Shree

PROJECT SUBMITED BY: SREEJATA MISHRA

REPORT ON
CRM
104FM & 92.7 FM
Executive Summary
This report examines and provides a detailed analysis of Customer Relationship
Management (CRM) with respect to its implementation in the organizations and how effectively
the communication helps to deal with the customers in CRM. The study investigates market
trends, levels of its current practice, levels of successes and failures and the factors associated
with the implementation of the same. In order to gain proper understanding of the subject matter
research, two different sample sizes are discussed in detail. At the end, the study presents a
proposed model of successful implementation of CRM along with a set of recommendations
following the conclusion. The paper then discusses two different samples with respect to the
implementation of CRM in the FM radio industry – BIG 92.7 and RADIO CHOKLATE 104.0.
Thus, analyzing the issues practically involved and rose in the implementation of the
management system aimed at creating customer value, and also putting forward the experiences
of two different stations in the same industry. Therefore, looking into the challenges created for
the management, causes/factors associated with and resulting in the success/failure of CRM as a
means of creating customer value, and overall experience of the companies attempting to
implement CRM. The discussion therefore leads to a roadmap for successful implementation of
CRM with a recommendation of effective communication skills for successful implementation of
CRM in an organization. Lastly, in the light of the analysis presented and as the study discussed
about the samples gives a conclusion under the subject matter research is formed along with a set
of recommendations/suggestions.

Introduction:

 Project Definition, Scope, Design & Methodology:--

Although Customer Relationship Management (CRM) is a recent concept, its tenets have
been around for some time. Marketers have always promoted close relationships with customers.
Customer profitability has been touted as significant for many years, but has been difficult to
determine as many institutions are organized along product or channel lines as opposed to customer-
based lines.

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 Today, due to advances in information and communications technology, the promise of one-
to-one relationships, customer-value analysis and mass customization are now possible.
New business ecology is emerging, first generation CRM was about focusing on improving
the relationship, which organisations had with their customers. This was later extended to embrace
the total enterprise and the concept of Enterprise Customer Relationship Management (ECRM)
emerged.

System & Process Design

CRM vendors claim to hold the keys to a firm's success. Success with this technology
depends more on the implementation of well-designed, customer centric procedures than it does on
slick system interfaces. It's not just about Sales and marketing automation anymore. Rather, success
is contingent upon seamless access to customer information and integrated front office/ back-office
functions across departments.
The effective design and integration of sales and marketing procedures is the single most
important factor for the success of CRM systems. Customers expect seamless front-office /
back-office systems integration. This requires clean business procedures and integrated CRM
functions across departments.

Why is CRM Necessary?

Several companies are turning to customer-relationship management systems and strategies

to gain a better understanding of their customer’s wants and needs. Used in association with data
warehousing, data mining, call centers and other intelligence based application, CRM allows
companies to gather and access information about customers’ buying histories, preferences,
complaints, and other data so they can better anticipate what customers will want. The goal is to
instill greater customer loyalty.
Other benefits include:
 Faster response to customer inquiries.
 Increased efficiency through automation.
 Deeper understanding of customers.
 Increased marketing and selling, opportunities.
 Identifying different customers.
 Identifying the most profitable customers.

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  Receiving customer feedback that leads to new and improved products or services.
 Obtaining information that can be shared with business partners.
 Predicting the business before it actually happens.
An easy way to gauge the level of CRM accomplishment in an organization is to ask the few simple
questions posed below:
1. How Many Customers Do You Have?
2. How Many Products Does Each Customer Own?
3. Can Your Customers Contact You Effectively and Efficiently?
The answers that get to these questions, as well as the consistency of those answers across
business and technology areas will help the management to understand how far the organization has
progressed toward true CRM.

Case Study 1: 104.0 FM

This report presents a detailed analysis of two client case studies of CRM implementations. The
focus of the study, as originally conducted, was:

 To identify what types of metrics companies have used to measure the

success of their CRM initiative.
 To understand how organizations have been able to quantify the changes that have enabled
them to successfully renew customers that they might otherwise have lost or identify areas in
their customer service and support processes that allow them to gain a competitive advantage.
 To identify the organizational and cultural discipline needed to ensure that everyone in the
organization supports the CRM initiatives.
 To identify how communication helps to connect and understand customers problem and
identify the solution with the help of CRM.

This project believes by the review of real-life situations is essential to understanding how
CRM is helping organizations develop closer relationships with their customers.

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 RJ in 104 FM
Profiled Clients:-

The information gathered in this report is based on one-on-one interviews and discussions
with three members of 104.0 FM. The members that participated are as follows but only first two of
them are discussed in detail in this report:
 Station head
 Marketing staff
 Radio jokey
RADIO CHOKLATE 104 FM, the first private FM radio in the state, established in the year
2007. It is the radio initiative of Oriya daily “SAMBAD”, from Eastern Media Pvt Ltd, has gone on air
to Rourkela recently, having the another station at Bhubaneswar.
Monika Nayar patnaik, Director, Eastern Media Pvt Ltd, Malaya Mishra, programing head of
Radio Choklate. “Dhoom Mittha” is the punch line of Radio Choklate 104.0 FM; is touching millions of
heart of Orissa.
Along with hit Oriya and Hindi songs it provide information about weather forecast, road
conjenstion, water supply, latest movie releases, market price of vegetables etc. to draw customers
attention.
Since it is a service providing company it directly deals with customer by proving the service to
the customers. The following stages are followed to apply CRM in FM industry.
 Stage 1: Define The Customer Actions
 Stage 2: Determine The Customers’ Expectations
 Stage 3: Design The Customer Value Model

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  Stage 4: Deliver Customer Value Model

Stage 1: Define The Customers Actions

The first stage in creating customer value is to understand the customer base. Analysis of
existing data can provide information about segmentation, behavioral characteristics, and
profitability and churn rates that create an understanding of the customers.
In case of 104.0 FM as this is the first private FM radio, so they understand what the
customer need from them. According to that they provide them the best of the best what they can
give. Not only by providing the songs of customer demand but also by giving information about
traffic, vegetable rates as well as the weather information they creating a customer value.
Identifying your true customers also plays a key role. The organization should be always aware
of the target customers and work on to meet their expectations. To quote an example, stock market
news may not make any sense to the commoners in Odisha but this news might play a vital role in
attracting customers in Metropolitans.

Stage 2: Determine The Customers' Expectations

Although it is difficult to manage, expectations are often the cause of dissonance that results
in loss of customers. Understanding the needs and wants of customers with regards to the
organizations service delivery levels
and product quality is essential if ongoing, mutual value relationships are to be established and
endure.
In order to fulfill the customers expectation the radio program timing are changing from time
to time which adversely affect and finally leads to customers attrition. So it is difficult to manage the
expectations of the customer. So by understanding what they expect from them is the only way to
satisfy them.
It is also essential to filter out the advertisements that are irrelevant to the customers. It should
not annoy the customers. It should always be kept in mind that it is difficult to get new customers but
it is even more troublesome to bring back the lost customers.

Stage 3: Design Customer Value Model

The combined understanding of customer’s behavior, needs and wants, the customer value
model will seek to deliver value in the most cost effective manner. Defining the customer journey,
performance measurements and product offerings will all be critical at this stage.

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 It is the stage where 104 FM, by understanding the behavior like different types of customers
have different kind of needs and want of songs. So by delivering the songs to the customers as per
their demand like after 10 pm they deliver a show who like slow and meaningful songs and occasion
wise songs such as in Christmas they deliver the songs which are related to this as well as in
Rathyatra also they does the same. So by implementing this strategy they are creating a customer
value model which helps them to create the effect on the customers.
Stage 4: Deliver Customer Value Model
Implementing the integration of systems, processes, service providers, business technology
and infrastructure in addition to the creation of measurement systems to monitor progress.
By implementing the customer value model they provide the service and using the
business technology they monitor the progress of them, which affects as increase in their business as
increase in turnover year by year.

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Case Study 2: 92.7 FM:-

The radio service providers have two types of customers, they are

1) Radio Listeners
2) Business Partners

There are some complaints from both types of customers. The complaints have been taken
seriously and they deal with it by CRM. For making CRM effective the problems of both type of
customer should communicate effectively. And radio 92.7 FM deals with it properly.

Radio 92.7 FM established on 2008 and is founded by Mr. Anil Ambani by reliance group of
industries. It has two stations at BBSR and Rourkela. They have the transmission area up to 60 km.

The business customers are basically Govt. and NGOs, who give awareness advertisement
for the radio listeners. And some of the complaints are like the impact of them is less due to which
they probably not taking interest to give any more advertisements.

This problem can be solved by communicating properly with the customers, which also is a
part of CRM.

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“The Do’s and Don'ts of CRM”
There's an explosion of interest in Customer Relationship Management - identifying, satisfying,
retaining and maximizing the value of a company's best customers - but implementing it poorly could
be a costly mistake.

Do’s:
 Treat CRM as a business strategy to become more customer-centric. The commercial
rationale is that by delivering value to selected customers, companies can maximize their
customers' profitability to them.
 It is necessary to understand what customer’s value when developing the strategy. CRM is
about extracting value by delivering value to customers.
 Your customer strategy and business needs to be flexible to what customers want; these
needs will be uncovered over time as you implement your CRM strategy.
 CRM is most effective when implemented at an enterprise level, where the relationship can
be built at every point of contact. Companies need to be bold to reap the potential rewards of
enterprise-wide CRM. Point solutions can add value, but a co-ordinated solution across
business units offers greater benefit from a customer and company perspective.
 The whole organization needs to understand the benefits of CRM and why it is important,
and commit to implement it. Almost all CRM commentaries warn companies not to see CRM
as just a technology solution. However, technology is a key enabler for implementing a CRM
strategy.
 Build a strong business case for CRM. It is most important to define the benefits you expect
to achieve upfront, and ensure that measurement systems are developed to track your
performance.
 Focus more on revenue growth when developing business cases, and less on cost savings.
 Treat CRM as a long-term journey during which you can learn about how to serve your
profitable (and potentially profitable) customers better.

Don't:

 See CRM as an IT project. Most technology-led CRM projects focus on back-office

reengineering and improving efficiencies, whereas CRM requires an improvement in
organizational effectiveness.

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  See CRM as a marketing initiative. Marketing CRM initiatives tend not to realize the "learn
and do" requirement of CRM that needs to permeate the entire organization. CRM is not just
about selling more for less.
 See CRM as a financial initiative. Financial models often fail to consider the benefits of
referrals.

Bibliography:-

1.WEB Source: CRM-Guru (URL: http://www.crmguru.com)

2. Sims, D. (2000) what is CRM?
3. Lee, D. (2001) Why climb the CRM mountain?
4. Fung, M. L. (2001) Measuring the Value of CRM.
5. Sims, D. (2001) E-Service: Keeping the Ugly Suckers off Your Carpet.
6. What is CRM strategy (www.crmguru.com)
7. Independent Reviews of CRM Technology (www.crmguru.com)

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