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VISVESVARAYA TECHNOLOGICAL UNIVERSITY“Jnana Sangama”, Belgaum-59!", #a$na%a&a, In'(a

“Sem(na$ Re)*$%” ON

“IN+ORATION SYSTE SECURITY”

Submitted in partial fulfillment of the requirements for the 1st Semester

ASTER O+ BUSINESS AINISTRATION

+*$ %.e A/a'em(/ 0ea$

1!2-1!"

BY

HABIL USSAN

ARUN

NAYANA

SHARATH #UAR


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Department of Master of Business Administration

SHREE EVI INSTITUTE O+ TECHNOLOGY

#ENJAR

ANGALORE-53"!"1


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SHREE DEVI INSTITTE !" TE#HN!$!%&#ENJAR

ANGALORE- 53"!"1

CERTI+ICATE

This is to 'ertif( that the seminar entitled “CUSTOER RELATIONSHI4

ANAGEENT” is a bonafide )or* 'arried out b( HABIL USSAN 4, ARUN

VV, NAYANA, SAHRATH #UAR in partial fulfillment for the a)ard of De+ree

of Masters ,MASTER !" BSINESS ADMINSTRATI!N- of Vis.es.ara(a

Te'hnolo+i'al ni.ersit( durin+ the (ear /012/0134 The seminar report has been

appro.ed as it satisfies the a'ademi' requirements in aspe't of seminar )or*

pres'ribed for the said de+ree4

Si+nature of %uide Si+nature of the H!D

A66% 4$*7 SURAJ +RANCIS NORONHA SURESH #UAR 8L% C'$

DEPARTMENT OF BUSINESS ADMINISTRATION


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AC#NO:LEGEENT

5e are so honored to +rab this opportunit( of sa(in+ than*s to

those )ho ha.e helped us in preparin+ the seminar4

The su''ess in e.er( )or* out2put is dire'tl( related to the

effe'ti.eness of the team6 and our )hole team pla(ed an important role to +i.e this in

effe't4

I )ould li*e to than* our seminar +uide A66% 4$*7 SURAJ

+RANCIS NORONHA for his help and sharin+ his e7pert ad.i'e4

I )ould li*e to than*6 H!D SURESH #UAR 8L% C'$ 6

Department !f Business Administration6 SDIT for his .aluable su++estions and

e7pert ad.i'e4

As a team )e )ould also li*e to than* our 'lassmates for supportin+ us and 'o

operatin+ in our presentation4


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TAB$E !" #!NTENTS

SERIA$ N! T!8I#S

1 • INTRODUCTION

/ • INTRODUCTION TO CRM


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BIBLIOGRA4HY

• MIS2 Mana+in+ Informational S(stems in Business6 %o.ernment

and So'iet( 9 RAH$ DE

• )))4slideshare4'om

• )))4as*4'om

• )))4hubpa+e4'om

• Mana+ement information s(stem2:ames A !;Brien

• Information Te'hnolo+(2Dennis p 'urtin 6 *im *ole(

• #omputer fundamentals2 8radeep * sinha

• Mana+ement information s(stem25amen s :a)ed*ar

• IT for mana+ers2 R%4saha

• )))4+oldmine4'om

• %oo+le sear'h

•

http://www.goldmine.com/http://www.goldmine.com/


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#ST!MER RE$ATI!NSHI8

MANA%EMENT


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INTR!D#TI!N

The ma


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Advantages and disadvantages

Approaches to CRM

INTR!D#TI!N T! #RM

#ustomer relationship mana+ement ,#RM- 'an be defined as an inte+rated set of

business pro'esses and enablin+ te'hnolo+ies in support of a 'onsistent entr(6

mana+ement and use of 'ustomer related information a'ross and bet)een 'hannels of

sales and ser.i'e4 The adoption of #RM enables a firm to 'olle't the details about

their frequent 'ustomers and help to anal(>e those )ith the help of soft)are that )e

are usin+ for #RM and b( usin+ this details )e 'an stud( about that parti'ular

'ustomer and ma*e a +ood relationship )ith that 'ustomer b( pro.idin+ his

satisfa'tor( +oods and ma*e him lo(al to our produ't4 B( ma*in+ a relationship )ith

a 'ustomer help a firm to in'rease their mar*etin+ possibilit( be'ause if )e pro.ide a

'ustomer to a +ood a''ordin+ to his satisfa'tion he 'an tell other people about his

e7perien'e it )ill help a firm to in'rease their sales and help to de'rease more

promotional e7penses4

Man( of the s'holars of mana+ement defined 'ustomer relationship mana+ement has

man( )a(s but in simple )a( )e 'an define it as a te'hni'al tool or a soft)are used

b( a firm to maintain a +ood relationship )ith their 'ustomers and pro.ide +oods and

ser.i'es to that 'ustomer in satisfa'tor( le.el )ith the intention of ma*in+ a lo(al

'ustomer of him to our produ't and also )ith the moti.e of in'reasin+ the mar*etin+

possibilities of the business4

#ustomer approa'hes the or+ani>ation for produ't or ser.i'e )ith 'ertain

e7pe'tations4 If his e7pe'tation fulfilled he ma( re.isit for ser.i'e4 If the 'ustomer did

not +et an( satisfa'tion )ith them he ma( +o to other or+ani>ations4 The abilit( to

re'o+ni>e this aspe't and to a'ti.el( mana+e the 'ustomer is the basis for 'ustomer

relationship mana+ement4 The fulfillment of a 'ustomer;s need is lead to an

intera'tion6 this intera'tions happens throu+h a .arious 'ustomer ser.i'in+ pro'ess4

Intera'tion bet)een a 'ustomer ma( be+in )ith quer(6 then request for ser.i'e6

'onfi+urin+ the ser.i'e s'ope to the e7pe'tation of the 'ustomer and deli.er as

promised quantit(6 qualit( and time4 Te'hnolo+( supports all this intera'tions a'ross

the or+ani>ation4 The s(stems6 )hi'h support these intera'tions6 pro.ide seamlessflo) of information a'ross the s(stem4

#RM is a 'omprehensi.e set of pro'esses and te'hnolo+ies for mana+in+ the

relationships )ith ne) and 'urrent 'ustomers a'ross the business fun'tions4 The +oal

of #RM is to optimi>e 'ustomer satisfa'tion and re.enue throu+h relationships built

)ith potential and 'urrent 'ustomers6 a'ross the business fun'tions4 The relationship

is built throu+h mana+in+ 'ustomer initiati.es and beha.ior in su'h a )a( that

'ustomer e7perien'e is full of 'omfort6 happiness and satisfa'tion4 #RM is a

'ombination of poli'ies6 pro'esses6 and strate+ies implemented b( an or+ani>ation to

unif( its 'ustomer intera'tions and pro.ide a means to tra'* 'ustomer information4

The ob


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s(stem used to tra'* and or+ani>e its 'onta'ts )ith its 'urrent and prospe'ti.e

'ustomers4 #RM soft)are is used to support 'ustomer interfa'in+ pro'esses4 The

#RM s(stem is desi+ned to 'apture 'ustomer queries6 orders and 'onta't information

and then to be shared )ith internal departments for a'tion #RM s(stem is 'onfi+ured

around three areas as under6

Front ofce operations-

it enables a dire't intera'tions )ith 'ustomers6 throu+h fa'e to fa'e

meetin+s6 phone 'alls6 e2mail6 online ser.i'es et'?'apturin+ queries6 requests6

and problems raised b( the 'ustomer and sendin+ to ba'* offi'e

• Back ofce operations-

Interfacing ith front o!ce and conduct operations of "illing#

$aintenance# planning# $ar%eting# advertising# &nance#

$anufacturing etc'solving (ueries and pro"le$s.

• Business relationships-

Intera'tion )ith other 'ompanies and partners6 su'h as suppliers @

.endors and retail outlets @ distributors6 industr( net)or* )ho pro.ide

information and a'tion support to sol.e 'ustomer issues6 problems and queries4

What is the goal of CRM?

The idea of #RM is that it helps businesses use te'hnolo+( and human resour'es to

+ain insi+ht into the beha.ior of 'ustomers and the .alue of those 'ustomers4 5ith an

effe'ti.e #RM strate+(6 a business 'an in'rease re.enues b(9

• pro.idin+ ser.i'es and produ'ts that are e7a'tl( )hat (our 'ustomers )ant

• offerin+ better 'ustomer ser.i'e

• 'ross sellin+ produ'ts more effe'ti.el(

•

helpin+ sales staff 'lose deals faster

• retainin+ e7istin+ 'ustomers and dis'o.erin+ ne) ones

steps in.ol.ed in #RM


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• ID)NTI*+ +OUR CU,TOM)R

The +oal of an( #RM s(stem is not onl( *eepin+ tra'* of 'ustomer

information6 but also enablin+ ease of doin+ business for (our 'ustomers4Enablin+ 'ompanies to easil( )or* )ith (ou and de.elop a po)erful

relationship bet)een (our 'ustomer fa'in+ di.isions and their emplo(ees )ill

ha.e them 'omin+ ba'* to (ou for future business. In order to better sell to6

mar*et and ser.i'e (our 'lients6 (our #RM s(stem must 'apture all t(pes of

'ompan( information from address6 phone6 and email information6 to

or+ani>ation hierar'hies6 past sales6 lifetime .alues6 and 'lient issues4 To be

su''essful )ith this endea.our a 'ompan( should define the information

required spe'ifi'all( for the #RM s(stem6 as )ell as *e( information 'aptured

in other s(stems )ithin (our 'ompan(6 enablin+ 'ustomer fa'in+ teams be

more su''essful4 #ompanies )ith su''essful #RM initiati.es use these 'lient

profiles as a 'orporate memor( of e.er( 'lient and prospe't4 In order for a

#RM initiati.e to be su''essful6 (ou should le.era+e this 'orporate memor( to

personali>e (our mar*etin+ messa+es6 impro.e sales relationships and enable

(our 'ustomer ser.i'e teams to impro.e ser.i'e offerin+s4

• Bu(l' a Bu6(ne66 Ca6e

Buildin+ a business 'ase for an( #RM implementation is ne'essar( to

understand ho) effe'ti.e and su''essful the implementation 'an be4 The

business 'ase 'ommonl( in.ol.es a fe) 'on'epts li*e proe the performan'e of (our pro'ess4 This anal(sis is 'ommonl( referredto as *e( performan'e indi'ators ,8I;s-4 Anal(>in+ and reportin+ 'ustomer

sales6 mar*etin+ and ser.i'e efforts )ill enable (ou to understand if (our

business is on the 'orre't 'ourse for re.enue +oals and hi+h 'ustomer

satisfa'tion le.els6 or if (ou need to ad


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A 'ommon mista*e made b( man( #RM pur'hasers is not obtainin+ end user

bu(off or feedba'* up front4 Sin'e users are *e( to 'reatin+ and 'apturin+

'ustomer information )hile runnin+ business pro'esses )ithin the #RM

s(stem6 it ma*es plent( of sense to understand )hat the( need and )h( the(

need it from the start4 The implementation team should 'onsist of user orad.o'ates from ea'h di.ision6 in'ludin+ mana+ement6 and should fo'us on

their business pro'ess6 not


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)ere 'on.erted to opportunities6 and ho) mu'h re.enue )as +enerated

be'ause due to that a'ti.it(4

• $everaging the $o%alt% Eect

Studies sho) it 'an be to 10 times more e7pensi.e to se'ure ne) 'lients

)hen 'ompared to *eepin+ (our e7istin+ 'ustomers4 #RM initiati.es 'an help

enhan'e 'ustomer ser.i'e4 #ustomer ser.i'e features of (our #RM s(stem 'an

help 'ustomer ser.i'e teams mana+e 'ustomer support tas*s su'h as issue

tra'*in+6 ser.i'e a'ti.ities6 'all2.olume and time2per2'all for 'ustomer2ser.i'e

representati.e4 CSoft metri's 'an be a'hie.ed as )ell throu+h impro.ed

'ustomer lo(alt( and 'lient satisfa'tion6 a'hie.ed throu+h impro.ed ser.i'e

efforts from the #RM s(stem pro'ess and 'ontrol

• Choose the ight &ool and 'pproach

one of the more important fa'tors dri.in+ #RM su''ess is ha.in+ (our #RM

strate+( led b( the business e7e'uti.es )ho mana+e 'ustomer intera'tions6

more spe'ifi'all( Mar*etin+6 Sales and #ustomer Ser.i'e4 Ho)e.er6 (our IT

department should be in.ol.ed earl( on sin'e IT pla(s a ma


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su''eed )ith their #RM initiati.e enlist outside e7pertise to help in de'ision2

ma*in+6 requirements +atherin+6 pro'ess understandin+ and ad.i'e4 E7pertise6

*no)led+e and learned lessons from prior #RM initiati.es 'an be in.aluable4

This ad.i'e 'an also be obtained from the .endor @ soft)are manufa'turer6

industr( re.ie)s6 industr( asso'iations6 and peer2to2peer relationships4 Honest

input 'an be found in these areas listed6 but more important the 'learest inputs'an be found internall(4 $e.era+in+ both internal and e7ternal resour'es )ill

help (our #RM initiati.e be su''essful.

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