Swarovski outlets at Ganga and Sons Pvt. Ltd 14% of the people visit Swarovski outlets at Other stores.
Chart 3.4
Chart depicting the outlets visited.
Others
Ganga and Sons Pvt. Ltd.
South City
Forum
10
20
30
40
Others Ganga and Sons Pvt. Ltd. South City Forum
Inference:
From the above graph is clear that the customers mainly visit the Forum and South City outlets but the people do visit Ganga and Sons Pvt. Ltd. And other stores. The 2 outlets are there from a long time so people visit these more often.
Table 3.5
Table depicting sources of awareness about Swarovski
OPTIONS Family Friends Advertising Others TOTAL
PERCENTAGE 35% 42% 18% 5% 100%
Analysis:
From table 4.5 it can be analyzed that: 35% people were aware about Swarovski through family 42% people were aware about Swarovski through friends. 14% people were aware about Swarovski through advertisement. 5% people were aware about Swarovski through other sources.
Chart 3.5
Chart depicting sources of awareness about Swarovski
18%
5%
35% 42%
Family
Friends
Advertisement
Other
Inference:
From the information collected it can be seen that majority of the people were aware about Swarovski through word of mouth from family and friends. Only a few were aware about the company through advertisement.
Table 3.6
Table depicting the frequency of visiting the stores
OPTIONS Weekly Fortnight Monthly 2-3 months TOTAL
PERCENTAGE 9% 26% 43% 22% 100%
Analysis:
From table 4.6 it can be analyzed that: 9% people visit Swarovski outlets weekly. 26% people visit Swarovski outlets every fortnight. 43% people visit Swarovski outlets monthly. 22% people visit Swarovski outlets once in 2 -3 months.
Chart 3.6
Chart depicting the frequency of visiting the stores
45 40 35 30 25 20 15 10 5 0 Weekly Fortnight Monthly 2-3 Months
Weekly Fortnight Monthly 2-3 Months
Inference:
It can be analyzed from the survey that almost half of the people visit the outlets once in a month or fortnight. Only a few set of people visit them very rarely like once in around 2-3 months
Table 3.7
Table depicting convenience of location of outlets.
OPTIONS Yes No Total
Analysis:
From table 4.7 it can be analyzed that: 87% of the respondents feel that the stores are conveniently located. 13% of the respondents feel that the stores arent located conveniently and should have more outlets.
Chart 3.7
Chart depicting convenience of location of outlets.
No No Yes Yes
20
40
60
80
100
Inference:
From the data collected it can be seen that more than 50% of the respondents are satisfied with the location of Swarovski outlets and feel that the stores are conveniently located but a few people would want to have more outlets as there are very few outlets in Kolkata.
Table 3.8
Table depicting reasons that bring you back to Swarovski.
OPTIONS Price Quality Variety Designs Brand name All of the above TOTAL NO.OF RESPONDENTS 6 27 21 32 11 3 100 PERCENTAGE 6% 27% 21% 32% 11% 3% 100%
Analysis:
From table 4.8 it can be analyzed that: 6% of the respondents come back because of its price. 27% of the respondents come back because of its quality. 21% of the respondents come back because of its variety. 32% of the respondents come back because of its Designs. 11% of the respondents come back because of Brand. 3% of the respondents come back because of all the above qualities.
Chart 3.8
Chart depicting reasons that bring you back to Swarovski.

35 30 25 20 15 10 5 0
Price Quality Variety Designs Brand name All the above
Price Designs
Quality Brand name
Variety All the above
Inference:
From the above data we can see that majority of the people come back to Swarovski because of designs and quality. The rest of the respondents feel that Swarovski has good variety of products.
Table 3.9
Table depicting recommendation of Swarovski to others.

OPTIONS Definitely May be Dont Know Never TOTAL NO OF RESPONDENTS 34 47 14 5 100 PERCENTAGE 34% 47% 14% 5% 100%
Analysis:
From table 4.9 it can be analyzed that: 34% respondents would definitely recommend Swarovski to others. 47% believe that they might recommend Swarovski to others. 14% do not know if they would recommend Swarovski or not to others. 5% say that they would never recommend Swarovski to others
Chart 3.9
Chart depicting recommendation of Swarovski to others.
5% 14% 34%
Definitely May be Dont know Never
47%
Inference:
From the table it can be inferred that most of the customers are satisfied with Swarovski and would recommend it to their friends\others. But around 20% of the people may not recommend the products, which is not a good sign and the company should improve its service in order to reduce this amount of unsatisfied customers.
Table 3.10
Table depicting the quality of Swarovski products.
OPTIONS Excellent Good Satisfactory Poor TOTAL NO OF RESPONDENTS 37 42 17 4 100 PERCENTAGE 37% 42% 17% 4% 100%
Analysis:
From table 4.10 it can be analyzed that: 37% respondents feel that the quality of Swarovski products is excellent. 42% respondents feel that the quality of Swarovski products is good. 17% respondents feel that the quality of Swarovski products is satisfactory. 4% respondents feel that the quality of Swarovski products is poor.
Chart 3.10
Chart depicting the quality of Swarovski products
45 40 35 30 25 20 15 10 5 0
Excellent Good satisfactory Poor
Excellent Good satisfactory Poor
Inference:
From the data collected it can be inferred that majority of the people are highly satisfied with the quality of the products of Swarovski.
Table 3.11
Table depicting the pricing of Swarovski products.
OPTIONS Excellent Good Satisfactory Poor TOTAL
PERCENTAGE 21% 45% 18% 6% 100%
Analysis:
From table 4.11 it can be analyzed that: 21% respondents feel that the pricing of Swarovski products is excellent. 45% respondents feel that the pricing of Swarovski products is good. 18% respondents feel that the pricing of Swarovski products is satisfactory. 6% respondents feel that the pricing of Swarovski products is poor.
Chart 3.11
Chart depicting the pricing of Swarovski products.
45 40 35 30 25 20 15 10 5 0
Excellent Excellent
Good Good
Satisfactory Satisfactory
Poor Poor
Inference:
From the graph it can be inferred that most of the customers are satisfied with the pricing of Swarovski. There are a few customers who feel that the prices are high, so the company could work on the prices. But majority of them find the products well priced for the quality product.
Table 3.12
Table depicting the service at Swarovski
PERCENTAGE 32% 54% 12% 2% 100%
Analysis:
From table 4.12 it can be analyzed that: 32% respondents feel that the service at Swarovski is excellent. 54% respondents feel that the service at Swarovski is good. 12% respondents feel that the service at Swarovski is satisfactory. 2% respondents feel that the service at Swarovski is poor.
Chart 3.12
Chart depicting the service at Swarovski
60 50 40 30 20 10 0
Excellent Good Satisfactory Poor
Inference:
From the data collected it can be inferred that around 50% of the customers feel that the service provided at Swarovski is good and only a few find the service satisfactory or poor. So the company could improve a little over its services by providing better staff.
Table 3.13
Table depicting the variety of Swarovski products.
PERCENTAGE 29% 42% 22% 7% 100%
Analysis:
From table 4.13 it can be analyzed that:
29% respondents feel that the variety at Swarovski is excellent. 42% respondents feel that the variety at Swarovski is good. 22% respondents feel that the variety at Swarovski is satisfactory. 7% respondents feel that the variety at Swarovski is poor.
Chart 3.13
Chart depicting the variety of Swarovski products.
Poor Satisfactory Good Excellent 0 10 20 30 40 50
Excellent
Inference:
Good
Satisfactory
Poor
From the above data it can be seen that majority of the customers think that the variety of products available at Swarovski is good but there are quite a lot around 30% who are not satisfied with the variety of products because a better range of products are available in the foreign market So the company should increase their product range in the Indian market.
Table 3.14
Table depicting the design of Swarovski products
PERCENTAGE 31% 54% 12% 3% 100%
Analysis:
From table 4.14 it can be analyzed that: 31% respondents feel that the designs at Swarovski is excellent. 54% respondents feel that the designs at Swarovski is good. 12% respondents feel that the designs at Swarovski is satisfactory. 3% respondents feel that the designs at Swarovski is poor.
Chart 3.14
Chart depicting the design of Swarovski products
60 50 40 30 20 10 0
Excellent
Good
Satisfactory
Poor
Inference:
From the above data it can be inferred that more than 50% of the customers feel that Swarovski has a good range of designs. Only a few believe that the Swarovski designs could be improved so the company should try and increase the range of product design with new and innovative ideas.
Table 3.15
Table depicting the frequency of purchasing at swarovski
OPTIONS Generally Occasionally Rarely TOTAL
NO OF RESPONDENTS 26 62 12 100
PERCENTAGE 26% 62% 12% 100%
Analysis:
From table 4.15 it can be analyzed that: 26% respondents generally buy Swarovski products. 62% respondents occasionally but Swarovski products. 12% respondents rarely buy Swarovski products.
Chart 3.15
Chart depicting the frequency of purchasing at swarovski
Generally Occasionally Rarely
70 60 50 40 30 20 10 0
Generally Occasionally Rarely
Inference:
From the data collected it can be seen that more than 50% of the customers buy Swarovski products occasionally for certain occasions or festive seasons.
Table 3.16
Table depicting reasons to buy Swarovski products.
OPTIONS Self Gifting Corporate Others TOTAL
PERCENTAGE 42% 34% 20% 4% 100%
Analysis:
From table 4.16 it can be analyzed that: 42% respondents buy Swarovski products for self usage. 34% respondents buy Swarovski for gifting to relatives and friends. 20% respondents buy Swarovski products for corporate use. 4% respondents buy Swarovski products from others uses other than the 3 above.
Chart 3.16
Chart depicting reasons to buy Swarovski products.
Self
4% 20% 42%
Gifting Corporate Others
34%
Inference:
From the data collected it can be inferred that majority of the customers buy Swarovski products from self usage and next set of customers would be the ones who buy the products for gifting. Only a few customers buy Swarovski for corporate use.
Table 3.17
Table depicting the display of products in showrooms
OPTIONS Excellent Good Satisfactory TOTAL
PERCENTAGE 46% 38% 16% 100%
Analysis:
From table 4.17 t can be analyzed that: 46% respondents find the display at Swarovski showrooms excellent. 38% respondents find the display at Swarovski showrooms good.
A Project On Customer Care 16% respondents find the display at Swarovski showrooms satisfactory.
Chart 3.17
Chart depicting the display of products in showrooms
Satisfactory
Good
Excellent
10
20
30
40
50
Excellent
Good
Satisfactory
Inference:
From the information collected it can be seen that majority of the respondents feel that the display at the Swarovski showrooms are excellent because they catch the eye of the visitors. Only a minority of
A Project On Customer Care the respondents found the display satisfactory and feel there is scope for improvement in displaying the products.
Table 3.18
Table depicting the display of products in showrooms
OPTIONS Excellent Good Satisfactory TOTAL
PERCENTAGE 28% 54% 18% 100%
Analysis:
From table 4.18 it can be analyzed that: 28% respondents find the packaging of Swarovski products excellent. 54% respondents find the packaging of Swarovski products good.
A Project On Customer Care 18% respondents find the packaging of Swarovski products satisfactory.
Chart 3.18
Chart depicting the packaging at Swarovski
Excellent
Good
Satisfactory
18%
28%
54%
Inference:
It can be analyzed that majority of the customers find the packaging good and only a few find them excellent. So the company should try and
A Project On Customer Care improve its packaging of products to keep them safe because Swarovski products are delicate and should have an excellent packaging.
Table 3.19
Table depicting purchase of products from internet
Analysis:
From table 4.19 it can be analyzed that: 26% of the respondents buy Swarovski products from website. 74% of the respondents do not buy Swarovski products from website.
Chart 3.19
Chart depicting purchase of products from internet
80 70 60 50 40 30 20 10 0 Yes No
Yes No
Inference:
From the information it can be inferred that majority of the respondents do not buy Swarovski products from their website because either they
A Project On Customer Care cannot see the product physically except in photographs and most of them arent aware about online shopping at Swarovskis official website.
Table 3.20
Table depicting complaints against Swarovski
Analysis:
From table 4.20 it can be analyzed that: 12% of the respondents have complaints against Swarovski.
A Project On Customer Care 88% of the respondents do not have complaints against Swarovski.
Chart 3.20
Chart depicting complaints against Swarovski
12%
Yes No
88%
Inference:
A Project On Customer Care From the information collected it can be seen that majority of the respondents i.e. more than 80% of the respondents are satisfied with Swarovski and do not have any complaints against the company. Only a minority of 12% have complaints against Swarovski.
4.Summaryoffinding
On conducting a survey through distributing 100 Questionnaires to Swarovski customers, there were certain findings discovered when the collected statistics & information was analyzed. The following were the findings: 1. More than half of the people who purchase swarovski products are above the age of 25 and have an income above 40,000 per month. 2. The products most often purchased by the consumers at swarovski buy crystals and show pieces. 3. Respondents usually buy their products from the Forum and South City because they have been there from a long time and the stores are in malls where a variety of other shops are also there.
A Project On Customer Care 4. More than 50% of the customers were aware but swarovski through word of mouth from family and friends. Only a minority of people became aware about swarovski through advertisement. 5. Many of the respondents sowed that they visit the swarovski outlet once in a month to see the new products available in the outlets.
6. majority of the respondents find the stores conveniently located as they are in commercial areas and would not want to have more outlets in Kolkata 7. The respondents come back to purchase Swarovski products because of its wide range of designs and high quality levels. A few prefer the wide range of products available and come back to Swarovski because of its variety. 8. More than 50% of the respondents believe that they would surely recommend Swarovski to their family and friends.
9. The respondents feel that the quality provided at Swarovski is good and are satisfied with the products available at the outlets.
A Project On Customer Care 10.A major part of the respondents feel that the pricing of Swarovski is good but a few find the prices high and feel that the prices should be reduced to a certain extent. 11.Majority of the respondents find the service provided at Swarovski outlets excellent. And find the staff helpful and friendly.
12.A lot of respondents find the variety of products available good but still feel that they could have more variety by increasing the product range in India which is less compared to other countries. 13.More than 50% of the respondents find the designs available at Swarovski good because they are different and stylish from other brands. 14.From the survey conducted it can be seen that majority of the customers buy Swarovski projects occasionally and they usually purchase the products either for self use or for gifting the products to friends and relatives. 15.Majority of the customers find the display at the Swarovski outlets excellent as they are attractive and fascinating.
A Project On Customer Care 16.The respondents find the packaging at Swarovski products good but as there is lot of crystals work which is delicate so the company should try and improve the packaging quality. 17.More than 50% of the respondents have no complaints against Swarovskis customer service and are happy with the company in terms of quality, price and service.
5.Suggestions
1. Variety
The company should increase their variety of products. In the foreign market the products available are much more than in the Indian market. The company should try and access all the products like footwear, belts, more accessories, books etc in the Indian market too, so that the customers can avail these products.
2. Customer care
The company should try and make the customers aware about the discounts or sales happening in the outlets
A Project On Customer Care They should also make their regular customers know about the new products which enter into the market through regular supply of booklets. They should hire staff which is courteous and helpful which will leave a lasting impression about the company in the minds of the customers.
3. Create awareness
As swarovski is not known by everyone. To create awareness and let customers know more about Swarovski. It should advertise more in newspapers like Times of India, Telegraph that is read most.
Magazines like India today, Femina, which are common and
most often read by general public.
4. More outlets
Swarovski should try and open a few more outlets in the upcoming malls of Kolkata like City Centre to make the outlets more accessible for the customers.
6.Conclusion
Customer care and satisfaction has not been a problem for the Swarovski as a company has done most of things right, first a top notch quality product, a sensible marketing and distribution plan, good after sales service, but there is room to improve and with some of the above
mentioned changes Swarovski surely will remain at the top of the ladder.
7. BooksReferred
Bibliography
WebsitesVisited
Title Name of Author Edition/Year Publisher
Customer Care Excellence Modern Marketing
Sarah Cooke
4th Edition, 2004
Kogan Page India Pvt. Ltd. Chand & Co, New Delhi
Rsn Pillai and Bhghavathi
3rd Edition, 2004
Customer Relationship Management Marketing Management
Jagdish and Sheth
4th Edition
Tata Mc Graw Hill publishing house Pearson Education, Singapore
Philip Kotler
11th Edition, Low Priced Edition,2003
www.swarovski.com www.yahoo.com www.google.com
www.capole.com
8. Appendices
Questionnaire on Swarovski
1. NAME: 2. AGE: 18-25 26-40 41-60 61-80 >81 3. GENDER: MALE FEMALE 4. OCCUPATION: STUDENT BUSINESS PROFESSIONAL HOMEMAKER OTHERS 5. INCOME (MONTHLY): < 30000 30000-50000 50000-70000 70000 & ABOVE 6. WHAT DO YOU OFTEN PURCHASE AT SWAROVSKI? ACCESSORIES CRYSTALS SHOW PIECES LIGHTINGS
7. WHICH OUTLET DO YOU OFTEN VISIT? FORUM SOUTH CITY GANGA AND SONS PVT. LTD. OTHERS
A Project On Customer Care 8. HOW DID YOU GET TO KNOW ABOUT SWAROVSKI? FAMILY ADVERTISEMENT FRIENDS OTHER_____________
9. HOW OFTEN DO YOU VISIT THE STORE? WEEKLY MONTHLY FORTNIGHT 2 TO 3 MONTHS
10. ARE THE STORES CONVENIENTLY LOCATED? YES NO
11. WHAT BRINGS YOU BACK TO SWAROVSKI? PRICE VARIETY BRAND NAME QUALITY DESIGNS ALL OF THE ABOVE
13. WOULD YOU RECOMMEND SWAROVSKI PRODUCTS TO YOUR FRIENDS/OTHERS? DEFINITELY DON'T KNOW MAY BE NEVER
14. HOW WOULD YOU RATE SWAROVSKI AT THE FOLLOWING
EXCELLENT GOOD QUALITY PRICE SERVICE VARIETY DESIGN

SATISFACTORY POOR
A Project On Customer Care 15. WHEN DO YOU GENERALLY BUY SWAROVSKI PRODUCTS? GENERALLY OCCASSIONALLY RARELY
16. WHOM DO YOU BUY SWAROVSKI PRODUCTS FOR? SELF CORPORATE GIFTING (relatives and friends) OTHERS
17. HOW DO YOU FIND THE DISPLAY OF THE PRODUCTS AT SWAROVSKI OUTLETS? EXCELLENT GOOD SATISFACTORY
18. HOW DO YOU FIND THE PACKING OF THE PRODUCTS AT SWAROVSKI? EXCELLENT GOOD SATISFACTORY
19. HAVE YOU PURCHASED ANY PRODUCT FROM SWAROVSKI'S WEBSITE? YES NO
20. DO YOU HAVE ANY COMPLAINTS AGAINST THE CUSTOMER CARE AT SWAROVSKI? YES NO IF YES SPECIFY______________________________ 21. SUGGESTIONS FOR SWAROVSKI: _________________________________________________________
A Project On Customer Care THANK YOU FOR YOUR TIME AND PATIENCE.HAVE A NICE DAY!!
CRYSTAL-THEMED
INDOOR
THEME
PARK,
SWAROVSKI
KRISTALLWELTEN (CRYSTAL WORLDS) AT ITS ORIGINAL WATTENS SITE. ST. XAVIERS COLLEGE 102

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A Project On Customer Care

A STUDY ON CUSTOMER CARE AND SATISFACTION FOR SWAROVSKI

MARCH 2011 ROLL NO: 1155 ROOM NO: 37

A Project On Customer Care

Mrs. Antara Dutta Sen (Project Guide)

ST. XAVIERS COLLEGE 2

A Project On Customer Care

ST. XAVIERS COLLEGE 3

A Project On Customer Care

A Project On Customer Care

ST. XAVIERS COLLEGE 5

PAGE NO. 8 8 8 9 9 10 10 11 12 13-48 13 14 15-17 17-20 20-21 21-41

(g) Swarosvki crystal product 41-48 3 50-89

90-92 93-94 95 96 97-99

ST. XAVIERS COLLEGE 6 Conclusion 6

Bibliography Appendices (Questionnaire)

A Project On Customer Care

LIST OF TABLES AND CHARTS

ST. XAVIERS COLLEGE 7

A Project On Customer Care

1.2 TITLE OF RESEARCH

1.3 STATEMENT OF THE PROBLEM

ST. XAVIERS COLLEGE 8

A Project On Customer Care

1.4 OBJECTIVES OF THE STUDY

1.5 SCOPE OF THE STUDY

ST. XAVIERS COLLEGE 9

1.6 GEOGRAPHICAL AREAS OF THE STUDY

ST. XAVIERS COLLEGE 10

A Project On Customer Care

1.8 DATA COLLECTION

ST. XAVIERS COLLEGE 11

A Project On Customer Care

1.9 LIMITATIONS OF THE STUDY

ST. XAVIERS COLLEGE 12

A Project On Customer Care

2.1 Company Profile

2.1(a) Swarovski - A brilliant company

ST. XAVIERS COLLEGE 13

ST. XAVIERS COLLEGE 14

A Project On Customer Care

2.1(c) Swarovski Group

ST. XAVIERS COLLEGE 15

A Project On Customer Care

ST. XAVIERS COLLEGE 16

A Project On Customer Care

Swarovski Optik - A step closer to nature

ST. XAVIERS COLLEGE 17

A Project On Customer Care

The future comes from a rich past

ST. XAVIERS COLLEGE 18

2.1(e) Facts & Figures

Swarovski a world of crystal Quality, innovation and trends

Swarovski products and services.

ST. XAVIERS COLLEGE 20

2.1(f) Company History

ST. XAVIERS COLLEGE 24

ST. XAVIERS COLLEGE 25

ST. XAVIERS COLLEGE 26

A Project On Customer Care

ST. XAVIERS COLLEGE 29

ST. XAVIERS COLLEGE 30

These objects were part of the Daniel Swarovski concept of Accessories,

1993 - Swarovski presents Swarogreen