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Appendix

Appendix 1: Common CRM functionalities for SMEs (Source: Jay Curry 2002, HOW
TO SELECT A CRM SOLUTION FOR A SMALL TO MEDIUM-SIZE ENTERPRISE)

CRM Functionality Description

Sales Functions

Calendar/Scheduling Enables the planning and schedule of

activities regarding a customer/prospect.

Contact Management Manages multi-media contacts (sales visit,

telephone, e-mail, etc.) with relations.

Key Account Management Manages contacts with the decision-making

unit of a client.

Manages relations with non-customers that

signal an interesting in starting a dialog.
Lead Management

Pipeline Management Analysis of all current sales cycles.

Manages the process of making, revising and

Quotation Management approving a quotation for products/services.

Enables a sales manager to monitor and

Territory Management control the activities of his salespeople.
Estimation of actual revenues in a period of
Sales Forecasting and report time and compared to planned revenues.
 Allows a marketing/sales/service team to
Customer Team Selling plan and coordinate activities.

Marketing Functions

Campaign Management Manages plans and monitors marketing

communications campaigns.

Direct Mail Management Plans and executes a direct mail project

Email Management Plans and executes an email project.

Show/Seminar Management Plans and executes a seminar/exhibition

project.

Documentation/Collateral Manages plans and executes a brochure or

Management. documentation project.

Banner Ad Management Manages plans and executes a banner

advertising project.

Customer Service functions

Customer Segmentation Creates clearly defined customer segments
based on data analysis.

Customer Profiling Assigns customers to previously determined

customer segments.

Customer Potential Estimates "Total Spend": the amount of

money a customer will spend on your
category of product/service.
Customer Share Calculates per customer the present and
expected percentage share - the "Total
Spend."

Customer Profitability Calculates the current and expected

operational profit of each customer (before
taxes, interest, and depreciation).

Customer Satisfaction Improve and measures the satisfaction level

of each customer on a variety of product,
service and relationship issues.

Customer Life time value Analysis Calculates the current and expected profit
contribution of a customer during his
lifetime.
Appendix 2: The scorecard to evaluate CRM functionality (Adapted from CRM
software evaluator by The Customer Marketing Institute 2001)

CRM Functionality UpShot Salesforce.com

(Professional edition)

Sales Functions
Calendar/Scheduling
Contact Management

Key Account Management

Lead Management

Pipeline Management

Quotation Management
Territory Management

Sales Forecasting and report

Customer Team Selling

Marketing Functions

Campaign Management
Direct Mail Management

Email Management

Show/Seminar Management
Documentation/Collateral Mgt.

Banner Ad Management

Customer Service functions

Customer Segmentation

Customer Profiling

Customer Potential

Customer Share

Customer Profitability

Customer Satisfaction

Customer Loyalty Analysis

 CHAPTER-7

Appendix-I

Questionnaire for the research topic “Customer Retention through

Customer Relationship Management in the Service Sector particularly
Small and Medium Enterprises” who are using Customer Relationship
Management Software

Dear Sir / Ma’am,

Greetings
I am very pleased that you are vigorously participating in our research study of
Customer Retention through Customer Relationship Management in the Service
Sector particularly Small and Medium Enterprises. I would be pleased about your
taking a few minutes of your time to answer the questions. The main objective of this
research is to comprehend and further review your perception and feedback of using
Customer Relationship management in the company and its benefits and loophole if any
face by you.
The estimation and proposition offered by you shall be kept stringently confidential and
the data shall be exclusively used for academic purpose. Your participation is
completely voluntary and anonymous. You may exit this survey anytime you want. I
take the pleasure to solicit your kind suggestion and shall be obliged, if you kindly
consent to answer few of the questions.
Thanking you for your kind participation.

Mr.Manoj Aiyer
Ph.D. Scholar, KIIT School of Management, KIIT University, Bhubaneswar
E.mail: aiyer.manoj @gmail.com; Mobile: 91- 8879808787

Questionnaire

Name: ________________________________

Company Name: ________________________

Sector: _________________________________

Designation: _____________________________

Age: ____________________________________

Gender: _________________________________

Location: ________________________________

Name of the CRM Software used: ___________

 Request you to fill in the below asked question for research purpose.

1. What is CRM?

_______________________________________

2. How much does CRM cost?

_________________________________________

3. Should I buy CRM solution or build a customized one?

____________________________________________

4. What technologies should be used to develop CRM?

____________________________________________

5. How long does it take to implement CRM solution?

____________________________________________

6. Does CRM help in connecting with customers?

 ____________________________________________

7. What is the difference between on-premise and cloud-based CRM?

_____________________________________________

8. Does CRM help in retaining customers?

_____________________________________________

9. Does CRM help in connecting with lost customers?

_____________________________________________

10. Does CRM help improve the revenue?

____________________________________________
Outcome of the above survey:
Total no. of company covered in the survey was 10
During Graphical representation I have considered feedback of any 5 company.

Should I buy CRM solution or build a customized one?

Interpretation:

As we can see in the above graph maximum company suggests building their own
customized software for their Small and Medium Enterprise for better usability and good
out-put.

Buying a ready to use software is not recommended as you fail to get precise features
what you need for your company. Many a time you end up buying CRM software which
has many such feature which are of no use.

Hence building a customized CRM software will always be beneficial as you can add
your own required features which gives you a desired outcome for your company.
What technologies should be used to develop CRM?

Interpretation:

By observing the above graph we can easily make out that Social Networking technology
is in high demand when it comes to building once own customize CRM Software
How long does it take to implement CRM solution?

Interpretation:
In the above pie diagram, we can easily make out that the time taken to implement CRM
software should not be more than 25 days.
In case of few companies this timeline may excide up to 45 days if the CRM
implementation is way customized than the regular software used by other companies.
It sometime becomes very difficult for the company to easily implement the software
because of the minute and precise customization involved.

Does CRM help in connecting with customers?

Interpretation:
As we can see in the above Pie chart explanation that majority of the companies believe
that CRM software actually helps in connecting the dots between the seller and the
customer. There are very few a company who believes that the CRM software is of no use
as it never help them to precisely connect with their end user or customer.
There could be much reason behind such feedback such as the customization would not
have been up to mark.
Proper guideline would not have been shared at the time of developing CRM software.
We can also see a third category of feedback wear companies are benefited from the
software but not completing.
Reason pertaining to this situations could be, not updating the software on time to time
basis, or unable to use the software up to mark

Does CRM help in retaining customers?

Interpretation:
In the above scenario it is very clear that CRM helps in retaining customer for a longer
time. Hence it is proved that CRM software is very useful in building good relation with
the company ad customer.

Does CRM help in connecting with lost customers?

Interpretation:

When it comes to connecting with the lost customers, CRM plays a significant role for
some companies wear as for some companies it fails to connect with their old customers.

While developing the software one has to keep in mind the minute details you want to
implement in your software.

Does CRM help improve the revenue?

Interpretation:
The main motive of implementing CRM software is to increase the revenue of the
company and to be connected with your customer and client. In the above situation most
of the company has benefited by implementing the software in their company while few
has failed to grab the benefits.

Conclusion of the survey done

As mentioned above the questionnaire was shared with few of the company who has used
CRM software for their company, to know their experience we have asked the few
questions and wherever possible I have demonstrated the graphical representation with
the explanation to explain the result in detail

By reading the above graph and pie-chart and their relative interpretation one can easily
make out that implementing a well developed and customized Customer relationship
Management software helps them to build a good relation with their customer and
increase a revenue over the time.