Category: Customer Relationship Management

With Jio now entering even the mobile handset space, Nokia, the latest re-entrant is a bit worried

13 Sep
MBA Assignment Admin 0 Comment Customer Relationship Management ,

Customer Relationship Management

Q1. With Jio now entering even the mobile handset space, Nokia, the latest re-entrant is a bit worried. It feels that it needs to tighten its laces well in advance before Jio goes for Intensive sales and marketing. It feels that CRM is the best way forward and plan to utilize the benefits of the same but don’t know how to implement the same. Can you please guide them on the same as there is no scope of error?

Q2. Samsung Mobiles off late post the Note Series fiasco is facing troubled times. The sales have dropped and customer complaints are on the rise. They are not able to handle customer issues and are slowly losing out to competition. Can you help them find a way out of this problem?

Q3. Read and Analyze the below given case and answer the questions at the end of it This is the first time in the history of industry that the spending on customer relationship management tools is going to outdo enterprise resource planning tools. Analysts say that the spending on CRM will be $36.5 billion next year, $1.5 billion more than ERP. One would wonder why the sails of CRM took so long to capture glory. One would also wonder why corporations have taken so long to make this happen. In the digital world traditional CRM does not cut it, and that’s the reason why over the last five years CRM has clearly sailed with wind. For the first time, corporate houses feel insights can increase their sales in the long run. This is just a phenomenon in the West. Just when you thought consumer suffering had ended, Indian consumers will continue to suffer because corporate and government alike have ignored CRM services. No wonder Indian services are the worst the world over.

Indian automobile, telco and banking services are yet to understand the power of the data that they have mustered over the last decade. These companies are so sales driven that they almost forget the events after the sale. They think a post sales call makes the cut in the digital era.

Even government services do not invest in CRM and therefore they have no way of telling whether the quality of life for a citizen has gone up. They love citizen apathy and in this digital age consumers still suffer from the lack of data when it comes to government services. Our CRM is in the hands of politicians and companies that worry about the next election or the next sale.

According to the United Nations, India ranks 118 in the happiness index. Although the happiness index has other indicators such as social capital and freedom of life, it also indicates that Indians suffer quietly as all services do not match up to improve the quality of life of its people

The opportunity

CRM is no longer about subjecting people to satisfaction calls and sending home coupons to be redeemed in the weekend. The customer has truly moved digital in developed markets and in India the story is no different in at least major cities. In the consumer world, the narrative with corporate is about understanding the customer from the moment he browses on product or catalogue. It is about taking this experience and matching it with the customer behaviour in the offline world. For example, if a brand wants to know why its product sold well on “Amazon” or “Flipkart”, then it must also work out the metrics to understand how people walked in to its offline stores and explored other products. They can then use this data to match it to work out their supply chain strategy and by doing so they can even streamline the entire manufacturing process. These consumer goods companies and retailers also must take the loyalty and rewards programmes to a whole new experience.

The business to business companies (like manufacturers) invest in CRM to understand their dealers, their component manufacturers, and their sales teams. ERP tools captured processes and schedules. But it never offered components to understand the entire customer ecosystem. Data were always there, but corporations focussed on delivery cycles based on sales data rather than understanding the nuances beyond these sales.

Unfortunately, CRM is passé in India – barring a few companies like Amazon India and Flipkart – and it will be sometime before it becomes important. Until then let us suffer silently like we always have.

a. What according to you is the reason behind the sorry state of affairs of CRM in India?

b. What steps should be taken to improve the same?

Customer Relationship Management

13 Sep
MBA Assignment Admin 0 Comment Customer Relationship Management ,

Customer Relationship Management

Q1. With Jio now entering even the mobile handset space, Nokia, the latest re-entrant is a bit worried. It feels that it needs to tighten its laces well in advance before Jio goes for Intensive sales and marketing. It feels that CRM is the best way forward and plan to utilize the benefits of the same but don’t know how to implement the same. Can you please guide them on the same as there is no scope of error?

Q2. Samsung Mobiles off late post the Note Series fiasco is facing troubled times. The sales have dropped and customer complaints are on the rise. They are not able to handle customer issues and are slowly losing out to competition. Can you help them find a way out of this problem?

Q3. Read and Analyze the below given case and answer the questions at the end of it This is the first time in the history of industry that the spending on customer relationship management tools is going to outdo enterprise resource planning tools. Analysts say that the spending on CRM will be $36.5 billion next year, $1.5 billion more than ERP. One would wonder why the sails of CRM took so long to capture glory. One would also wonder why corporations have taken so long to make this happen. In the digital world traditional CRM does not cut it, and that’s the reason why over the last five years CRM has clearly sailed with wind. For the first time, corporate houses feel insights can increase their sales in the long run. This is just a phenomenon in the West. Just when you thought consumer suffering had ended, Indian consumers will continue to suffer because corporate and government alike have ignored CRM services. No wonder Indian services are the worst the world over.

Indian automobile, telco and banking services are yet to understand the power of the data that they have mustered over the last decade. These companies are so sales driven that they almost forget the events after the sale. They think a post sales call makes the cut in the digital era.

Even government services do not invest in CRM and therefore they have no way of telling whether the quality of life for a citizen has gone up. They love citizen apathy and in this digital age consumers still suffer from the lack of data when it comes to government services. Our CRM is in the hands of politicians and companies that worry about the next election or the next sale.

According to the United Nations, India ranks 118 in the happiness index. Although the happiness index has other indicators such as social capital and freedom of life, it also indicates that Indians suffer quietly as all services do not match up to improve the quality of life of its people

The opportunity

CRM is no longer about subjecting people to satisfaction calls and sending home coupons to be redeemed in the weekend. The customer has truly moved digital in developed markets and in India the story is no different in at least major cities. In the consumer world, the narrative with corporate is about understanding the customer from the moment he browses on product or catalogue. It is about taking this experience and matching it with the customer behaviour in the offline world. For example, if a brand wants to know why its product sold well on “Amazon” or “Flipkart”, then it must also work out the metrics to understand how people walked in to its offline stores and explored other products. They can then use this data to match it to work out their supply chain strategy and by doing so they can even streamline the entire manufacturing process. These consumer goods companies and retailers also must take the loyalty and rewards programmes to a whole new experience.

The business to business companies (like manufacturers) invest in CRM to understand their dealers, their component manufacturers, and their sales teams. ERP tools captured processes and schedules. But it never offered components to understand the entire customer ecosystem. Data were always there, but corporations focussed on delivery cycles based on sales data rather than understanding the nuances beyond these sales.

Unfortunately, CRM is passé in India – barring a few companies like Amazon India and Flipkart – and it will be sometime before it becomes important. Until then let us suffer silently like we always have.

a. What according to you is the reason behind the sorry state of affairs of CRM in India?

b. What steps should be taken to improve the same?

Customer Relationship Management

27 Jun
MBA Assignment Admin 0 Comment Customer Relationship Management ,

CASE STUDY: 1

One client of mine when and first began my assignment with them, insisted they already had CRM which of course was a little perplexing because I had to wonder why, then, did they here me? In the course of my initial work and went to spend time at one of their retail stores. While I was there, the store manager showed retail stores. While I was there, the store manager showed me this big paper mass with records of customers transactions, mostly orders, that was sitting in a gargantuan binder and was told that this was their `CRM’ method.

It tooks months to overcome their existing definition or method of CRM, so they could understand what I was talking about. I have to explain them in detail about traditional CRM first, then how the version changed from CRM to CMR, about social CRM, differences between traditional CRM and social CRM.

What do you think about traditional CRM, version changed from CRM to CMR, about social CRM, comment and explain in detail differences between traditional CRM and Social CRM.

 

CASE STUDY: 2

Traditional business models are rapidly losing their oomph. The kind of business organization that sees itself as a producer / distributor of products or a service provider and then sees its return based strictly on products or services sold, is becoming the coclacanth of the 21st Century – a weired looking specimen in a fossilized state.

While the industry has been a great lab for a New Business Model, it is gaining credence throughout multiple sectors, far beyond the limit. This model is intermeshed with contemporary social CRM and Customer engagement strategies. These are some distinct characteristics that define this model.

What do you think about the characteristics and the impact of the model explain in detail.

 

CASE STUDY: 3

Vinayak is newly appointed in FMCG Co name ITC Liver as a Customer Relation Manager.

He introduced a new theory named “Social Media” as a customer engagement strategies and it was splendidly well.

Do you have any idea how many ways social media fits into customer engagement strategies, explain in detail.

 

CASE STUDY: 4

These are different sets of expectations when a customer complains as opposed to when they request something, and each of them has to be handled. But if you handle them well, whether they are complaints or simply queries, and you provide a customer service that can exceed expectations – which are low to begin with there is a distinct benefit.

In 2009 J D Power and Associates did their annual ranking, published in Business Week of customer service champ by using new model.

Can you explain in detail Tenets and principles of the New Model.

Customer Relationship Management

27 Jun
MBA Assignment Admin 0 Comment Customer Relationship Management

Q1. With the advent of Jio in the market, the telecom industry has gone for a complete shake up. In trying to match up to the rising competition and falling margins, companies have been left with no breathing space. In this entire mess, Vodafone is facing a problem of a different kind, i.e. rising customer complaints. With the price war and the ever increasing employee turnover rate, it is unable to satisfy its customers. Can you guide them with steps to improve the situation?

Q2. Haldirams, the country’s biggest QSR brand has recently felt the need to implement CRM seeing the ever increasing competition and in order to preserve its market share. But being a homegrown traditional company it does not understand the factors it needs to keep in mind for its successful implementation and also the potholes it needs to avoid. Can you as a consultant guide them on the same?

Q3. Read and Analyze the below given case and answer the questions at the end of it Customer-centricity simply speaking means bringing customers at the centre of the enterprise and aligning strategies, decisions and actions to deepen this relationship with them over a period of time. Aligning strategies, decision and actions includes products, distribution, behaviour, business models, talent acquisition and so.

Deepening relationship is about increasing share of wallet and doing repeat business with the company. This holds true whether you are a MSME, SME or large corporate. However, a journey of customer-centricity is easier said than done. For MSME owners, to understand this journey, we must first put in place the foundational elements called the AUDI of customer-centricity: Align Understand, Define and Inventorise.

A = Align for commitment

Alignment commences with the CEO and top management coming together and deciding to bring customer-centricity from the periphery of an enterprise to being a strategic-choice for achieving the company’s vision.

U = Understand the Customer Value Proposition

Do you know your customer value proposition? It is not just about the physical attributes or the specifications or what is before your eyes. It is the finer details that connect a product with the customers. A customer value proposition should clarify the benefits that consumers can expect from a product.

D = Define what is the Service Intent

One thing that organizations often struggle with is lack of clarity on what the customer should experience while using the product. Service intent is a short definition of what customers would experience while interacting with the organization across touch-points. It is a statement that stipulates what experience would be delivered to customers.

I = Inventorise initiatives that matter

Once the leadership alignment is in place and there is clarity on customer value proposition and the service intent, the top management in participation with employees should come up with a laundry list of initiatives that would need to be deployed.

1. Do you think this concept of AUDI stands relevant in the SME sector? Explain with the help of an example?

2. SME’s in India do not understand CRM and how can it guide them in building loyalty. Can you guide them on the same?