CRM and Customer Service

CUSTOMER RELATIONSHIP MANAGEMENT & CUSTOMER SERVICE
RELIANCE FRESH
• Reliance Fresh is the convenience store format which
forms part of the retail business of Reliance Industries
of India which is headed by Mukesh Ambani.
• Type of Industry- RETAIL
• Type of Retail- SUPERMARKET
• Reliance plans to invest in excess of Rs 25000 crores
in the next 4 years in their retail division.
• The company already has in excess of 560 reliance
fresh outlets across the country.
• These stores sell fresh fruits and vegetables, staples,
groceries, fresh juice bars and dairy products
CRM
• Customer relationship management (CRM) is
a broadly recognized, widely-implemented
strategy for managing and nurturing a
company’s interactions with customers, clients
and sales prospects.
• The overall goals are to find, attract, and win
new clients, nurture and retain those the
company already has, entice former clients
back into the fold, and reduce the costs of
marketing and client service.
• Reliance fresh strongly believes in retaining and
creating new customers.
• Reliance itself is a very strong brand and has always
proved itself in various occasions and in various
industries. The same continues with Reliance Fresh it
provides all its items at not only competitive prices
but also gives variety of offers and discount to its
customers.
• The warm and friendly staffs make sure you are
satisfied while shopping at reliance fresh outlets and
always look forward for a continues shopping
experience at Reliance fresh
• In order to create loyalty among customers reliance
fresh team works hard to provide their best in
products and services to their fullest
THE CRM PROCESS
• Retailers concentrate on providing more value
to their best customers using targeted
promotions and services to increase their
share of wallet
• RELAINCE CARD
Every 100 Rs spent in Reliance

Fresh you would get 1 point and
Point is equivalent to 1 Re.
Cumulative points can be used to get a bulk

discount
• VOUCHERS
Gift vouchers of 100, 200, 500

are given to customers who
may purchase Items more than 1000,2000,3000
Special vouchers given during festivals to

customers who make bulk purchase to
encourage more purchase during peak seasons
and to increase their sales volumes as more
sales would essentially give more revenue.
• LUCKY DRAWS
During season and festival time they have lucky
draws and lucky dip to encourage more foot
Falls in their outlet
Lucky dip of Reliance Fresh may include 1 gram

gold coin for 1 lucky customer every day for few
days during onam, diwali, EID.
They also include prices like 1 lucky winner could

win an i20 Car by filling up a simple form with the
purchase of more than 2 pet bottles of Pepsi co.
• DISCOUNT OFFERS 50-50
Those products which may be lying in the rack
for more than a month unattended they would
be brought forward to the Gondola offering
50% discount on the same.
Similarly Vegetables more than t+1 would be

packed together and offered at half its price.
• OTHER DISCOUNTS
Other discount may be varying from 5%- 50 %
on the basis of nature of the product and the
reason for discount
Normally during peak seasons various discount

on each products may be offered to encourage
at least minimal price reduction to the
Product and more foot fall.
• ONE TO ONE OFFER
Many new products that come to the market
may need to be well projected to the minds of
the customers so that they can intend buying
the product, so one to one free offers are
introduced.
When Reliance came up with its own brand of

Wheat noodles, it came up with this one to one
Offer.
• SPECIAL DISCOUNT DAYS
Reliance fresh when it was launched in different
cities decided to attract more customers by
giving special discounts on Saturdays and
Sundays so that foot falls would increase.
Later they started focusing individually at

different outlets having different days. Like
Reliance Fresh Kadvanthra Branch normally
offers discounts on Wednesdays
• SCRATCH CARD
Reliance Fresh also gave away scratch cards on

purchase more than 2000 during Christmas
time.
Scratch cards may include 100- 500 Rs cash

discount, Bumper car worth 5 lakhs, gold coin 1
gram etc
CUSTOMER LOYALTY
• The main reason why customers prefer Reliance
fresh is because of the real fresh and low priced
veges.
• The abundant supply of dairy products unlike
the other stores in town.
• These reasons and offers & discounts make the
customer trust the brand and increase their
foot fall to the store and thereby loyalty of the
customer rises higher and higher
OVERVIEW OF THE CRM PROCESS
• COLLECTING CUSTOMER DATA
• IDENTIFYING TARGET CUSTOMERS
• DEVELOPING CRM PROGRAMS
• IMPLEMENTING CRM PROGRAMS
COLLECTING CUSTOMER DATA
• Transactions- Relaince fresh maintains a
record of transactions of its customers.The
number of times they visited the outlet, the
amount of purchase made by them, common
product during every time purchase.
• Customer Contacts-Along with transactions
also the contact numbers are maintained by
them. Various offers, discounts are sent via
sms to their frequent customers
• Customer Preferences- Relaince Fresh keeps a
track record of the items purchased by the
customers, the brands choosen , color
preferences etc.
• Descriptive Information- The outlet records
customers demographic and psychographic
data.
RELAINCE CARD
• By offering Reliance card the company not
only tries to increase its customers and their
shopping in Reliance Fresh but also gives them
the complete information of the customers by
filling the forms
• Each point adds up to a Rupee which when
used in bulk helps to bring down the bill
purchase amount.
IDENTIFYING TARGET CUSTOMERS
• Data mining helps to identify patterns in data, and
understand the patterns of a customer more closely
and thus identify a one time customer and target
customers.
• Reliance fresh figures out its target customers and
concentrates on them to increase their profitability
and turn them to a sincere and loyal customer of
Reliance Fresh
• Customers are also ranked by them company as gold,
platinum and silver based on their level of purchase.
Silver –purchase of upto 3000 a month-Gold 5000 a
month and Platinum more than 6000 a month
DEVELOPING CRM PROGRAMS
Customer Retention
• Frequent Shopper Programs-Lucky Dips,
Discounts.
• Special Customer Services-Special staff would
help the customer in their shopping.
• Personalization- On the choice of the
customers preference the pack of vegetable
are prepared for the customer.
• Converting Good customers into Best
Customers- Concentrate on their good
customers so that they only think about
Reliance fresh as their option for Vegetable
and other products shopping.
• Dealing with unprofitable Customers-Relaince
fresh doesn’t not concentrate on its
unprofitable customer analyzed by the
customer history.
IMPLEMENTING CRM PROGRAMS
• MIS team or Relaince staff incharge of the MIS

collects, analyses the information of each
customer and provides it to its employees so
that they can take various steps and measures
to increase customer loyalty, expand customer
base, Increase profitable customers and satisfy
their needs and wants comfortably.
CUSTOMER SERVICE
It is a set of activities and programs undertaken
by retailers to make their shopping experience
more rewarding for their customers.
Reliance offers its customer bundle of various

offers and activities in order to drag the
customer to its store and make them have a
happy and pleasant shopping.
CUSTOMER SERVICE STRATEGIES
• CUSTOMIZATION APPROACH-Customize the
vegetables according to each shoppers choice and
preference.
• STANDARDIZATION APPROACH- The outlet follows
certain rules and procedures to make sure the hygiene,
cleanliness of the shop is maintained and the products
are of standard quality. E.g. In Reliance fresh vegetable
more than t +1 days are not allowed by disposed off.
• COST OF CUSTOMER SERVICE- Reliance believes in
providing high quality with low cost.
GAP MODEL FOR IMPROVING RETAIL
SERVICE QUALITY
• Knowledge Gap-
• Standards Gap
• Delivery Gap
• Communication Gap

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CUSTOMER RELATIONSHIP MANAGEMENT & CUSTOMER SERVICE

Every 100 Rs spent in Reliance

Cumulative points can be used to get a bulk

Gift vouchers of 100, 200, 500

Special vouchers given during festivals to

Lucky dip of Reliance Fresh may include 1 gram

They also include prices like 1 lucky winner could

Similarly Vegetables more than t+1 would be

Normally during peak seasons various discount

When Reliance came up with its own brand of

Later they started focusing individually at

Reliance Fresh also gave away scratch cards on

Scratch cards may include 100- 500 Rs cash

• MIS team or Relaince staff incharge of the MIS

Reliance offers its customer bundle of various

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