A PROJECT REPORT ONSTUDY CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN more.

SUBMITTED BY:1. Ashwini Poojari 2. Nisha Naik 3. Soumya Salian 4. Vishal Chikate

SUBMITTED TO:Prof. LAKSHMI MOHAN

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ACKNOWLEDGEMENT

We would like to express our deep sense of gratitude to our project guide Lakshmi Madam, an Associate Director and a Faculty of, times business school, for her valuable guidance as well as whole hearted co-operation and generous help in carrying out this work. Without her help this project would not be possible. Her encouragement at each step of work and pain taking efforts in valuable suggestions is greatly acknowledged. We would also like to thanks MORE Retail Outlets in providing us valuable information. Specially Mrs.Aruna Devalekar, Customer Relationship Manager and Mr.Mohan, Store Manager. We would extend our gratitude to times business school for giving us such an opportunity for doing this project. Last but not the least we are grateful to our parents and all our friends for providing us moral support which helped us in completing our project successfully.

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TABLE OF CONTENTS
SR.NO DESCRIPTION PAGE.NO.

1 INTRODUCTION ON CUSTOMER RELATIONSHIP MANAGEMENT. 4-6 What is CRM? Benefits of CRM? Process of CRM? 2 3 4 5 PROFILE ON MORE OBJECTIVES OF STUDY. SCOPE OF STUDY. SUMMARY OF PROJECT 7 8 9 10-11

6 RESEARCH METHODOLOGY Primary Sources Secondary Sources 7 8 9 10 FINDINGS SUGESSTIONS & RECOMMENDATIONS ANNEXURE BIBLIOGRAPHY

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13 14 15-16 17

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INTRODUCTION TO CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Customer Relationship Management(CRM) is widely implemented model for managing a companys interactions with customers, clients, and sales prospects. It involves using technology to organize, automate, and synchronize business processes-principally sales activities, but also those for marketing, customer support, and technical support. The overall goals are to find, attract, and win new clients; nurture and retain those the company already has; entice former clients back into the fold; and reduce the costs of marketing and client service

WHAT IS CRM?

CRM is the abbreviation for customer relationship management. CRM entails all aspects of interaction that a company has with its customer, whether it is sales or service-related. CRM is often thought of as a business strategy that enables businesses to:

Understand the customer Retain customers through better customer experience Attract new customer Win new clients and contracts Increase profitably Decrease customer management costs While the phrase customer relationship management is most commonly used to describe a business-customer relationship, however CRM systems are used in the same way to manage business contacts, clients, contract wins and sales leads.

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BENEFITS OF CRM

1. New sales opportunities A good CRM system will classify your prospects and help identify your best customers. With detailed information on your customers you can accurately project and respond to their buying needs throughout the sales cycle. A good CRM system can help you automate routine sales tasks allowing you to spend more time focusing on strategic sales issues. 2. Improved customer service The right CRM system allows your team to take a pro-active approach to customer service. With up-to-date and complete customer information at their fingertips, your employees can resolve customer issues more quickly and successfully create cross or up-sell opportunities. 3. Plan, execute and audit targeted marketing campaigns CRM makes it easy for you to track each phase of a marketing campaign and provides all the tools you need for meaningful analysis and powerful campaign measurement. You can profile customers and prospects based on specific criteria and this, along with direct integration to mass email and CTI functionality, makes CRM an invaluable tool for successful marketing. 4. Better decision making CRM applications provide a single view of the customer across all touch points and channels, as well as delivering comprehensive reports of customer behaviors, marketing campaign results and sales activity. Each of these elements is necessary for smart decision making and long term strategic planning. 5. Greater efficiency With an integrated CRM system, you can gain immediate access to your organizations critical customer information. Good CRM software also increases internal efficiencies by automating workflow processes, reducing human error, decreasing process time and providing consistency throughout the entire organization

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CRM PROCESS

CRM is a process whose objective is to enhance customer loyalty. This process consists of the following a) b) c) d) Creation and management of data mines and warehouse. Development of appropriate organizational structures. Investment in technology. Peoples development

Data Mining & Warehousing

People

LOYALTY

Structure:-Alliance -Call Centre

Technology:-Web

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-Voicemail -Telephone

PROFILE OF MORE

Aditya Birla Retail Limited is the retail arm of Aditya Birla Group, a USD 28 billion Corporation. The Company ventured into food and grocery retail sector in 2007 with the acquisition of a south based supermarket chain. Subsequently Aditya Birla Retail Ltd.expanded its presence across the country under the brand "more." with 2 formats Supermarket & Hypermarket.

Supermarket more. - Conveniently located in neighborhoods, more. supermarkets cater to the daily, weekly and monthly shopping needs of consumers. The product offerings include a wide range of fresh fruits & vegetables, groceries, personal care, home care, general merchandise & a basic range of apparels. Currently, there are over 575 more. Supermarkets across the country. Hypermarket more.MEGASTORE - is a one-stop shopping destination for the entire family. Besides a large range of products across fruits & vegetables, groceries, FMCG products, more. MEGASTORE also has a strong emphasis on general merchandise, apparels & CDIT.

Vision & Values Vision : "To consistently provide the Indian consumer complete and differentiated shopping experiences and be amongst India's Top retailers, while delivering superior returns to all stakeholders". Values :

Integrity Commitment Passion Seamlessness Speed Product & Services MORE Food brings the entire grocery range for the daily consumption at attractive prices like never before.

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OBJECTIVES OF THE STUDY

1. To study customer relationship management in MORE.

2. To find out various services provided by MORE to customers.

3. As well as to know how they maintain relation with employees.

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EXECUTIVE SUMMARY

We had been assigned a project VISIT MORE AND STUDY CUSTOMER RELATIONSHIP MANAGEMENT as a part of Marketing Management subject. Here is a brief snapshot of the same.

To start with, firstly we studied and understood what customer relationship management is. For this, we referred reference books, articles on customer relationship management and websites of the same. After being thorough with customer relationship management, we defined and made clear what exactly the objective of our project was. As per it, we visited two outlets of more. viz; more. outlet of Vashi and Kharghar. At the outlet of Vashi, we interacted with Mrs. Aruna Devalekar, Customer Relationship Manager.

She was very cooperative and gave us all the necessary information related to our topic. She also filled the questionnaire which we had framed. Further, we visited the outlet of Kharghar. There we interacted with Mr. Mohan, Store Manager as the main office and the Customer Relationship Manager was transferred to Pune. Mr. Mohan was a bit strict kind of personality who neglected to give us the information in the beginning but later on as the conversation extended he agreed.

He gave us much more information than what we had got from Mrs. Aruna Devalekar at the Vashi outlet. We clicked snaps with the Customer Relationship Manager as well as some snaps inside outlet. Overall it was a very good experience, as we pratically got to know how customer relationship management exists and works in more. by interacting with both the Customer Relationship Managers.

We got a good knowledge of customer relationship management pratically as compared to the bookish knowledge which we had. We then went through the profile of more. outlet. We made a detailed study on customer relationship mangement, through studying of questionnaire which were answered by the Customer Relationship Managers of both the outlets, reference books and the website of more. After this step, we made an analysis of our study and stated out findings, suggestions, recommendations and conclusions.

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All this was followed by making of a PowerPoint presentation. We, the group members would like to thank Mrs. Lakshmi Mohan for assigning us this project. It gave us a good exposure to more. retail and also added a lot to our existing knowledge with respect to Customer Relationship Management.

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RESEARCH METHODOLOGY

The research methodology used by us consisted of Primary as well as Secondary data.

PRIMARY SOURCES:Primary data consisted of the survey and the interaction which we made with Customer Relationship Managers of two more. outlets through questionnaire method.

SECONDARY SOURCES:Secondary data consisted of the reference books and websites.

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FINDINGS

more. provides a bus facility to its customers which becomes convenient for the customers to carry home the stuff bought by them. All the customer complaints and queries of the customers are solved within 24hours. Regular feedback of customers is taken to measure customer satisfaction. Customers are being contacted regularly to inform about new offers and schemes.

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ANNEXURE

QUESTIONNAIRE What do your customers expect from you? How much do your customers know about the Products and Services? Fully Partly.

How do your customers prefer to be contacted about the offers? Telephone Email Post.

Do your employees are aware of customers preferences, need and interest? Yes No Sometimes.

Do you measure Customer Satisfaction? Yes No.

How often do you Survey Customers? Daily Weekly Quarterly Yearly.

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Do you have Complaint/Suggestion box in your Store? Yes No.

How much time do you take to solve the complaint or implement the suggestion of customers? Weekly Monthly Quarterly Ignore.

How effective are you marketing efforts compared to your competitors? High Low.

What do you do to retain Customers? Are you prepared to support you customer if your customer base doubles? Yes No.

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BIBLIOGRAPHY: Marketing Management by Ranjan Saxena (Tata McGraw Hill) CRM by Dr. K. Govinda Bhat (Himalaya Publishing House)

WEBLIOGRAPHY: www.morestore.com www.crm.dynamic.com

Wikipedia.com

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