CUSTOMER RELATIONSHIP MANAGEMENT - ORIENT

1

PROJECT REPORT

CUSTOMER RELATIONSHIP MANAGEMENT OF ORIENT GROUP INDUSTRIES

PRESENTED TO: Mr. Sajid Mahmood

PRESENTED BY:

Mr. Muhammad Tayyab 111405

Mr. Bilal Ahmad 103145

Mr. Farooq Haider 103119

Ms. Rabiya Khalid 131754

Ms. Amina Imtiaz 131753

Ms. Huda Javaid 131756

CUSTOMER RELATIONSHIP MANAGEMENT - ORIENT

2

Contents

1. COMPANY PROFILE 5

1.1 Vision 5

1.2 Objectives 5

1.3 Quality Control 5

1.4 Service Centers 5

2 CUSTOMER RELATIONSHIP MANAGEMENT 6

3 CUSTOMER REALTIONSHIP MANAGEMENT OF ORIENT 8

3.1 CRM Objectives of Orient : 8

3.2 Customer Value 8

3.3 Commitment 8

3.4 Life Styles 8

4 PRODUCTS AND SERVICES OF ORIENT 9

4.1 Products: 9

4.2 Services: 9

4.3 Value Added Services 10

5 CUSTOMERS’ RELATIONSHIP STRATEGY 11

6 EXPERT RECOMMENDATIONS- MAXIMIZE CRM PAYBACK 14

7 SUGGESTIONS TO IMPROVE CRM 15

CUSTOMER RELATIONSHIP MANAGEMENT - ORIENT

3

ACKNOWLEDGEMENT

We would like to pay our praises and humblest thanks to AL-MIGHTY ALLAH, the most

Merciful and Beneficiate of all, who bestowed us with the ability to complete this project. It

gives us immense pleasure and honor to extend our thanks to our kind & cooperative. Sir

Sajid Mehmood from Faculty of Institute of Management Sciences, Lahore for his valuable

advices and suggestions throughout our semester, in order to perform well & up to mark.

Finally, we pay regards of gratitude to our parents, as they and their prayers for. Our success

are always been a pillar of strength for us in our life.

CUSTOMER RELATIONSHIP MANAGEMENT - ORIENT

4

PREFACE

Quality without creativity is meaningless. As changes grow ever more unpredictable

creativity is rapidly becoming recognized a core management skill. Today’s business

environment demands that manager’s posses a wide range of knowledge skills and

competencies, as well as sound understanding of management process and function.

Managers need to be able to make best use of their time, talent and of other people to work

with and through others to achieve corporate objectives. They also need to demonstrate their

ability not merely to solve problems, but to transform them and design ways through them.

This report concerns needs and changing needs and their satisfaction level, which are the

important function in every organization.

CUSTOMER RELATIONSHIP MANAGEMENT - ORIENT

5

1. COMPANY PROFILE

Orient Group of Companies has been on the forefront of

design and development, by coming up with new products and

increasing its presence in all its featured markets. Established

in Lahore in1957, today the Orient Group of Companies is one

of the largest consumer goods companies of Pakistan.

Orients products have proven themselves in functional

performance parameters set by international industry experts. With the vision to become

leaders of the industry, Orient strives to make each of its products, with careful R&D and

intensive innovation. Orient aims to give its customers new and original products each year,

which can be value beyond the ordinary in every household.

1.1 Vision

“Our Vision is to be the leading provider of Consumer Electronics goods in Pakistan and

deliver the best to the nation and our country.”

1.2 Objectives

Their target is to become Pakistan's top manufacturers in electronics and home appliances,

photographic and lighting industries. They are evolving themselves toward upgrading their

products and services to serve their customers the best.

1.3 Quality Control

Their stringent quality parameters and rigorous testing and re-testing allows for 100%

confirmation of standards. From their services to their workforce, they are employed to

ensure the best quality on offer.

1.4 Service Centers

We have around 1 location around the country, with 17 orient center brand shops, 17 orient

care service centers and 14 branch offices.

CUSTOMER RELATIONSHIP MANAGEMENT - ORIENT

6

2 CUSTOMER RELATIONSHIP MANAGEMENT

CRM includes the methodologies, technology and

capabilities that help in enterprise manage

customer relationships.

It focuses on creating and maintaining lasting

relationships with its customers.

Enhances an organization's ability to see the

differences in its customers’ and prospects'

behavior and needs.

It tracks new opportunities to better serve their

customers and act, instantly and profitably, on those differences and opportunities

It costs a company less to retain and grow an existing client, than it does to court

new ones.

It is said that : It is seven times more expensive to acquire a new customer than to

keep an existing one.

CRM includes the storing of customer information in a database (or data

warehouse) and using the information in a way that improves the customer's

"experience”.

Today it is widely acknowledged how you treat your customer in determining

future profitability.

CUSTOMER RELATIONSHIP MANAGEMENT - ORIENT

7

CASE STUDY

CUSTOMER RELATIONSHIP MANAGEMENT - ORIENT

8

3 CUSTOMER REALTIONSHIP MANAGEMENT OF ORIENT

Orient share a strong and long term business relationship with its customers. Its customers

feel pride in having a supplier like ORIENT.

3.1 CRM Objectives of Orient :

customer loyalty

Greater customer satisfaction

Higher sales and marketing performance

Improved marketing efficiency

Stronger brand consistency

Improved customer profitability

More cost-effective customer service

3.2 Customer Value

They value their customers and are devoted to deliver to

them in a timely and professional manner. Customer’s value is very high. They satisfy their

customers through qualitative values. They claim their vendors if they find any defects in the

product because they don’t want to lose their customers due to lack of the quality.

3.3 Commitment

At Orient Group of Companies they are driven first and foremost by their customers. The

talent, energy and determination of each and every employee enable them to deliver the best

to their customers and play a role in boosting the country.

3.4 Life Styles

Their exquisite range of appliances is designed to bring vibrant changes in our lifestyle.

Their attractive products certainly add more meaning to our life.

CUSTOMER RELATIONSHIP MANAGEMENT - ORIENT

9

4 PRODUCTS AND SERVICES OF ORIENT

Orient offers wide range products and services to its valued customers. Products include

electronics including refrigerators, air conditioners and many more.

4.1 Products: :Orient Entertainer Orient Refrigerators:

Orient Washing Machine Orient Cassette Type Air Conditioners

Orient Floor Standing Air Conditioners Orient Vacuum Cleaner

4.2 Services:

CUSTOMER RELATIONSHIP MANAGEMENT - ORIENT

10

Orient offers an array of CRM and business application

services that allow customers and subscribers to

systematically record and store business data.

They offer a uniquely integrated approach to CRM that

enhances every customer interaction you have throughout

the organization

Orient offers a comprehensive CRM solution set with

customization tool, like they up-to-date information.

The orient web-based service gives more enhancements in customer service

capabilities.

They provide online services for troubleshooting.

They have customer sales centers in big cities of Pakistan.

Their response time towards customer’s complaints is very quick.

They send their representative within 24 hours. If the problem is minor then the

technician solve at the spot, if it is bigger than the machine is send to their

headquarter.

If the problem is major, then they replace the item.

They give warranties.

They conduct seminars for their retailers periodically, in which they conduct

exhibitions and make them experienced and give knowledge about the product.

4.3 Value Added Services

Service Desk for personalized

Assistance

Dedicated Offline Equity Dealing Desk

Online services

Orient Summer Gala

Orient Center Wedding Offer.

CUSTOMER RELATIONSHIP MANAGEMENT - ORIENT

11

5 CUSTOMERS’ RELATIONSHIP STRATEGY

They don’t directly deal with the customers. They supply their products through

retailers.

1 Business Goals- Customer Retention, Acquisition And Development

They retain their customers by doing innovations .They are working together

on a mission to provide the innovative products to the customers. They have

developed their own orient centers, but their orient center setup is not so

successful due to consortium.

2 Business Strategy

They have the high inventory cost because their inventory is available in their

warehouses all the time to increase their responsiveness. They incorporate new

technologies and components into its product offerings.

3 Utilizing Of Resources In Managing Customer Relationship

They focus on the resources to manage their customer relationships. They

organize events, customer awareness programs and through social media like

facebook, twitter, LinkedIn, blogs etc to interact with their customers.

4 Customer Service Center

Customer service center is available for 24/7 hours to handle the inquiries.

CUSTOMER RELATIONSHIP MANAGEMENT - ORIENT

12

5 Availability Of Customer Information

Every customer information is not available in the customer care center because

they didn’t interact directly with the customers due to the retailers.

6 Training Programs For Deepening Customer Relationship

Internal and external training programs are conducted in order to acquire ad

deepen their customer relationship.

7 Strategies To Capture Its Competitor’s Client

They have market intelligence

They map the prices

They set the pricing policy decisions

If the competitor change the pricing policies obviously they change their price

policy.

8 Corporate Clients

They have almost seventy percent of the corporate clients of the air conditions and the water

dispensers.

9 Rewards For The Employees

The employees performance is measured and rewarded on meeting the customer

needs on successfully serving the customers in terms of:

Cash incentives

World tours (China, Thailand and Indonesia).

10 Measures To Obtain Customer Feedback

Questionnaires

Marketing agencies

Source of social media ( Face book ,Twitter and blogs)

Market survey

11 Evaluation of Customer Feedback

Customer feedback is evaluated by setting the market plan , in which everything is discussed

what to deliver in the market according to the customer feedback.

CUSTOMER RELATIONSHIP MANAGEMENT - ORIENT

13

Recommendations & Suggestions

CUSTOMER RELATIONSHIP MANAGEMENT - ORIENT

14

6 EXPERT RECOMMENDATIONS- MAXIMIZE CRM PAYBACK

To help you move your CRM initiative forward, here are five top tactics to make your

initiative meet or exceed expectations.

1. REWARD ADOPTION.

No CRM application will perform unless staff and salespeople actually use the system.

Therefore, high adoption rates are essential to success.

"Once you have CRM implemented and your sales people trained, start with a simple

declaration that they will only be paid commission if their contacts and opportunities are in

the CRM system," advises James Wong, CEO of Avidian Technologies.

2. REVAMP AND REFOCUS THE METRICS.

Shift from efficiency-focused metrics to effectiveness metrics.

"Average handle time and other efficiency metrics cannot capture your organization's ability

to differentiate the brand, and in fact, 'success' in such areas can actually be huge detractors

in customer satisfaction and thus, brand value," says Taylor Allis, Executive Director,

Product Marketing for TeleTech.

3. REFINE YOUR RATIONALE.

Look at problems and opportunities from a three-dimensional perspective instead. Evaluate

each change and execution according to how it impacts each of these three decision-making

perspectives.

"A CRM practitioner should look for tool and solution rationalization for the three layers of

decision making — Strategic, Tactical and Operational," advises L. N. Balaji, President of

US Operations for ITC Infotech.

4. CREATE YOUR OWN CRM COMMUNITIES

"As brands begin to positively influence the customer experience through both traditional

and emerging channels, customers will be open to company branded forums, or online

communities, which can be used as another extension of your overall CRM approach, and

done well, another boost for customer satisfaction and brand value," says Allis.

CUSTOMER RELATIONSHIP MANAGEMENT - ORIENT

15

5. MARK MOBILE AS A TOP PRIORITY

Mobile CRM is no longer a stand-alone function. Today, mobile is a necessity for employees,

vendors, partners, and customers to interact with the company and each other.

"A well-defined mobile CRM strategy can significantly improve employee productivity,

increase customer satisfaction, enhance collaboration with partners and ultimately reduce

the cost of operation and increase business revenues," says Fabre.

7 SUGGESTIONS TO IMPROVE CRM

Response rate to the complaints and queries registered online must

be answered at earliest.

Improve retention by identifying dissatisfied customers and acting

on them promptly..

Maximize positive word of mouth by posting feedback to social

network pages.

Reduce calls to your help desk by pointing people to self-service content.