A REPORT ON CUSTOMER RELATIONSHIPMANAGEMENT OF PANTALOON RETAIL INDIA LIMITED.
EMPOWERING MINDS
ACHARYA INSTITUTE OF MANAGEMENT & ST ST SCIENCES. 1 CROSS. 1 STAGE. PEENYA. BANGALORE BANGALORE 560058. 560058 .
Submitted ByALOK KUMAR GUPTA MBA- 1ST SEM. GROUP- 1
CRM
Contents: CRM: y
1What
is CRM
(i)Advantages of CRM ««««««««««««««« Disadvantages of CRM How to impress customers Reason to fail CRM Service offering by CRM Why choose CRM Opt for CRM CRM is Rewarding Market Structure 2.PANTALOON
RETAIL INDIA LTD:
About Company Vision Mission Core Value Future Group Board of Directors Strategies for Attracting t he Customers Types of Members Offer for Green Cards Holders Alok Kumar Gupta
CRM
CRM: INTRODUCTION: In today¶s competitive market driven economy it is not only sufficient to provide your customers with the best service levels and customer experience over the short-term, but also analyze the transactional information to develop better services and products for your customer over the long run through the discovery of not-so-obvious insights into customers wants and needs.
WHAT IS CRM: CRM stands for Customer Relationship Management. It is a process or methodology used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. There are many technological components to CRM, but thinking about CRM in primarily technological terms is a mistake The more useful way to think about CRM is as a process that will help bring together lots of pieces of information about customers, sales, marketing effectiveness responsiveness and marketing.
Alok Kumar Gupta
CRM
ADVANTAGES
OF CRM:
Shared or distributed data Cost reduction Better Customer Service Increased Customer Satisfaction Better Customer Retention Loyal customers More repeat business More new business More Profit
DISADVANTAGES OF CRM: Lack of formalization of the procedures Lack of the employees' interest Alok Kumar Gupta
CRM
How to impress customers: y
Focus on at least one key benefit
y
Listen to your customers
y
Gaining new customers
y
Test everything you do for effectiveness
y
Treat your staff with extreme care and attention.
Reason to fail CRM: y y y y
y y
y y
CRM initiatives launched without a strategy. The CRM strategy is not integral to the business strategy The CRM toolset is based on someone else¶s success. CRM is launched with no regard for enterprise or customer interfaces. CRM is launched without customer input. CRM is considered an IT project ± not business initiatives leveraging technology. CRM is launched without defined metrics and objectives CRM is considered a one-time event.
Alok Kumar Gupta
CRM
y
y
Assume you have a customer-centric culture because you customers have No top down leadership and employee buy-in for CRM.
CRM Service Offering: 1. Consulting: o
o
o
o
o
o
Feasibility Analysis Technology Evaluation & Selection Project Scoping Metrics Reporting & ROI Proof-of-Concept development Application Audit & Health Check
2. Implementation: o
o
o
o
o
o
o
Implementation Strategy Functionality Mapping & Gap Analysis Data Migration, Conference Room Pilot & Training Full Cycle Implementations & Deployment Global Rollouts Release Management
3. Customization o
& Integration:
Custom Object Development
Alok Kumar Gupta
CRM
o
o
Custom Reports Development Integration - Data, Process level - EAI / CTI
4. Upgrade o
o
o
o
Services :
Application/Product Upgrade Database Upgrade Data Conversion and Migration Object Migration
5. QA and Testing Services: o
o
o
o
o
o
Testing Process Consulting Manual, System and Integration Testing Load Testing Fail Over and Availability Testing Test Cases Automation Reporting Services
6. Business Intelligence and Analytics: o
o
o
Need
Analysis Data Load/ETL Custom View & Report Development
7. Customer Data Integration : Alok Kumar Gupta
CRM
o
o
o
Unification of Customer Data Multiple Version Integration Real Time/Batch Data Cleansing
8. Support and Maintenance : o
o
o
o
o
Application Support Customization Support Database Administration Application Administration Performance Tuning
Why choose CRM: CRM (Customer Relationship Management) software aids in increasing efficiency, serves to aid the sales department in all of its efforts, manages to boost sales, and fundamentally contributes to the overall development of the company. It also manages to work towards organizational goals. This is achieved through a concise study of potential customers. Their preferences are taken into consideration and used to coordinate and implement a customer centric business strategy that focuses primarily on the customer, yields to recording the importance of his ideas and suggestions and results in increased customer retention.
Alok Kumar Gupta
CRM
Opt for CRM: Why
CRM? CRM solution helps to reduce the time required for sales cycles while hanging onto potential sales leads. Customer retention is also maximized. Sales orders and sales revenues increase as a matter of increased organization growth. CRM facilitates growth in that it aids the reduction of costs and the increased availability of information to the organization that can be used according to customer information requirements. This information is increasingly important to an organization and can prove to make the difference between success and failure.
CRM is Rewarding: The benefits of CRM are enormous.The marketing department is yet another department that stands to gain enormously as CRM aids in marketing functions. The customer centred strategy that provides information on potential customers, boosts the marketing function by providing the marketing department with a clear idea of what the customer needs are and enables them to work accordingly.
Privacy and data security: One of the primary functions of CRM software is to collect information about customers. When gathering data as part of a CRM solution, a company must consider the desire for Alok Kumar Gupta
CRM
Customer Privacy and data security, as well as and legislative and cultural norms. Some customers prefer assurances that their data will not be shared with third parties without their prior consent and that safeguards are in place to prevent illegal access by third parties.
Market structure: The following table lists the top CRM software vendors in 20062007 (figures in millions of US dollars) published in Gartner study
Vendor
2007 Revenue
2007 Share (%)
2006 Revenue
2006 Share (%)
'06-'07 Growth (%)
SAP
2,050.8 25.3
1,681.7
26.6
22.0
Oracle
1,319.8 15.3
1,016.8
15.5
29.8
Salesforce.com
676.5 8.3
451.7
6.9
49.8
Amdocs
421.0 5.2
365.9
5.6
15.1
Microsoft
332.1 4.1
176.1
2.7
88.6
2,881.6
43.7
14.1
Others
Alok Kumar Gupta
3,289.1 40.6
CRM
Total
8,089.3 100
6,573.8
100
23.1
PANTALOON RETAILS INDIA LIMITED. About Company: Pantaloon Retail is the flagship enterprise of the Future Group, with a presence across multiple lines of business. The company owns and manages multiple retail formats that cater to a wide cross-section of Indian society. Headquartered in Mumbai (Bombay), the company operates through four million square feet of retail space, has over 1000 stores across 61 cities in India and employs over 30,000 people. The company registered a turnover of Rs 2,019 crore for FY 2005-06. Pantaloon Retail forayed into retail in 1997 with the launching of its fashion retail chain, Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain. This was followed by Food Bazaar, a food and grocery chain. Next up was Central, a first of its kind located in the heart of major Indian cities.
Alok Kumar Gupta
CRM
Vision: Future Group shall deliver Everything, Everywhere, Everytime for Every Indian Consumer in the most profitable manner.
Mission: We
share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development.
Core Value:
Indianness: confidence in ourselves. Leadership: to be a leader, both in thought and business. Respect & Humility: to respect every individual and be humble in our conduct. Alok Kumar Gupta
CRM
Introspection: leading to purposeful thinking. Openness: to be open and receptive to new ideas, knowledge and information. Valuing and relationships.
Nurturing
Relationships: to build long term
Simplicity & Positivity: Simplicity and positivity in our thought, business and action. Adaptability: to be flexible and adaptable, to meet challenges. Flow: to respect and understand the universal laws of nature
.
Future Group: Pantaloon Big Bazaar Food Bazaar Central Fashion Station
Board of Directors: Mr. Kishore Biyani ± Managing Director Mr. Gopi Kishan Biyani ± Wholetime Director Alok Kumar Gupta
CRM
Strategies for Attracting the customers: Pantaloon give attractive offer to it¶s customers. T he company made a good strategies to mak3e t hem their permanent customers. Some attractive offers are :
By Issuing Green Cards: This offer is valid forApparel, Perfumes & Cosmetics, toys, Bluesky, aLL, Depot, Planet Sports & accessories.
Types of Members: 1-1Star
Members 2-3Star Members 3-5Star Members 4-7Star Members
Alok Kumar Gupta
CRM
Offer for Green Cards Holders:
Types of Card Holder Discount 1
Star Members
Gift voucher worth Rs.150
3 Star Members
5% disc. On every purc hase
5 Star Members
7.5% disc. On every purchase
7 Star Members
10%
Alok Kumar Gupta
disc. On every purchase
CRM
Alok Kumar Gupta
