customer relationship management

1. VS
PRESENTED BY :
Aliya Haider
Anurag
Mohd. Saquib
Tabiya Parvez

2. What is CRM?
• “CRM is concerned with the creation, development and
enhancement of individualised customer relationships
with carefully targeted customers and customer groups
resulting in maximizing their total customer life-time
value”

3. CRM Strategy
• FAQ way of communication
• Customer commitment:
Croma not only gives you a world-class shopping
experience, but also backs it with great after-sales service.
• Face to face interaction with the customers
Staff members often remember the names and favourite
services/products of regular customers and use this
information to create a personalised service for them

4. • Friendly staff : helps in buying and technical detailing
• Easy billing
• Maintaining customer data
• Follow Up
• Customer gratification

6. Social Media Activation
Contests and Campaigns :
• Design and execute monthly contests/campaigns around
the brand identity of CROMA to create more passion and
gain exposure, building more fans and followers.
• Push small contests to ignite participation and increase
spreading of the word.

7. SUN SET SERVICE
• In this, we visit our customers place and rectify the
problem or any trouble that they are facing because of our
product.
• We assure them that if they call us before 12 in the
afternoon, we will be there rectifying the problem before
actually the sun set i.e., before 6 in evening.
• Our customer’s trouble is our pain and hence, we aim at
solving issues before the source of energy sets

8. GIFT COUPONS AND CARDS

9. • Speeches and the wishes on festivals, national events will
be telecast on the TV and radios. Doing trade shows on
roadsides or metro stations.
• Online contests and games.

10. INTERNAL CUSTOMERS
• Flexible working hours.
• Special discounts to the employees (5%-20%)
• Ethics followed by the company build great trust in the
mind of the employees.

11. • CRM POLICY OF RELIANCE DIGITAL CRM
• Policy of reliance digital can be divided into four major parts,
namely;
1) Customer loyalty
2) Customer retention
3) Customer communication
4) Customer gratification

12. Pre Purchase Support
• Staff is Courteous
• Staff is Friendly
• Staff is Helpful/ Co-operative
• There is enough staff to attend/ Got immediate and proper attention by
SA/ SA have knowledge
• Processes are quick (Billing etc)

13. Post Purchase Support
• Delivery was on time (as preferred by the customer)
• Demonstration is on time and it was conducted properly
• Installation was on time, without hassles and was done by experienced
persons
• Repair/ Servicing/ Replacement is done at the store itself
• Complaint Handling Practice is simple and efficient
• Commitments are kept

14. Other facilities
• Restrooms are properly marked
• Escalator/ Lift is provided
• Facility is provided for old people to sit and relax
• Games are provided to engage children while the parents shop
• Old People are offered water
• Online Order/ Phone Order can be placed
• Proper Packaging is provided (not a carry bag)
• Locational Convenience
• Good Parking Facility
The key parameters of Consumer experience in a
technology/digital store are as follows

15. Customer Communication
• CUSTOMER COMMUNICATION: Future group
maintains its records of customers by observing their
purchasing habits &categories them into various groups
like high revenue, moderate revenue & low revenue
customers. They communicate to the customers through
various medium like SMS,E-mail, mobile vans, Print
media etc. This is the way to built a strong presence in the
existing customers & prospective customers.

16. Customer Gratification
• CUSTOMER GRATIFICATION is an important element
of a sales process. Every company should survey their
customers in order to find out the satisfaction level
among the consumers.
• The company can said to be going on the famous
management principle i.e. 80/20 principle which says that
20% of variables cause 80% effect.

17. Customer Acquisition

18. Enhancing customer’s
experience

19. Retaining customers

20. Complaint handling
• Screening And Logging -- The type of product or service;
manufacturer/brand name; model name/number; date of
purchase/contract; warranty expiration date; salesperson;
cost of product/service; date problem occurred; and a
description of the problem is listed.
• Acknowledging -- When Big Bazaar cannot resolve an
issue immediately, it is important to let customer know
that the matter is receiving attention. Customer is given
information about how long it will take to complete
action on the complaint.

21. • Formulating A Solution -- solution is made to be
consistent with established customer relations policy and
important criteria are taken into account.
• Responding -- The response is made clear and
appropriate. The customer must understand the response,
and the response must address the issues raised in the
customers original complaint.
• Following-Up – Customer is contacted following
response to verify whether or not the matter has been
resolved satisfactorily.

22. Reliance Digital vs Croma ratings
CONSUMER EXPERIENCE RATING
8.17
7.13
8.97
7.10
9.53
8.43
6.47
9.20
7.13
7.80
6.60
7.73
7.07
8.00
7.73
5.87
8.30
6.51
0.00 2.00 4.00 6.00 8.00 10.00
Assortment of Products
Competitive Prices
Pre Purchase Support
Choice of Brands/ Models
Ambience
Locational Convenience
Promotions & Offers
Freedom to Touch & Feel
Consumer Experience Index
Parameters
Average Rating
Croma
Reliance Digital

23. INTERNAL CUSTOMERS
• No special discounts for internal customers.
• Less concerned about employee satisfaction