A STUDY ON CUSTOMER RELATIONSHIP

MANAGEMENT
A project work and dissertation submitted to the SRM Institute of Science and Technology
in partial fulfilment of the requirements for the award of the Degree of

BACHELOR OF BUSINESS ADMINSTRATION

Submitted by

Darshana.R (RA2151001020041)

Under the guidance of

Dr.RS.Tharini BE,MBA.phd
Assistant Professor

SRM INSTITUTE OF SCIENCE AND TECHNOLOGY

COLLEGE OF MANAGEMENT

RAMAPURAM

CHENNAI-89

APRIL 2024

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 SRM INSTITUTE OF SCIENCE AND TECHNOLOGY

FACULTY OF MANAGEMENT

RAMAPURAM

Certificate

This is to certify that the Internship and Project work Report entitled “ CUSTOMER
RELATIONSHIP MANAGEMENT” in partial fulfilment of the requirements for the award of
the Degree of Bachelor of Business Administration is a record of original project undergone
by DARSHANA.R ( RA2151001020041) during the year 2024 of her study in the College of
Management, SRM INSTITUTE OF SCIENCE AND TECHNOLOGY, RAMAPURAM under my
supervision and the report has not formed the basis for the reward of any Degree/
Fellowship or other similar title to any candidate of any University.

Place: Chennai-89 Signature of the Guide:

Date: Dr.RS.Tharini BE,MBA.phd
Assistant professor

SRM Institute of Science and Technology

Countersigned

Head of the Department Dean

Dr.C.Sundar
Dr T.Rekha Kiran Kumar Dean - Management
SRMIST/FOM/RMP SRMIST/FOM/RMP

Submitted to the Faculty of Management, SRM INSTITUTE OF SCIENCE AND

TECHNOLOGY (RAMAPURAM) for the examination held on

INTERNAL EXAMINER EXTERNAL EXAMINER

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 DECLARATION

I, Darshana.R, hereby declare that the Project Work Report, entitled. “A study on
Customer relationship management “submitted to the SRM INSTITUTE OF SCIENCE
AND TECHNOLOGY in partial fulfilment of the requirements for the award of the Degree
of Bachelor of Business Administration is a record of original project undergone by during
the period 2024 under the supervision and guidance of Faculty of Management, SRM
INSTITUTE OF SCIENCE AND TECHNOLOGY, RAMAPURAM and it has not formed the
basis for the award of any Degree/ Fellowship or other similar title to any candidate of
any University.

Place: Chennai-89

Signature of the student

Date: DARSHANA.R

(RA2151001020041)

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4
 ACKNOWLEDGEMENT

First and foremost, I offer my sincerest gratitude to our Chancellor, SRM INSTITUTE OF
SCIENCE AND TECHNOLOGY, for his academic support and the facilities provided to carry
out the Project work at the Institute. His wide vision and concern for students have been
inspirational.

I wish to express my profound gratitude to my respected Chairman, SRM Group of Institutions-

Ramapuram & Trichy Campuses, who offered me such a huge opportunity, incredible
infrastructure and other support which made the business plan quite smooth.

I would like to express m deepest thanks to our Director, SRM Institute of Science and
Technology, Ramapuram who motivates everyone to complete this business plan.

I express my heartfelt thanks to our Dean, Faculty of management , SRM INSTITUTE OF

SCIENCE AND TECHNOLOGY, Ramapuram who provided all facilities for carrying out
this project.

I immensely thank to our Head of the Department Dr.T.Rekha Kiran Kumar, Ph.D Assistant
Professor & Head for her cordial support, valuable information and guidance, which helped me
in completing this task through various stages.

I take this opportunity to express my profound gratitude and deep regards to my guide Dr.
RS.Tharini.BE. M.B.A, Ph.D, SET (Management), Assistant professor for her exemplary
guidance, monitoring and constant encouragement throughout the course of this business plan
work.

I thank God Almighty for showering his perennial blessing on me for giving me the courage to
pursue this business plan successfully. I owe a lot to my parents, who encouraged and helped me
at every stage of my personal and academic life, and longed to see this achievement come true.

Darshana. R

(Reg. No. RA2151001020041)

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 ABSTRACT

CRM is short for customer relationship management. The ideas behind customer relationship
management are by no means new. Today it’s widely acknowledged that how you understand
and treat your customers, goes a long way to determining your future success and
profitability, and companies are making bigger and bigger investments to do just that.

The concepts of customer relationship management have been in the air ever since people
started exchanging things, but CRM as a term came into existence in the mid-1990s.
Companies are already pouring billions of dollars into CRM solutions—software and services
designed to help businesses more effectively, manage customer relationships through any
direct or indirect channel a customer might use.

A highly structured questionnaire was circulated among the employees and workers of the
organization Anika city homes to collect the primary data. The sample size for the study is 56
. A simple random sampling technique is used for this study. The type of research method
used is quantitative descriptive research. The findings of the study reveal Anika city homes
productivity ,efficiency and analysis of how CRM plays a role in this organisation .

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 Contents

Chapter Title Pg no

INTRODUCTION

1.1 Introduction
1.2 Objectives of CRM
1.3 Scope of CRM
Ⅰ 1.4 Importance of this study
1.5 Company profile
1.6 SWOT Analysis
1.7 Characteristics influencing CRM
1.8 Limitation of this study

REVIEW OF LITERATURE
Ⅱ
2.1 Review of literature
2.2 References

RESEARCH METHODOLOGY

3.1 Research methodology

Ⅲ 3.2 Research Design
3.3 Sampling Techniques
3.4 Instrument for Data collection
3.5 Method of Data collection

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 DATA ANALYSIS AND INTERPRETATION

Ⅳ 4.1 Data analysis and interpretation

4.2 Observation of charts

FINDINGS, SUGGESTIONS & CONCLUSION

5.1 Findings
Ⅴ 5.2 Suggestions
5.3 Conclusion
5.4 Bibliography

Ⅵ APPENDICES

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 CHAPTER – Ⅰ

[ INTRODUCTION ]

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1.1 Introduction

Customer relationship management (CRM) is an approach to manage a

company's interaction with current and potential customers. It uses data analysis
about customers' history with a company to improve business relationships with
customers, specifically focusing on customer retention and ultimately driving
sales growth. One important aspect of the CRM approach is the systems of
CRM that compile data from a range of different communication channels,
including a company's website, telephone, email, live chat, marketing materials
and more recently, social media.

Through the CRM approach and the systems used to facilitate it, businesses
learn more about their target audiences and how to best cater to their needs.
Customer relationship management (CRM) is the combination of practices,
strategies and technologies that companies use to manage and analyze customer
interactions and data throughout the customer lifecycle, with the goal of
improving customer service relationships and assisting in customer retention
and driving sales growth. CRM systems compile customer data across different
channels, or points of contact between the customer and the company, which
could include the company's website, telephone, live chat, direct mail,
marketing materials and social media. CRM systems can also give customer-
facing staff detailed information on customers' personal information, purchase
history, buying preferences and concerns

A CRM system helps in closing faster deals by facilitating quicker and more
efficient responses to customer leads and information. Customers get more
convinced to turn their inquiries into purchases once they are responded to
promptly. Organizations that have successfully implemented a CRM system
have observed a drastic decrease in turnaround time. Enhances effective cross
and up selling of products Cross – selling involves offering complimentary

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products to customers based on their previous purchases. On the other hand, up
– selling involves offering premium products to customers in the same category.

With a CRM system, both cross and up – selling can be made possible within a
few minutes of cross – checking available data. Apart from facilitating quicker
offers to customers, the two forms of selling helps staff in gaining a better
understanding of their customer’s needs. With time, they can always anticipate
related purchases from their customer. Simplifies the sales and marketing
processes A CRM system facilitates development of better and effective
communication channels. Technological integrations like websites and
interactive voice response systems can make work easier for the sales
representatives as well as the organization. Consequently, businesses with a
CRM have a chance to provide their customers with various ways of
communication. Such strategies ensure appropriate delivery of communication
and quick response to inquiries and feedback from customers. Makes call
centers more efficient

Targeting clients with CRM software is much easier since employees have
access to order histories and customer details. The software helps the
organization’s workforce to know how to deal with each customer depending
upon their recorded archives. Information from the software can be instantly
accessed from any point within the organization. CRM also increases the time
the sales personnel spend with their existing customers each day.

This benefit can be measured by determining the number of service calls made
each day by the sales personnel. Alternatively, it could also be measured
through the face – to – face contact made by the sales personnel with their
existing customers. Enhances customer loyalty CRM software is useful in
measuring customer loyalty in a less costly manner. In most cases, loyal
customers become professional recommendations of the business and the

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services offered. Consequently, the business can promote their services to new
prospects based on testimonials from loyal customers.

Testimonials are often convincing more than presenting theoretical frameworks

to your future prospects. With CRM, it could be difficult pulling out your loyal
customers and making them feel appreciated for their esteemed support. Builds
up on effective internal communication A CRM strategy is effective in building
up effective communication within the company. Different departments can
share customer data remotely, hence enhancing team work. Such a strategy is
better than working individually with no links between the different business
departments.

It increases the business’s profitability since staff no longer have to move

physically move while in search of critical customer data from other
departments. Facilitates optimized marketing CRM enables a business
understand the needs and behavior of their customers. This allows them to
identify the correct time to market their products to customers. The software
gives ideas about the most lucrative customer groups to sales representatives.
Such information is useful in targeting certain prospects that are likely to profit
the business. Optimized marketing utilizes the business resources meaningfully.
CRM software will remain relevant for quiet long as long as businesses desire a
quick balance between product provision and customer acquisition. Inarguably,
the advantages of customer relationship management will remain relevant as
long as businesses desire to build a competitive advantage over their
competitors.

Elements of CRM

CRM can be broken down into a number of different components which many
software vendors have developed packages for. For the most part, there are three
areas which are core to successful customer relationship management

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:  Customer Service The customer service function in your company represents
the front office functions that interact with your customers. These are the
business processes that allow your company to sell products and services to
your customers, communicate with your customers with regards marketing and
dealing with the after sales service requirements of your customers. Each
interaction with the customer is recorded and stored within the CRM software
where it can be retrieved by other employees if needed.

 Sales Force Automation Your company’s sales department is constantly

looking for sales opportunities with existing and new customers. The sales force
automation 5 functionality of CRM software allows the sales teams to record
each contact with customers, the details of the contact and if follow up is
required. This can provide a sales force with greater efficiencies as there is little
chance for duplication of effort. The ability for employees outside of the sales
team to have access to this data ensures that they have the most recent contact
information with customers. This is important when customers contact
employees outside of the sales team so that customers are given the best level of
customer service.

 Campaign Management . The sales team approach prospective customers in

the hope of winning new business. The approach taken by the sales team is
often focused in a campaign, where a group of specific customers are targeted
based on a set of criteria. These customers will receive targeted marketing
materials and often special pricing or terms are offered as an inducement. CRM
software is used to record the campaign details, customer responses and analysis
performed as part of the campaign

Essential features of CRM

Customer Relationship Management is a strategy which is customized by an

organization to manage and administrate its customers and vendors in an

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efficient manner for achieving excellence in business. It is primarily entangled
with following features

:  Customers NeedsAn organization can never assume what actually a

customer needs. Hence it is extremely important to interview a customer about
all the likes and dislikes so that the actual needs can be ascertained and
prioritized. Without modulating the actual needs it is arduous to serve the
customer effectively and maintain a long-term deal

.  Customers ResponseCustomer response is the reaction by the organization to

the queries and activities of the customer. Dealing with these queries
intelligently is very important as small misunderstandings could convey unalike
perceptions. Success totally depends on the understanding and interpreting these
queries and then working out to provide the best solution. During this situation
if the supplier wins to satisfy the customer by properly answering to his queries,
he succeeds in explicating a professional and emotional relationship with him.

 Customer SatisfactionCustomer satisfaction is the measure of how the needs

and responses are collaborated and delivered to excel customer expectation. In
today’s competitive business marketplace, customer satisfaction is an important
performance exponent and basic differentiator of business strategies. Hence, the
more is customer satisfaction; more is the business and the bonding with
customer.

 Customer LoyaltyCustomer loyalty is the tendency of the customer to remain

in business with a particular supplier and buy the products regularly. This is
usually seen when a customer is very much satisfied by the supplier and re-
visits the organization for business deals, or when he is tended towards re-
buying a particular product or brand over times by that supplier. To continue the
customer loyalty the most important aspect an organization should focus on is

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customer satisfaction. Hence, customer loyalty is an influencing aspect of CRM
and is always crucial for business success.

 Customer Retention- 6 Customer retention is a strategic process to keep or

retain the existing customers and not letting them to diverge or defect to other
suppliers or organization for business. Usually a loyal customer is tended
towards sticking to a particular brand or product as far as his basic needs
continue to be properly fulfilled. He does not opt for taking a risk in going for a
new product. More is the possibility to retain customers the more is the
probability of net growth of business.

 Customer ComplaintsAlways there exists a challenge for suppliers to deal

with complaints raised by customers. Normally raising a complaint indicates the
act of dissatisfaction of the customer. There can be several reasons for a
customer to launch a complaint. A genuine reason can also exist due to which
the customer is dissatisfied but sometimes complaints are launched due to some
sort of misunderstanding in analyzing and interpreting the conditions of the deal
provided by the supplier regarding any product or service. Handling these
complaints to ultimate satisfaction of the customer is substantial for any
organization and hence it is essential for them to have predefined set of process
in CRM to deal with these complaints and efficiently resolve it in no time.

 Customer ServiceIn an organization Customer Service is the process of

delivering information and services regarding all the products and brands.
Customer satisfaction depends on quality of service provided to him by the
supplier. The organizationn has not only to elaborate and clarify the details of
the services to be provided to the customer but also to abide with the conditions
as well. If the quality and trend of service go beyond customer’s expectation,
the organization is supposed to have a good business with customers.

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Key stages and steps in the CRM process

To truly understand the goal of CRM, you must understand your customers’
lifecycle and how a customer becomes a loyal customer. Through marketing,
customer service, and sales every prospect goes through these five stages:
Reach, customer acquisition, conversion, customer retention, and customer
loyalty.

So, how does the CRM process help you achieve that process? These five CRM
process steps include a collaborative effort between your marketing, sales, and
support teams, with each step and team member playing a necessary role in
turning prospective leads into loyal customers. Here we take a closer look at the
five steps.

Brand awareness generation

Finding new leads is essential for business growth, so the first step is acquiring
new customers. In order to do this, you need to understand your targets
audience, segment your audience by specific demographics, and create
marketing campaigns that speak directly to those segments. Your CRM becomes
a wealth of information, allowing you to track and see patterns from your
previous leads and existing customers. This information gives you a better
understanding of the leads you are trying to target and what methods of
marketing have worked best.

Acquiring new leads

Once you know who your target leads are, your marketing and sales teams can
better understand who and how to target these leads. Your CRM can implement
things like automated newsletter signups through your website or the sales
teams can initiate live chats to talk directly with potential leads.

Lead conversion

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CRM tools, such as lead scoring, can help your sales and marketing teams
identify the leads that are interested and ready to convert to purchasing
customers.

Customer service and customer retention

Once a customer makes a purchase, the role of the CRM is not over. Quality
customer service, as well as continual relationship building through regular
communication, can help retain quality customers and promote the conversion
from customer to brand advocate. Automated emails asking for referrals or
reviews are just some examples of what a CRM can do in this stage.

Upsells or customer feedback

Customers often return to the same business to continue purchasing the products
they love. However, offering regular communication that offers similar but
more expensive products is a way to increase customer value to your business.
If you are a service-based business, you can use this step to regularly check in
with your customers to see how you are doing or if there are things you can do
to improve your services. Your CRM can set regular reminders to contact
existing customers for these check-ins, as well as establish automated marketing
emails for upsells that target groups of customers.

Meet your insurance agency’s goals with a quality CRM

Adding a quality CRM to your business can help streamline and automation
your day-to-day business processes and give you more time to focus on more
hands-on areas of your business. At Better Agency, our team is here to help
answer any questions you may have and show you how adding our CRM to
your business can help you achieve your goals.

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1.2 Objectives of the CRM

The goal of a CRM is to create a better customer experience. When your

customers have a good sales experience, you are more likely to experience an
increase in sales as a result. To get the most out of your CRM, you must have a
clear set of goals and objectives. The following objectives of CRM where
deemed important and are used in Anika city homes:

PRIMARY OBJECTIVES

 improving business efficiency in organisation

 organisation focuses on improving customer satisfaction

SECONDARY OBJECTIVES

 constant expansion on customer base

 enhancing sales and supporting teams

 Forming and building long-term relationships

1) Improve business efficiency

CRM platforms can help you eliminate day-to-day redundancies when it comes
to customer relationships. CRM platform collects and organizes customer data
that allows you to easily determine which stage of the purchasing process each
customer is in, as well as other key information such as demographics, interests,
etc. With this information, you can create and send targeted marketing material
out in batches to customers based on this data.

2) Improve customer satisfaction

Happy customers become loyal customers that also contribute to free word-of-
mouth advertising. A quality CRM allows you to make customer satisfaction a
primary goal through areas such as increased direct engagement, social
networking engagement, automated surveys, and much more.
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3) Expand customer base

Lead generation is a critical component of every successful business. A CRM

platform allows you to track, manage, and improve the quality of your leads. In
addition, a good CRM can help identify actions that are converting those leads
into potential clients, allowing your business to fast-track your sales process and
increase your customer base.

4) Enhance sales and support teams

A quality CRM not only benefits your bottom line, but it helps to support your
sales and support teams by making it easier for them to build and nurture lead
and client relationships. For example, you know that lead follow-up in a timely
manner is essential to convert. With CRM lead tracking, you can assign tasks
and your team can record leads and progress for each opportunity through the
sales pipeline. Every member has full visibility to closely monitor all new leads
to ensure no follow-up is missed.

5) Build long-term relationships

Using a CRM platform gives you and your team the ability to identify,
prioritize, and implement activities that have the most significant impact on
your customer relationships for the long term. CRM can help to track and
implement actions such as customer referrals and loyalty programs.

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1.3 SCOPE OF CRM

The scope of CRM includes a wide range of activities, from managing customer
contact information to developing personalized marketing campaigns. In order
to be effective, CRM must be tailored to the specific needs of each business. As
such, the scope of CRM can vary greatly from one company to the next.

However, there are certain core elements that are essential for all successful
CRM initiatives. These include the ability to capture and store customer data,
the ability to track and analyze customer interactions, and the ability to
automate customer-facing processes.

By understanding the scope of CRM, businesses can be better equipped to

develop strategies that will improve their relationship with customers and help
them grow their businesses

CRM for marketing

CRM can provide both marketing and sales functionality within their own
operational requirements; but should also enable better collaboration and
transparency between teams; putting the lead, prospect and customer at the heart
of the CRM strategy.

Marketing teams can be supported in lead generation efforts, planning and

executing multi-channel marketing campaigns, segment audiences, deliver
targeted messaging at the right time, analyse marketing spend ROI and carry out
best practice testing efficiently.

Marketing functionality within a CRM system review should include:

 Multi-channel marketing campaign management

 Database management

 Social media engagement

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CRM for customer service

Customer service teams need to be able to deliver a positive customer

experience and to do this they need to be supported by a CRM system that gives
them a good record of past customer contacts, support enquiries, technical
incidents and product history.

Customer service operators need to handle calls, emails and social/web

enquiries quickly and to the satisfaction of the customer; but also keeping to
service KPIs such as response times, resolution percentages and SLA adherence.

A CRM system should provide a 360 degree view of the customer and support
operatives with information they need at their fingertips so they can resolve
issues and handle queries efficiently.

When considering CRM functionality for customer service, organisations

should review:

 Customer service and contact management

 Knowledge sharing and document management

 Computer Telephony Integration (CTI)

 SLA and contract management

 Social listening integration

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1.4 Importance of this study

1. Improved Customer Understanding

CRM software allows you to collect and analyze customer data, giving you a
better understanding of their needs, preferences, and behaviors. With this
information, you can tailor your offerings to better meet their needs, which can
lead to increased customer satisfaction and loyalty

2. . Increased Customer Engagement

Engaged customers are more likely to stay loyal and to refer others to your
business. CRM can help you to keep your customers engaged by providing
personalized communications and offers.

For example, if you offer wellness products, you can use CRM to send targeted
emails to customers who have purchased specific products, offering them
discounts on related items or inviting them to join a loyalty program. By
providing personalized offers, you can increase the likelihood that customers
will remain engaged with your business.

3. Streamlined Operations

CRM software can also help to streamline your business operations. By

automating tasks such as data entry, reporting, and customer communications,
you can free up time for your team to focus on other important tasks.

4. Increased Revenue

By improving customer understanding, engagement, and streamlining

operations, CRM can help to increase revenue for your corporate wellness
business. Satisfied customers are more likely to make repeat purchases and to
refer others to your business, which can lead to increased sales.

5. Targeted Marketing

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One of the key benefits of CRM is the ability to segment your customer base
and target specific groups with personalized marketing messages. By analyzing
customer data, you can identify patterns and preferences that allow you to create
targeted campaigns that resonate with your audience.

6. Improved Customer Service

Another benefit of CRM is the ability to provide exceptional customer service.

By tracking customer interactions and history, you can quickly respond to
inquiries, resolve issues, and provide personalized recommendations and
solutions.

7. Data-Driven Decision Making

Implementing CRM allows you to gather and analyze customer data, which can
inform your business decisions. By analyzing customer behavior, preferences,
and purchasing history, you can make informed decisions about which products
and services to offer, how to price them, and how to market them.

8. Improved Collaboration

CRM systems can also improve collaboration between teams within your
corporate wellness business. By giving everyone access to the same customer
data, you can break down silos and foster a culture of collaboration.

working together and sharing insights, you can create a more cohesive and
effective customer experience.

9. Competitive Advantage

Finally, implementing CRM can give your corporate wellness business a

competitive advantage. By providing personalized service, targeted marketing,
and data-driven decision-making, you can differentiate yourself from
competitors who may not be using CRM to its fullest potential.

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1.5 COMPANY PROFILE

Anika city homes was established in May, 2017 as a Registered Company in

Chennai, Registered Office. The company is on a fast-track growth path, offers
a satisfactory work fulfilment status and ensures updated quality services and
practices that deliver higher levels of performance.

The company's values are those of Flexibility, Reliability, Expertise and Quality.
Through flexibility, the company helps to accommodate the clients' horizons &
wishes. Reliably, the company is your partner.

The company has the required & proven expertise personnel in all the sectors of
its involvement and is very keen in providing a quality service in its true name.
The company strongly believes, that "Together we are a team".

PROVIDE SERVICES

Like Resale
Construction
New Layouts
Residential
Commercial and Investment Based Land for sale in Chennai.
Also PROVIDE CONTRACTS

ON Non-residential Building Construction,

Residential Building Construction
Construction of Buildings
Commercial Construction and office building
MISSION

To generate a reasonable return by satisfying our customers need with timely

service and workmanship through the employment of highly trained personnel
who perform their tasks with honesty, fairness and integrity

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Vision

To become the leading construction firm, while delivering projects that

consistently exceed international standards and provide exceptional customer
satisfaction. To continually deliver excellent value & innovative construction
solutions to meet our clients' requirements.

Area of operations

Live
Digital
Consultancy

Business Profile
Business Name : Anika City Homes
Office Address : 17/7 Kamaraj Colony,
Chitlapakkam,
Chennai – 600 064.
Phone Number : 9176258984
Nature Of Business : Building Contractor
Email id : Anikacityhomes@gmail.com /
Rameshsubbu@gmail.com

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1.6 SWOT Analysis
A pivotal step in formulating a robust business plan for a construction
contractor involves conducting a SWOT Analysis. SWOT (Strengths,
Weaknesses, Opportunities, and Threats) offers a structured approach for
contractors to evaluate both internal capacities and external factors shaping their
industry.

Internal aspects like a skilled workforce and cutting-edge equipment constitute

strengths and weaknesses, while external dynamics such as Market trends and
regulatory changes encompass opportunities and threats.

In this article, we will delve into diverse examples illustrating strengths and
weaknesses specific to construction contractors, providing valuable insights to
integrate into their business strategies effectively.

Strengths

Uncover the inherent strengths that set Construction Contractor Services apart,
laying the groundwork for unparalleled success.

 Skilled Workforce: Construction contractors boast a skilled and

experienced workforce, ensuring efficient project execution.

Example: Showcasing employee certifications and industry expertise builds

client trust and attracts high-profile projects.

 Proven Track Record: A robust portfolio of successful projects serves as

a testament to a contractor’s reliability and competence.

Example: Creating a compelling project portfolio on the company website

highlights past achievements, instilling confidence in potential clients.

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  Diverse Service Offerings: Contractors often provide a range of services,
from design to project management, offering comprehensive solutions.

Example: Promoting integrated services, such as turnkey solutions, positions

the contractor as a one-stop-shop for clients’ construction needs.

 Strong Supplier Relationships: Established connections with reliable

suppliers ensure a steady flow of quality materials and timely deliveries.

Example: Showcasing long-term partnerships with reputable suppliers

emphasizes the commitment to quality and reliability.

Weaknesses

Addressing weaknesses is paramount for construction contractors to enhance

their capabilities and deliver superior services.

 Weather Dependency: Construction projects are susceptible to weather

disruptions, impacting timelines and project schedules.

Example: Implementing contingency plans for adverse weather conditions

minimizes project delays and mitigates associated risks.

 High Equipment Costs: The need for specialized equipment can pose a
financial challenge, impacting profitability.

Example: Exploring equipment leasing options or forming partnerships with

equipment rental companies can alleviate the financial burden.

 Skilled Labor Shortages: The construction industry often faces shortages

of skilled labor, impacting project timelines.
 Project Delays and Overruns: Unforeseen circumstances can lead to
delays and cost overruns, affecting client satisfaction.

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Example: Implementing robust project management systems and maintaining
transparent communication minimizes the risk of delays.

Opportunities

Identifying and capitalizing on opportunities positions Construction Contractor

Services for sustained growth and prosperity.

 Green Construction Trend: The growing demand for sustainable

construction presents an opportunity to embrace eco-friendly practices.
 Technological Integration: Incorporating cutting-edge construction
technologies enhances efficiency, accuracy, and project outcomes.
 Infrastructure Development: Participating in large-scale infrastructure
projects or public-private partnerships taps into expansive growth
opportunities.
 Expansion into Niche Markets: Exploring niche markets, such as
specialized construction or regional expansions, diversifies the
contractor’s portfolio..

Threats

Anticipating and mitigating threats is crucial for Construction Contractor

Services to navigate challenges and ensure long-term success.

 Economic Downturns: Economic uncertainties may impact construction

budgets and lead to a decline in project demand.
 Intense Competition: The highly competitive nature of the construction
industry may lead to pricing pressures and reduced profit margins.
 Material Price Volatility: Fluctuations in material prices impact project
costs, potentially affecting profitability.

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1.7 Characteristics Influencing CRM

Customer-Centric Approach: CRM is most effective when it focuses on

understanding and meeting the needs of customers. This requires a deep
understanding of customer behavior, preferences, and expectations.

Data-Driven Insights: CRM relies on data to understand customer interactions

and preferences. Analyzing this data can provide valuable insights for
personalized marketing, sales, and customer service efforts.

Cross-Channel Integration: To provide a seamless customer experience, CRM

systems should integrate data from various channels (e.g., email, social media,
in-person interactions) to create a unified view of the customer.

Personalization: Customers expect personalized interactions that are tailored to

their preferences and needs. CRM systems can help achieve this by segmenting
customers based on their behavior and preferences.

Continuous Engagement: Building long-term relationships requires ongoing

engagement with customers. CRM systems can help automate and manage these
interactions to ensure they are timely and relevant.

Feedback Loop: CRM should include mechanisms for collecting feedback from
customers to understand their satisfaction levels and identify areas for
improvement.

Employee Training and Engagement: Employees who interact with customers

should be well-trained and engaged in the CRM process to ensure they can
effectively use the system to enhance customer relationships.

Scalability and Flexibility: CRM systems should be able to scale as the business
grows and adapt to changing customer needs and market conditions.

29
Data Security and Privacy: Given the sensitivity of customer data, CRM
systems should have robust security measures in place to protect customer
information and comply with relevant data protection regulations.

Measurable Outcomes: CRM initiatives should be measurable to track their

effectiveness and ROI. This requires defining clear objectives and key
performance indicators (KPIs) related to customer satisfaction, retention, and
profitability.

1.8 Limitation of the study

There are several limitations that can arise in customer relationship management
(CRM) studies. Some common ones include:

1. Data Quality: CRM relies heavily on accurate and up-to-date data. Poor
data quality, such as incomplete or incorrect information, can lead to
inaccurate analyses and ineffective decision-making.
2. Integration Challenges: Integrating CRM systems with other systems
within an organization (e.g., accounting, marketing) can be complex and
time-consuming. Incomplete integration can hinder the effectiveness of
CRM efforts.
3. Cost: Implementing and maintaining a CRM system can be expensive,
especially for small businesses or organizations with limited resources.
The return on investment (ROI) of CRM initiatives must be carefully
evaluated.
4. Employee Resistance: Employees may resist using CRM systems if they
perceive them as intrusive or if they are not adequately trained on how to
use them. This can undermine the success of CRM initiatives.

30
 5. Privacy Concerns: Collecting and storing customer data raises privacy
concerns. Organizations must ensure compliance with relevant data
protection regulations (e.g., GDPR, CCPA) to maintain customer trust.
6. Limited Scope: CRM systems may not capture all relevant customer
interactions or touchpoints, leading to an incomplete understanding of
customer behavior and preferences.
7. Technology Constraints: CRM systems rely on technology, which can be
subject to technical failures, security breaches, or compatibility issues
with other systems.
8. Cultural Challenges: Implementing CRM initiatives may require a
cultural shift within an organization, which can be challenging to achieve,
especially in large or long-established organizations.

Addressing these limitations requires careful planning, ongoing monitoring, and

continuous improvement of CRM practices to ensure that they align with the
organization's goals and meet the needs of its customers.

31
 CHAPTER – Ⅱ

[ REVIEW OF LITERATURE ]

2.1 Review of Literature

32
Customer relationship management has been defined as “a business approach
that integrates people, processes, and technology to maximise relationships with
customers” Goldenberg (2008, p.3). Moreover, it has been stated that customer
relationship management “characterises a management philosophy that is a
complete orientation of the company toward existing and potential customer
relationships” (Raab et al, 2008, p.6)

businesses must strive to maintain long-term relationships with theIR

customers in order to remain flexible in meeting their rising expectations and
gaining
their lifetime loyalty. Peppers and Rogers go on to say that businesses that
refuse to
recognise this trend in the global marketplace risk losing market share
and future
growth opportunities. The book "Relationship Marketing and Customer
Relationship
Management" by Brink and Berndt [6] is one of the most important
sources for the
research. The book delves into the concept of the Customer Touch Map and the
role of
information technology in facilitating customer relationship management.
Mathur's
work [7] represents yet another significant contribution to the research area that
will
be used in the study. Specifically, the author offers a wide range of specific
customer
relationship management techniques and principles used by multinational
corporations. Mathur's findings can be compared to the primary data
findings in the
proposed study, broadening the scope of the study

Mueller (2010) characterises customer relationship management aspect of the

business as a highly dynamic, and convincingly argues that businesses have to
adopt a proactive approach in devising relevant programs and initiatives in
order to remain competitive in their industries.

33
Sinkovics and Ghauri (2009) relate the necessity for engaging in customer
relationship management to high cost of direct sales, highly intensifying level of
competition in the global level, and need for information about various aspects
of the business in general, and consumer behaviour in particular, that can be
used to increase the levels of sales.

According to Peppers and Rogers (2011), there is global tendency in customer

relationship management that relates to the shift from transactional model
towards the relationship model. In other words, Peppers and Rogers (2011)
argue that satisfying customer needs as a result of on-time transaction is not
sufficient today in order to ensure the long-term growth of the businesses.

Instead, businesses have to strive to maintain long-term relationships with their

customers in order to maintain flexibility to adopt their increasing expectations
and thus achieving their life-long loyalty. Peppers and Rogers (2011) further
stress that, businesses that refuses to acknowledge this tendency in the global
marketplace would be risking their market share and growth prospects in the
future.

One of the most critical sources for the research is the book “Relationship
Marketing and Customer Relationship Management” authored by Brink and
Berndt (2009). The book offers an in-depth discussion of the concept of
Customer Touch Map and discusses the role of information technology in
facilitating customer relationship management.

The work of Mathur (2010) represents another significant contribution to the

research area to be used in the study. Namely, the author provides a wide range
of specific customer relationship management techniques and principles that are
used by multinational businesses. The findings of Mathur (2010) can be

34
compared to the primary data findings in the proposed research, thus enhancing
the scope of the study.

Khurana (2010), on the other hand, discusses the concept of customer

relationship management in a great detail, and also addresses advantages and
disadvantages associated with a range of relevant software applications. The
third edition of Pradan’s (2009) “Retailing Management” is another noteworthy
source that is going to be used in the study. Specifically, Pradan (2009)
identifies customer relationship management as an emerging aspect of
marketing in retail and discusses its importance for ensuring long-term growth
for retail businesses.

A global approach towards the issues of customer relationship management is

adopted by Raab et al (2008) in “Customer relationship management: a global
perspective”. The value of this specific work to the proposed research can be
explained in a way that it will allow the comparison of customer relationship
management principles to the similar principles exercised by other multinational
retailers in a global marketplace.

Bhatia’s (2008) work, “Retail Management” is also going to be used in the

proposed study due to the significance of the contribution of the work to the
research area. Bhatia (2008) offers in-depth discussions related to the use of
loyalty cards by retailers, and this represents a comprehensive analysis of the
issue in the secondary data.

Moreover, Cox’s (2011) “Retail Analytics: The Secret Weapon” deserves also
to be mentioned in here thanks to the most modern and fresh perspective the
author adopts in order to approach the research issues. The most valuable part of
this specific article is that it provides highly practical recommendations to

35
retailers of various sizes in terms of increasing the levels of revenues through
adopting a range of customer relationship management principles.

2.2 References

Bhatia, S.C. (2008) “Retail Management” John Wiley & Sons

Brink, A. & Berndt, A. (2009) “Relationship Marketing and Customer

Relationship Management” Juta Publications

Goldenberg, B.J. (2008) “CRM in Real Time: Empowering Customer

Relationships” Information Today, Inc.

Cox, E. (2011) “Retail Analytics: The Secret Weapon” John Wiley & Sons

Khurana, M. (2010) “Information Technology for Retailing” Tata McGraw-Hill

Education

Lamb, C.W., Hair, J.F. & McDaniel, C. (2011) “Marketing: Student Edition”
Cengage Learning

Mathur, U.C. (2010) “Retail Management: Text and Cases” I.K. International
Pvt Ltd

Mueller, B. (2010) “Dynamics of International Advertising: Theoretical and

Practical Perspectives” Peter Lang

Raab, G., Ajami, R.A., Gargeya V. & Goddard, G.J. (2008) “Customer
relationship management: a global perspective” Gower Publishing

Sinkovics, R.R & Ghauri, P.N. (2009) “New Challenges to International

Marketing” Emerald Group Publishing

36
 CHAPTER – Ⅲ

[ RESEARCH METHODOLOGY]

37
3.1 Research Methodology

Research methodology1,2 is a structured and scientific approach used to collect,

analyze, and interpret quantitative or qualitative data to answer research
questions or test hypotheses. A research methodology is like a plan for carrying
out research and helps keep researchers on track by limiting the scope of the
research. Several aspects must be considered before selecting an appropriate
research methodology, such as research limitations and ethical concerns that
may affect your research.
The research methodology section in a scientific paper describes the different
methodological choices made, such as the data collection and analysis methods,
and why these choices were selected. The reasons should explain why the
methods chosen are the most appropriate to answer the research question. A
good research methodology also helps ensure the reliability and validity of the
research findings. There are three types of research methodology—quantitative,
qualitative, and mixed-method, which can be chosen based on the research
objectives.

Customer relationship management (CRM) is a customer-focused business

strategy that dynamically integrates sales, marketing and customer care service
in order to create and add value for the company and its customers.This change
towards a customer-focused strategy is leading to a strong demand for CRM
solutions by companies. However, in spite of companies’ interest in this new
management model, many CRM implementations fail. One of the main reasons
for this lack of success is that the existing methodologies being used to
approach a CRM project are not adequate, since they do not satisfactorily
integrate and complement the strategic and technological aspects of CRM.This
paper describes a formal methodology for directing the process of developing
and implementing a CRM System that considers and integrates various aspects,

38
such as defining a customer strategy, re-engineering customer-oriented business
processes, human resources management, the computer system, management of
change and continuous improvement.

A research methodology describes the techniques and procedures used to

identify and analyze information regarding a specific research topic. It is a
process by which researchers design their study so that they can achieve their
objectives using the selected research instruments. It includes all the important
aspects of research, including research design, data collection methods, data
analysis methods, and the overall framework within which the research is
conducted. While these points can help you understand what is research
methodology, you also need to know why it is important to pick the right
methodology.

Why is research methodology important

Having a good research methodology in place has the following advantages:3
Helps other researchers who may want to replicate your research; the
explanations will be of benefit to them.

You can easily answer any questions about your research if they arise at a
later stage.

A research methodology provides a framework and guidelines for

researchers to clearly define research questions, hypotheses, and objectives.

It helps researchers identify the most appropriate research design, sampling

technique, and data collection and analysis methods.

A sound research methodology helps researchers ensure that their findings

are valid and reliable and free from biases and errors.

It also helps ensure that ethical guidelines are followed while conducting
research.

39
 A good research methodology helps researchers in planning their research
efficiently, by ensuring optimum usage of their time and resources.

Types of research methodology

There are three types of research methodology based on the type of research and
the data required.1
 Quantitative research methodology focuses on measuring and testing
numerical data. This approach is good for reaching a large number of
people in a short amount of time. This type of research helps in testing
the causal relationships between variables, making predictions, and
generalizing results to wider populations.
 Qualitative research methodology examines the opinions, behaviors,
and experiences of people. It collects and analyzes words and textual
data. This research methodology requires fewer participants but is still
more time consuming because the time spent per participant is quite
large. This method is used in exploratory research where the research
problem being investigated is not clearly defined.
 Mixed-method research methodology uses the characteristics of both
quantitative and qualitative research methodologies in the same study.
This method allows researchers to validate their findings, verify if the
results observed using both methods are complementary, and explain any
unexpected results obtained from one method by using the other method.

3.2 Research design

It is important for you to understand that developing research design is a

challenge to the researcher because the success of her/his research work is
depended on the research design. Any research is valid when its conclusions are
true and verifiable. It is reliable when the findings are repeatable. Reliability
and validity of the research require the planning of inquiry, i.e. the detailed
40
strategy of how the research will be conducted. Decisions regarding what,
where, when, how much, by what means concerning an inquiry or a research
study constitute a research design. The term ‘design’ means drawing an outline
or planning or arranging details. It is a process of making research related
decisions before the situation arises. Research design is planning a strategy of
conducting research. Research Design and Sampling It plans as to: • what is to
be observed, • how it is to be observed, • when and where it is to be observed, •
why it is to be observed, how to record observation, • how to analyses interpret
observations, and how to generalize. Research design is thus, a detailed plan of
how the goals of research will be achieved.

descriptive Research : The major goal of a descriptive research is to describe

events, phenomena and situations. Since description is made on the basis of
scientific observation, it is expected to be more accurate and praise than causal.
Generally in a descriptive research, the data are collected in a single situation
(S) Pertaining to single period

Exploratory Research : Exploratory studies are conducted for the purpose of

formulating a problem for more precise investigation or for developing
hypotheses. An exploratory study, may however, have another function, e.g.
increasing the investigator’s familiarity with the phenomena s/he wishes to
study in a subsequent, more structured investigation or with the setting in which
he plans to carry out such an investigation. Exploratory research is necessary to
obtain experience that will be helpful in formulating relevant hypotheses for
more definitive investigation. For a general, area of problems about which little
knowledge is available, an exploratory study is most appropriate. So,
exploratory research is mostly carried when there is not sufficient information
available about the issue to be studied, or in other words, the researcher has
either no knowledge or a limited knowledge.

41
Experimental Design: Experiment per se are not common in social sciences
but are carried out in allied fields like social psychology or in reach on social
policy where impact of new reforms or policies need to be assessed. Here, it is
important to make a distinction between laboratory experiment and field
experiment. Laboratory experiments take place in a laboratory or in a contrived
setting. On the other hand field experiments occur in real life settings. For
example, as in case of assessing impact of a reform or a new policy intervention
in a class room or in a community. It is more likely that gender studies research
will relate to field experiments than laboratory experiment

3.3 Sampling Techniques

The sample is a subset of the population. It is comprised of only some elements

of the population. Sampling is defined as the selection of some part of aggregate
or totality on the basis of which a judgment or inference about the aggregate or
totality is made. In simpler terms sampling is the process of obtaining
information about an entire population by examining only a part of it. The
selection process of the sample is called sample design. The survey conducted
on the basis of sample is described as a sample survey. Sample should be truly
representative of population characteristics without any bias so that it may result
invalid and reliable conclusions. There are different kinds of sampling
techniques based on the type of research that is being conducted. For example,
there are two main types of sampling techniques which are

 probability sampling techniques and

 non-probability sampling techniques.

Under the probability sampling techniques, there is simple random sampling,

stratified random sampling, cluster sampling, and systematic random sampling.

Under the non-probability sampling technique, there is judgment sampling,

convenience sampling, and quota sampling.
42
The sampling technique used in this research study is the Simple Random
Sampling Technique. Which is otherwise known as SRS. The simple random
sampling is unbiased, and thus, every women workforce of the organization
Anika city homes can be a part of this survey despite their designation or the

level of the hierarchy they come under .

Sample size

The questionnaire was distributed to 60 members consist of employees and

workers out of which 56 were filled, and thus, the number of samples that are a
part of this research study is 56.

3.4 Instrument For Data Collection

The primary data for the survey was collected through a well-structured
questionnaire. The questionnaire was comprised of close-ended questions. The
close-ended questions are the type of questions in which both the question and
the answers are structured and defined, the respondents just need to select from
the options provided to them. A scaling questionnaire was used in order to
facilitate the respondent's task.

Considering the times we are in the questionnaire was circulated to the

respondents through google forms. A questionnaire should be designed to
stimulate the respondent to give comprehensive information regarding a
particular topic under study. A questionnaire is a research instrument,
comprising a plethora of questions that are in accordance with the objective of
the study that is being conducted for gathering information from the
respondents for our study through as survey.

43
3.5 Method Of Data Collection

Data refers to the information or facts. And data collection is of collecting the
data pertaining to our study. The data collection is comprised of two steps
namely primary data collection and secondary data collection. The primary data
is of the questionnaire or surveys that are conducted to get the respondent's
perspective on the subject the study is based upon. The authenticity and
relevance of the primary data are high. While the secondary data consists of
those which have already been collected by someone and that are being used as
a reference for our research study. The primary data for this study was collected
through the form of a questionnaire comprising of close-ended questions. The
primary data is known as the data collected for the first time through a field
survey. The primary data should coincide with the priorly framed objectives.
The primary data reveals the cross-sectional picture of the study. The secondary
data used in this study is through magazines, thesis, blogs, books, employment-
oriented job service apps, etc. Secondary data refers to the use of information
already collected, published, or unpublished. It is used to save time and cost
while compiling data relating to the past. So that there is no way that the data
collected from the past is for the first time.

44
 CHAPTER – Ⅳ

[ DATA ANALYSIS

AND

INTERPRETATIONS ]

45
4.1 Data Analysis and interpretation

It is an analytics tools allow you to closely monitor your customer service

practices. Then, by identifying the practices that produce the most complete
customer satisfaction, your customer service reps can continue to refine their
approaches.

CRM data analysis can also be used to analyse feedback from surveys and to
track pain points with your company. This lets you get ahead of issues that may
cause a strain on your customer service operations down the road.

The key to getting the most benefit out of your CRM analytics tool is to make
sure your customer data is easily accessible—and accurate for everyone. This
allows you to scale your business with full visibility into what’s helping growth,
and what’s hindering it

After collecting and analyzing the data ,the researcher has to accomplish the
task of drawing inferences followed by report writing. His has done very
carefully, otherwise misleading conclusions may be drawn and the whole
purpose of doing the research of doing research may get vitiated. It is only
through interpretation that the researcher can expose relations and processes that
underlie his findings.

Interpretation refers to the task of drawing inferences from the collected facts
after ananalytical and/or experimental study. It is the basic component of the
research study. The use fulness and utility of the research findings lie in proper
interpretation. Interpretation is the device through which the factors that seem to
explain what has been observed by researcher in the course of the study can be
better understood and it also provides theoretical conception which can serve as
a guide for further researches..

46
4.2 Observation of Charts

1.Gender of Respondent

Gender no of respondents

male 38

Female 18

Sales

female
32%

male
68%

male female

Interpretation

From the above chart we can interpret that 68% are male employees and

32% are female employees working in Anika city homes company

47
2 . What factors attracted customers to purchase building and settle
contract from this organisation.

Factors no of
respondents

Property
quality/genuiness
31

Reputation 5

Customization facility 3

Service quality 17

17
property quality/genuiness
reputation 31
3
customization facility
5
service quality

Interpretation

From above chart around 55 % customer come to this organisation for the
property quality and 31% for service quality. And 9%,5% for reputation and
customization facility of the company

48
 3.Excelling the customer need is the objective at every contract

response respondents
strongly disagree 0
disagree 0
Average 4
Agree 19
Strongly Agree 33

respondents
7%

34%

59%

strongly disagree disagree Average Agree Strongly Agree

Interpretation

from the above pie chart e can say that 59% strongly agree with this question
where 34% agree and 7 % have respondent with average . we can conclude that
this is important for this organisation as no one has given response of
disagreement

49
4.Customer need is highly valued

response respondents
strongly disagree 0
disagree 0
Average 0
Agree 6
Strongly Agree 50

r es pondents
strongly disagree disagree Average Agree Strongly Agree

Interpretation

From the above pie chart all employee response are favour to this question
hence we can come to conclusion that Customer need is important in this
organisation as their satisfaction helps with productivity and efficiency of the
company

50
5 .Can customer need be identified by customer satisfaction

response respondents
strongly disagree 4
disagree 10
Average 19
Agree 20
Strongly Agree 3

5% 7%

18%

strongly disagree
36% disagree
Average
Agree
Strongly Agree

34%

Interpretation

From the above pie chart 36% of employee strongly disagree and 18 % disagree
and 34 % gave average response where 7% and 5% gave agree and strongly
agree response on customer satisfying matching customer needs

5.
51
 6. Customer satisfaction goals clearly defined ?

response respondents
never 0
not all times 1
sometimes 15
Every time 28
mandatory 12

respondents
never not all times sometimes everytime mandatory
not all times; 1

mandatory; 12
sometimes; 15

everytime; 28

Interpretation

From the above chart we can conclude that customer satisfaction goal is clearly
defined in 50% rate and mandatory for 21% and 27% responded sometimes .
the organisation focuses on customer goals being clearly defined so they kinda
made it mandatory and is in the process of completion of this system being
implemented

52
 7. Is identification of customer integrity important in this company

response no of respondents
never 0
not all times 0
sometimes 9
Every time 15
mandatory 32

no of respondents

32
15

never not all times sometimes everytime mandatory

Interpretation

From the above chart 32 employees out of 56 response chose mandatory need
for checking a customers integrity and 15 employee chose every time need for
check and 9 of the employee chose sometimes this shows a customer honesty is
important for Anika city homes for a safe and smooth closing of contract.

8.is the organisation able to give service to customer at any point of time ?

53
 response consultancy closing period 6 months after closing
period
no 0 0 0
sometimes 0 1 20
yes 2 11 31
strongly yes 54 44 5

strongly yes

yes

sometimes

no

0 10 20 30 40 50 60

6 months after closing closing period consultancy period

Interpretation

From the above chart depiction it give the data information of how the customer
service is provided in different time period .in consultancy period the customer
service is provided actively which further connect with closing period
percentage .it is also noticed that customer service is still provided for the next 6
months even after the closing date

9 . Is customer information being stored in company ?

54
 Response no of respondents
no 0
sometimes 40
yes 16

no of respondents

no sometimes yes

Interpretation

From the above pie chart it shows that Anika city home sometimes save data of
the customers and 16 of the employee gave response yes to this question. These
information are stored only for business efficiency and for future references if
the customer is a regular customer

10.Customer complain are to be welcomed and resolved quickly

55
 response no of respondents
strongly agree 26
agree 23
maybe 5
disagree 2
strongly disagree 0

no of respondents
strongly agree agree maybe disagree strongly disagree
5

26

23

Interpretation

from the above chart we conclude customer complain importance to this

company around 26.46% of employee strongly agree ,23.41% agree to resolving
and welcoming complain ,and around 2% to 5% gave other response

11. Value and goals of the company should be clearly defined

56
response no of respondents
strongly agree 30
agree 20
maybe 5
disagree 1
strongly disagree 0

no of respondents
strongly agree agree maybe disagree strongly disagree

1
5

30
20

Interpretation

From the above chart 53% respondents strongly agree and 36% agree on the
purpose to clearly define company goals and values to the employees and
workers we can also see that 9% of respondents gave response maybe

12. Is it important to have good relationship with old customer

57
 Response No of Respondent
strongly agree 33
Agree 10
maybe 7
disagree 3
strongly disagree 3

strongly disagree; 3
disagree; 3

maybe; 7

strongly
Agree; 10 agree; 33

Interpretation

From the above chart we can see that 59% strongly agree , 18 %agree ,13%
gave maybe ,5% disagreed and 5% strongly disagreed for the question whether
it is important to have good relationship with the old customers. The result is
majority of the respondent think it is crucial to have good relationship with old
customers as it helps with the business

13. Is Customer valued at every visit

58
 Response No of Respondent

strongly agree 32
Agree 19
maybe 3
disagree 2
strongly disagree 0

2
3

19

32

Interpretation

From the above chart we can see the response to question whether the
customers are valued at every visit they make in Anika city homes to which
57% gave strongly agree 34% gave agree ,5% gave maybe and 4% gave
disagree with this percentage comparison half of response strongly agree which
shows company behaviour towards customer

14. Customer are provided with all true information at every visit

59
 Response No of Respondent
strongly agree 20
Agree 32
maybe 2
disagree 1
strongly disagree 1

strongly agree Agree maybe disagree strongly disagree

2 1 1

20

32

Interpretation

From the above chart 20 respondents gave strongly agree, 32 gave agree, 2 gave
maybe ,and 1 gave disagree and strongly disagree to the question whether a
customer is given true information about the property while consultancy to
which around 57 % agree to it and 36% strongly agreed to it

15.Old and new customer are identified and treated equally

60
 Response No of Respondent
strongly agree 3
Agree 29
maybe 18
disagree 4
strongly disagree 2

No of Respondent

7% 4% 5%

strongly agree
Agree
maybe
disagree
32% strongly disagree

52%

Interpretation

From the above the chart we can see the analysis of whether the old and new
customer are identified and treated regularly for that collected response shows
that 52% agree to it ,32% gave maybe to it ,7%disagree and 4% strongly
disagree and 5 % strongly agree to this above question most of the response lean
to agree

16.Customer are aware of this company through

61
 response no of respondents

Advertisement 40
References 11
friend 4
family 1

no of respondents
11 4
1

40

Advertisement References friend family

Interpretation

From the above chart we can see that Anika city homes attract customer
mostly through advertisement means as respondents has given response of
71% for advertisement ,20% response in references , 7% are through friends
and 2% are through family. So they mainly focus on advertisement for
marketing

17 . how would you rate company’s interior design level according to

customer feedbacks (1 being poor and 5 being very good)

62
 Rank Level no of respondents

1 0
2 2
3 4
4 7
5 43

no of respondents
2
4

43

1 2 3 4 5

Interpretation

From the above chart we can see that 77% of employee gave rank level 5 as
response according to customer feedbacks for the interior design provided and
other response where 12% for level 4 ,7% for level 3 and 4% for level 2 and no
response were noted poor which shows Anika city home capability

18 . how would you rate company’s exterior design level according to customer
feedbacks (1 being poor and 5 being very good)

63
Rank Level no of respondents
1 0
2 1
3 5
4 29
5 21

2% 9%

38%

52%

1 2 3 4 5

Interpretation

From the above chart we can see that 52% of employee gave rank level 4 as
response according to customer feedbacks for the exterior design provided and
other response where 37% for level 5 ,9% for level 3 and 2% for level 2 and no
response were noted poor which shows Anika city home capability

19 . customer feedbacks on customization experience (1 being poor and 5 being

very good)?

64
 Rank Level no of respondents
1 1
2 1
3 5
4 8
5 41

1 2 3 4 5

1 1
5

41

Interpretation

From the above chart we can see that it represent customer feedbacks on
customization to the employees on rank level here 41 respondents says that
customer gave level 5 response and other response included like 14%for level
4,9%for level 3 ,2% for level2 and 1 here we can see that majority responses
gave level 5

20 . Customer response on customer service (1 being poor and 5 being very

good)

65
 Rank Level options no of respondents
1 0
2 1
3 2
4 20
5 43

2%3%

30%
1
2
3
65% 4
5

Interpretation

From the above chart we can see that it represent customer feedbacks on
customer service to the employees on rank level here 43 respondents says that
customer gave level 5 response and other response included like 30%for level 4,
3%for level 3 ,2% for level 2 here we can see that majority responses gave
level 5

21. customer rating on company consultancy agent (1 being poor and 5 being
very good)

66
 Rank Level options no of respondents
1 0
2 2
3 4
4 38
5 12

2; 2; 4%
3; 4; 7%
5; 12; 21%

4; 38; 68%

1 2 3 4 5

Interpretation

From the above chart we can see the data obtained from respondents about
company consultancy agent based on customer feedbacks . 68% respondent
gave level 4 ,21% gave level 5 ,7% gave level 3 and 4 %respondents gave level
2 and no response where noted of level 1 . the conclusion leans on very good
performance of the consultancy agent in this company

22 . Do customer face issue while closing contract?

Response No of Respondent

67
 strongly agree 0
Agree 2
maybe 5
disagree 20
strongly disagree 29

No of Respondent
2; 4%
5; 9%

29; 52%

20; 36%

strongly agree Agree maybe disagree strongly disagree

Interpretation

From the above chart we can see the response for the question whether a
customer face issue while closing contract from employees for that the response
where 52% for strongly disagree 36% for disagree ,9 % gave maybe and 3%
gave agree. In this above analysis we can come to a conclusion that the
company does not face issue on closing contact except for unexpected
circumstance

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 CHAPTER – Ⅴ

[ FINDINGS, SUGGESTION,
CONCLUSION ]

5.1 Findings

 There are 68% response from male meaning there are more male
workers in Anika city homes

69
 Response shows 55% of customer do business in this company for
their property quality
 Excelling Customer need is the main objective for every contract
and 59% of respondent gave strongly agree response to it
 Total of 50 respondents strongly agree for need of customers to be
highly valued
 36% strongly disagree that customer need can be identified by
customer satisfaction
 Customer satisfaction goal are clearly defined in this company
every time and is in the process of making it mandatory
 Around 32 respondents gave response mandatory for identifying
customer integrity in the company
 In consultancy period the customer service is provided actively
which further connect with closing period percentage
 Almost all of the time customer information is stored in company
 24.46% of respondents strongly agree that customer complains are
welcomed and solved quickly in this company
 Value and goals are clearly defined in the company almost 53% of
response agree to this
 The company maintains good relationship with the old customers
and 59% respondents agree to it
 In Anika city homes customer are valued at every visit to 57% of
employees agreed
 57% agree that customers are provided with true information at
every visit
 In this company old and new customers are identified and treated
equally according to the given survey
 Customer are aware of this company mostly through advertisement

70
  77% of respondents gave response very good for interior design
provided by the company based on customer feedbacks
 52% of respondents gave response good for exterior design
provided by the company based on customer feedbacks
 Customization experience in the company were given response as
very good by employees
 43 respondents gave level 5 response for the customer service
provided by the company
 68% respondent gave good response on company consultancy
agent and agency
 company does not face issue on closing contact except for
unexpected circumstance
 52% disagreed that company face issue while closing contract in
conclusion company does not face issue on closing contact except
for unexpected circumstance

5.2 Suggestion

 Make customer communications timely and relevant

71
  Provide better service to your customers
 Use detailed information about customers to improve relationships
 have a good CRM system and send out newsletters each month.
 your clients, listen to what they say, understand their needs and wants
 include more female employees
 focus on mandatory checking of customer integrity
 provide more training to employee and consultancy agent
 To give equal importance for both old customers and new customers
 Can introduce more new strategy for marketing and business efficiency
 Personalizing customer experience as much as possible
 Giving importance in Identifying more target customers
 Maximize improvements
 Integrate customer management system

5.3 Conclusion

72
In conclusion, CRM is a powerful tool that can revolutionize your business
by boosting client relationships. By efficiently managing client data,
personalizing interactions, and automating tasks, CRM systems contribute
to increased efficiency, improved client retention, better lead management,
and data-driven decision-making. Highlighting the significance of CRM in
the construction industry for building and maintaining strong relationships
with customers, which can lead to repeat business and referrals .Identifying
key factors that contribute to successful CRM in construction, such as
understanding customer needs, effective communication, and timely
response to inquiries and issues. Emphasizing the role of technology, such
as CRM software .Providing recommendations for construction companies
to enhance their CRM practices, such as investing in training for employees,
adopting integrated CRM systems, and focusing on building long-term
customer relationships.

Overall, the conclusion of the study would aim to summarize the key
findings and insights gained from the research, and provide actionable
recommendations for improving CRM practices in construction.

5.4 BIBLIOGRAPHY

73
Babich, N. 2017. Building Better UI Designs With Layout Grids. Accessed 20
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Bautista, G. 2014. 10 Types of Designers You Want to Avoid. Accessed 20
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humancomputer-interaction-2nd-ed/usability-evaluation.
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https://builttoadapt.io/intro-to-the-8-point-grid-system-d2573cde8632.
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2018
https://www.leadfuze.com/what-is-cold-email-and-is-ict-spam/.
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Mishra, A. & Mishra, D. 2009. Customer Relationship Management:
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Suarez, M., Anne J., Sylor-Miller, K., Mounter, D. & Stanfield, R. 2017. Design
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https://www.designbetter.co/design-systems-handbook.
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 CHAPTER – Ⅵ
[ APPENDICES ]

1.Gender of Respondent
 male

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  Female

2 . What factors attracted customers to purchase building and settle contract

from this organisation

 Property quality/genuiness
 Reputation
 Customization facility
 Service quality

3.Excelling the customer need is the objective at every contract

 strongly disagree
 disagree
 Average
 Agree
 Strongly Agree
4.Customer need is highly valued
 strongly disagree
 disagree
 Average
 Agree
 Strongly Agree
5 .Can customer need be identified by customer satisfaction
 strongly disagree
 disagree
 Average
 Agree
 Strongly Agree
6 . Customer satisfaction goals clearly defined ?
never
 not all times
 sometimes

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  Every time
 Mandatory
7.Is identification of customer integrity important in this company
 never
 not all times
 sometimes
 Every time
 mandatory
8.is the organisation able to give service to customer at any point of time ?
consultancy period closing period 6 months after closing
 no
 sometimes
 yes
 strongly yes
9 . Is customer information being stored in company ?
 no
 sometimes
 yes
10. Customer complain are to be welcomed and resolved quickly
 strongly agree
 agree
 maybe
 disagree
 strongly disagree
11. Value and goals of the company should be clearly defined
 strongly agree
 agree
 maybe
 disagree
 strongly disagree
12. Is it important to have good relationship with old customer
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  strongly agree
 agree
 maybe
 disagree
 strongly disagree
13. Is Customer valued at every visit
 strongly agree
 agree
 maybe
 disagree
 strongly disagree
14.Customer are provided with all true information at every visit
 strongly agree
 agree
 maybe
 disagree
 strongly disagree
15.Old and new customer are identified and treated equally
 strongly agree
 agree
 maybe
 disagree
 strongly disagree
16.Customer are aware of this company through
 Advertisement
 References
 friend
 family
17 .how would you rate company’s interior design level according to customer
feedbacks (1 being poor and 5 being very good)
 1

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  2
 3
 4
 5
18. how would you rate company’s exterior design level according to customer
feedbacks (1 being poor and 5 being very good)
 1
 2
 3
 4
 5
19. customer feedbacks on customization experience (1 being poor and 5 being
very good)?
 1
 2
 3
 4
 5
20. Customer response on customer service (1 being poor and 5 being very
good)
 1
 2
 3
 4
 5
21. customer rating on company consultancy agent (1 being poor and 5 being
very good)
 1
 2
 3
 4
 5

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22 . Do customer face issue while closing contract?
strongly agree
 agree
 maybe
 disagree
 strongly disagree

81