SCHOOL OF BUSINESS MANAGEMENT,

NMIMS

END TERM EXAMINATION

Subject: Customer Relationship Management

Course / Trimester: MBA (LAW), TRIM VI

Roll Number: A005

SAP ID: 80131190005

Ques 2a)

For selecting a suitable and useful CRM solution for this firm we can make use of Payne’s 5
forces model which is as follows;-

 Strategy development process:- It helps in understanding the characteristics of

consumers and how the company can interact and choose its customer.
 Value Creation process:- Helps in understanding the value of the customer to the
business.
 Multichannel Integration:- It is very imporatant as it helps the organsiation to put
together the inputs receive from first two stages. It is basically an integrated channel
management which helps to interact with the consumers.
 Informationmation management system:- it consists of all the back end and front enf
offices and other analytical tools which helps to create appropriate marketing
responses.
 Performance Assessment Process:- it is used manly for customer satisfaction and
standards.

The organisation should look forward to build a social bond with the customer as it helps in
the building relationship which would be quite useful to the organsiation.

Customer has a tendency to go from Switching to Satisfaction then start trusting then
becomes commited and then finally achieves loyalty. So the organisation can also adopt the
IDIC model of crm which helps the organsiation to gets the information abhout the
organisation and their needs. IDIC models help to Identify the customer, Differentiate them
on the basis of value, interact according to their needs then customises according to their
needs.

(b) In the present case, the pharmaceutical company is into the export of pharmaceutical
products all over the world and specializes in providing combination drugs to the medical
community. So they have the following purposes in mind for implementing a CRM tool:

 To strengthen their sales and marketing

 To build a robust system to better track customers
 To enhance sales-force productivity

(Given in the caselet)

So according to my opinion they should go for “Sales Force Automation”, as their chosen
technological CRM solution as it helps to integrate almost everything. Due to the follwoing
reasons:

 As the primary objective of the company is to have better sales and marketing. So by
implementing SFA, they can ensure that accurate information regarding their products
reaches their customers, at the right time.
 Also variety of information and interaction with the customer gets covered in this.
 Similarly, this would also provide the company with a mechanism to keep a real time
track of sales orders, and would also give them an opportunity to resolve customer
problems accodingly and helps them to resolve their doubts in a speedy manner.
Tracking of activites help the company to know where excatly their product has
reached and as they are into the business of exports this finally helps the customers in
knowing the current statis of their product.
 It also allows the company to do regular follow ups with their customers and to ensure
their satisfaction. This also helps in giving promt answers to the queries of the
consumers.

“So if the adopt the above mention method then the would be able to achieve their desired
goal. So by investing Rs. 50 million in SFA, the pharmaceutical company would be able to
adopt an integrated system, which would work for the longer run.”

QUES 1

As a member of research team i would first increase a social crm campagin which will help
durga dhaba to have more social media coverage. Social media will help to increase the
reach.

Then i would create the loyalty program in such a way that it can be divided into three major
segments which are

 Dine In
 Delivery
 Social/Online groups

1. Dine In
  Provide welcome drinks to customers.
 Customers can book the seats in advance where they want to seat.
 The dhaba can provide a free gift card on every 10th visit of upto 1000 rupees which is
fully remedable on the next visit
 Special menu for special occasions. For eg if a customer have a birthday or
anniversary to celebrate they can customise the menu according to their wish.
 Provide discount to regular customer like a loyalty card.
 A screen to be set upto where the customer can see the actual food being prepared so
that the customer gets satisfy that proper hygiene methods are being taken by the
dhaba in such covid times.

2. Delivery

 The dhaba can have an app of its own where they provide food with just a single
click.
 They have make use of the technologies which is in build in app to track the order
 For loyal customers and subcribers of the app free home delivery is available
 If the customers order foods from the app for more than 5 times in a month then a gift
vocher of 1000 to be remeed at the next order.

3. Social/Online Groups

 The dhaba can have a loyalty group on their main website or on social media
platforms where the customers can log in and avail latest offers and discounts on visit
to the dhaba
 The social/online group can have various master chefs’ competitions in order to
indulge the customer and the winner of the competition dish shall be put in the menu.
 Encourage the customer to openly critise the dish which they do not like and then
customise the dish according to the local taste and preferances

Thus the dhaba should focus to have more of personal touch by various customisation
techniques and rewards should be given to loyal customers in order to hold them back.
Ques 3)

Understanding the data that is at the footstep of the company is very important in determining
the marketing strategies for the marketers.

It is a very tough job to analyze the data available and there has been constant advancement
in the methodology and technology that is used to analyze the data and draw conclusive
inference from the same.

Customer Analytics is one of the challenging yet rewarding techniques if done in the right
manner to understand the customer behavior, product review etc. the organisation can make
use of methods such as

 Descriptive Analytics as it helps to lay out data and insights.

 Predictive Analytics as it helps to know about the customer behaviour that was
invisible before.
 Exploratory as it helps to develop the insights and important for boarder managerial
problems.

“They are investing in techniques like machine learning, Big Data Analytics, Artificial
Intelligence, Block chain etc. in order to implement CRM in the organisation.”

“Cloud based storage has become very effective for the companies nowadays.”

“SAS software tools help the companies get important insight from the unorganized and
unstructured set of data, especially from the internet/ web-based sources.”

Challenges to the researcher:

 Data can be easliy manipulated.

 Data be gathered from the relevant source and the respondents be honest about the
data they are sharing.
 Data which is collected is quantitative in nature and not qualitative.
 Data gathered can be biased data and inclined towards a specific conclusion which
might not lead to true outcome.
 Sometimes the data which is collected does not give the true picture as the consumer
hestitate to share details correctly.