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Assignment Applicable for April 2018 Examination
Customer Relationship Management
Q1. ABC Ltd. a small
time shoe manufacturing company in Solapur has just recently thought of
installing a CRM system in order to handle customers better and increase the
sales. But being an SME and in a small city like Solapur, it has no one to
guide it on the implementation of the same. Can you help it find its foothold
and make it more aware of the things to be careful about while implementing?
Q2. Tata Motors has
had a string of releases last year but none of them have succeeded and their
breakthrough brand Nano is as good as out of the reckoning. 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 for this problem?
Q3. Read and Analyze
the below given case and answer the questions at the end of it
The below given
article is taken from an excerpt by Mr. Limesh Parekh on www.techobserver.in
written on August 15, 2017 12:15 am.
CRM or Customer
Relationship Management is as old as commerce itself. However, in the last
couple of decades, the meaning of CRM has changed to CRM software. The concept
of CRM has evolved to a large extent, especially in the Indian context. A
couple of decades before, it was predominantly used by the large enterprises
and was also limited to the basic functionality, generally customer database
only. However, in recent years even SMEs have started to take advantage of CRM.
This has been
possible because of the advent of newer technologies and concepts like SAAS and
Social Media integrations. Also, now the scope of CRM has increased from a mere
customer database to a 360 degree view of customer interactions from various
channels, including, but not limited to; telephony, chat, emails, customer
portals and mobile apps.
Evolution of CRM as a
concept
Basic Customer
Database
Initially, CRM was
used as a customer database and an extension of any larger ERP (Enterprise
Resource Planning) implementation. These were large database applications which
had essential enquiry management features. The primary purpose of these CRM
systems was to give
MIS (Management Information System) reports. These were more of reporting tools
than day to day productivity tools as the CRM is today. The MIS reports were
merely used by marketing division to understand customer segments and target
marketing efforts accordingly.
Advent of email
automation
When email became the
primary tool of business communications, people started to realize the
importance of email automation in their CRM strategy. Slowly the line between
marketing and sales began to disappear in case of CRM definitions. Email
marketing started to become the part of CRM.
Inside sales
Apart from the
marketing and sales department, inside sales team began to get in shape. Inside
Sales is more relevant to B2B as compared to B2C. The primary role of inside
sales team was to generate direct leads for sales team or do prospecting of the
leads generated by marketing teams.
Telephony & CRM
The integration of
Telephony and CRM has led to the popularity of Call Centre or better known as
Contact Centers. Initially this was accomplished by On Premise Telephony
Servers. These are now being replaced by Cloud Telephony Solutions. It has
become crucial for businesses to use telephony solutions to engage with their
customers. Hence, integration of Telephony with CRM is the need of the hour.
Social CRM
The latest buzzword
in CRM space is Social CRM. Consumers and buyers are relying on social media to
a great extent for their buying decisions. So sellers are using CRM with social
media capabilities to monitor and influence buying patterns of buyers. With the
advent of online E-commerce, the importance of social media in CRM has
increased many folds.
SAAS – The Great
Leveler
Initially, CRM was
affordable only to Enterprises, because of its enormous cost. This was because
of costly software and expensive infrastructure required to implement CRM. But
SAAS changed everything. Now, the expensive CRM software became available as a
service, affordable to almost everyone. The biggest challenge in the adoption
of SAAS as the mainstream solution was internet access.
Internet – The Game
Changer
With wide spread
usage of internet across the country and broadband becoming cheaper, CRM is
accessible to almost everyone and everywhere in India. Mobile internet
revolution in India is also changing the CRM landscape in India to an extreme
level.
Mobile CRM – Enterprise
to Personal
Cheap smart phones
with more affordable mobile internet plans helped to take Mobile CRM to the
next level. Mobile CRM has completely changed the way CRM is thought and used
in India. Now it has become one of the biggest productivity tools for sales and
service teams.
Conclusion
CRM in India has made
considerable progress to its present situation and is far to proceed.
Considering the huge and diverse market that India has, arrangements intended
for the western countries cannot be deployed here. Hence, it is of great
significance for the Indian market to have a CRM streamlined on the basis of
Indian management principles and practices. What could be better than we doing
it for ourselves, hence following the statement ‘Of the Indians, by the Indians,
for the Indians’.
a. What according to
you are the reasons for the growth of CRM in India?
b. What steps should
be taken to further enhance this growth?
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