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Case Study 2014


Submitted To:

Prof : Muhammad Ali

Group Leader:

Muhammad Tariq
Submitted By:

M.TARIQ Haroon Sadiq Adiba Jabeen Usman Sadiq


11344 11349 11544 11360 11317

Umer Farooq

BBA (8) A

Superior University Lahore

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Case Study 2014

Acknowledgement and dedication:-


First of all we are thankful to one and only the Almighty Allah and his prophet Mohammed (PBUH) for always guiding us in the thick and thin and giving strengths and courage to complete this project, without them nothing would have been possible. Our special thanks to our teacher Muhammad Ali who not only provide us Opportunity to do this assignment but also paid a Fair attention to do it. Then we would like to thank our parents whose prayers and support have always been influential in our lives. Finally we would like to thank all the people who directly or indirectly helped us out in this, and a thank you goes to the organizations whose data we used in this project as well.


To Almighty Allah and his prophet Mohammed (PBUH), and to Our loving parents who gave our life to face the world and to our dearest sisters who gave us a lot and always there for use whenever we need them we also dedicate to all our teachers specially Prof. Muhammad Ali to teach us and help us in every knowledge activity that we were done.

Superior University Lahore

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Case Study 2014 Orient

Orient Group of Companies has been on the forefront of design and development, by coming up with new products and increasing its presence in all its featured markets. Established in Lahore in1957, today the Orient Group of Companies is one of the largest consumer goods companies of Pakistan. Orients products have proven themselves in functional performance parameters set by international industry experts. With the vision to become leaders of the industry, Orient strives to make each of its products, with careful R&D and intensive innovation. Orient aims to give its customers new and original products each year, which can be value beyond the ordinary in every household. Orient 94 products and service of Orient offers wide range products and services to its valued customers. Products include electronics including refrigerators, air conditioners and many more Products Orient Entertainer Orient Refrigerators Orient Washing Machine Orient Cassette Type Air Conditioners Orient Floor Standing Air Conditioners Orient Vacuum Cleaner Services. Customer relationship management of Orient offers a display of CRM and business application services that allow customers and subscribers to systematically record and store business data. They offer a uniquely integrated approach to CRM that enhances every customer interaction you have throughout the organization Orient offers a comprehensive CRM solution set with

customization tool, like they up-to date information. The orient web based service gives more enhancements in customer service capabilities. They provide online services for troubleshooting. They have customer sales centers in big cities of Pakistan. Their response time towards customers complaints is very quick. They send their representative within 24 hours. If the problem is minor then the technician solve at the spot, if it is bigger than the machine is send to their headquarter. If the problem is major, then they replace the item. They give warranties. They conduct seminars for their retailers periodically, in which they conducted exhibitions and make them experienced and give knowledge about the product. Value added Services Service Desk for personalized assistance Dedicated Offline Equity Dealing Desk Online services Orient Summer Gala Orient Center Wedding Offer.

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Case Study 2014

They dont directly deal with the customers. They supply their products through retailers .Business Goals Customer Retention, Acquisition and Development They retain their customers by doing innovations they are working together on a mission to provide the innovative products to the customers. They have developed their own orient centers, but their orient center setup is not so successful due to consortium. Business Strategy They have the high inventory cost because their inventory is available in their warehouses all the time to increase their responsiveness. They incorporate new technologies and components into its product offerings. Utilizing Of resources in managing Customer Relationship they focus on the resources to manage their customer relationships. They organize events, customer awareness programs and through social media like face book, twitter, LinkedIn, blogs etc to interact with their customers Customer Service Center Customer service center is available for 24/7 hours to handle the inquiries. Customer Information every customer information is not available in the customer care center because they didnt interact directly with the customers due to the retailers. Training Programs for deepening Customer relationship Internal and external training programs are conducted in order to acquire ad deepen their customer relationship. Strategies to Capture Its Competitors Client they have market intelligence, they map the prices, they set the pricing policy decisions If the competitor change the pricing policies obviously they change their price policy. Corporate Clients they have almost seventy percent of the corporate clients of the air conditions and the water dispensers. Rewards for the Employees the employees performance is measured and rewarded on meeting the customer needs on successfully serving the customers in terms of Cash incentives World tours (China, Thailand and Indonesia). Measures to Obtain Customer Feedback Questionnaires Marketing agencies Source of social media (Face book, Twitter and blogs) Market survey11 Evaluation of Customer Feedback Customer feedback is evaluated by setting the market plan , in which everything is discussed what to deliver in the market according to the customer feedback. Recommendation maximizes CRM payback to help you move your CRM initiative forward, here are five top tactics to make your initiative meet or exceed expectations. Reward adoption. No CRM application will perform unless staff and salespeople actually use the system. Therefore, high adoption rates are essential to success."Once you have CRM implemented and your sales
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Case Study 2014

people trained, start with a simple declaration that they will only be paid commission if their contacts and opportunities are in the CRM system," advises James Wong, CEO of Avidian Technologies. Revamp and focus. Shift from efficiency focused metrics to effectiveness

metrics."Average handle time and other efficiency metrics cannot capture your organizations ability to differentiate the brand, and in fact, success in such areas can actually be huge detractors in customer satisfaction and thus, brand value," says Taylor Allis, Executive Director, and Product Marketing for TeleTech. Look at problems and opportunities from a three dimensional perspective instead. Evaluate each change and execution according to how it impacts each of these three decision making perspectives."A CRM practitioner should look for tool and solution rationalization for the three layers of decision making Strategic, Tactical and Operational," advises L. N. Balaji, President of US Operations for ITC InfoTech. create your own CRM communities "As brands begin to positively influence the customer experience through both traditional and emerging channels, customers will be open to company branded forums, or online communities, which can be used as another extension of your overall CRM approach, and done well, another boost for customer satisfaction and brand value," says Allis. Customer relationship management of orient mark mobile as a top priority mobile CRM is no longer a standalone function. Today, mobile is a necessity for employees, vendors, partners, and customers to interact with the company and each other. A well defined mobile CRM strategy can significantly improve employee productivity, increase customer satisfaction, enhance collaboration with partners and ultimately reduce the cost of operation and increase business revenues," says Fabre. Suggestion to improve CRM response rate to the complaints and queries registered online must be answered at earliest. Improve retention by identifying dissatisfied customers and acting on them promptly. Maximize positive word of mouth by posting feedback to social network pages. Reduce calls to your help desk by pointing people to self-service content.

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Case Study 2014 Reference:

Group Member:Muhammad Tariq: Cell No: 0312-6324866 E-Mail-

Zonal Manager (Orient) Sadiq Hussain Cell No:

Superior University Lahore

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