sh rut it hes is

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The nature of competition is going global.

The rate of change is accelerating out of control.

Margins are being eroded.

Customers are becoming more demanding and turning less loyal

Product life cycles are decreasing.

Industry barriers are collapsing, major brands entering newmarkets.

The internet is transforming the business landscape.


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The Study

The research purpose of the current study is descriptive in

nature as the research purpose is clearly structures and this

study aims at gaining insights into CRM, and effectiveness of

CRM practices in increasing the sales volume

Initially the study explains the concept and practices of CRM

in ORS and further explains the effectiveness of CRM

practices in ORS through data analyses (gathered and collected

through questionnaire) .Towards the end of the study the

conclusion is presented by answering the research questions,whereby facilitating the organizations to better understand and

predict the customers relations to maximize the gains and

minimize the loss.


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The Sample Profile

The population

The populations in this study comprise of all the managers and

the sales executives of organized retail Stores in Indore city.

Sampling frame

The sampling frames for this study are the organized retail stores

of Indore City.

Sample Size

The final sample of 300 subjects drawn from a total of 450

subjects selected through random basis from ORS located in

Indore. The incomplete filled in sets of data were screened out.


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Sampling Technique

In order to suite the research purpose the non probability

convenience sampling technique was used.

Data collection

To collect the primary data two structured questionnaire were

designed and used. The data for the questionnaire were collected

from the managers and the sales executives of ORS in IndoreCity. A few managers were interviewed to get further insights

into CRM practices.


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Data Analyses

To achieve the objectives of our study and testing of thehypothesis T test (Paired and Independent sample ) to study the

cause and effect of CRM on sales and other factors . And

factor analyses were also applied to gain an insight into

importance of the variables. The results of the data were

analyzed to arrive at to the finding. Graphical Representationof a few questions is also done.


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Hypothesis

HO1: There exists no positive impact of Customer Relationship

Management process in increasing the sales volume.

H11: There exists a positive impact of Customer Relationship


HO2: There does not exist a positive effect of CRM in increasing

the number of customer.

H12: There exists a positive effect of CRM in increasing the

number of customer.


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HO3: There is no positive effect of CRM on customer

satisfaction and retention.

H13: There is a positive effect of CRM on customer satisfactionand retention.

H04: There is a difference between the companies with and

without CRM in terms of sales.

H14: There is no difference between the companies with and

without CRM in terms of sales.


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There exists a positive impact of Customer Relationship


There exists a positive effect of CRM in increasing the number

of customer.

There is a positive effect of CRM on customer satisfaction and

retention.

There exists a significant difference in the sales volume before

and after the application of CRM.


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There is a significant difference in the customer Satisfaction

before and after the application of CRM.

There is a significant difference in the customer Loyalty before


There exists a significant difference in the customer turnover

before and after the application of CRM.

There exists a significant difference in the cross selling before


There exists difference in the up selling before and after the

application of CRM.


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There exists significant difference in the number of referred

Customers and after the application of CRM.

There exists significant difference in the number of retained

customer before and after the application of CRM.

A spectacular rise in the number of customers was enjoyed by

the organizations.

Basket Building was found easier after the application of

CRM.


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What was the percentage of the Employee Training before and After the

Application of CRM?

0

20

40

60

80

100

120

Before CRM After CRM

Employee Training

Yes

No

The interpretations from the graph highlights that 67% of the respondents were not

practicing the phenomenon of Employee Training before the application of theCRM, where by 33% agreed to have been practicing the same. And the ratio

upturns dramatically after the application of CRM by 99% respondents focusing

on Employee Training and 1% do not imply the same after the application of

CRM.


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What was the percentage of the Sales Force Automation before and after the

Application of CRM?

\s

The interpretations from the graph highlights that 83% of the respondentswere not practicing the instance of Sales Force Automation before the

application of the CRM, where by 17% agreed to have been practicing the

same. And the ratio rise noticeably after the application of CRM by 99%

respondents focusing on Sales Force Automation and 1% do not imply the

same after the application of CRM.

0

20

40

60

80

100

120

Before CRM After CRm

Sales Force Automation

Ye

No


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The H-CRM help companies to achieve life long relationships

and co-ordination with the Customers.

Organizations have reported an encounter of employee loyalty

towards new customers and prefer to deal with the existingcustomers ,

CRM has made it easy to access all the information just in time .


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It could be recommended that a high quality of speedy

interactions should be made regardless of the channel, with 24x7

facility, for immediate and useful responses to inquires.

Organized Retail Stores could further carry on an analysis to

explore the impact of Customer Life cycle value model on theCost and Sales Volumes ratios for cash cowing the higher margin

of profit on Customer Lifetime Value.

Findings suggests that Organized Retail Stores have to pay

special attention on the cross selling and up selling activities so as

to improve sales volume, here the sales executives need to work

beyond service thinking and become absolute sales instrument for

immediate and useful response to customers.


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A more focused study could be undertaken

for analyzing the effectiveness of

INTEGRATED CRM in organized retail

stores, across nations. As with the increasing

Globalization the urgency of the abovesubject could be sensed.


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It could be comprehended that retaining all customers might not

be the most favorable for companies. CRM systems can assist

sales and marketing process to identify advantageous customers

faster and more reliable than any other resources. With theintroduction of the application of CRM, the organizational

capacity to act and react to the market conditions has increased

enormously. It facilitates the segmentation and target marketing

management of the customer base; thereafter the retailer can

subject CRM efforts to build Target Marketing effectiveness, of

seasonal programs and promotions and thereby ensuring a higher

share of the customer's wallet, in addition to meeting the customer

needs.


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