A

SUMMER PROJECT
ON
“A STUDY OF CUSTOMER RELATIONSHIP MANAGEMENT WITH
REFERENCE TO CERMET RESISTRONICS PVT. LTD.”
SUBMITED BY
RITIK MANOJ SINGH
(MARKETING)

UNDER THE GUIDANCE OF

PROF. KALPANA SAYANKAR
SUBMITTED TO
SAVITRIBAI PHULE UNIVERSITY
IN PARTIAL FULFILLMENT OF REQUIREMENT FOR THE
AWARD OF THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION (MBA)
THROUGH

SKN SINHGAD SCHOOL OF BUSINESS MANAGEMENT

AMBEGAON (Bk.), PUNE

(2018-20)
 DECLARATION
I, The undersigned, Ritik Manoj Singh studying at SKN Sinhgad School of Business

Management, Ambegaon (Bk), Pune, hereby declare that the project entitled “A Study of

Customer Relationship Management with reference to Cermet Resistronics Pvt. Ltd” submitted by

me as the partial fulfillment for the award of degree of Master of Business Administration

(MBA) of Savitribai Phule Pune University under the guidance of Prof. Kalpana Sayankar.

This is the original research work completed by me.

Date:

Place: PUNE Mr. Ritik Manoj Singh

 ACKNOWLEDGEMENT
I take this opportunity of submitting this report to express my regards towards those who
offered their individual guidance in the hour of need.

I sincerely acknowledge with deep sense of gratitude and indebtedness to Director of

SKNSSBM Pune Dr. Rajashree Shinde and my guide Prof. Kalpana Sayankar who has
guided me with valuable inputs throughout the project. She gave knowledgeable insights
about the topic, which helped me a lot.

This project was really worthwhile to work on because it encompassed all the learning for a
management student. Thus it provided a ground to implement what is learned and also
depicted the real tasks that have to be undertaken in the witty-gritty involved in the system.

Ritik Manoj Singh

 INDEX
Chapter no. Particular Page no.

Executive Summary

1 Introduction 1-3

2 Profile of the organization 4-19

3 Research Design & Methodology 20-22

4 Conceptual Background 23-34

5 Data Analysis and Interpretation 35-52

6 Findings, Suggestion & Conclusion 53-56

Bibliography

Annexure
 Executive Summery
Summer Training is an Integral part of MASTER IN BUSINESS
ADMINISTRATION (MBA). As a part of the curriculum student are required to
undergo 2 months of training with reputed organization to learn the daily activity
and if possible help the management study and address some identified issue
associated with some specific engagement area.

The main purpose of the training is to get exposure to the functioning of the
organization. Cermet Resistronics Pvt. Ltd. is one of the major resistor
manufacturing companies. It is a professionally managed and
well establishes company enjoying the confidence of consumers because of
its superior quality product and excellent customer services.

Cermet Resistronics is a company, which believes in providing quality. Due to

these features I did my summer internship in Cermet Resistronics with the aim of
getting exposure to the functioning of the organization.

This Report Is divided into the Following Sections:

Chapter One Will Discuss About the Definition, Nature and Scope of Customer
Relationship Management

Chapter Two deals with the company profile, their product, certifications received
by the company, vision and mission of the company.

Chapter Three is composed of the research methodology where it tells about the
research design, scope of study, collection of data.

Chapter Four consists of the conceptual or theoretical background about the study
Customer Relationship Management and Review of Literature.

In Chapter Five we will get the opinions of some Enterprises (surveys conducted
By us for customer relationship management in Cermet Resistronics Pvt. Ltd.)
according to our questionnaire, which is analysed according to the answers of the
questionnaire.

In Chapter Six according to our analysis done in chapter five suggestions have
been given to the company ending with the conclusion of the report.

At the end Bibliography mentions the source from where data is collected.
Chapter 1
Introduction

1
 Introduction
Customer Relationship Management:-
The process of developing a cooperative and collaborative relationship between the
buyer and seller is called customer relationship management shortly called CRM.

The biggest management challenge in the new millennium of liberalization and

globalization for a business is to serve and maintain good relationship with the
king – „the customer‟. In the past producers took their customers for granted,
because at that time the customers were not demanding nor had alternative source
of supply or suppliers. But today there is a radical transformation. The changing
business environment is characterized by economic liberalization, increasing
competition, high consumer choice, demanding customer, more emphasis on
quality and value of purchase etc.

All these changes have made today's producer shift from traditional marketing to
modern marketing. Modern marketing calls for more than developing a product,
pricing it, promoting it and making it accessible to target customer. lt demands
building trust, a binding force and value added relationship with the customers.

Objectives of the Study:-

1. To study the current practices of CRM.

2. To find out the impact of CRM on the profitability of the organization.

3. To study the factors affecting the CRM practices.

4. To study the role of information technology in CRM.

2
Scope of the Study
The study covers the Customer relationship
The main aim of the study is to provide lifetime value for a Customer.
The main aim of the study is maintain good relationship to Customer.
Getting closer to the customers at every point of contact with them.
By fostering customer's loyalty, the company spends less time acquiring
new customers and saves then time on other projects.

Limitations of the Study:-

1. Time constraint is unavoidable limitation of my study.

2. Financial problem is also there in completing this project in a proper way.

3. Inadequate disclosure of information is also the problem.

3
 Chapter 2
Profile of the organization

4
Profile of the Organization

CERMET RESISTRONICS PVT LTD

Is an ISO 9001:2015 certified company

Is the leading manufacturer of Electronic / Electrical Resistors in India
Manufactures the widest range of resistors using solely indigenous
technology
Has captured almost every niche in its market domains
Also provides customized solutions to industries, with 47 years of R&D and
more than 25 years of manufacturing experience
Has a state-of-the-art manufacturing setup, a well established dealer network
in India & abroad and a large customer base.

With a turnover in excess of USD 2 million and a capacity to manufacture 100

million Resistors per month, Cermet is one of the leading companies in the field.

With a solid foundation laid by first generation entrepreneur Mr. N. S. Khadilkar,

Cermet today is ably run by the second generation entrepreneur Mr. Pradeep N.
Khadilkar. Cermet today is a rock-solid organization with a reputation built on its

5
innovativeness and dynamism. This fact is amplified by the extent of its business
reach in terms of the number of customers garnered over the years, a dominant
presence in domestic & export markets and also its continued evolution in the field
of product research and development.

Cermet’s Vision
is backed by values that initiate, nurture and propagate scientific research, product
engineering and its conversion into an ethical business practice.

Cermet’s Business Philosophy

is driven by a desire to feed the inquisitive mind and channelize it to generate
products that not only form an indispensible part of an application but also are
revolutionary in their sheer range and the spectrum of applications. Cermet also
thrives on new challenges that are thrown up in its quest towards development of
products and markets. The backbone of Cermet‟s existence has been its strong will
to survive under adversities and contribute to self development resulting in value
addition to the economic paradigm of the country.

Product Profile
Resistors are a type of electrical component which are widely used in
electrical circuits. In fact, they are one of the most widely used and most
important components of an electrical circuit. In short, resistors implement an
electrical resistance into the electrical circuit by restricting the amount of
current that can flow through it. Resistors are often governed by either
precision or power; and the choice of which one is implemented into an
electrical circuit is dependent upon the tolerance of the resistor and the
electrical properties of the circuit. As far as the structure of resistors go, the

6
two most common types either employ thick film materials or thin film
materials.

Thin and thick film resistors are the most common types in the market. They are
characterized by a resistive layer on a ceramic base. Although their appearance
might be very similar, their properties and manufacturing process are very
different. The naming originates from the different layer thicknesses. Thin film has
a thickness in the order of 0.1 micrometer or smaller, while thick film is around
thousands time thicker. However, the main difference is method the resistive film
is applied onto the substrate. Thin film resistors have a metallic film that is vacuum
deposited on an insulating substrate. Thick film resistors are produced by firing a
special paste onto the substrate. The paste is a mixture of glass and metal oxides.
Thin film is more accurate, has a better temperature coefficient and is more stable.
It therefore competes with other technologies that feature high precision, such
as wirewound or bulk metal foil. On the other hand, thick film is preferred for
applications where these high requirements are not critical since prices are much
lower.

The carbon film resistor is a type of fixed resistor that uses carbon film to restrict
the electric current to certain level. These types of resistors are widely used in the
electronic circuits.

The resistor which uses metal film to limit the flow of electric current to certain
level is called metal film resistor.

The metal oxide film resistor is a type of fixed resistor, which uses metal oxide
film as the resistive element to limit the flow of electric current to certain level.

A wire wound resistor is an electrical passive component that limits current. The
resistive element exists out of an insulated metallic wire that is winded around a
core of non-conductive material. The wire material has a high resistivity, and is
usually made of an alloy such as Nickel-chromium (Nichrome) or a copper-nickel-
manganese alloy called Manganin. Common core materials include ceramic,
plastic and glass. Wire wound resistors are the oldest type of resistors that are still
manufactured today. They can be produced very accurate, and have excellent
properties for low resistance values and high power ratings.

7
Dynamic Braking Resistor: The property of resistors to dissipate heat can be used
to slow down a mechanical system. This process is called dynamic braking and
such a resistor is called a dynamic braking resistor. To decelerate an electric motor,
kinetic energy is transformed back into electrical energy. This energy is dissipated
by using a power resistor. Dynamic braking can be rheostatic and regenerative. In
rheostatic braking the energy is dissipated as heat in a resistor. In regenerative
braking, the electric power is fed back in the system. The last option generally has
a higher cost. Brake resistors are used for (small) motion systems, but also for
large constructions such as trains or trams. A big advantage over friction braking
systems is the lower wear and tear and faster deceleration.

Resistors manufactured in Cermet Resistronics

Thin Film Resistors

8
Thick film Resistors

9
10
Wire Wound Resistors

11
12
13
Special Type Resistors

14
15
Market – Dealers & Major Customers

CERMET PRESENCE

A customer base of more than 650 across India 8 abroad

Exports contributing 20% of turnover
Exports to Germany, Italy, New Zealand, Russia, Brazil, China, Middle East,
Turkey
Participation in more than twenty International Trade Fairs & Exhibitions

Major Indian Dealers and customers of Cermet Resistronics Pvt.

Ltd.

ABB India
Crompton
Emerson

16
 Schneider
Epcos India Pvt Ltd
Panasonic
BARC
L&T
V-guard
Wipro

Major Overseas Customers of Cermet Resistronics Pvt. Ltd.

Amigo
Lalec
Amp Control NZ Ltd
Leyden
Kemet
17
 Ngoc
Siemens Ltd

Growth Strategies

1. Augmenting & strengthening infrastructure and processes.

2. Improving technical and support skills through manpower utilisation optimization

and getting a system in place to have a broader marketing initiative.

3. Tapping into markets not yet explored, both in terms of applications and
geography.

4. Following an SBU (Strategic Business Unit) concept to strategize growth.

5. Having offices abroad to facilitate exports & export marketing.

6. Getting into strategic tie-ups with either domestic or foreign partners of similar
interests to increase market visibility & reach, both domestically and
internationally.

18
Business Certifications & Approvals

ISO 9001-2008 Certified

LCSO (Defence) Approved
CACT (Telecom) Approved
ERTL (West) Type Tested
BARC, BEL Approved
RoHS Compliant

19
 Chapter 3
Research Design &
Methodology

20
 Research Methodology
A research design is simply a plan for study in collecting and analyzing the data,
helps the researcher to conduct the study in an economical method and relevant to
the problem.

Research methodology is a systematic way to solve a research problem. The

methodology should combine economy with efficiency.

Research design

1. Exploratory: As the name suggests, exploratory research is conducted to

explore a group of questions. The answers and analytics may not offer a final
conclusion to the perceived problem. It is conducted to handle new problem
areas which haven‟t been explored before. This exploratory process lays the
foundation for more conclusive research and data collection.

2. Descriptive: Descriptive research focuses on expanding knowledge on current

issues through a process of data collection. Descriptive studies are used to
describe the behaviour of a sample population. In a descriptive study, only one
variable is required to conduct the study. The three main purposes of descriptive
research are describing, explaining, and validating the findings. For example, a
study conducted to know if top-level management leaders in the 21st century
possess the moral right to receive a huge sum of money from the company profit.

The study conducted here is exploratory cum descriptive.

Scope of the study

The scope of the study is confined to Company.

Collection of the 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.

Primary data for this study is collected with the help of structured questionnaire
being questioned via phone calls with the customers of Cermet Resistronic Pvt.
21
Ltd. and interaction with CRM department, employees at the Cermet Resistronic
Pvt. Ltd. Shindewadi, Pune.

Sampling Plan: The sampling for this research is as follows:

1. Sampling Frame: The research was conducted in different parts of Pune

city.
2. Sampling Element: customers of cermet resistronics pvt. Ltd. Located in
Pune.
3. Sampling Procedure: For the research I have used non probability
Convenience sampling technique.

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.

The secondary data were,

Company‟s corporate brochure,

Marketing Report,
Information from internet etc.

22
 Chapter 4
Conceptual Background

23
Review of the literature:-
With the available literature we can summarize CRM in the words of various
authors as follows-

According to Philip Kotler and Gary Armstrong, „CRM is concerned with

managing detailed information about individual customers and all customer “touch
points” to maximize customer loyalty. It can also be defined as, „an alignment of
strategy, processes and technology to manage customers, and all customer-facing
departments and partners‟

In term of information technology (IT), CRM means an enterprise –wide

integration of technologies working together such as data warehouse, web site, and
intranet / extranet, phone support system, accounting, sales, marketing and
production. Kotler (2000) assured that CRM uses IT to gather data, which can then
be used to develop information acquired to create a more personal interaction with
the customer. In the long-term, it produces a method of continuous analysis and
reinforcement in order to enhance customer‟s lifetime value with firm

Rendering to Shani and Chalarani – Client Association Organization can be

defined as “an integrated effort to identify, maintain and build up a network with
the individual customers and to continuously strengthen the network for the mutual
benefit of both parties, through interactive, individualized and value added
contracts over a long period of time."

In the words of Lekha “Customer Relationship Management (CRM) aims at

delivering better products and value to the customers through better understanding
of his needs.”

“A business approach that integrates people, processes, and technology to

maximize relationships with customers” Goldenberg (2008)

Conceptualization:-
A firm in Resistor industry has to maintain good relations with its customers. They
have to retain the customers for a long time to avail the benefit of their relations.
The customer relationship management is one of the effective tools to identify,
establish and maintain relationship with the customers.

24
Abbreviations & Definations
1. Key account management (KAM) means far more than just selling
products to big customers. It revolves around handling the customers
who play a strategic role in the growth of a supplier. – Alex Short

2. Pareto Principle
Pareto principle is a prediction that 80% of effects come from 20% of
causes. In 1906, Italian economist Vilfredo Pareto noted that 80% of Italy's
land was owned by 20% of the people.
3. Prospect Relationship Management (PRM) is the systematic traffic
management for the development of new profitable target group potentials
on the Internet and the management of a potential prospect from the first
contact to the start of a customer relationship.

4. Sales Force Automation is a technique of using software to automate the

business tasks of sales, including order processing, contact management,
information sharing, inventory monitoring and control, order tracking,
customer management, sales forecast analysis and employee performance
evaluation.

5. Crowdsourcing represents the act of a company or institution taking a

function once performed by employees and outsourcing it to an undefined
(and generally large) network of people in the form of an open call. This can
take the form of peer-production (when the job is performed
collaboratively), but is also often undertaken by sole individuals. The crucial
prerequisite is the use of the open call format and the large network of
potential laborers.

25
CRM (customer relationship management):-
CRM (customer relationship management) is an information industry term for
methodologies, software, and usually Internet capabilities that help an enterprise
manage customer relationships in an organized way. For example, an enterprise
might build a database about its customers that described relationships in sufficient
detail so that management, sales people, people providing service, and perhaps the
customer directly could access information, match customer needs with product
plans and offerings, remind customers of service requirements, know what other
products a customer had purchased, and so forth.

According to one industry view, CRM consists of:

Helping an enterprise to enable its marketing departments to identify and

target their best customers, manage marketing campaigns and generate
quality leads for the sales team.

Assisting the organization to improve telesales, account, and sales

management by optimizing information shared by multiple employees, and
streamlining existing processes (for example, taking orders using mobile
devices)

Allowing the formation of individualized relationships with customers, with

the aim of improving customer satisfaction and maximizing profits;
identifying the most profitable customers and providing them the highest
level of service.

Providing employees with the information and processes necessary to know

their customers understand and identify customer needs and effectively

26
 build relationships between the company, its customer base, and distribution
partners.

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.
CRM aims to make the customer climb up the ladder of loyalty.

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 these clients into 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.

In CRM the company tries to identify that small percentage (20%) of key account
holders whose contribution to the company revenues is high (80%).So from this
point of view,

CRM is also known as KEY ACCOUNT MANAGEMENT.

27
Why-Customer Relationship Management:-
o A satisfied customer in 10 years will bring 100 more customers to the
company.

o It costs 7 times more to attract a new customer than to serve an old one.

o 20% of the company's loyal customer's account for 80% of its revenues.
(Pareto's principle).

o The chances of selling to an existing customer are 1 in 2; the chances of

selling to a new customer are 1 in 16.

28
Benefits of Customer Relationship Management:-
A Customer Relationship Management system may be chosen because it is thought
to provide the following advantages:

1. Quality and efficiency

2. Decrease in overall costs

3. Decision support

4. Enterprise ability

5. Customer Attentions

6. Increase profitability

7. Improved planning

8. Improved product development

Customer service:
CRM software provides a business with the ability to create, assign and manage
requests made by customers. An example would be Call Center software which
helps to direct a customer to the agent who can best help them with their current
problem. Recognizing that this type of service is an important factor in attracting
and retaining customers, organizations are increasingly turning to technology to
help them improve their client‟s experience while aiming to increase efficiency and
minimize costs. CRM software can also be used to identify and reward loyal
customers which in turn will help customer retention. Even so, a 2009 study
revealed that only 39% of corporate executives believe their employees have the
right tools and authority to solve client problems.

Increase in customer retention

Customer satisfaction ratings improved
Service calls deflected from call center to online forum
Reduction in overall customer service costs

29
Marketing:
CRM systems for marketing help the enterprise identify and target potential clients
and generate leads for the sales team. A key marketing capability is tracking and
measuring multichannel campaigns, including email, search, social media,
telephone and direct mail. Metrics monitored include clicks, responses, leads,
deals, and revenue. Alternatively, Prospect Relationship Management (PRM)
solutions offer to track customer behavior and nurture them from first contact to
sale, often cutting out the active sales process altogether.

In a web-focused marketing CRM solution, organizations create and track specific

web activities that help develop the client relationship. These activities may
include such activities as free downloads, online video content, and online web
presentations

Product-or company-related postings

Positive product comments, reviews

Visitors following link from social channel to online store's URL

Visitors referred to website from online friend

Sales:-
Sales Force Automation (SFA): involves using software to streamline all phases of
the sales process, minimizing the time that sales representatives need to spend on
each phase. This allows a business to use fewer sales representatives to manage
their clients. At the core of SFA is a contact management system for tracking and
recording every stage in the sales process for each prospective client, from initial
contact to final disposition. Many SFA applications also include insights into
opportunities, territories, sales forecasts and workflow automation.

More sales lead with expressed interest or need

Increase in referrals

Reduce cost per lead acquired

Key social influencers identified and engaged (invited to write a blog, for

30
instance, or otherwise participate in a company's online community)

Overall increase in online sales and/or online customers

High response rate to coupon or promotion offered on Facebook or other social

channel

Increased purchasing from social channel visitors vs. regular online visitors

Product development:-
New ideas for future products or services generated via contests or "crowd
sourcing", in which online groups brainstorm and then vote on best ideas
Responses to online surveys to vote on new product features or upgrades

Horizontal vs. Vertical:-

Major CRM vendors offer horizontal CRM solutions. In order to tailor a horizontal
CRM solution, companies may use industry templates to overlay some generic best
practices by industry on top of the horizontal CRM solution. Horizontal CRM
vendors may also rely on value added reseller networks of systems integrators to
build vertical solutions and sell them as 3rd party add-ons or to come in and
customize the solution to fit into a particular scenario.

Vertical CRM vendors focus on a particular industry. As a general rule of thumb in

CRM, it is ten times more costly to build a vertical solution from a horizontal
software program than it is to find a particular vertical solution that is already
tailored to your business model and industry.

31
How to introduce CRM in the company:
Four key steps for putting one to one marketing program to
work-
Step 1: ldentify your customers:
To launch a one to one initiative 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

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 enterprise's behavior

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

32
Challenges:-
Successful development, implementation, use and support of customer relationship
management systems can provide a significant advantage to the user, but often
there are obstacles that obstruct the user from using the system to its full potential.
Instances of a CRM attempting to contain a large, complex group of data can
become cumbersome and difficult to understand for ill-trained users. The lack of
senior management sponsorship can also hinder the success of a new CRM system.
Stakeholders must be identified early in the process and a full commitment is
needed from all executives before beginning the conversion. But the challenges
faced by the company will last longer for the convenience of their customers.

Additionally, an interface that is difficult to navigate or understand can hinder the

CRM's effectiveness, causing users to pick and choose which areas of the system
to be used, while others may be pushed aside. This fragmented implementation can
cause inherent challenges, as only certain parts are used and the system is not fully
functional. The increased use of customer relationship management software has
also led to an industry- wide shift in evaluating the role of the developer in
designing and maintaining its software. Companies are urged to consider the
overall impact of a viable CRM software suite and the potential for good or bad in
its use.

Need of the study

In today‟s intensely competitive, rapidly changing & highly complex business
environment characterized by diminishing customer loyalty, the need to be market
focused & customer centric is more critical than any other time in past. Firms use
technology as a key tool to enhance the information flow within their business
units, helping their employees better understand the ever changing and increasing
need and wants of their customers.
It is certain that the internet will continue to change the ways customers and
organizations interact with one another in terms of speed and ease. This fact
requires that the integration of internet technology into CRM activities occur at all
levels throughout the organization. Thus, it would be wrong to say that keeping its
customer satisfied is in the best interests of the organizations.
The purpose of this study is to bring insight and deeper understanding into the
objectives, strategies and the expected benefits of CRM initiatives by the
organization.

33
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 times more to attract a new customer than to serve an old one.
20% of the company's loyal customers account for the 80% of its revenues.
To study on customer relationship management would enable the researcher
to know about the CRM practices adopted in the Resistor industry.

34
 Chapter 5
Data Analysis and
Interpretation

35
 Data Presentation
1.What is the type of your company?

Table no.1

Sr.no Options No of % of
respondents respondents

1 Manufacturer 19 63%

2 Distributor 11 37%

Chart no.1

yes
no

Interpretation

The above data shows that 63% of the customers of the company are
manufacturing industries and 37% of the customers are distributers of
electronic parts.

36
 2.Does the customer order regularly to Cermet Resistronics Pvt. Ltd?

Table no.2

Sr.no Options No of % of respondents

respondents
1 Yes 22 73%

2 No 8 27%

Chart no.2

yes
no

Interpretation

According to above data 73% of the respondents of the survey are regular
customers of the company while 27% are new customers.

37
3.Suggestions and feedback were taken from the company.

Table no.3

Sr.no Options No of % of
respondents respondents

1 Yes 29 97%

2 No 1 3%

Chart no.3

yes
no

Interpretation

Above data shows that 97% of the customers have been contacted for feedback
and suggestions.

38
 4.Have the customer ever complained about the product of the company?

Table no.4

Sr.no Options No of % of respondents

respondents
1 Yes 12 40%

2 No 18 60%

Chart no.4

yes
no

Interpretation

According to the above data 40% of the customers have complaints about the
product they received while 60% were satisfied with the product delivered to
them.

39
 5.Were customer‟s complaints resolved?

Table no.5

Sr.no Options No of % of respondents

respondents
1 Yes 10 83%

2 No 2 17%

Chart no.5

yes
no

Interpretation

The data shows that amongst the complaints made by the customers 83% were
solved successfully.

40
 6.Have the customer ever ordered for customized product?

Table no.6

Sr.no Options No of % of respondents

respondents
1 Yes 10 33%

2 No 20 67%

Chart no.6

yes
no

Interpretation

The data above shows that 33% of the customers order for customized products

41
 7.Was the customer satisfied with the customized product?

Table no.7

Sr.no Options No of % of respondents

respondents
1 Yes 9 90%

2 No 1 10%

Chart no.7

yes
no

Interpretation

90% of the customers were satisfied with with the customizations they asked
for while 10% of the customers felt that the customizations made were
satisfactory.

42
 8.Does the CRM executive of the company contacts the customer on regular
basis?

Table no.8

Sr.no Options No of % of respondents

respondents
1 Yes 23 77%

2 No 7 23%

Chart no.8

yes
no

Interpretation

According to the survey 77% of the customers were regularly contacted by the
CRM executives while few of them were new customers so contact was not as
frequent in comparison of old customers.

43
 9.Which mode of media was used for contacting the customer?

Table no.9

Sr.no Options No of % of respondents

respondents
1 Face to Face 2 7%

2 Toll free numbers 18 60%

3 Other means 10 33%

Chart no.9

Fase to face
Toll free numbers
other means

Interpretation

According to above data 60% of the customers were contacted via telephone,
7% of the customers were contacted face to face, 33% of the customers were
contacted by other means like mail,memos,etc.

44
 10.Is there any improvement in customer response rate to the marketing
activities?

Table no.10

Sr.no Options No of % of respondents

respondents
1 Yes 18 60%

2 No 12 40%

Chart no.10

yes
no

Interpretation

According to above data 60% of the customers felt that there was improvement
in customer response rate.

45
 11.Is there any improvement in customer service?

Table no.11

Sr.no Options No of % of respondents

respondents
1 Yes 20 67%

2 No 4 13%

3 Maybe 6 20%

Chart no.11

yes
no
maybe

Interpretation

Above data shows that 67% of the customers felt that customer service has
improved with time.

46
 12.Was credit facility provided to the customer by the company ?

Table no.12

Sr.no Options No of % of respondents

respondents
1 Yes 19 63%

2 No 11 37%

Chart no.12

yes
no

Interpretation

According to above data 63% of the customers were provided with a credit
facility.

47
 13.Has the customer received any type of concessions?

Table no.13

Sr.no Options No of % of respondents

respondents
1 Yes 15 50%

2 No 15 50%

Chart no.13

yes
no

Interpretation

Above data shows that 50% of the customers were provided with special
concessions.

48
 14.Rate the product of the company?

Table no.14

Sr.no Options No of % of respondents

respondents
1 Good 23 77%

2 Bad 3 13%

3 Satisfactory 4 10%

Chart no.14

good
bad
satisfactory

Interpretation

According to the above data 77% of the customers felt the products were of
good quality,13% of the customers felt that products were of satisfactory
quality and 10% of the customers felt that product were not of good quality.

49
 15.Rate the CRM Practice of the company?

Table no.15

Sr.no Options No of % of respondents

respondents
1 Good 26 87%

2 Bad 2 7%

3 Satisfactory 2 7%

Chart no.15

good
bad
satisfactory

Interpretation

87% of the customers of the company felt that the company has good CRM
practice while 7% of them felt that the CRM practice was satisfactory and 7%
of the customers were unhappy with the CRM practice.

50
 16.Would the customer like to order again with Cermet Resistronics Pvt. Ltd.?

Table no.16

Sr.no Options No of % of respondents

respondents
1 Yes 25 83%

2 No 2 7%

3 Maybe 3 10%

Chart no.16

yes
no
maybe

Interpretation

According to the above data 83% of the customers are willing to order again for
the products of Cermet Resistronic Pvt. Ltd.

51
Analysis:-
The customers of the COMPANY are the electronics manufacturing industries &
Distributors. It is not possible for the company to directly approach to the
industries. Therefore the company sells to the distributors and then distributors sell
to the required industry.

Customers are encouraged to give suggestions and complaints so that the company
can improve its working and services. If the customer's 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 through Business development sales persons.

The company gives credit facility to its customers to increase the sales volume. lf
the company do not sell on credit the customers may switch over to other
companies.

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 it's 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.

52
 Chapter 6
Findings, Suggestion &
Conclusion

53
Findings:-
The customers of COMPANY are electronic manufacturing industries &
Distributors throughout India.

The needs of the customers are clearly defined and the products are
customized according to the needs of the customers.

Customer's 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.

The company provides credit facility to its customers.

If the customers is regular and pays its due on time then special discounts as
well free of cost delivery is provided.

Sales persons of the company maintain frequent and informative

communication with the customers.

Business process is regularly reviewed to eliminate non value-adding

activities.

The average sale per customer has increased and customer's response to the
marketing activities is also improving. Customer retention is also improving.

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.

54
Suggestions:-
There should be more and more emphasis given by the company for
satisfying the customer up to an 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 to bend its rules and procedures in the
clients favour.

The company can communicate and develop stronger customer bonding by

providing social and financial benefits.

55
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 providing good quality product etc. Customer relationship management has a
certain impact on the profitability of the company. Average sale per customer has
increased 15% over the last two years. 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.

56
Bibliography:-
Kotler, Philip & Armstrong, Gary, "Principles of Marketing"12th edition
Ramaswamy, VS & Ramakumari," Marketing Management"3rd edition
DeGregor, Dennison (2011), Customer-Transparent Enterprise beyond 20th
Century CRM.
http://www.google.com
Freeman, H (2004), Why Services are so Important, online available;
www.serviceindustriestren.org.
Rampal M K & Gupta S L, "Service Marketing"4th edition.
https://www.resistorcermet.com/
 Annexure

Questionnaire

1. Name of the company

2. What is the type of your company?

a) Yes
b) No
3. Do you order regularly to Cermet Resistronics Pvt. Ltd?
a) Yes
b) No
4. Were you asked by the company for any suggestions or feedback?
a) Yes
b) No
5. Have you ever complained about the product of the company?
a) Yes
b) No
6. Were your complaints resolved?
a) Yes
b) No
7. Have you ever ordered for customized product?
a) Yes
b) No
8. Were you satisfied with the customized product?
a) Yes
b) No
9. Does the CRM executive of the company contact you on regular basis?
a) Yes
b) No
10. Which mode of media was used for contacting you?
a) Face to face.
b) Toll free numbers
c) Others means
11. Is there any improvement in customer response rate to the marketing
activities?
 a) Yes
b) No
12. Is there any improvement in customer service?
a) Yes
b) No
c) Maybe
13. Was any credit facility provided to you?
a) Yes
b) No
14. Have you received any type of concessions?
a) Yes
b) No
15. How will you rate the product of the company?
a) Good
b) Bad
c) Satisfactory
16. How will you rate the CRM Practice of the of the company?
a) Good
b) Bad
c) Satisfactory
17. Would you like to order again with Cermet Resistronics Pvt. Ltd?
a) Yes
b) No
c) Maybe