Page 1

BBA
(BACHELOR OF BUSINESS ADMINISTRATION)

AN INDUSTRIAL PROJECT

ON

CUSTOMER RELATIONSHIPMANAGEMENT (CRM)

BY: SUBMITTED PIJUSH ROY ROLL: 09/BBA NO: 080050 REG.NO:O90310

Page. 1

Page 2

ACKNOWLEDGMENT
It was a great opportunity for me to get an industrial training at lexicon motor under the care of TATA MOTORS; I would like to thank Mr. Shersang Tamang, Work manger of Lexicon motors (under the care of TATA MOTORS) for the help, and his valuable suggestion to make this project easy.

I want to express my views of our honorable external guide,Mr.Sanjib Das(Incharge)for his help and advice during the preparation of this report and I am also very much thankful to every faculty member and staff of BBA department of Sukanta Mahavidyalaya,who had helped me in every steps to complete my project.

PIJUSH ROY SUKANTA MAHAVIDAYALYA UNIRVERSITY OF NORTH BE

Page. 2

Page 3

TABLES OF CONTENTS
No 1 2 Chapter title Introduction Research Objective Research Methodology Limitation of the Project Conclusion Recommendation 6 Page no

3 4 5

Page. 3

Page 4

Bibliography 7

CHAPTER: 1
INTRODUCTION
Page. 4

Page 5

INTRODUCTION
Customer relationship Management is all about understanding the customers needs. Customer Relationship Management blurs the boundaries between sales and services, and is to unify a companys activities around the customer. The overall goal is to increase customer share and customer retention through customer satisfaction. True customer Relationship Management requires relentless focus on the customer. Many business use CRM as a management tool for after sale service. Although CRM is great for managing customer relationship, it can also utilize for marketing purpose.

Page. 5

Page 6

Brief introduction of Tata Motors

Tata Motors is India's largest automobile company, with consolidated revenues of Rs 92,519 crore ($20 billion) in 2009-10. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, the business comprising the two iconic British brands. It also has an industrial joint venture with Fiat in India. Tata Motors is the country's market leader in commercial vehicles and among the top three in passenger vehicles. It is also the world's fourth largest manufacturer of medium / heavy commercial vehicles, and the second largest bus manufacturer. Tata cars, buses and trucks are being marketed in several countries in Europe, Africa, the Middle East, South Asia, South East Asia and South America. Page. 6

Page 7

The company, formerly known as Tata Engineering and Locomotive Company, began manufacturing commercial vehicles in 1954 with a 15-year collaboration agreement with Daimler Benz of Germany. It has, since, developed Tata Ace, India's first indigenous light commercial vehicle, Tata Safari, India's first sports utility vehicle, Tata Indica, India's first indigenously manufactured passenger car, and the Nano, the world's cheapest car. Tata Motors has over 1,400 engineers and scientists in six R&D centres in India, South Korea, Spain and the Location: Tata Motors' plants are located at Jamshedpur (eastern India), Pune and Sanand (west), and Lucknow and Pantnagar (north). Tata Motors and Fiat have set up a common manufacturing facility at Ranjangaon, near Pune.

A BRIEF HISTORY OF TATA MOTORS:

The beginnings of the Tata Group can be traced back to 1868, when Jamsetji Nusserwanji Tata established a trading company dealing in cotton in Bombay (now Mumbai), India. This was followed by the installation of 'Empress Mills' in Nagpur in 1877. Taj Mahal Hotel in Bombay (now Mumbai) was opened for business in 1903. Sir Dorab Tata, the eldest son of Jamsetji Tata became the chairman of the group after his father's death in 1904. Under him, the group ventured into steel production (1905) and hydroelectric power generation(1910). After the death of Dorab Tata in 1934, Nowroji Saklatwala headed the group till 1938. He was succeeded by Jehangir Ratanji Dadabhoy Tata. The group expanded significantly under him with the establishment of Tata Chemicals (1939), Tata Motors, Tata Industries (both 1945), Voltas (1954), Tata Tea (1962), Tata Consultancy Services (1968) and Titan Industries (1984). Ratan Tata, the incumbent chairman of the group succeeded JRD Tata in 1991. Page. 7

Page 8

Companys Vision & mission

Vision:-

The vision statement of Tata Motors is "Best in the manner in which we operate, best in the product we deliver and best in our value system and ethics." The vision statement of Tata Motors is "Best in the manner in which we operate, best in the product we deliver and best in our value system and ethics." The vision statement of Tata Motors Limited, India's largest automobile company, is to be "best in the manner in which we operate, best in the products we deliver, and best in our value system and ethics."To evolve into a world class Indian car brand

Page. 8

Page 9

Mission:-

To provide passenger vehicles that offer customers exceptional value, and through this build a company that provide its shareholders with superior return, and is seen by society and other stakeholders as a valuable contributor to their development Shareholders:To consistently create shareholder value by generating returns in excess of weighted average cost of capital (WACC) during the upturn and at least equal to weighted average cost of capital (WACC) during the downturn of the business cycle

PRODUCT PROFILE:

TATA NANO

Starts at Rs. 1, 43,355

TATA INDICA VISTA

Page. 9

Page 10

Starts at Rs. 3, 61,807

TATA VENTURE

Starts at Rs. 4, 09,266

TATA INDIGO CS

Starts at Rs. 4, 44,496

Page. 10

Page 11

TATA MANZA

Starts at Rs. 5, 43,541

TATA SUMO

Starts at Rs. 5, 50,421

TATA WINGER
Page. 11

Page 12

Starts at Rs. 7, 20,264

TATA XENON XT

Starts at Rs. 7,72,121

TATA SAFARI

Starts at Rs. 7, 85,839

TATA ARIA
Page. 12

Page 13

Starts at Rs. 12, 95,448

AIMS OF CRM:

The CRM is a new technique in marketing where the marketer tries to develop long term relationship with the customers to develop them as life time customers. The company first tries to determine who are likely prospects i.e. the people who have a strong potential interest in the product and ability to pay for it. The company hopes to convert many of its qualified prospect into first time customers and then to convert those first time customers into repeat customers. Then the company tries to convert these repeat customers into clients they are those people who buy only from the company in the relevant product categories. The next challenge for the company is to convert this client into

Page. 13

Page 14

advocates. Advocates are those clients who praise the company and encourage others to buy from it. The ultimate challenge is to convert these advocates into partners where the customers and the clients work actively together to discover ways of getting mutual benefit. Thus in CRM the key performance figure is not just current market share but share of life time value by converting customers into partners.

Significance of the study

The CRM (customer relationship management) is an integrated effort to strengthen the network of relationship for the mutual benefit of both the parties. The biggest management challenge in the new millennium of liberalization and globalization for a business is to maintain good relationship with the king the customer. This study is of great significance because A 5% increase in the customer retention will increase the profit up to 125%. It costs seven time more to attract a new customer than to serve an old one. 20% of the companys loyal customers account for the 80% of its revenues.

Page. 14

Page 15

To study on customer relationship management would enable the researcher to know about the CRM practices adopted in the Automobile industry.

CRM in the Automobile industry

. The main customers of the companies in the Automobile industry are the wholesalers. And the final product is sold to the customer. In this industry the customers are few and profit margins are high. So CRM is very much necessary and relevant in this industry. There is a high degree of uncertainty on the part of the buyers, the likelihood of customers seeking a relationship is increased. If the firm loses its customer it would be major loss to the firm. The product in the Automobile industry is complex and quality is an important factor. One of the major values the customer expects from company is quality. No customer will tolerate average quality. According to GEs chairman John quality is the best assurance of customer allegiance and strongest defense against competition and the only path to sustained growth and earnings. If the product is not of good quality the customer will not be satisfied and the firm may lose its customer. Moreover there is a scope of

Page. 15

Page 16

customization in the product. The seller has to customize the product according to the need of the customer. Customization is changing the product according to the need of the customer in order to satisfy him.

HOW TO INTRODUCE CRM IN THE COMPANY

THERE ARE FOUR KEY STEPS FOR CRM PROCESS

Step 1: Identify your customers

To introduce this process the company must be able to locate and contact a fair number of customers or at least a substantial portion of its valuable customers. It is crucial to know the customer details as much as possible, not just their names or address, but their habits, preferences and so forth.

Step 2: Differentiating your customers:

Page. 16

Page 17

Customers are different in two principal ways, they represent different levels of value and have different needs. Once the company identifies its customers differentiating them will help the company to focus its efforts to gain the most advantage with the most valuable customers.

Step 3: Interacting with the customer:

Interaction is also a crucial component of a successful CRM initiative. It is important to remember that interaction just not occur through marketing and sales channels, customer interact in many different ways with many different areas of the organization so to foster relationship all the areas of the organization must be accessible to the customer.

Step 4: Customize your enterprises behavior:

Ultimately to lock a customer into a relationship a company must adapt some aspect of its behavior to meet customers individually expressed needs this might mean mass customizing a manufactured product or it might involve tailoring some aspect of the service surrounding the product.

Page. 17

Page 18

CRM Benefits:
Strategic Benefits:
Customer relationship management does not enable a quick win. It is a long term approach that has to be adopted at a strategic level. However, the understanding of the strategic benefits of relationship management still has some way to go. To a greater degree they have understood the implication of customer relationship management and have identified the risk to their business of not doing so, namely loss of customers and competitive attack. They have yet to look at the bigger picture and all of the associated benefits that would their business successful. In view of respondents customer relationship management enable a company to reduce the cost of customer acquisition, increase customer retention, and improve cross selling of the company.

2) Functional benefits of CRM:

Strategy formulation in todays highly competitive environment is the most important and difficult decision for any firm to make. In response to the question on who in Organization

Page. 18

Page 19

will get strategic maximum benefits of CRM initiatives, majority of managers have indicated that they consider strategy decision makers.

3) Expected benefits of CRM:

World-wide experience has shown CRM implementation increases number of customer retention rate by retaining most profitable customers, increases customer loyalty and helps in developing lifetime relationship with customers. Over 70% of the firms are highly optimistic in getting benefited on these parameters. Expectations are greater in increased customer retention and loyalty.

4) CRM capabilities:
Integration of interactive technologies and customer centric business processes to identify, learn and predict buyer behavior and to create one to one marketing strategies. A business strategy to create intelligent opportunities to retain customers, up sell, cross-sell and ultimate customize product and services. A customer centric business intelligent system to create decision support system for efficient sales, marketing and service process.

Page. 19

Page 20

Eight ways to keep customers for life:

1. Every part of the companys marketing effort should be geared towards building lifetime relationships. 2. People want to do business with friendly people. To have effective relations a friendly attitude must permeate in the organization. 3. Information technology developments should be positively used to serve the customers. 4. The company should always be flexible to bend its rules and procedures in the clients favor. 5. The company should communicate with its customers even when it is not trying to sell something.

Page. 20

Page 21

6. The company can communicate and develop stronger customer bonding by providing financial and social benefits. 7. The company should try to know all its customers including their lifestyles, hobbies, likes and dislikes etc. 8. The company should make it a point to deliver more than what is promised.

CHAPER:2
REASEARCH OBJECTIVES:

Page. 21

Page 22

REASEARCH OBJECTIVES:
1. 2. 3. 4. To study the current practices of CRM. To find out the impact of CRM on the profitability of the organization. To study the factors affecting the CRM practices. To study the role of information technology in CRM.

Page. 22

Page 23

CHAPER:3
Research Methodology

Page. 23

Page 24

Research Methodology
Research methodology is a systematic way to solve a research problem. The methodology should combine economy with efficiency.

Part: 1. QUESTIONARRIES TO MANAGEMENT: 1. a) Who are your customers? Wholesaler

b) Retailers c) Both

2.

Are your customers needs clearly defined? a) Yes

b) No

3.

Do you conduct customer satisfaction surveys? a) Yes Page. 24

Page 25

b) No

4.

Do you communicate results of your customer satisfaction surveys regularly throughout the company? a) Yes

b) No

5.

Do you actively seek out customer comments and complaints? a) Yes

b) No

6.

How do you get customer comments and complaints? a) Face to face interview.

b) Toll free numbers, formal surveys. c) Both

7.

How do you get information about the customers? a) Face to face interviews

b) Surveys. c) Both.

8.

Do you analyze channel effectiveness? I.e. which channel is most effective in serving the customer? a) Yes Page. 25

Page 26

b) No

9.

Do you provide credit facility to your customers? a) Yes

b) No

10. Do you give concessions to your regular customer? a) Yes

b) No

11. Do you take feedback from your customers? a) Yes

b) No

12. Do you customize your product or services according to the customer? a) Yes

b) No 13. Do you have a concept of internal service? a) Yes.

b) No.

14. Do you communicate with your customers frequently? a) Yes. Page. 26

b) No.

Page 27

15. Do you regularly review the business process to eliminate non value- adding activities and improve customer satisfaction? a) Yes

b) No.

16. How much is the role of computers in serving the customers? a) Plays a big role

b) Not much role to play c) No role to play.

17. Do you have centralized database for customer information? a) Yes

b) No such database.

18. Does the staff have access to the customer database? a) Yes

b) No

19. Is there any improvement in average sale per customer? a) Yes

b) No

20. Is there any improvement in customer response rate to the marketing activities? a) Yes

b) No Page. 27

Page 28

21. Is there any improvement in customer retention and loyalty? a) b) Yes No.

Part: 2. QUESTIONARRIES TO CUSTOMERS:

1) Are you a satisfied with your Tata car? a. Yes b. No 2) If Yes Which factor you consider is satisfies you most? a. Feature b. Low Maintenance c. Looks d. After Sales Service 3) Are you satisfy with the fuel consumption of Tata car? a. Extremely Satisfied b. Satisfied c. Neutral d. Dissatisfied 4. Are you satisfied with the safety and Comfort of your car? a. Extremely Satisfied b. Satisfied Page. 28

Page 29

c. Neutral d. Dissatisfied

5) Are you satisfied with the Design? a. Extremely Satisfied b. Satisfied c. Neutral d. Dissatisfied 6) Are you satisfied with space available in Tata motor? a. Extremely Satisfied b. Satisfied c. Nor Satisfied & Dissatisfied d. Dissatisfied 7) Are you satisfied with Maintenance cost? a. Extremely Satisfied b. Satisfied c. Neutral d. Dissatisfied 8) Are you aware about power steering present in Tata car? a. Yes b. No Page. 29

Page 30

9) Your general perception about Tata car. a. Very Good b. Good c. Average d. Bad 10) Do you want to give any suggestion about any change in the Tata cars? a. Yes b. No

Page. 30

Page 31

SAMPLE DETAILS:

Data collection took place with the help of filling of questionnaires. The questionnaire method has come to the more widely used and economical means of data collection. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to questions, written or oral. I found it essential to make sure the questionnaire was easy to read and understand to all spectrums of people in the sample. It was also important as researcher to respect the sample time and energy hence the questionnaire was designed in such a way, that its administration would not exceed 4-5 mines. These questionnaires were personally administered. The first hand information was collected by making the people fill the questionnaires. The primary data collected by directly interacting with the customers. The respondents were contacted at shopping malls, markets, places that were near to showrooms. The data was collected by interacting 200 respondents who filled the questionnaires and gave me the required necessary information. The respondents consisted of housewives, businessmen, professionals etc. the required information was collected by directly interacting with these respondents.

SAMPLE COMPOSITION:

Page. 31

Page 32

MALE: 270> PROFESSIONALS: 1OO BUSINESS MAN: 170 FEMALE: 30

Research design:
The study conducted here is exploratory cum descriptive. Scope of the study The scope of the study is confined to Company ______

COLLECTION OF DATA: There are two types of data. Primary data primary data is that data which is collected for the first time. These data are basically observed and collected by the researcher for the first time. I have used primary data for my project work. Secondary data secondary data are those data which are primarily collected by the other person for his own purpose and now we use these for our purpose secondly. Data collection Data is collected through schedule.

Page. 32

Page 33

DATA ANALYSIS:
Customers are encouraged to give suggestions and complaints so that the company can improve its working and services. If the customers complaints are not resolved the customers will be dissatisfied and the company may lose its customers. Different customers have different requirements. So the company customizes its product accordingly to satisfy the customers. It also gives more choice to the customers. To get the information about the customers and to measure the satisfaction the company conducts surveys. Because of the expertise needed in the research the company give this work to research agencies. The company maintains frequent communication with the customers. As soon as the product is ready or a new product is launched the information is provided to the customers. Communication is also necessary to maintain the interest of the customers in the company. The company gives concession to its regular customers so as to retain its most valuable and profitable customers. The company regularly reviews the business process in order to eliminate non value-adding activities, to reduce the cost and to make the whole work efficient and effective. If the internal customers are not satisfied and there is lack of coordination among the departments then it will affect the external customers also. Page. 33

Page 34

FINDING:
The customers of COMPANY are the wholesalers.

The needs of the customers are clearly defined and the products are customized according to the needs of the customers. Customers comments and complaints are welcomed and resolved quickly and positively. Comments and complaints are taken through face to face interviews. The company conducts customer satisfaction surveys through research agencies. The company provides credit facility to its customers. Sales persons of the company communication with the customers. maintain frequent and informative

Business process is regularly reviewed to eliminate non value-adding activities. The factors which have an impact on the CRM are organization culture, support from top management, interpersonal skill of the sales personals and working environment of the company.

Page. 34

Page 35

TABLE NO.1 Table showing satisfied/ unsatisfied customer of TATA car

SATISFIED 90%

UNSATISFIED 10%

SATISFIED/UNSATISFIED
SATISFIED UNSATISFIED

10%

90%

Part: 2.Figure:1

Page. 35

Page 36

INTERPRETATION 1: Out of 100%, 90% 0f the respondents were satisfied with their cars and rest were dissatisfied.

OBSERVATION: As the majority of the respondents are satisfied with their cars, the company should maintain the same service to their customers and it is suggested to come up with suitable measures to reduce the negative opinion among the customers.

TABLE NO 2: TABLE SHOWING THE FACTORS CUSTOMER SATISFIED MORE

Page. 36

Page 37

SOURCE: QUESTIONNAIRE FACTORS Features

Low Maintenance

PERCENTAGE 25% 10% 10% 45%

Looks After sales service

PERCENTAGE
Extremly satisfied Satisfied Neutral Dissatisfied

10% 23% 20%

47%

Part: 2.FIGURE: 2

Table No.3 TABLE SHOWS CUSTOMER OPINIONS TOWARDS FUEL CONSUMPTION

Page. 37

Page 38

SOURSE: QUESTIONNAIRE FACTORS

Extremely Satisfied Satisfied Neutral Dissatisfied

PERCENTAGE 23% 47% 20% 10% 100%

TOTAL

PERCENTAGE
120% 100% 80% 60% 40% 20% 0% Extremly satisfied Satisfied Neutral Dissatisfied Total PERCENTAGE

Part: 2.FIGURE: 3

Interpretation:

Page. 38

Page 39

Out of 100% of the respondents 47% of the were satisfied with the fuel consumption,23% were extremely satisfied, 20% are neutral and rest of 10% were dissatisfied with the fuel consumption. OBSERVATION: As the majority of the respondents are satisfied with the fuel consumption of TATA MOTORS, the company should maintain the same procedures and it is suggest applying a suitable measures to decrees the negative opinion among the customer that the fuel consumption is a dissatisfying factor.

TABLE NO.4 TABLE SHOWS CUSTOMER OPINIONS TOWARD SAFETY AND COMFORT SOURSE: QUESTIONNAIRE

Page. 39

Page 40

FACTORS Extremely Satisfied Satisfied Neutral Dissatisfied Total

PERCENTAGE 27% 49% 17% 7% 100%

PERCENTAGE
Extremely Satisfied Satisfied Neutral Dissatisfied

49% 17% 24% 7% 27%

Part: 2. FIGURE: 4

Interpretation:

Page. 40

Page 41

Out of 100% of the respondents 49% of the were satisfied with safety and comfort feature of the car,27% were extremely satisfied, 17% are neutral and rest of 7% were dissatisfied with the safety and comfort features of the car. OBSERVATION: As the majority of the respondents are satisfied with the safety and comfort features of TATA MOTORS, the company should maintain the same procedures and it is suggest applying a suitable measures to decrees the negative opinion among the customer that the fuel consumption is a dissatisfying factor.

TABLE NO.5 TABLE SHOWS CUSTOMER OPINIONS TOWARD DESIGN

Page. 41

Page 42

SOURSE: QUESTIONNAIRE FACTOR Extremely satisfied Satisfied Neutral Dissatisfied TOTAL PERCENTAGE 27% 53% 17% 3% 100%

PERCENTAGE
Extremely satisfied Satisfied 3% 17% 27% Neutral Dissatisfied

53%

Part: 2.FIGURE: 5

Interpretation:

Page. 42

Page 43

100% of the respondents 53% were satisfied with the design of the car and 27% were extremely satisfied, 17% are neutral and rest of 3% were dissatisfied with design of the car. OBSERVATION: As the majority of the respondents are satisfied with the design of TATA MOTORS, the company should maintain the same standard and it is suggest to come up with suitable measures to reduce the negative opinion among the customer who are of the opinion that the design is a dissatisfying factor.

TABLE NO.6

Page. 43

Page 44

TABLE SHOWS CUSTOMER OPINIONS SPACE AVAILABILIT IN CAR SOURSE: QUESTIONNAIRE FACTOR More satisfied Satisfied Neither Satisfied & dissatisfied Dissatisfied TOTAL PERCENTAGE 20% 40% 27% 13% 100%

PERCENTAGE
More satisfied Satisfied Neither Satisfied & dissatisfied Dissatisfied

13% 27%

20%

40%

Part: 2.FIGURE: 6

Interpretation:

Page. 44

Page 45

100% of the respondents 40% of were satisfied with the space available in the car and 20% were more satisfied, 27% are neither satisfied & dissatisfied and rest of 13% were dissatisfied. OBSERVATION: As the majority of the respondents are satisfied with the space availability in TATA MOTORS, the company should maintain the same standard and it is suggest to come up with suitable measures to reduce the negative opinion among the customer who are of the opinion that the space availability is a dissatisfying factor.

TABLE NO.7 TABLE SHOWS CUSTOMER SATISFACTION TOWARD MAINTENACE OF CAR

Page. 45

Page 46

SOURSE: QUESTIONNAIRE FACTOR More satisfied Satisfied Neither Satisfied & dissatisfied Dissatisfied TOTAL PERCENTAGE 23% 51% 21% 5% 100%

PERCENTAGE
60% 50% 40% 30% 20% 10% 0% More satisfied Satisfied Neither Satisfied & dissatisfied Dissatisfied PERCENTAGE

Part: 2.FIGURE: 7

Interpretation:

Page. 46

Page 47

The diagram shows that out of 100% of the respondents 51% of the were satisfied with the maintenance of the car and 23% were more satisfied, 21% are neither satisfied & dissatisfied and rest of 5% were dissatisfied. OBSERVATION: Though the majority of the customer is satisfied that the maintenance cost of the TATA MOTORS is less, around 5% are not satisfied which may be because of comparison of TATA MOTORS with the newly launched competing brands coming with even lower maintenance cost.

TABLE NO.8 TABLE SHOWS CUSTOMER AWERNESS ABOUT POWER STEERING

Page. 47

Page 48

SOURSE: QUESTIONNAIRE OPTION Aware Unaware Total NO. OF RESPONDENT 80 20 100 NO.OF RESPONDENT (%) 80 (%) 20 (%) 100 (%)

CUSTOMER AWARENESS
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Aware Unaware No of Respondent

Part: 2.FIGURE: 8

Interpretation:

Page. 48

Page 49

Out of the 100 customers 80% were aware about the power steering and 20% were unaware. As 80% of the respondents were satisfied about the power steering of the car then company should provide the same features for their cars.

TABLE NO.9 TABLE SHOWS CUSTOMER PERCEPTION ABOUT TATA MOTORS

Page. 49

Page 50

SOURSE: QUESTIONNAIRE VERY GOOD 20% GOOD 47% AVERAGE 21% BAD 12%

CUSTOMER PERCEPTION
BAD 12%

VERY GOOD 20%

AVERAGE 21% GOOD 47%

Part: 2.FIGURE: 9

Page. 50

Page 51

Interpretation: The sample drawn on the probability basis shows that out of 100% of the respondents 47% were respondents gave good respond to TATA MOTORS. 20% gave very well. 21% gave average response & dissatisfied and 12% gave bad response of the car. OBSERVATION: As 80% of the respondents are satisfied that they are happy with TATA MOTORS, it satisfied that the customer satisfaction level is very high. If the company were to identify the pitfalls in their product and undertake remedial measures, thus it will lead to more good word mouth publicity.

Page. 51

Page 52

CHAPER:4
Limitations of the Project:

Page. 52

Page 53

Limitations of the Project:

1. 2. 3.

Time constraint is unavoidable limitation of my study. Financial problem is also there in completing this project in a proper way. As no work has been done earlier in this regard so scarcity of secondary data is also there.

4.

Inadequate disclosure of information is also the problem.

Page. 53

Page 54

CHAPER:5
Conclusion

Conclusion:
From this study it can be concluded that the customer relationship management in Company is satisfactory. The company is using various CRM practices like customization of the product, maintaining interaction with the customers regularly and

Page. 54

Page 55

providing good quality product etc. Customer relationship management has a certain impact on the profitability of the company. Customer response rate towards marketing activities is also improving. There are various factors affecting the customer relationship management like working environment of the company, support from top management and coordination among the departments of the company. Information technology is not used as much as it should be. The company is using traditional tools of CRM like quantitative research, personal interviews. The company should modern tools like data mining, contact center, e-CRM and web based survey tools.

Page. 55

Page 56

CHAPER:6
RECOMMANDATION:

RECOMMANDATION:

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 with its rules and procedures in dealing with the clients.

Page. 56

Page 57

The company can communicate and develop stronger customer bonding by providing social and financial benefits.

CHAPER:7
BIBLIOGRAPHY

Page. 57

Page 58

BIBLIOGRAPHY

Books: 1: Marketing Management, by Philip Kotler & Keller Edition: 13th

2: Marketing Research, by G.C.Beri Web site: 1. www.google.com 2. www.marketingmanagement.com

Page. 58

Page 59

3. www.tatamotors.com

Page. 59