DECLARATION

I hereby declare that " A STUDY ON NAVIGATING

CHALLENGES AND IMPLEMENTING SOLUTION FOR
ENHANCED CUSTOMER SATISFACTION " is the result of
the Internship work carried out by me under the
guidance of PROF. Suvarna in partial fulfilment for the
award of Master's Degree in Business Administration by
KARUNYA FIRST GRADE COLLEGE (Autonomous).

I also declare that this Internship is the outcome of my

own efforts and that it has not been submitted to any
other University or Institute for the award of any other
degree or Diploma or Certificate.

Place: Bangalore Name: Darshan.v

Date: Reg No:

Sl.no Particulars

1. Introduction

2. Organisation profile

3. Job description

4. Experiences and learnings

5.
 ACKNOWLEDGEMENT

I would like to express my gratitude towards all the people

who have helped me with the successful completion of this
project. Without their encouragement, active guidance and
cooperation this project would not have been a success.
I would like to gratefully acknowledge KARUNYA FIRST
GRADE COLLEGE (Autonomous) for this opportunity, for
facilitating the completion of this project. I also thank our
principal for his support and my guide for
her active guidance in successfully completing this project.
I also express my deep gratitude to all who have contributed
for the timely completion of this project.
 ChApTER 1

INTRODUCTION
 Before we begin to examine the conceptual foundations of
CRM, it will be useful to define, what is CRM? A narrow perspective
of customer relationship management is database marketing
emphasizing the promotional aspects of marketing linked to
database efforts. Another narrow, yet relevant, viewpoint is to
consider CRM only as customer retention in which a variety
of after marketing tactics is used for customer bonding or staying
in touch after the sale is made. Shani and Chalasani define
relationship marketing as “an integrated effort to identify,
maintain, and build up a network with individuals’ consumers and
to continuously strengthen the network for mutual benefit of both
sides, through interactive, individualized and value-added contacts
over a period of time”. The core theme of all CRM and relationship
marketing perspectives is its focus on co-operative and
collaborative relationships between the firm and its customers,
and or other marketing actors.

CRM is based on the premise that, by having a

better understanding of the customers’ needs and desires we can
keep them longer and sell more to them.
 Growth Strategies International (GSI) performed a
statistical analysis of Customer satisfaction data encompassing the
findings of over 7,000+ customer surveys conducted by RELIANCE
RETAIL Ltd.
CRM (customer relationship management) is an
information industry term for methodologies, software, and
usually Internet capabilities that help an enterprise manage
customer relationships in an organized way. For example, an
enterprise might build a database about its customers that
described relationships in sufficient detail so that management,
salespeople, people providing service, and perhaps the customer
directly could access information, match customer needs with
product plans and offerings, remind customers of service
requirements, know what other products a customer had
purchased, and so forth.
The essence of the information technology revolution and, in
particular, the World Wide Web is the opportunity to build better
relationships with customers than has been previously possible in
the offline world. By combining the abilities to respond
directly to customer requests and to provide the customer
with a highly interactive, customized experience, companies have
a greater ability today to establish, nurture, and sustain long-
term customer relationships than ever before. The ultimate goal is
to transform these relationships into greater profitability by
increasing repeat purchase rates and reducing customer acquisition
costs. Indeed, this revolution in customer relationship management
or CRM. as it is called, has been referred to as the new “mantra” of
marketing. others have filled this CRM space with products that do
everything from track customer behaviour on the Web to predicting
their future moves to sending direct e-mail communications. This
has created a worldwide market for CRM products and services of
$34 billion in 1999 and which is forecasted by IDC to grow to $125
billion by 2004.The need to better understand customer behaviour
and focus on those customers who can deliver long-term
profits has changed how marketers view the world.

Traditionally, marketers have been trained to acquire

customers, either new ones who have not bought the product
category before or those who are currently competitors’ customers.
This has required heavy doses of mass advertising and price-
oriented promotions to customers and channel members. Today, the
tone of the conversation has changed from customer acquisition to
retention. This requires a different mindset and a 3 different and
new set of tools. A good thought experiment for an executive
audience is to ask them how much they spend and/or focus
on acquisition versus retention activities.
While it is difficult to perfectly distinguish the two
activities from each other, the answer is usually that acquisition
dominates retention.

According to one industry view, CRM consists of:

➢ Helping an enterprise to enable its marketing departments to
identify and target their best customers, manage
marketing campaigns with clear goals and objectives, and
generate quality leads for the sales team.
 ➢ Assisting the organization to improve telesales, account,
and sales management by optimizing information shared
by multiple employees, and streamlining existing
processes (for example, taking orders using mobile devices)

➢ Allowing the formation of individualized relationships

with customers, with the aim of improving customer
satisfaction and maximizing profits; identifying the most
profitable customers and providing them the highest level of
service.

➢ Providing employees with the information and

processes necessary to know their customers, understand
their needs, and effectively build relationships between
the company, its customer base, and distribution partners.

CRM--Customer Relationship Management--has entered

the mainstream. Despite the uncertainty of the economy, CRM is
being thrust into corporate budgets and talked about as a critical
initiative by hundreds of Fortunes 1,000 and tens of
thousands of other companies. It has gone from being an
important edge in the business world to a necessary tool for
survival. The notion of the customer as king or queen is once again
the rule. How you treat this is a mission-critical business issue.
But what is CRM and how does it change the way companies
do business? The changes in the world have been so dynamic and
so dramatic that the path is not necessarily all that obvious. How
CRM impacts that business path is a continuing source of debate in
the world of corporate management.
Managing relationships with customers has become a
critical organizational competency. Get winning strategies for
acquiring and retaining customers by leveraging the latest
advanced technologies. This course will teach you how to
select the right tools for your business so it can grow
today and on into the future. Lagging means lost customers,
which means damage to the bottom line. But how do you not lag
when customers are moving lightning fast to demand constant
changes in the speed to complete their transactions? How
do you keep your customers when the move to another company is
nothing more than a mouse click and a minute away?
CRM is the answer. Customer Relationship
Management, a strategy that leverages very advanced technologies
is the way to cut to the 21st Century business chase.

Definition: -
“CRM is concerned with creating improved shareholder value
through the use of customer centric business processes
and the development of appropriate relationships with
consumers.”
Implementing CRM:
CRM requires an integration of a firm's resources;
people, operations and marketing capabilities to deliver added
value to the customers. CRM should provide businesses and
organizations with a ‘single view’ of their customers and across
irrespective of the interactive channel or medium through which
the customer accesses the service or product. For example, a
business (e.g. hotel) customer’s profile and personal references
should be accessible to the business (or hotel) irrespective of
channel i.e. whether the customer books online, calls in or
walks into any location should not make a difference to the
service provided based on the personal profile of the business
client.
It is enabled through:
➢ Information
➢ Processes
➢ Technology
➢ Applications

A firm that wants to implement CRM must align its

business processes cross-functionally in the best possible
way to allow increased customer focus with an aim to deliver
added value to the customer.

To implement CRM, the following steps must be followed:

➢ Develop a CRM framework
➢ Align current business processes
➢ Design new cross-functional business processes (where
required)
➢ Develop Functional Specifications (client-side services)
➢ Develop Technical Specifications
➢ Match Technical Specifications to available technology
(Systems, software, etc)
➢ Product Configuration
➢ Data Migration and Integration
➢ Staff Training

Customer relationship management model: -

 Customer Retention Program: -

Key Pillars of Reliance Retail's CRM Strategy: -

1. Customer Centricity: Reliance Retail prioritizes customer
satisfaction and strives to deliver a seamless shopping experience
across its physical and online channels.
2. Data-Driven Insights: The company collects and analyses
customer data to gain insights into customer preferences, purchase
patterns, and feedback.
3. Personalized Customer Experience: Reliance Retail utilizes
customer data to personalize marketing campaigns, product
recommendations, and loyalty rewards.
 4. Omnichannel Engagement: The company seamlessly
integrates customer interactions across its physical stores,
websites, and mobile apps, ensuring a consistent customer
experience.
5. Loyalty Programs: Reliance Retail operates various loyalty
programs, such as the Reliance One membership program, to
reward customer loyalty and encourage repeat purchases.

Examples of Reliance Retail's CRM Initiatives: -

1. Reliance One Membership Program: This program offers

exclusive benefits to members, including discounts, early access to
sales, and personalized rewards.
2. My Jio App: The My Jio app provides personalized product
recommendations, real-time store updates, and access to loyalty
rewards.
3. Reliance Retail's Social Media Presence: The company actively
engages with customers on social media platforms, addressing their
concerns and gathering feedback.
4. Customer Feedback Mechanisms: Reliance Retail provides
multiple channels for customers to provide feedback, such as
surveys, suggestion boxes, and online feedback forms.
Impact of CRM on Reliance Retail's Success:
1. Increased Customer Lifetime Value: CRM initiatives have led
to increased customer lifetime value, as satisfied customers are
more likely to continue shopping at Reliance Retail stores and make
repeat purchases.
2. Enhanced Brand Reputation: Reliance Retail's reputation for
customer-centricity has strengthened its brand image and attracted
new customers.
3. Improved Customer Acquisition and Retention: CRM
strategies have helped Reliance
Retail acquires new customers and retain existing ones, driving
overall business growth.
4. Data-Driven Decision Making: CRM insights have enabled
Reliance Retail to make informed decisions regarding product
assortment, pricing strategies, and marketing campaigns.
5. Competitive Advantage: Reliance Retail's strong CRM
practices provide a competitive advantage in the dynamic Indian
retail market.
 ChApTER 2

ORGANISATION pROFILE
 Reliance Fresh is the retail chain division of Reliance
Industries of India which is headed by Mukesh Ambani. Reliance
has entered into this segment by opening new retail stores into
almost every metropolitan and regional area of India. The (Reliance
Fresh) store is for everyone... Prices are affordable for everyone,”
The first Reliance fresh store was opened in Hyderabad in
November 2006. Reliance Fresh outlets are in Bangalore, Chennai,
New Delhi, Gurgaon, Faridabad, Hyderabad, Jaipur, Mumbai,
Madurai, Cochin, Trichur, Calicut, Chandigarh, and Ludhiana. The
Reliance Fresh supermarket chain is RIL’s Rs 25,000 crore venture
and it plans to add more stores.
Reliance Fresh stocks fresh fruits and vegetables, staples,
fast moving consumer goods and dairy products. The stores are
already selling over1,000 tonnes of fresh produce daily and also 250
categories of commodities. The company is approaching farmers
directly for the procurement of produce, seeking to reduce the 40%
wastage that occurs through the traditional supply chain. Besides,
the stores provide direct employment to 5 lakh young Indians and
indirect job opportunities to a million people, according to the
company. The company also has plans to train students and
housewives in customer care and quality services for part-time
jobs.
 The Reliance Fresh stores are convenience stores with
an area of about 1000 to 4000 sq ft. In Reliance Fresh stores, the
commodities are classified into various categories like Staples,
Fruits and Vegetables, Dairy, Processed Foods (PF), Food and
Beverages, House ware, Personal Care etc. Few stores have apparel
section also which has very low-priced range and good quality
clothes. The Reliance Group, founded by Dhirubhai H. Ambani
(1932-2002), is India's largest private sector enterprise, with
businesses in the energy and materials value chain. Group's annual
revenues are in excess of US$ 66 billion. The flagship company,
Reliance Industries Limited, is a Fortune Global 500 company and
is the largest private sector company in India. Backward vertical
integration has been the cornerstone of the evolution and growth
of Reliance. Starting with textiles in the late seventies, Reliance
pursued a strategy of backward vertical integration - in polyester,
fibre intermediates, plastics, petrochemicals, petroleum refining
and oil and gas exploration and production - to be fully integrated
along the materials and energy value chain. The Group’s activities
span exploration and production of oil and gas, petroleum refining
and marketing, petrochemicals (polyester, Fiber intermediates,
plastics and chemicals), textiles, retail, in hotel and special
economic zones. Reliance enjoys global leadership in its businesses,
being the largest polyester yarn and Fiber producer in the world
and among the top five to ten producers in the world in major
petrochemical products. Major Group Companies are Reliance
Industries Limited, including its subsidiaries and Reliance
Industrial Infrastructure Limited.

Name of the Reliance Smart Bazaar

organization
Ownership pattern Subsidiary

Type of industry Retail Industry

Address 7th cross BEL Layout, Bharath Nagar 2nd

stage, Herohalli, Bengaluru-91
Number of plants 18000 and above in india

Founder Mukesh Ambani

Owner Reliance industries

Establishment year 2006

Key people Isha Ambani (Managing director)

Store Manager Prashanth.p

Employees 23
Area served India
Contact details 18008910001

Website https://relianceretail.com/
Working hours 6am to 10pm

• Market Presence: Reliance Retail has a widespread presence

across India with stores in urban and rural areas.

• Innovations and Initiatives: Reliance Retail has integrated its

online and offline retail efforts with Jio Mart, an e-commerce
 platform that offers a wide range of products, including
groceries and household essentials.

• Technology Integration: Reliance Retail has embraced digital

technologies for inventory management, supply chain
optimization, and customer engagement.

• Social Initiatives: The company actively engages in community

development programs, focusing on education, healthcare, and
skill development.
• Corporate Social Responsibility (CSR): Reliance Retail's CSR
initiatives extend to education and healthcare, contributing to
the overall development of the communities it operates in.
Challenges and Future Outlook: The growing influence of e-
commerce and changing consumer behavior’s pose challenges and
opportunities for Reliance Retail. The company may explore
opportunities for international expansion to diversify its market
presence.
Reliance Retail’s operating model unleashes the
aspirational energy of the new, resurgent India. Reliance Retail’s
guiding philosophy rests on the tenets of enabling inclusion, growth
and building sustainable societal value for millions of Indians.

In a short period, it has forged strong and enduring

bonds with millions of consumers by providing them unlimited
choice, outstanding value proposition, superior quality and
unmatched shopping experience across all its stores.Reliance
Retail’s growth over the years has triggered a large socio-economic
transformation on an extraordinary scale in India.
Reliance Retail has been ranked amongst the fastest
growing retailers in the world. It is ranked 53rd in the list of Top
Global Retailers and is the only Indian Retailer to feature in the Top
100. It is the largest retailer in India with the widest reach.
Reliance Retail has 249 million registered customers
buying across all its formats. It recorded more than 780 million
footfalls across all its stores in FY23, a scale unmatched by any
other retailer in India. With nearly 3 million daily transactions,
Reliance Retail operates at a scale unparalleled in the Indian retail
industry and continues to enrich the quality of lives of millions of
Indians every day.

Reliance Retail has adopted a multi-prong strategy

and operates a wide array of store formats that cater to planned
shopping needs, as well as daily or occasional needs of the
customers across major consumption baskets of Grocery, Consumer
Electronics, Fashion & Lifestyle and Pharma.

In Grocery consumption basket, Reliance Retail

operates Fresh Signature, Smart superstore, Smart Bazaar, Smart
Point, Freshpik, Shree Kannan Departmental, 7-Eleven and
Jayasurya stores focused on food, fresh produce, bakery, dairy
products, home and personal care products, as well as general
merchandise items. In addition, it runs quick commerce company,
Dunzo and subscription-based hyperlocal delivery platform,
Milkbasket.

With an ambition to help every Indian household get

access to quality products at reasonable price points, Reliance
Consumer Products Limited, the company’s FMCG arm, has built a
strong portfolio ranging from Campa, Raskik and Sosyo in the
beverage category to Enzo, Glimmer, Puric, Get Real and Dozo in
the home & personal care segment. Under the Independence brand,
it offers a wide range of daily essentials to Indian consumers at
exceptional value.

In Pharma, Reliance Retail addresses both online and

offline needs of Indian consumers through Netmeds digital
platform and a fast-expanding range of Netmeds freestanding
stores.

Reliance Retail has strengthened its presence in the

beauty space with Tira, an omni-channel beauty retail platform that
offers a seamless and personalized shopping experience to beauty
enthusiasts across India by offering them a fine selection of global
and indigenous beauty brands.

In Consumer Electronics, Reliance Retail operates

Reliance Digital and My Jio Store formats offering a wide range of
consumer electronics, home appliances, computing and mobility
products, latest gadgets and accessories. These stores are backed by
resQ, a full-fledged service organisation and India’s only ISO 9001
certified electronics service brand.

In Fashion & Lifestyle, Reliance Retail operates a

portfolio of formats that serves customers across value, mid,
premium and luxury segments. Reliance Retail operates Trends,
Trends Woman, Trends Man, Trends Footwear, Avantra by Trends,
Azorte, Centro, Reliance Jewels, Hamleys formats and a portfolio of
more than 50 marquee international brands such as GAP, Armani,
Burberry, Diesel, GAS, Marks & Spencer, Superdry, Brooks Brothers,
Steve Madden and more.

Reliance Retail has a strong presence in digital

commerce channels led by AJIO, a fashion & lifestyle destination
store bringing the best of national and international brands to
customers’ doorsteps and Jiomart, a cross-category horizontal
platform that leverages the wide network of Reliance Retail’s stores
and well-established supply chain infrastructure.

Reliance Retail reported a turnover of Rs. 2,60,364 crore

for the financial year 2022-23. As on March 31, 2023, Reliance
Retail operated 18,040 stores across 7,000+ towns with a retail
area of over 65.6 million sft.

STATEMENT OF ThE pROBLEM

 The customer relationship management (CRM) system is
a pivotal aspect of modern business strategies, fostering
meaningful interactions between companies and their customers.
This internship report focuses on evaluating and enhancing the
CRM practices within Reliance Retail, a prominent player in the
retail industry. The key objective is to investigate the current CRM
framework employed by Reliance Retail, identifying strengths,
weaknesses, opportunities, and threats. Additionally, the report
aims to propose strategic recommendations for optimizing
customer relationships, streamlining communication channels,
and implementing innovative technologies to elevate customer
satisfaction and loyalty. The analysis will delve into the
effectiveness of data collection, customer segmentation, and
personalized marketing strategies, ultimately contributing insights
for the continuous improvement of CRM practices at Reliance
Retail.
NEED AND RELEVANCE OF THE STUDY

The study on Customer Relationship Management (CRM)

at Reliance Retail is essential to understand the strategic role of
CRM in enhancing customer satisfaction, loyalty, and overall
business success. Analyzing CRM practices at one of India's retail
leaders provides valuable insights into effective customer-centric
strategies, influencing the broader retail industry.

Competitive Advantage:

Understanding and implementing effective CRM

strategies can provide Reliance Retail with a competitive edge in
the dynamic and highly competitive retail industry. By fostering
stronger connections with customers, the company can
differentiate itself from competitors.

Customer retention and loyalty:

CRM plays a pivotal role in customer retention and

loyalty. By studying how Reliance Retail manages and nurtures
customer relationships, insights can be gained into the strategies
that contribute to customer loyalty, repeat business, and long-term
brand allegiance.
Market adaptability:

The retail landscape is evolving rapidly, driven by

technological advancements and changing consumer behaviors. A
study of CRM practices at Reliance Retail can shed light on how the
company adapts to market dynamics, embraces innovation, and
stays attuned to customer preferences.

Business sustainability:

Sustained business success in the retail sector relies heavily

on the ability to meet and exceed customer expectations. An
effective CRM system contributes to business sustainability by
ensuring customer satisfaction, which, in turn, leads to repeat
business and positive word-of-mouth marketing.

Employee engagement:

The study can explore how employee training and

engagement contribute to effective CRM. A motivated and well-
trained workforce is instrumental in delivering superior customer
service and building positive customer relationships.

Vision:
• To be our clients’ first call and preferred collaboration partner
within our advisory expertise areas
• To consistently exceed our clients’ expectations for
professional and value-adding advice Our objective is long-
 standing and trustful client relationships created via excellent
advice andservice1.3.2 Mission Reliance’s
mission:
• To provide the best and most value-adding advice within our
advisory expertise areas.
• To be an independent sparring-partner and to provide
excellent advice for our clients within our advisory expertise
areas Reliance’s activities shall be of benefit for both our
clients – first and foremost – and for our collaboration
partners and employees

Values:
1. Customer Value:
• Demonstrate a Proactive “Customer First” and a
“Customer Delight” mind-set consistently.
• Act at all times to ensure Reliance remains the first
choice for customers.

2. Ownership Mindset:
• Priorities & always align work keeping the larger
purpose of the corporation in mind.
• Operate with a personal stake &an ownership mindset
&’Play to win.

3. Respect:
• Individually & collectively conduct oneself with respect
and humanity
 • Express oneself honestly but without disrespecting the
sentiment of others.

4. One Team:
• Team Reliance comes before me, always and every time.
• Collaborate seamlessly, seeking & offering help as “One
Team, One Vision”.
• Accountability for one’s own action & also that of team.

5. Excellence:
• Excellence in everything we think, say &do.
• Hold each other accountable to delivering excellence

Competitors:

Dmart
VISHAL MEGA MART

Royal mart
 Shopsy Hypermarket

SWOC analysis:

STRENGTH WEAKNESS, OPPORTUNITY AND THREATS

STRENGTH: -
1. Practical Relevance:
Reliance Retail is a major player in the retail industry, making
the study practically relevant to a significant business entity.
Understanding and addressing challenges at Reliance Retail can
have broader implications for the retail sector as a whole.

2. Customer-Centric Focus:
The emphasis on customer satisfaction underscores the
importance of prioritizing the needs and preferences of consumers.
This focus aligns with contemporary business strategies that
recognize the pivotal role of customer satisfaction in achieving
long-term success.

3. Real-World Application:
The study addresses real-world challenges faced by a specific
company, providing insights that can be directly applied to improve
business operations. This practical orientation enhances the study's
applicability and usefulness for industry professionals.

4. Business Strategy and Competitiveness:

Analysing challenges and implementing solutions directly
contributes to refining business strategies. The study can explore
how enhanced customer satisfaction contributes to a competitive
advantage, which is crucial in the dynamic and competitive retail
landscape.

6. Innovation and Adaptability:

 The retail industry is constantly evolving, and the study can shed
light on how companies like Reliance Retail adapt to changing
market dynamics. Exploring innovative solutions can inspire other
organizations to adopt flexible and adaptive approaches.

WEAKNESS: -
1. Limited Information Availability:
Getting detailed and accurate information about Reliance Retail's
specific strategies and challenges might be challenging. The
company may not disclose all details due to competitive reasons or
confidentiality.

2. Dynamic Business Environment:

The retail industry is constantly changing, influenced by factors like
consumer trends, economic conditions, and technological
advancements. Studying a specific moment may not capture the
ongoing changes.

3. Changing Market Dynamics:

The retail market is highly competitive, and strategies that work
today may need adjustments tomorrow. The study might not
capture the evolving nature of the market and its impact on
customer satisfaction strategies.

4. Dependency on Customer Feedback:

Relying solely on customer feedback for insights may miss
underlying operational challenges or internal issues that affect
customer satisfaction. The study might not have access to internal
company perspectives.

5. Time Constraints:
Conducting a comprehensive study takes time, and during the
research period, new challenges and solutions may emerge. The
study might not capture the most up-to-date information.

6. Potential Bias:
Depending on the information source, there may be a bias in the
data, whether from the company's perspective or the researcher's
interpretation. This bias could affect the objectivity of the study.

Challenges:
1. Supply Chain Disruptions:
Addressing issues in the supply chain to ensure products are readily
available for customers.

2. Technology Integration:
Implementing user-friendly technology for smoother transactions
and improved customer experience.
 3. Employee Training:
Providing comprehensive training to staff for better product
knowledge and customer service.

4. Competitive Pricing:
Strategizing to offer competitive prices compared to other retailers
in the market.

5. Customer Feedback Handling:

Developing effective mechanisms to gather and act upon customer
feedback.

OPPORTUNITY

1. E-commerce Expansion:
Capitalizing on the growing trend of online shopping by expanding
and improving the e-commerce platform.

2. Technology Partnerships:
Collaborating with tech companies to enhance digital infrastructure
and customer facing technologies.
 3. Diversification:
Exploring new product categories or services to broaden the
customer base.

4. Sustainability Initiatives:
Responding to the increasing demand for sustainable products and
practices.

5. Global Expansion:
Considering opportunities for international market penetration and
global brand presence.
 ChApTER 3

DESIGN OF ThE STUDy

OUTCOME

Customer Attendance:
• Developed a keen sense of awareness to ensure prompt
acknowledgment of customer presence.
• Implemented a proactive approach, offering assistance and
guidance to customers navigating the store.
• Participated in training sessions focused on refining customer
engagement skills.

Communication with Customers

Convincing the Customer:

• Received training in the art of persuasion to influence
customer purchasing decisions positively.
• Gained expertise in presenting product features and benefits
in a compelling manner.

Customer Approach:
• Implemented a customer-centric mindset by prioritizing
individual customer needs.
• Participated in role-playing scenarios to simulate various
customer interactions and challenges.
• Applied techniques to build rapport and establish a positive
emotional connection with customers.
Internal Marketing:
• Contributed to in-store promotional activities, including
setting up displays and distributing promotional materials.
• Engaged in cross-functional collaboration to ensure consistent
messaging across different departments.

Suggesting:
• Acquired in-depth knowledge of product offerings to make
informed suggestions to customers.
• Practiced suggestive selling techniques to enhance the overall
shopping experience.

Observing Workforce:
• Actively observed and learned from experienced colleagues
regarding effective customer interactions.
• Participated in team meetings to discuss best practices and
share insights for continuous improvement.
 RESEARCh METhODOLOGy

Research methodology:
Research methodology refers to the systematic process of
planning, conducting, and analysing research. It is a structured
framework within which the research is conducted. The primary
purpose of research methodology is to provide a clear and
organized plan for researchers to follow, ensuring that their studies
are valid, reliable, and capable of producing meaningful results.

RESEARCH DESIGN:
Employ a mixed-methods approach, combining qualitative
and quantitative research methodologies. Conduct in-depth
interviews with management and staff, and gather quantitative
data through surveys and customer feedback analysis.

PRIMARY DATA:
Conduct structured interviews with Reliance Retail executives
and staff members involved in CRM implementation. Administer
surveys to customers to gather feedback on their experiences.

SECONDARY DATA:
Secondary data is a type of data that has been already collected
or existing data that Review existing reports, and documents
related to CRM strategies, technologies, and industry best practices.
INTERNAL DATA:
Internal data is collected from company website “RELIANCE
RETAIL LTD.” Information from company website applications and
mobile site data. And also through the company’s magazines and
articles.

EXTERNAL DATA:
external data is collected from various online journals
available online.

RESEARCH OBJECTIVE:
• Optimization of CRM Strategies:
To identify and evaluate the strengths and weaknesses
of Reliance Retail's existing CRM strategies, providing actionable
recommendations for the optimization and improvement of
customer relationship management approaches.

• Strategic Employee Training Initiatives:

To investigate the role of employees in customer
interactions and propose tailored training programs that enhance
customer service skills, ensuring that employees contribute
positively to the overall customer experience.

• Competitive Advantage:
 To gain insights into market trends and opportunities,
providing a foundation for strategies that give Reliance Retail a
competitive advantage, helping the company to stay ahead of
competitors and maintain or strengthen its market position.