CRM Assignment Group Project TYBBA SEC A, B and C

& D SEM VI
Learning Objective:
1. To understand and evaluate the practical applications of CRM in industry
2. Be able to relate the conceptual understanding of CRM with the actual
implementation of CRM like challenges, profitability, feasibility, stages of
implementation etc.
3. Encourage peer learning through cross industry knowledge sharing by the
groups
4. Enhance presentation skills and ability to think critically

Guidelines
General
1.
2.
3.
4.

The assignment is a group project.

The groups are divided as per the admin groups.
Each group has been assigned an industry.
The group will have to pick up any two companies from a specific industry
and will have to study the CRM Framework, processes & Systems for that
specific company(s). The areas which each group has to study under CRM
is discussed later in the CRM assignment guidelines.
5. There will be a group presentation and assignment report at the end of the
project.
6. The assignment is divided in different stages with a deadline for each
stage.
7. All the group members have to actively work in the project and during the
final presentation. Q&A session will be conducted with each and every
member of the group.
8. No change in the company will be permitted once the company that is
being studied is finalized with the faculty.
9. The group is encouraged to consult the faculty for any doubts, queries and
support in preparing a good presentation and report during the different
stages of evaluation.
10.If the groups want to exchange the industries among themselves of want
to take up any other industry, the groups have to inform the faculty at
least 2 days before the due date of finalizing the company. In no cases, the
company selected will be changed after the due date.
11.The evaluation pattern in detail is discussed later in the evaluation
guideline.
12.Any form of copying is not allowed ( copying from other groups, copying
between the groups, copying directly from secondary sources without
mentioning the details of the source)
13.The evaluation criteria is provided to ensure that the group understands
the expectation from the assignment
14.Any amendments made by the faculty in case of exceptional
circumstances will be communicated to the groups
15.The groups are instructed to mail the assignment & provide a hard Copy
also (all the stages) before the due date. The due date is taken as 12.00

Compan Admin Group

Industry/Sector
y
No.
1 Retail Brick & Mortar
1
2 Financial Services
2
Electronics &
3 Telecommunications
3
4 FMCG
4
5 Non-Profit Organizations
5
6 Hospitality
6
7 Pharmaceuticals
7
8 Retail Brick & Mortar
8
9 Financial Services
9
Electronics &
10 telecommunications
10
11 FMCG
11
12 Hospitality
12
midnight of the due date. Any report received after the due date will be
considered late submission and will not eligible for the allotted marks.

Allocation of Industry Group Wise

Areas to be covered in the project

S. No.
1.
2.

Area to be covered
Brief profile of the
company
Approach to the CRM : a.
Strategic

Description of the area

Revenue, operations, growth etc.
Understand what has been the strategic
approach towards CRM and explain that in

3.

Approach to the CRM : b.

Operational

4.

Approach to the CRM : c.

Analytical

Customer Lifecycle
Management Initiatives

Learning outcome from

the project-I

Learning outcome from

the project-II

Data collection

the report & /ppt, critically evaluate their

strategic
CRM
through
your
understanding about strategic CRM,
Reasons
&
Objectives
for
CRM
Implementation.
What operational CRM initiatives has been
taken by the company; how the
operational CRM has benefited the
company; what are the challenges the
company
faced
in
implementing
operational
CRM;
understand
what
technology platform is used by the
company for operational CRM and why it
is used?
Understand how analytical CRM is being
used by the company and how it is
integrated
between
the
different
functions in the organisation. List down
the software applications and techniques
used by the company for analytical CRM;
pick any one function from the company
and show a work flow chart that how
analytical CRM is helping the function in
managing their customers. For example
pick up the marketing function and
understand how the company is using
analytical CRM to do segmentation or
their customers or how analytical CRM is
being used for effective campaign
management
Find out the initiatives taken by
organization for customer acquisition,
customer
retention
and
customer
development. Find the impact that CLM
made on their customer retention and
customer profitability. Critically evaluate
the CLM strategies and initiatives by the
organisation.
Share the learning outcome from the
project. The tool for capturing the
learning outcome will be shared at the
last stage of the project.
A
separate
Chapter
on
CrossComparison of 2(TWO) or More
companies have to be done as part of
separate Chapter in the Final Report
has to be incorporated

1. Data collection has to be done through both primary-(Focus Group

Interviews with Management Team including CRM
Implementation/Operational & Analytical Teams) and secondary
sources - Cross-Comparison of 2(TWO) or More companies has to
be done as part of separate Chapter in the Final Report has to be
incorporated
2. The source of any data should be correctly mentioned in the report. For
example, in case of a data from a magazine, newspaper, any website
should also mention the date and edition of the published data
3. Groups are encouraged to collect primary data from the company they
have selected. Hence, it is advisable to the group that before selecting the
company they should have the clarity about the mode of collecting data
from the company.
4. Each group will create a set of questionnaire for collecting primary data
from the company in order to have a clarity on getting the right set of
information and to ease their data collection process.

Stages of Assignment with Timeline and marks weightage

Stage
Inform the faculty about
the company selected
by the group
Evaluation
of
questionnaire tool for
collecting
primary
data(Focus
Group
Interview
Questions
based on the topics
as per syllabus)
Final report with data
collection ( Present
the
data
collected
and explain the use of
data
collected
to
prepare the report)
Final Presentation with
Q & A session

Timeline/Deadline for
Submission
11th Jan

Weightage to total
assignment marks ( % )

25th Jan

25th Feb

26th Feb 20th March

50%
weightage
to
Report Preparation, the
format & the use of
technical Know-how. (8
Marks)

50 % ( 30 % to Group
work and 20 % to
individual Q&A
session )- (7 Marks)

Evaluation Criteria Stage wise

Stage

Criteria

Evaluation of

Design of the questionnaire to capture the information required

questionnaire

Draft report
with data
collection
Final report

Final
Presentation

Q & A session

from primary source. The questionnaire will be graded as 1 to 5

based on the scale 1 : covers most of the required information
and 5 : covers the least amount of required information
Quality of data collected, Completeness of data collected,
Understanding of use of collected data for making inferences
Completeness of the full report covering all the section, quality
of the report ( how the data is presented, how well the group is
able to conduct a critical evaluation of the CRM practices at
their selected organization , neatness and language of the
report )
Understanding of the CRM approach (strategic, operational and
analytical) at the organizational level, can clearly explain the
CRM challenges faced, the initiatives taken by the organization
and the impact of these initiatives). The group should be able to
interrelate the theoretical learning with the specific study and
be able to analyse and evaluate the CRM initiatives at their
organization of study. The group should come out with 1-2
salient recommendations or initiatives that they think can be
useful for the organization.
Individual question will be asked to each group members about
their assignment and based on their response they will be
evaluated. The response will be evaluated on clarity,
completeness and accuracy of the answer provided by the
student.