Reliance Mart & Big Baazar Examples of CRM!!!

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2. CRM IN RETAIL
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3. Overview - Retail
 5 th largest in t he world
 Account s 3 5% of GDP
 Organiz ed Ret ail – 4% (20 0 8)
 Tradit ional t o Shopping Malls
 Ma jor P layers – Reliance, Adit ya Birla Group,
T A T A , K. Raheja & Gr o up, et c.
 Ent ry o f MNC - Walmart , Carrefour, Cost co
Wholesale
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4. What is CRM?
 Informat ion ind ust r y
 Met hodologies, soft ware & int ernet capabilit ies
 Manage cust o mer r elat io nsh ips
 O rganiz ed & efficient manner
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5. SERVICE MARKETING 09-11 5

6. Advantages & Disadvantages – CRM
Advantages Disadvantages
 Increase relationships  High Costs
with clients  Small Companies – not
 Increase of sales possible
 Reduction of sale cycle  Requires continuous
 Better Communication maintenance, updation of
channels information
 Create detailed profile  Difficult to integrate with
other MIS
 New Selling opportunities
 Training cost increase
 Provide Better Customer
Service
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8. CRM @ Reliance Retail
Customer Loyalty
Customer Retention
Customer Communication
Customer Satisfaction
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9. Contd…
 C u st ome r L o y a l t y
R e l i a n c e o n e m e m b e r s h i p
G e t s 1 r e d e e m a b l e p o i n t s
O p p o r t u n i t y o f g e t t i n g 4 d i f f e r e n t i n s u r a n c e
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10. Contd…
 C u st ome r R e t e nti on
Z o n a l L e v e l
O f f e r s & D i s c o u n t s
R e p e a t e d , i f i t w o r k s w i t h p r o d u c t s
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11. Contd…
 C u st ome r C o mmuni cat i on
 Form of SMS or Email (reliance one members)
O r g a n i z i n g s p e c i a l e v e n t s
T h a n k y o u & F e s t i v e c a r d s
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12. Contd…
 C u st ome r G r at i f i cat i on
T r a i n e d S a l e s p e r s o n
T h a n k y o u w i t h 
G i f t s & D i s c o u n t c o u p o n s
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13. Problems Faced
Personal contact numbers
Policy less followed in small towns
Common policy for Reliance Fresh & Mart
Delay in processing of membership cards
Long queues @ billing counters
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14. Measures Taken
Timings to
call
Number of
billing Inform
counters through sms
increased
More new Change
technology can policy of
be adopted. both stores
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16. CRM @Big Bazar
Database is formed through the issue of future card
Customer profitability analysis (CPA)
Differentiate customers in terms of their need and
value to company
Interact with individual customers
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17. Analysis of CRM
 F o u r t y p e o f a n a l y si s d o n e :
P e r i o d i c S u r v e y s
C u s t o m e r L o s s R a t e
M y s t e r y S h o p p e r s
M o n i t o r C o m p e t i t i v e P e r f o r m a n c e
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18. Complaint Handling Procedures
Screening And Logging
Investigating
Acknowledging
Formulating A Solution
Responding
Following-Up
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19. Customer Satisfaction through
Service…
 Problems identification
 Managing customers
 Effective communication
 Analyzing customer perceptions
 Managing service behaviors
 Dealing with long-term consequences
 Negotiating solutions
 Generating an action plan
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20. CUSTOMER COMMUNICATION
 20% of its top line customers provide 80% of its revenues in a
year
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21. CUSTOMER PERCIEVED VALUE
(CPV)
 Is calculated by the retail store in order to asses
the costs and benefits received & give to the
buyers.
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