CUSTOMER FOCUS AND CUSTOMER

RELATIONSHIP MANAGEMENT
By

CHELLA KANNAN.K.P

(Reg. No. )
(Roll.No )
of

PANIMALAR ENGINEERING COLLEGE

A SEMINAR REPORT

Submitted to the

FACULTY OF MANAGEMENT STUDIES

In partial fulfillment of the requirements

for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

November 2009
 Table of Content

S. No CHAPTERS Page No
Abstract i

List of Tables ii

List of Figures iii

Chapter-1: INTRODUCTION
1.1 Customer focus 1
1.2 Customer Relationship Management 1
1.3 The goal of CRM 2
1.4 Customer intelligence 2
Chapter-2: REVIEW OF LITERATURE
2.1 Books 3
2.2 Journals 11
2.3 Newspapers/ Magazines 17
2.4 Internet 19
Chapter-3: Power Point slides
3 Slides

Bibliography I

ABSTRACT
Customers are the lifeblood to all businesses, regardless of size or industry.
Successful businesses build their reputation based on long term relationships with
satisfied customers. Customer Relationship Management (CRM) is a business
philosophy, not a technology - understanding your customers' needs enables management
to build better relationships and increase sales. Practicing CRM helps the organization
stay close to existing customers and win new ones. Although a sound customer relations
strategy has to come first, it can be effectively supported by technology, such as CRM
software. Customer relationship management (CRM) can be the single strongest weapon
a manager can have to ensure that customers become and remain loyal.

Good customer retention is vital to any organization because a slight reduction (5%) in
the customer defection rate has a disproportionately positive effect on profitability
(depending on the cost of acquisition, ranging between 25 and 80%). Companies with
high retention also grow faster. However, customers can only be retained if they are loyal
and motivated to resist competition. When customers are merely satisfied with the service
they receive they may still "walk". So customer retention management relies on the
combination of high satisfaction with product performance and customer service, high
intention to continue to do business with one particular organization, high willingness to
recommend the organization to others.

There are two components of customer retention.

• Customer satisfaction.
• Systematic and proactive customer relationship management.

This thesis deals with the concepts and importance of customer relationship management.

LIST OF TABLES
Table Name of the table Page no
no
2.1 Table for 3rd generation customer service training program. 10

ii

LIST OF FIGURES
Table Name of the figure Page no
no
2.1 Topics Included in the Customer Satisfaction Questionnaire 15

iii