BY: ARPITA ARORA DEEPIKA GOEL

CONCEPT OF CRM
The concept of CRM is premised on simple logic of business :it must

keep tracking customer once attracted; retain them in customer portfolio and profit from there growth.

What Is So Special In CRM Programmes

It can be better understood from 2

prospective: Tangible benefit+ Intangible benefit=Loyality to brand The tangible value: Discounts,Offers,Promotion,Payback

CRM & PVR

PVR is intrigued by the use of CRM tools to

help them build a loyal customer base and increase repeat traffic that might be too costly to adopt given the volatile state of today's marketplace.

It looks CRM as a "nice to have" solution

CRM PROCESS IN

CRM PROCESS AT PVR

Customer acquisition
display movie schedule
flexible show timings availability of more shows during peak hours

better food options

attractive ambience well groomed GRA and special attention is paid on

the way they talk to the customer

Customer retention

comfortable environment quick service best possible offers combo meals movie money voucher specialized team to handle complaints appropriate compensation given to unsatisfied customers feedback forms are kept in schedule dispenser and they are critically evaluated

Customer extension
advertisements
tie up with MTV roadies and other youth oriented shows association with movies with an aim to make brand more

familiar keeping patrons satisfied , as one satisfied patron will share his/her experience with 9-10 other people giving various discount offers on ticket price and organizing various contests related to movies where merchandise of a particular movie is given to the winners

CRM procedure in PVR

customer complaint through feedback form or personal means Duty officer will try to solve it Cinema manager will try to solve it complaint is forwarded to the CRM department Employees working in that department look into all the complaints and track down the status whether they have been solved or not once the problem is solved , the complainant is called to confirm if he is satisfied or not.

ROLE OF IT
Introduced THXapproved three way surround sound system with real life sound effects and projection facility with latest Xenon based technology
First to offer computerized and online ticketing with kiosks, mobile based ticketing service, and first to accept credit card based ticketing in cinemas

Six factors that represent the study of CRM in any multiplex

Factor 1: Ambience: This factor is constituted of level of comfort in

multiplex , fully air-conditioned hall , plush and comfortable chairs attractive interiors ,high quality of sound and picture.

Factor 2: Amenities: This factor constituted customer-friendly

services food joints , drinking water facilities , neat and clean toilets , kid zone , play zone. Multiplex theaters have now tied-up with other service providers for more amenities of customers under one roof. booking facility for quick location of seats ,speed of services in restaurant , variety of services. One of the factors that make multiplex better than single-screen theaters is the quick response.

Factor 3: Speedy Services: This factor constituted speed of ticket

 Factor 4: Staff's cooperativeness: This factor constituted

the friendly behavior by staff their problem solving attitude This factor becomes crucial in determining the superiority of multiplex theaters over single-screen cinema halls. Factor 5: Online services: This factor constituted the range of online services provided by multiplex online ticket booking facilities ), online payment system Factor 6: Infrastructure: This factor constituted infrastructural components like building and other facilities . Along with other factors the building, entrance, emergency exit, interiors, parking facilities etc.

Factor analysis in PVR & INOX

There is no significant difference in amenities, speedy services, staff's cooperativeness, online services and infrastructure facilities provided by PVR and Inox. However, differences were observed in ambience. Viewers perceived PVR as superior in terms of ambience as compared with Inox, though the difference between them was not wide.

THANK YOU