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Internal
Assignment Applicable for December 2017 Examination
Customer
Relationship Management
Q1. With Jio now entering even the mobile
handset space, Nokia, the latest re-entrant is a bit worried. It feels that it
needs to tighten its laces well in advance before Jio goes for Intensive sales and
marketing. It feels that CRM is the best way forward and plan to utilize the
benefits of the same but don’t know how to implement the same. Can you please
guide them on the same as there is no scope of error? (10 Marks)
Q2. Samsung Mobiles off late post the
Note Series fiasco is facing troubled times. The sales have dropped and
customer complaints are on the rise. They are not able to handle customer
issues and are slowly losing out to competition. Can you help them find a way out
of this problem? (10 Marks)
Q3. Read and Analyze the below given case
and answer the questions at the end of it This is the first time in the history
of industry that the spending on customer relationship management tools is
going to outdo enterprise resource planning tools. Analysts say that the
spending on CRM will be $36.5 billion next year, $1.5 billion more than ERP.
One would wonder why the sails of CRM took so long to capture glory. One would
also wonder why corporations have taken so long to make this happen. In the
digital world traditional CRM does not cut it, and that’s the reason why over
the last five years CRM has clearly sailed with wind. For the first time, corporate
houses feel insights can increase their sales in the long run. This is just a
phenomenon in the West. Just when you thought consumer suffering had ended,
Indian consumers will continue to suffer because corporate and government alike
have ignored CRM services. No wonder Indian services are the worst the world
over. Indian automobile, telco and banking services are yet to understand the
power of the data that they have mustered over the last decade. These companies
are so sales driven that they almost forget the events after the sale. They
think a post sales call makes the cut in the digital era. Even government
services do not invest in CRM and therefore they have no way of telling whether
the quality of life for a citizen has gone up. They love citizen apathy and in
this digital age consumers still suffer from the lack of data when it comes to
government services. Our CRM is in the hands of politicians and companies that
worry about the next election or the next sale. According to the United Nations,
India ranks 118 in the happiness index. Although the happiness index has other
indicators such as social capital and freedom of life, it also indicates that
Indians suffer quietly as all services do not match up to improve the quality of
life of its people
The opportunity
CRM is no longer about subjecting people
to satisfaction calls and sending home coupons to be redeemed in the weekend.
The customer has truly moved digital in developed markets and in India the
story is no different in at least major cities. In the consumer world, the
narrative with corporate is about understanding the customer from the moment he
browses on product or catalogue. It is about taking this experience and
matching it with the customer behaviour in the offline world. For example, if a
brand wants to know why its product sold well on “Amazon” or “Flipkart”, then
it must also work out the metrics to understand how people walked in to its
offline stores and explored other products. They can then use this data to
match it to work out their supply chain strategy and by doing so they can even
streamline the entire manufacturing process. These consumer goods companies and
retailers also must take the loyalty and rewards programmes to a whole new
experience.
The business to business companies (like
manufacturers) invest in CRM to understand their dealers, their component
manufacturers, and their sales teams. ERP tools captured processes and
schedules. But it never offered components to understand the entire customer
ecosystem. Data were always there, but corporations focussed on delivery cycles
based on sales data rather than understanding the nuances beyond these sales. Unfortunately, CRM is passé in India –
barring a few companies like Amazon India and Flipkart – and it will be sometime
before it becomes important. Until then let us suffer silently like we always
have.
a. What according to you is the reason
behind the sorry state of affairs of CRM in India? (5 Marks)
b. What steps should be taken to improve
the same? (5 Marks)
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