A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT

ONE TO ONE MARKETING

Some of the groundwork for CRM was laid by done pepper and Martha roger. pepper and
roger outline a four-step framework for one-to-one marketing that can be adapted to CRM
marketing follow

1. Identify your prospect and customer – don’t go after everyone. Build maintain and
mine a rich customer database with information derived from all the channel and
customer touch point.
2. Different customer in term of there need value to your company = spend
proportionately more effort on the most valuable customer. apply and estimate net
present value of all future profit coming from purchase, margin level and less
specific customer service cost.
3. Interact with individual customer to improve your knowledge about their individual
need and build strong relationship formulated customer offering that you can
commutate in all personalize way.
4. Customize product, service, and message to touch each customer –facilities
customer company interaction through the company contacts center and website.
5. The practice one to one marketing. however is not for every company. they require
information collection, hardware and software may rxceed the point.
6. It works best for company that normally collect a great deal of individual customer.
information carries a lot of products that can be cross sold. carry sold product of
high value
7. Enhancing the growth potential of each customer through share of wallet cross
selling and up selling =new offering and opportunity increase sale from existing
customer Harley Davidson sell more accessories such glove leather jacket helmet
and sunglass then motorcycle. it dealership more than 3000 item of clothing some
shop having fitting rooms.
8. Making low profit customer more profitable or terminating them=to avoid the direct
need for termination ,marketer more than encourage profitable customer buy more
or in large quantity, forgo certain feature or service and pay higher amount or fees.
bank phone company and travel agency are all now changing for free service more
to ensure minimum customer revenue level.

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9. Focusing disproportionate effort on high value customer =the MVE can be treated
in a special way. Thoughtful such as birthday greeting small, gift, or invitation to
special sport or art can a strong positive single to the customer.
10. Attracting and retaining customer = companies seeking to expand their profit and
sale must spend consideration time and resource searching for new customer .to
generate lead ,they develop and ads and place them in media that will reach new
prospect, send direct mail and make phone call to possible new prospecy.send direct
in traders show where they might find new lead purchase name from list broker and
so on.
11. Cultivating customer relationship =maximize customer value mean cultivating long
term customer relationship company are now moving away from wasteful mass
marketing to precision marketing design to build design strong customer
relationship management . Today economic support by information business.
Information has the advantage of being easy to different, customize personalize and
dispatch over network at incredible speed.
12. Information cut way, from instance customer now have a quick and easy mean of
doing comparison shopping website. the internet also facility commutation between
customers. Website such as epinions.com Amazon .com enables to share
information about their experience with various product and services.
13. Building loyalty creating a strong tight connation is the dream of marketer and often
the key long term marketing success. companies that want to from strong customer
bond need to attend to a number of different consideration .on set of research see
retention building .activity as adding financial benefit , social benefit or structure
ties .
14. There are following section important four type marketing activity the company is
using to improve loyalty and retention.
• Create superior product, service and experience for the target market.
• Get cross department participate planning and customer satisfaction and
retention process.
• Run award program recognize outstanding employee.
• Assess the potential of frequency program and club marketing program.
• Make to easy customer relationship management to reach appropriate
company personal and express their needs.

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• The customer loyalty program that company can offer are frequency
program and club marketing program

Customer Relationship Management plays a very vital role in our daily life style business.
It is due to the help of the CRM that we come to know about the new methods and
techniques of doing business in the modern world. It is due to the help of CRM that there
is a good relationship between the customer and the organization. It is the behavior and the
goodwill of the company that bounds the relationship between the customer and the
organization. For doing any kind of business one must consider that customer satisfaction
is very much important and that there should be a good relationship between them.

Some of the benefits that we get from the study of CRM for our organization (Impulse
Relocation A) are as follows:-

❖ Service.
❖ Quality and time assurance.
❖ Reasonable rate.
❖ Attention of the Customer.
❖ Show Sympathy. Show Politeness.
❖ Follow ups.
❖ See Customers Opinion.

SERVICES

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The first and utmost thing that is been done is the service that are been provided to the
customer are of the finest quality and that too of the most preferable one. Services are
something that is to be provided with outmost dedication. Any kind of unfair or not proper
service can result in the disturbance of the CRM and also affects the business somehow.

QUALITY AND TIME ASSURANCE:

The type of quality that is been delivered to the customer are of very good and fine quality.
There is no complaining against the quality provided by the organization. The customers
are provided with the correct time assurance. There are not often delays in the door to door
service of the product. If there is any kind of problem or if there is going to be delay in the
service then the customer are been time to time informed about the location of their product.

REASONABLE RATES:
The rates that are been provided to the customer are reasonable rate so that the customer is
also satisfied with the rate that is provided to them. The rate provided should not be too
low or too high. It should be average so that the customer is also satisfied and that the
organization is also not on loss.

ATTENTION OF THE CUSTOMER

The vital steps are to gain the attention of the customer. Attention of the customer is very
much important as the attention of the customer helps a lot in this field. The basic
requirement of the customer their need and desire can only be fulfilled when we pay
attention to the customer. A good organization also keeps a care of the customers from the
starting point of business till the end point of the customer’s requirement.

SHOW SYMPHATY

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If the customer is in problem or has already faced some kind of problems then we should
try to show sympathy and should not shout on the customer. As long as we can we should
try to understand their problem and bring out a solution for it.

SHOW POLITENESS

While talking to the customer we should be politeness. There should be politeness under us
so that the customer can feel a feeling of brotherhood. We should not behave rudely with
the customer as doing this can create a bad impression on the customer.

FOLLOW UP

We should maintain a diary were we can keep the details of the follows ups to the desired
customers. Although the work has been done, we should keep in contact with the customer
as it makes the customer feel good and this creates a good impression of the organization.
This also helps us in the way that the customer gives references to others which matters a
lot the organization.

The Ways How CRM Tool Can Improve Services

1. CRM Tool Can Be Customized To Give Access To Members Of The Services Team
While They Are On The Field. This Can Be Facilitated By Giving Access To
Services
Personnel From Their Hand Held To The Central System.
2. Data From All Departments Can Be Integrated Into The CRM. This Provides
Adequate

And Timely Information To Services Personnel Without Time Delays.

3. Provide services People Whereby They Can Get Responses For Customer Issues
From

The Required Department Without Any Time Lag.

4. Annual Reports Will Help The Management To Take Key Decisions Regarding
Future Plans. Using CRM For Services Support Keeps The Management In
Constant Touch
With The Current Trends On The Services Front

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5. Setting Standard Reporting Templates For Services Personnel On A CRM For

Services Support Saves A Lot Of Time And Can Help Them Focus More On Other
services
Activities.
6. The Top Management Can Remain Connected To The System At All Times So That

Urgent Queries And Requests Can Be Handled Effectivel

1.3 OBJECTIVES OF THE STUDY

In Bajaj Motors, like in many companies, the objectives of customer

relationship management (CRM) typically revolve around enhancing customer
satisfaction, loyalty, and retention, as well as maximizing profitability. Here are
some specific objectives:

❖ Customer Satisfaction
Ensuring that customers are satisfied with their interactions with the company,
whether it’s during the sales process, after-sales service, or any other touchpoints.
This can involve providing prompt and effective support, addressing customer
complaints efficiently, and delivering high-quality products.

❖ Customer Retention
Encouraging repeat purchases and fostering long-term relationships with customers.
By offering personalized services, loyalty programs, and incentives, Bajaj Motors
aims to retain customers and reduce churn rates.

❖ Increased Sales
Utilizing CRM tools and strategies to identify cross-selling and upselling
opportunities. By analyzing customer data and behavior, Bajaj Motors can offer
relevant products or services to existing customers, thereby increasing sales revenue.

❖ Enhanced Communication

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