A Research on

IMPLEMENTATION OF CRM THROUGH PROCESS

AND QUALITY IMPROVEMENT
With reference to

www.MyWash.in

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TABLE OF CONTENT
1.

EXECUTIVE SUMMARY
1.
Title:- IMPLEMENTATION OF CMR THROUGH PROCESS AND QUALITY
IMPROVEMENT WITH REFERENCE TO MYWASH.IN........................................................
21.

IMPORTANCE OF THE PROJECT...........................................................................

31.

OBJECTIVE OF THE PROJECT..............................................................................

41.

METHODOLOGY ADOPTED.................................................................................

51.

LEARNING FROM THE RESEARCH.......................................................................

61.

UTILITY TO THE ORGANIZATION........................................................................

71.

CONCLUSION....................................................................................................

2.

INTRODUCTION AND RATIONALE OF THE STUDY........................................................

12.

INTRODUCTION............................................................................................. 01

2.

SIGNIFICANCE OF THE STUDY........................................................................01

3.

INDUSTRY/SECTOR PROFILE..........................................................................................03
13.

OVERVIEW OF THE INDUSTRY/SECTOR...........................................................04

23.

CONTRIBUTION OF THE SECTOR TOWARDS GDP..............................................05

3.

MAJOR PLAYERS........................................................................................... 15

43.

REGULATORY FRAMEWORK...........................................................................16

4.

ORGANIZATIONAL PROFILE AND BUSINESS OVERVIEW........................................20

14.

MISSION AND VISION OF THE COMPANY.........................................................20

24.

REGISTERED ADDRESS/NUMBER OF BRACHES................................................20

34.

MAJOR CUSTOMERS...................................................................................... 21

4.

FINANCIAL PERFORMANCE............................................................................21

54.

ACHEIVEMENTS............................................................................................ 21

64.

ORGANOGRAM.............................................................................................. 21

74.

FUNCTIONAL OVERVIEW...............................................................................22

84.

MAJOR PRODUCT LINES/SERVICE OFFERINGS.................................................23

94.

BUSINESS SEGMENT - INCOME, ASSET SIZE AND PROFITABILITY.....................23

5.

6.

OUTLINE OF PROBLEM/TASK UNDERTAKEN..............................................................26

15.

IDENTIFICATION OF PROBLEM OR TASK UNDERTAKEN....................................26

25.

IMPLICATION OF EXISTING PROBLEM OR TASK ON THE ORGANIZATION..........26

LITERATURE REVIEW.......................................................................................................28

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7.

OBJECTIVES AND SCOPE OF PROJECT..........................................................................32

17.

OBJECTIVE OF THE PROJECT..........................................................................32

27.

SCOPE OF THE PROJECT.................................................................................32

8.

RESEARCH METHODOLOGY...........................................................................................34
18.

PROCESS FLOW CHART..................................................................................34

28.

SEQUENCING OF ACTIVITIES..........................................................................34

38.

RESEARCH DESIGN........................................................................................ 35

48.

SAMPLING DESIGN........................................................................................ 35

58.

DATA COLLECTION METHOD..........................................................................36

68.

STATISTICAL TOOLS AND TECHNIQUE............................................................36

9.

ANALYSIS AND FINDINGS................................................................................................39

19.

DATA ANALYSIS............................................................................................. 39

29.

SWOT ANALYSIS............................................................................................ 53

10. CONCLUSIONS AND SUGGESTIONS..............................................................................56

10.

CONCLUSION............................................................................................. 56

210.

SUGGESTION.............................................................................................. 56

11. KEY LEARNINGS AND CONTRIBUTION TO THE ORGANISATION..........................58

12. BIBLIOGRAPHY / REFERENCES......................................................................................60
13. ANNUXTURE.......................................................................................................................62

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LIST OF TABLES
Table 1: Major Competitors for www.MyWash.in........................................................................16
Table 2: Age of respondents...........................................................................................................39
Table 3: Gender of respondents.....................................................................................................41
Table 4: Education of respondents.................................................................................................42
Table 5: Delivery of clothes...........................................................................................................43
Table 6: Receiving washed clothes from mywash.in.....................................................................44
Table 7: Clothes received as per schedule.....................................................................................45
Table 8: Defects in clothes.............................................................................................................47
Table 9: Defective clothes from mywash.in..................................................................................49
Table 10: Kinds of defects.............................................................................................................50
Table 11: Clothes returns due to defective during delivery...........................................................51
Table 12: Level of satisfaction.......................................................................................................52

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LIST OF FIGURES
Figure 1: CRM Process..................................................................................................................11
Figure 2: MyWash Company Logo...............................................................................................20
Figure 3: MyWash Organization Structure....................................................................................22
Figure 4: Functional Process Flow................................................................................................22
Figure 5: CRM process..................................................................................................................29
Figure 6: Process Flow of Research Methodoloy..........................................................................34
Figure 7: Sequence of Activities....................................................................................................35
Figure 8: Age of respondents.........................................................................................................40
Figure 9: Gender of respondents....................................................................................................41
Figure 10: Education of respondents.............................................................................................42
Figure 11: Delivery of clothes.......................................................................................................43
Figure 12: Receiving washed clothes from mywash.in.................................................................44
Figure 13: Clothes received as per schedule..................................................................................45
Figure 14: Defects in clothes.........................................................................................................47
Figure 15: Defective clothes from mywash.in...............................................................................49
Figure 16: Kinds of defects............................................................................................................50
Figure 17: Clothes returns due to defective during delivery.........................................................51
Figure 18: Level of satisfaction.....................................................................................................52
Figure 19: SWOT Analysis............................................................................................................53

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EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY

1 Title:- Implementation of CRM Through Process and Quality

Improvement with Reference to MyWash.in
While working in www.mywash.in Company, there are many factors observed related to
customer relationship and quality improvements areas. Hence it is decided to prepare a project
report on this title by utilizing the theoretical knowledge and industry experience.

2 IMPORTANCE OF THE PROJECT

This project is important in many ways. It correlates the marketing administration study
with practical experience and help in thought leadership. This project helps www.mywash.in to
understand the gaps identified in quality and customer relationships. The project can be used by
other researcher and companies in cloths cleaning and drying industry. The importance of this
project is listed below.
Apply the marketing management practices to practicality
Help company to improve the customer relationship
Help company to improve the quality
Establish as a case study for academic and future study

3 OBJECTIVE OF THE PROJECT

The objective of this research paper is listed below.
To implement various CRM techniques and find ways to improve the techniques which is useful

for mywash.in
To Study the customer service and support of mywash.in in Bengaluru
To improve channel management and to develop the service quality of mywash.in
To study the customer retention rate of mywash.in
To Measure the supply chain and logistics function of collecting materials from customers
To Analyze the sustainable relationship with the customers of mywash.in

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4 METHODOLOGY ADOPTED
Research is a process in which the researcher wishes to find out the end result for a given
problem and thus the solution helps in future course of action. Research has been defined as A
careful investigation or enquiry especially through search for new fact in any branch of
knowledge.
The procedure using, which researchers go about their work of describing, explaining and
predicting phenomena, is called Methodology. Methods are the ways of obtaining information
useful for assessing explanation. Research methodology is a way to systematically solve the
research problem. It is a plan of action for a research project and explains in detail how data are
collected, analyzed and presented, so that they will provide meaningful information.
The type of research that will be used in this project will be descriptive in nature.

5 LEARNING FROM THE RESEARCH

This project has provided learnings while referring other researcher data in similar area. It
has provided the information of the statistical tools and generate the statistical analysis based on
the data set. The interpretation and observations of the data analysis helped to have detailed
discussion with company officials and take corrective measures.

6 UTILITY TO THE ORGANIZATION

The organization will utilize the project in multiple ways as listed below.

Identify key gaps in customer relationship

Identify key gaps in quality
Look forward the process to improve customers and quality
Set up best practices in the organization to maintain quality procedure

7 CONCLUSION
It is concluded that improving quality of laundry and dry wash cleaning provides
effective in process performance of MyWash.in. Regular and systematic training of staff in order
to improve staff knowledge in customer service, introduction of cutting-edge IT software to
enable the mywash.in processes and provision of logistics or resources (computers, stable

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internet connectivity, mobile phones and people) for use in the right quantities, place and time.
Understanding the dynamics of CRM and improving quality in wide ways helps to attain cost
benefit analysis to meet out their competitors of MyWash.in. Based on observation, mywash.in
develops data quality, delivery agents to receive clothes on time, adopt latest technology and
finding ways of extending business to other areas which helps to meet the needs of other area
people in Bangalore. This reveals that improving customer satisfaction rates and establishing
relationship with the customers are of major importance to increase value of MyWash.in. In the
eyes of public.

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