VS

PRESENTED BY :Aliya Haider

AnuragMohd. Saquib Tabiya Parvez

What is CRM?

• “CRM is concerned with the creation, development and enhancement of individualised customer relationships with carefully targeted customers and customer groups resulting in maximizing their total customer life-time value”

CRM Strategy • FAQ way of communication• Customer commitment: Croma not only gives you a world-class shopping experience, but also backs it with great after-sales service.• Face to face interaction with the customers Staff members often remember the names and favourite services/products of regular customers and use this information to create a personalised service for them

• Friendly staff : helps in buying and technical detailing• Easy billing• Maintaining customer data• Follow Up • Customer gratification

Social Media Activation

Contests and Campaigns :

• Design and execute monthly contests/campaigns around the brand identity of CROMA to create more passion and gain exposure, building more fans and followers.

• Push small contests to ignite participation and increase spreading of the word.

SUN SET SERVICE• In this, we visit our customers place and rectify the

problem or any trouble that they are facing because of our product.

• We assure them that if they call us before 12 in the afternoon, we will be there rectifying the problem before actually the sun set i.e., before 6 in evening.

• Our customer’s trouble is our pain and hence, we aim at solving issues before the source of energy sets

GIFT COUPONS AND CARDS

• Speeches and the wishes on festivals, national events will be telecast on the TV and radios. Doing trade shows on roadsides or metro stations.

• Online contests and games.

INTERNAL CUSTOMERS

• Flexible working hours.• Special discounts to the employees (5%-20%)• Ethics followed by the company build great trust in the

mind of the employees.

• CRM POLICY OF RELIANCE DIGITAL CRM• Policy of reliance digital can be divided into four major parts,

namely; 1) Customer loyalty 2) Customer retention 3) Customer communication 4) Customer gratification

Pre Purchase Support• Staff is Courteous• Staff is Friendly• Staff is Helpful/ Co-operative• There is enough staff to attend/ Got immediate and proper attention by

SA/ SA have knowledge• Processes are quick (Billing etc)

Post Purchase Support• Delivery was on time (as preferred by the customer)• Demonstration is on time and it was conducted properly• Installation was on time, without hassles and was done by experienced

persons• Repair/ Servicing/ Replacement is done at the store itself• Complaint Handling Practice is simple and efficient• Commitments are kept

Other facilities• Restrooms are properly marked• Escalator/ Lift is provided• Facility is provided for old people to sit and relax• Games are provided to engage children while the parents shop• Old People are offered water• Online Order/ Phone Order can be placed• Proper Packaging is provided (not a carry bag) • Locational Convenience• Good Parking Facility

The key parameters of Consumer experience in a technology/digital store are as follows

Customer Communication• CUSTOMER COMMUNICATION: Future group

maintains its records of customers by observing their purchasing habits &categories them into various groups like high revenue, moderate revenue & low revenue customers. They communicate to the customers through various medium like SMS,E-mail, mobile vans, Print media etc. This is the way to built a strong presence in the existing customers & prospective customers.

Customer Gratification• CUSTOMER GRATIFICATION is an important element

of a sales process. Every company should survey their customers in order to find out the satisfaction level among the consumers.

• The company can said to be going on the famous management principle i.e. 80/20 principle which says that 20% of variables cause 80% effect.

Customer Acquisition

Enhancing customer’s experience

Retaining customers

Complaint handling

• Screening And Logging -- The type of product or service; manufacturer/brand name; model name/number; date of purchase/contract; warranty expiration date; salesperson; cost of product/service; date problem occurred; and a description of the problem is listed.

• Acknowledging -- When Big Bazaar cannot resolve an issue immediately, it is important to let customer know that the matter is receiving attention. Customer is given information about how long it will take to complete action on the complaint.

• Formulating A Solution -- solution is made to be consistent with established customer relations policy and important criteria are taken into account.

• Responding -- The response is made clear and appropriate. The customer must understand the response, and the response must address the issues raised in the customers original complaint.

• Following-Up – Customer is contacted following response to verify whether or not the matter has been resolved satisfactorily.

Reliance Digital vs Croma ratings

CONSUMER EXPERIENCE RATING

8.17

7.13

8.97

7.10

9.53

8.43

6.47

9.20

7.13

7.80

6.60

7.73

7.07

8.00

7.73

5.87

8.30

6.51

0.00 2.00 4.00 6.00 8.00 10.00

Assortment of Products

Competitive Prices

Pre Purchase Support

Choice of Brands/ Models

Ambience

Locational Convenience

Promotions & Offers

Freedom to Touch & Feel

Consumer Experience Index

Para

met

ers

Average Rating

Croma

Reliance Digital

INTERNAL CUSTOMERS

• No special discounts for internal customers.• Less concerned about employee satisfaction