CONTENTS

1. Introduction of the topic

2. Brief profile of the Organization

3. Objectives Of The Training

4. Research Methodology
5. Data analysis and Interpretation
6. Finding and Observation
7. Summary and Conclusion
Bibliography
Annexure

Introduction of the topic

INTRODUCTION OF THE TOPIC

Introduction to the topic
Customer relationship management (CRM) consists of the processes a company uses to track
and organize its contacts with its current and prospective customers. CRM software is used to
support these processes; information about customers and customer interactions can be entered,
stored and accessed by employees in different company departments. Typical CRM goals are to
improve services provided to customers, and to use customer contact information for targeted
marketing.
While the term CRM generally refers to a software-based approach to handling customer
relationships, most CRM software vendors stress that a successful CRM effort requires a holistic
approach.[1] CRM initiatives often fail because implementation was limited to software
installation, without providing the context, support and understanding for employees to learn,
and take full advantage of the information systems. [2] CRM can be implemented without major
investments in software, but software is often necessary to explore the full benefits of a CRM
strategy.
Other problems occur[3] when failing to think of sales as the output of a process that itself needs
to be studied and taken into account when planning automation[4].

Overview
From the outside, customers interacting with a company perceive the business as a single entity,
despite often interacting with a number of employees in different roles and departments. CRM is
a combination of policies, processes, and strategies implemented by an organization to unify its
customer interactions and provide a means to track customer information. It involves the use of
technology in attracting new and profitable customers, while forming tighter bonds with existing
ones.
CRM includes many aspects which relate directly to one another:

Front office operations Direct interaction with customers, e.g. face to face meetings,
phone calls, e-mail, online services etc.

Back office operations Operations that ultimately affect the activities of the front
office

(e.g.,

billing,

maintenance,

planning,

marketing,

advertising,

finance,

manufacturing, etc.)

Business relationships Interaction with other companies and partners, such as

suppliers/vendors and retail outlets/distributors, industry networks (lobbying groups,
trade associations). This external network supports front and back office activities.

Analysis Key CRM data can be analyzed in order to plan target-marketing campaigns,
conceive business strategies, and judge the success of CRM activities (e.g., market share,
number and types of customers, revenue, profitability).

Perhaps it is important to note that while most consumers of CRM view it as a software
"solution", there is a growing realization in the corporate world that CRM is really a customercentric strategy for doing business; supported by software. Along these lines, CRM thought
leaders like Dick Lee of High Yield Methods define CRM as "CRM adds value to customers in
ways that add value back to the company" [5]

Types/variations of CRM
There are several different approaches to CRM, with different software packages focusing on
different aspects. In general, Customer Service, Campaign Management and Sales Force
Automation form the core of the system (with SFA being the most popular[citation needed]).

Operational CRM
Operational CRM provides support to "front office" business processes, e.g. to sales, marketing
and service staff. Interactions with customers are generally stored in customers' contact histories,
and staff can retrieve customer information as necessary.
The contact history provides staff members with immediate access to important information on
the customer (products owned, prior support calls etc.), eliminating the need to individually

obtain this information directly from the customer. Reaching to the customer at right time at right
place is preferable.
Operational CRM processes customer data for a variety of purposes:

Managing campaigns

Enterprise Marketing Automation

Sales Force Automation

Sales Management System

Analytical CRM
Analytical CRM analyzes customer data for a variety of purposes:

Designing and executing targeted marketing campaigns

Designing and executing campaigns, e.g. customer acquisition, cross-selling, up-selling

Analysing customer behavior in order to make decisions relating to products and services
(e.g. pricing, product development)

Management information system (e.g. financial forecasting and customer profitability

analysis)

Analytical CRM generally makes heavy use of data mining and other techniques to produce
useful results for decision-making

Sales Intelligence CRM

Sales Intelligence CRM is similar to Analytical CRM, but is intended as a more direct sales tool.
Features include alerts sent to sales staff regarding:

Cross-selling/Up-selling/Switch-selling opportunities

Customer drift

Sales performance

Customer trends

Customer margins
5

Customer alignment

Campaign Management
Campaign management combines elements of Operational and Analytical CRM. Campaign
management functions include:

Target groups formed from the client base according to selected criteria

Sending campaign-related material (e.g. on special offers) to selected recipients using

various channels (e.g. e-mail, telephone, SMS, post)

Tracking, storing, and analyzing campaign statistics, including tracking responses and
analyzing trends

Collaborative CRM
Collaborative CRM covers aspects of a company's dealings with customers that are handled by
various departments within a company, such as sales, technical support and marketing. Staff
members from different departments can share information collected when interacting with
customers. For example, feedback received by customer support agents can provide other staff
members with information on the services and features requested by customers. Collaborative
CRM's ultimate goal is to use information collected by all departments to improve the quality of
services provided by the company.[6]

Consumer Relationship CRM

Consumer Relationship System (CRS) covers aspects of a company's dealing with customers
handled by the Consumer Affairs and Customer Relations contact centers within a company.[1]
Representatives handle in-bound contact from anonymous consumers and customers. Early
warnings can be issued regarding product issues (e.g. item recalls) and current consumer
sentiment can be tracked (voice of the customer).

Strategy
Several CRM software packages are available, and they vary in their approach to CRM.
However, as mentioned above, CRM is not just a technology but rather a comprehensive,
customer-centric approach to an organization's philosophy of dealing with its customers. This
includes policies and processes, front-of-house customer service, employee training, marketing,
systems and information management. Hence, it is important that any CRM implementation
considerations stretch beyond technology toward the broader organizational requirements.
The objectives of a CRM strategy must consider a companys specific situation and its
customers' needs and expectations. Information gained through CRM initiatives can support the
development of marketing strategy by developing the organization's knowledge in areas such as
identifying customer segments, improving customer retention, improving product offerings (by
better understanding customer needs), and by identifying the organization's most profitable
customers.[7]
CRM strategies can vary in size, complexity, and scope. Some companies consider a CRM
strategy only to focus on the management of a team of salespeople. However, other CRM
strategies can cover customer interaction across the entire organization. Many commercial CRM
software packages provide features that serve the sales, marketing, event management, project
management, and finance industries.
From this perspective, CRM has for some time been seen to play an important role in many sales
process engineering efforts[8].

Implementation issues
Many CRM project "failures" are also related to data quality and availability. Data cleaning is a
major issue. If a company's CRM strategy is to track life-cycle revenues, costs, margins, and
interactions between individual customers, this must be reflected in all business processes. Data
must be extracted from multiple sources (e.g., departmental/divisional databases such as sales,
manufacturing, supply chain, logistics, finance, service etc.), which requires an integrated,
comprehensive system in place with well-defined structures and high data quality. Data from
other systems can be transferred to CRM systems using appropriate interfaces.
Because of the company-wide size and scope of many CRM implementations, significant preplanning is essential for smooth roll-out. This pre-planning involves a technical evaluation of the
data available and the technology employed in existing systems. This evaluation is critical to
determine the level of effort needed to integrate this data.
Equally critical is the human aspect of the implementation. A successful implementation requires
an understanding of the expectations and needs of the stakeholders involved. An executive
sponsor should also be obtained to provide high-level management representation of the CRM
project.
An effective tool for identifying technical and human factors before beginning a CRM project is
a pre-implementation checklist.[9] A checklist can help ensure any potential problems are
identified early in the process.

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 customer
privacy and data security, as well as the 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 structures
The following table lists the top CRM software vendors in 2006-2007 (figures in millions of US
dollars) published in a Gartner study.[10]

Vendor
Oracle
SAP
Salesforce.com
Amdocs
Microsoft
Others
Total

2007

2007

Revenue
1,319.8
2,050.8
676.5
421.0
332.1
3,289.1
8,089.3

(%)
16.3
25.3
8.3
5.2
4.1
40.6
100

Share 2006
Revenue
1,016.8
1,681.7
451.7
365.9
176.1
2,881.6
6,573.8

2006

Share '06-'07

(%)
15.5
26.6
6.9
5.6
2.7
43.7
100

Growth

(%)
29.8
22.0
49.8
15.1
88.6
14.1
23.1

The following table lists the top software vendors for CRM projects completed in 2006 using
external consultants and system integrators, according to a 2007 Gartner study.[11]
Vendor
Siebel (Oracle)
SAP
Epiphany (Infor)
Oracle
PeopleSoft (Oracle)
salesforce.com
Amdocs
Chordiant
Microsoft
SAS
Others
None

Percentage of implementations
41%
8%
3%
3%
2%
2%
1%
1%
1%
1%
15%
22%

A 2007 Datamonitor report [12] lists Oracle (including Siebel) and SAP as the top CRM vendors,
with Chordiant, Infor, and SalesForce.com as significant, smaller vendors.

Free and Open Source CRM Software

As the enterprise CRM market grows, many companies and small groups of developers are
focusing on creating CRM software that is distributed freely on the Internet or offered at a
9

fraction of the price of classic enterprise CRM software. However, many vendors charge for
support. The software typically offers similar features to popular enterprise software packages.
Some of the more popular include:

EBI Neutrino R1 CRM java

OpenERP - python

Compiere - java

Adempiere - java

Openbravo - java

Ofbiz - java

xTuple - integrated ERP, C++

Vtiger_CRM - php

SugarCRM - php

CiviCRM - php

Opentaps - java

XLsuite - ruby (RubyOnRails) - full stack CRM and ERP system

ZohoCRM

Info@Hand CRM - IT php

This chapter will outline and overview the research topic and rational of this study, the objectives
and the reason for the personal interest of the author for this study and will help readers to
understand what is going to follow in this project
Definitions and theoretical concept framework
Customer loyalty has been examined by many researchers in the past and many of them have
given various definitions around this concept. According to Heskett (2002), customer loyalty has
been regarded as the sina qua non of an effective business strategy. Dick and Basu (1994, p.99)
give a stronger conceptualization for customer loyalty. They view it as the strength of the
relationship between an individuals relative attitude towards an entity (brand, service, store, or
vendor) and repeat patronage.

10

Customer satisfaction
For several decades the word or concept customer satisfaction was of crucial importance for
marketing, managers and the organizations and it is regarded today central issue to many
definitions (Parker and Mathews, 2001). The Oxford Library of Words and Phrases (1993)
emphasize satisfaction as a release from uncertainty. Customer satisfaction can be defined in
many ways. Kotler (2000, pg.36) defines customer satisfaction as one of which is a person's
feelings of pleasure or disappointment from comparing a product's perceived performance (or
outcome) in relation to his or her expectations. Another conceptualization given from Homburg
et al. (2005) is that customer satisfaction is a cumulative, worldwide assessment based on
different experiences with a firm. Similarly, Kotler (1991) and Fornell (1992) characterized
satisfaction as an evaluation of quality of products after customers purchase them and he argues
that high customer satisfaction ratings are widely believed to be the best indicator of a
companys future profits (Kotler 1991, pg.19).

11

Customer perception of value

Theoretical concept framework and definitions
The creation of consumer value has been taken into consideration from many managers during
the 1990s and it was the result of companies need to be more competitive and to fulfill the
increasing customer demands (Cravens and Piercy, 2003). Consumer perceived value depends on
how the customer perceives the benefits of an offering and the sacrifice that is associated with
its purchase (Jobber, 2004, pg.13). Thats why, Monroe (1991) and Sweeney (1994) define
customer perceived value as the ratio between perceived benefits and perceived sacrifice. Also,
Monroe and Chapman (1987) suggest that perceived value is a weighted sum of acquisition and
transaction value.
Customer perceived value can be broadly defined as the customers overall assessment of the
utility of a product based on perceptions of what is received and what is given (Zeithaml, 1988,
p. 14).
Importance of customer perception of value
Many discounters, retail stores and supermarkets now focus to the offering of value-added
services and highlight the importance of them to become more competitive (Kim and Jin, 2002).
Examining the effects and impact of consumers perception of value, generally value is very
important and crucial to marketers for the success of companies (Dodds, 1991; Fredericks and
Salter, 1995).
The relationship between customer perception of value and customer satisfaction
McDougall and Levesque (2000, p. 394) argued that customers who perceive they received
value for money are more satisfied than customers who do not perceive they received value for
money.
After we have referred to the Introduction (Chapter 1) about the background of this research
project and determine the research problem that we are going to analyze, we are moving to the
part of the Literature Review. In this chapter we are going to find and say about the relevant past
12

research in regard to our research problem, a fact that will help to the better understanding and
clarification of the topic and how we proceed in the next chapters.

Shopping experience
Definitions and importance
Beginning from the definition of shopping is the activity of going to shops and buying things
according to the Collins Cobuild English Language Dictionary (1993).
Different specific shopping experiences
Cox et al. (2005) refer to six specific shopping experiences: the mingling (social interaction with
other shoppers); the browsing that is defined as . . . the examination of a stores merchandise
for recreational or informational purposes without a current intent to buy . . . (Bloch and
Richins, 1983, p. 389); the bargain hunting; the sensory experience where the shoppers are
stimulated from different sensory aspects of the retail and shopping environment and derive
pleasure from it.
In-store shopping experience
Finally, Terblanche & Boshoff (2004, pp.1-2) give the concept of the in-store shopping
experience that is viewed as all merchandise, service and other in-store factors that contribute
to the customer's assessment of the shopping experience. Terblanche & Boshoff (2004) argue
that the in-store shopping experience is a multi-dimensional construct and that there are five
dimensions which characterized the in store shopping experience, namely: merchandise value,
merchandise variety and classification, personal interaction, internal store environment and
complaint handling (See Figure 2.1).

13

Figure 2.1: The structure of the in-store shopping experience

Source: Terblanche N. S. and Boshoff C. (2004). The in-store shopping experience: A

comparative study of supermarket and clothing store customers, South African Journal of
Business Management, Vol.35, No.4, pp.1-11

14

BRIEF PROFILE OF THE

ORGANIZATION

15

BRIEF PROFILE OF THE ORGANIZATION

ACHIEVER EDGE PVT LTD
Achiever Edge Pvt Ltd has a strong and experienced Management Team supported by an
experienced dynamic Middle Management Team and we currently have staff strength of more
than 5 Executives.
ACHIEVER EDGE PVT LTD pioneered BHOPALs first HI Tech COMPUTERISE and our
mantra is to use the synergy of People, Process and Technology to deliver exceptional value to
our clients.
Achiever Edge Pvt Ltd, is an online service provider to individual, group and organizations. With
our unique designing capability, we deliver successful solutions for Web Design and
Development in Content Management System (CMS), Online Research, IT Training, Search
Engine Optimization (SEO), Site Marketing, Brand Promotion. Link Building, Directory
Submission and HR Solutions in Bhopal Pune Indore Nagpur.
Achiever Edge Pvt Ltd provides search engine optimization plan that offers the best online
branding and comprehensive search engine positioning strategies which obtain high rankings and
turn one portal into a powerful business tool on Net. For indexing and listings both on page and
off page optimization service is offered to clients using our expertise and long experience. We
have a vast database of important resources needed for this purpose.
For successful SEO service, we emphasis more on1. Link and Directory Building
2. Selection of the right keywords
We have an excellent record in search engine optimization with a large number of clients in
Educational Sector, Hospitality Industry and other related services ranking top place in Google

16

and Yahoo. We have top team of experienced SEO Sr's that devise and implement strategy for
highly successful campaigns.
Our main objective of site Marketing is to divert the right visitor traffic to one web site. Search
Engine marketing is resource intensive by its nature. Methodologies employed are highly
effective and search engine friendly. We offer a comprehensive site marketing plan to our clients
with close focusing on the objectives and aims of the clients need and the characteristics of the
portal. In order to generate the right kind of traffic for greater productivity, we have a highly
research oriented approach and consultation and guidance to clients, is part of the package. The
right type of site marketing campaign is the key to success in online marketing warfare. Our Web
hosting in Bhopal Pune Indore Nagpur is also a cheapest and low price web hosting in india.our
SEO service stand us on full fragment of public web trafficking on first position then other seo
companies in india.We are working as freelance web development company also with big brand
names our partners are our certificate to our success in our field of web development and
designing. Our web training and IT training divisions are the world's top most divisions for
producing skilled manpower for upcoming word's need. Achiever Edge Pvt Ltd job in India is
the HR section of our company which filter us from other HR service or Job Providers because
we are providing free HR service to our customers i.e. we can't charge money to employers for
HR service in INDIA.

17

JOB CONSULTANT
Nothing can be more constant than change; hence we do our bit to instigate it. In an everchanging global market, it is vital to evolve, move ahead and move on. Accordingly as a career
and professional networking portal that strategically brings together professionals and interdependent professional communities, it is essential that our strategies are not based on
assumptions but involves a lot of intuitiveness, comprehension and insight. Especially since we
are dealing with people and their aspirations for a better life and a better future, be it as an
individual jobseeker or a large conglomerate that envisions exponential expansions. And as a
faction of ACHIEVER EDGE PVT LTD. that is fundamentally Also focused on connecting
people and opportunities in the best possible way in the best possible way; we don't just care
about one pursuit but ensure that we do something to bring it to fruition.
WHY CHOOSE US

We offer Quality Advice on Quality Higher Education.

We are the Official representatives.

Hundreds of students helped each year to gain entry to programmes in UK.

advice on wide range of topics from Undergraduate & postgraduate programmes

application procedures, visas, scholarships and many other topics.

On the spot admissions by University staff members from the UK visiting our offices

Interviews and On spot admissions by University delegates.

18

Organizations Structure

Chair man
General Manager

Accounts
Departme
nts

Manages
Assistant
Manages
Offices

Assistant

Purchase
Departme
nt

Manages
Assistant
Manages

Productio
n
Departme
nt
Manages
Assistant
Manages

Offices

Supervisor

Assistant

Skilled
Labors

Helpers

19

OBJECTIVES OF THE
TRAINING

20

OBJECTIVES OF THE TRAINING

The purpose of the research is to find out answer through the question

through the application

of scientific procedures. The main aim of research is to find out, the truth which is hidden and
which has not been discovered yet.
Through each research study has its own specific purpose.
To conduct research study of customer relationship management of Achiever Edge Pvt
Ltd
To know the causes behind preference for education services, website design, software
development and both website design & software development
To examine the variables that could be used effectively for improving customer
relationship.
To analyze the effect of the changing interest rate of customer in present scenario and
reaction of the customer towards various services of the NGS.

21

RESEARCH
METHODOLOGY

22

RESEARCH METHODOLOGY
Research methodology is a very organized and systematic way through which a particular case or
problem can be solved efficiently. It is a step-by-step logical process, which involves:
Defining a problem.
Laying the objectives of research.
Source of data.
Method of data collation.
Tabulation of data.
Data analysis and processing.
Conclusion and recommendation.
Problem discovery and definition
According to Malhotra and Birks (2003, p.31), problem definition can be defined the general
problem and the identification of the specific components of the research problem. Parasuraman
(1991) refer that is critical to define the problem in order to communicate it correctly to both
decision - makers and researchers, however at the same time we should fully understand the
scope and the nature of the problem avoiding any misconceptions.
Research design
The Research Design is the blueprint that enables the investigator to come up with solutions to
these problems and guides him or her in the various stages of the research (Nachmias and
Nachmias, 1996; Churchill, 1991). Research design involves different research techniques that
we are going to use to get the information needed relevant to the problem, the measurement and
scaling techniques for understanding the collected information, the questionnaire design etc
(Lawley and Gardiner, 1999; Malhotra and Birks, 2003). Also Tull and Hawkins (1987) argue
that one of important research designs goals is to maximize the accuracy of the gathered
information to create a proper budget level.

23

Research design can be broadly classified in some basic types. One useful classification is the
one that is related with the main target of the research into three main categories which are: (i)
Exploratory research, (ii) Descriptive research and (iii) Causal research (e.g. Churchill, 1979;
Green and Tull, 1978).
Data Collection
1. Primary Data Sources

Through interaction with customers

Through questionnaires filled from the consumer.

2. Secondary data sources:

Through internet, various official sites of the companies.

Through pamphlets and brochures of the companies.

Journals & Magazine

PERIOD OF STUDY: 45 days

SAMPLE SIZE: 30
SAMPLING DESIGN
The sample of the research will be taken from the Bhopal in M.P.
AREA OF STUDY: Bhopal.

24

DATA ANALYSIS AND

INTERPRETATION

25

DATA ANALYSIS AND INTERPRETATION

For any research the purpose of achieving the objectives is a very important criterion. Unless the
information drawn from the survey is properly interpreted and explained the very purpose of a
research cannot be served. Hence data analysis and interpretation is a very important aspect in a
project report. Analysis of data is the process of orderly research objectives. The primary data
collection is in accurate form that is not ready for analysis. So the researcher must take some
measures to bring the data to a form where it can be easily analyzed. The various steps include
editing (modifying, correcting the collected data), coding and tabulation (arranging similar data
together). The analysis is carried using statistical tools like percentages. Percentage is a special
kind of ratio. Percentage is used in making comparison between two or more series of data. Thus
the analysis is totally based on frequency and percentage calculation. Finally meaningful
information is extracted from the analysis. The collected data is illustrated using pie

26

1. What type of service have you taken from Achiever Edge Pvt Ltd?

Education Website design only Software development only Both Website

design & Software development
Table No. 1
Education
Website design only
Software development only
Both Website design & Software development
Total

8
5
4
3
30

Interpretation:- It has been found that 26.6% of respondent have taken educational service from
Achiever Edge Pvt Ltd.

27

2. Are you satisfied with the service provided by Achiever Edge Pvt Ltd?
Table No. 2
Option
a) Yes
b) No
Total

No. of Respondents
30
0
30

Percentage
100
0
100

Interpretation:- 100% of respondents satisfied with the service provided by Achiever Edge Pvt
Ltd.

28

3.

How will you rate the service of Achiever Edge Pvt Ltd?

Table No. 3
Option
a)Excellent
b) Very Good
c) Good
d) Bad
Total

No. of Respondents
3
10
17
0
30

Percentage
10
33
57
0
100

Interpretation: 10% of respondents feel that the services provided by Achiever Edge
Pvt Ltd are Excellent where as 33% thinks that they are very good, 57% respondents
think that it is good.

29

4.

How have you found the quality of software in terms of speed, accuracy and

processing ?
Table No.4
Option
a)Excellent
b) Very Good
c) Good
d) Bad
Total

No. of Respondents
4
8
18
0
30

Percentage
13%
27%
60%
0%
100%

Interpretation:- 13% of respondents found the quality of Website design are excellent & 27% of
the respondents found it very good, 60% of the respondents found the quality of Website design
is good. No one is with the opinion that the Website design are of bad quality.

30

5.

31

32