I.

RATIONALE OF STUDY

Customer relationship management (CRM) is a widely-implemented strategy

for managing a company’s interactions with customers, clients and sales
prospects. It involves using technology to organize, automate, and synchronize
business processes—principally sales activities, but also those
for marketing, customer service. The overall goals are to find, attract, and win
new clients. Customer relationship management describes a company-wide
business strategy including customer-interface departments as well as other
departments. The three phases in which CRM support the relationship between
a business and its customers are to:

 Acquire: CRM can help a business acquire new customers through

contact management, selling, and fulfillment.
 Enhance: web-enabled CRM combined with customer service tools
offers customers service from a team of sales and service specialists, which
offers customers the convenience of one-stop shopping.

 Retain: CRM software and databases enable a business to identify and reward its
loyal customers and further develop its targeted marketing and relationship
marketing initiatives.

CRM has a lot of benefits. Use of CRM company will gain some importance are as-

 Quality and efficiency

 Decreased costs
 Decision support
 Enterprise agility
 Due to CRM any company can gain profit for long time period.


Types
 Sale force automation

 Social media

 Collaborative

 Analytics

 Customer service and support

The idea of CRM is that it helps businesses use technology and human resources to
gain insight into the behavior of customers and the value of those customers. If it
works as hoped, a business can:

Provide better customer service

 Make call centers more efficient

 Cross sell products more effectively

 Help sales staff close deals faster

 Simplify marketing and sales processes

 Discover new customers

 Increase customer revenue

Customer relationship management is the base of marketing.
Relationship with customer plays vital role in success or failure
of business. In my study I want to analyse the impact of
customer relationship management on communication
industry by establishing a strong relationship with customer.
With advances in technology, the proliferation of the Internet,
and the emphasis on one –to one marketing techniques,
customer relationship management has become a key focus of
marketing. Customer focus and relationship management have
become fundamental marketing and business philosophies for
many companies seeking competitive advantage.Establishing,
maintaining and enhancing customer relationships have always
been an important aspect of business. However,over the last
few years there has been a significant increase in CRM related
research (Kamakura et al., 2005; Ngai, 2005).
Although CRM is considered by many academics to be a
business philosophy closely related to relationship marketing, it
is the link with technology that is particularly of interest.
Despite the ongoing implementation problems to date, many
academics and practitioners continue to believe that CRM
technology offers the potential for
substantial benefits to corporations through improved customer
relationships, customer
retention, satisfaction and enhanced profitability. The challenge
many enterprises face is realising the considerable advantage
brought about by leveraging CRM technology and relationship
marketing effectively. In some cases these
initiatives had been viewed to in fact have damaged existing
customer relationships.
Such negative outcomes impact an organization’s ability to
meet customer expectations,
build strong relationships and improve performance.

Background:

Motivation for this project is driven by two trends in the marketing

environment. First, the growing requirement and acceptance in
businessfor marketing and IT to work closely together to deliver value to
the organisation and
the customer (Ling & Yen, 2001; Nakata & Zhu, 2006; Rust & Espinoza,
2006).
Second, the growing importance of market orientation, and relationship
marketing in
particular, as an effective organisational business strategy (Kohli &
Jaworski, 1990;
Peppers & Rogers, 1993). With the rapid development of the Internet,e-
commerce and
self-service customer support, there are increased expectations from
customers for
improved, personalised service and immediacy. Business-to-business (also
known as B2B and industrial buyer-seller) relationships have generally
been the focus
of relationship marketing research because B2B relationships are
considered more
regular, formal, constructive, and intense. CRM is not therefore easy to
define, as it holds different meanings for different people. Some
researchers consider customer
relationship management (CRM) a business strategy (Day, 2003), while
others view
CRM as an organisational culture, focused on creating quality (profitable)
relationships
with customers (Ngai, 2005; Romano & Fjermestad, 2003) . Still others
believe that
CRM is a technology which provides a comprehensive, reliable and
integrated view of
customers, delivering seamless personalised service through all customer
touch points.

II. OBJECTIVE OF STUDY

The objective of my study is to know about the impact of customer relationship

management on communication industry.

1. To identify the impact of CRM on communication industry

2. To know about how can any industry earn profit through CRM

3. To know about how can any industry attract and retain customer for a long
time period
4. To know about why it is necessary for any industry

5. To identify how CRM provide more benefit to an industry

 III.RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem.It

may be understood as a science of studying how research is done scientifically.
It is not only talk of research methods but also consider logic behind the
method.

Preliminary investigation:

Many authors provide different views about CRM.Some articles are following:

A) Customer satisfaction is good for business, BMA EDITORIAL TEAM 3

Customer satisfaction for every sale is basic building blocks of a successful

business. When someone has a good experience they tell other peopleabout
it .When people have a bad experience they go out of their way to let everyone
know. Well truth is people want to find faults when their expectations are not
met. Customer feedback is common way to show customer that a business care
about their experience and want to improve success.

B) Customer is not always right-In this article researcher explained when

customer wrong, REBEL BROWN

 They are abusive, nasty, angry for no reason other than fear of
changes .That is rude.

 They attack any and every idea you offer even when you

mirror their own ideas back to them.

  They refuse to work with you in good faith to help solve their
problem, preferring to complain.

 They play aggressive game, agreeing to a solution then changing

their minds and wanting more or differerent response from you
again and again.

C) CRM software monitors twitter, facebook other social media websites,

Joe taylor

Pipelines to social websites like twitter and facebook help customer service
professionals solve problem and build relationship.

D) Smart online customer service tips-In this article researcher has

provided four smart online customer service tips, Brent durell

• Do not give stock responses-This is first rule. marketer should have to

provide that knowledge which needs customers.

• End conversation on high note-If you had made any mistake then
apologize at that time .And make them remember your last words with
best thought possible.

• Exaggerate courtesy-Internet is that person can not see your

expressions.so be sure to exaggerate good manners and right conduct so
that your customer can see, hear and feel it from your words.

• Acknowledge their complaints-This is the bottom line if you want your

customers to avail of your service again ,as well as recommend you to
 others, be sure to handle the complaints properly, because a satisfied
customer will tell people they know about your wonderful service.

E) CRM for higher level of customer service, BMA EDITORIAL TEAM A

A successful CRM strategy does not just mean simply installing and integrating
software package , it also involves wider approach including modifying
business process based on needs of customers, training of employee that allows
firms to track their CRM strategies.

IV.PERIOD OF THE STUDY:

Six months

V. SAMPLING UNIVERSE

Communication industry [ Airtel ,Tata Indicom, Idea , BSNL]

VI.SAMPLING TECHNIQUES:

Sampling technique used in this study is Probability sampling

technique.

VII.SAMPLE SIZE

Sample size of this study is 50.

VIII.SOURCES OF DATA

Primary data: questionnaries

Secondary data: articles, books and magzines