Naseem Khan Presentation (3)

8/16/2019 Naseem Khan Presentation (3)

http://slidepdf.com/reader/full/naseem-khan-presentation-3 1/15

11





ROADMAP OF PRESENTATION

1. INTRODUCTION:

2. OBJECTIVES OF RESEARCH

3. RESEARCH QUESTIONS

4. RESEARCH SIGNIFICANCE

5. LITERATURE REVIEW

6. THEORATICAL FRAMEWOR

!. H"POTHESIS TO BE TESTED

#. METHODOLOG" OF RESEARCH

$. LIMITATION OF RESEARCH1%. SCHEME OF STUD"





any large and small financial services grab huge amount of data

on their customers. These financial services are now become aware

of the fact that of using that data they already have about their

customers in order to make long" term relationship with their

customers. The Researcher wants to e&plore how the role of

Customer relationship management #CR$ in financial services

using information technology in implementing relationship marketing

strategies. Research is re'uired to understanding the role of CR in

this sector as financial services is huge sector of any country andlittle research has been done in understanding the adaptation of

CR in financial services.

No one can deny the role of !nformation Technology #!T$ in CR

happenings, but the problem is companies are focused on in search

of CR capabilities ignoring the wider business issues. odelling of

customer data has become an increasingly important issue in

customer relationship management.

((



RESEARCH OBJECTIVES:

To e&plore the adaptation and use of customer relationship

management CR in financial service.

To critically review the current literature on CR, relationship

marketing and role of information technology to e&plore the adaptation

and use of CR in financial services

To propose a framework for CR adaptation

))



3. RESEARCH QUESTIONS:

what is the role of adaptation and use of customer relationshipmanagement CR in financial service.

*hat are different factors that will facilitate the adaptation and use

of CR in financial services.

To propose a framework for CR adaptation

++



4. RESEARCH SIGNIFICANCE:

- A CR system consists of a historical view and analysis of all the ac'uired or to be ac'uired customers. This

helps in reduced searching and correlating customers and to foresee customer needs effectively and increase

business.

- CR contains each and every bit of details of a customer, hence it is very easy for track a customer accordingly

and can be used to determine which customer can be profitable and which not.

- !n CR system, customers are grouped according to different aspects according to the type of business they do

or according to physical location and are allocated to different customer managers often called as account

managers. This helps in focusing and concentrating on each and every customer separately.

- A CR system is not only used to deal with the e&isting customers but is also useful in ac'uiring new customers.

The process first starts with identifying a customer and maintaining all the corresponding details into the CR

system which is also called an /pportunity of 0usiness1. The ales and 3ield representatives then try gettingbusiness out of these customers by sophistically following up with them and converting them into a winning deal.

All this is very easily and efficiently done by an integrated CR system.

- The strongest aspect of Customer Relationship anagement is that it is very cost"effective. The advantage of

decently implemented CR system is that there is very less need of paper and manual work which re'uires

lesser staff to manage and lesser resources to deal with. The technologies used in implementing a CR system

are also very cheap and smooth as compared to the traditional way of business.

- All the details in CR system is kept centrali4ed which is available anytime on fingertips. This reduces the

process time and increases productivity.- 5fficiently dealing with all the customers and providing them what they actually need increases the customer

satisfaction. This increases the chance of getting more business which ultimately enhances turnover and profit.

- !f the customer is satisfied they will always be loyal to you and will remain in business forever resulting in

increasing customer base and ultimately enhancing net growth of business.



5.LITERATURE REVIEW:

CUSTOMER RELATIONSHIP MANAGEMENT

ROLE OF INFORMATION TECHNOLOGY

RELATIONSHIP MARKETING

66



7878



#. RESEARCH DESIGNED AND METHODOLOG" :

RESEARCH PHILOSOPHY AND APPROACH

The research approach selection will be based on whether research

use the deductive approach, to develop a theory and hypothesis and

design a research strategy to test the hypothesis, or the inductive

approach where research will be taken to collect data and develop a

theory as a result of data analysis #aunders et al, 2888$. The

researcher is in favour of the inductive approach because of the

nature of research that is intended to be taken. As research 'uestion

and ob%ectives re'uires researcher to collect data regarding the

adaptation or role of CR in financial services and proposed the

framework depends on the analysis of that data. The author is in

view of that by selecting inductive approach, it will allow researchere&amining sub%ect for interview, then idea, concepts and theories will

be reviewed, such as role of !nformation technology and relationship

management in CR #for financial services$ to meet the ob%ectives.

7777



RESEARCH STRATEGY

- aunders et al #2888$ defines research strategy as a general plan of how you will go

about answering the research 'uestion you have set. !t will contain clear ob%ectives

derived from research 'uestion. ilverman 288( identifies four issues that arise while

deciding the strategy9

- aking an early decision about what method to use- :nderstanding the link between methods, methodologies and society

- Appreciating how models shape the meaning and use of different methods

- Choosing methods appropriate to research topic

- There are different research strategies some of them follow deductive and others

inductive approach. !t is important to follow research strategy that meets the aims and

ob%ectives of the research. The researcher is interested in following grounded ande&planatory theories from inductive perspective.

7272



GROUNDED THEORY- The author intends to adapt grounded theory approach to suggest

subse'uent, appropriate action to be taken because it is specificallyderived from the events and circumstances of the setting in which

the research was conducted by knowing through data collection

method from staff and managers of financial service what do they

think about the role of CR in financial services.

- EXPLORATORY THEORY

- The researcher is interested in adapting e&ploratory research

strategy as the nature of research re'uires doing so because the

author is interested in talking e&perts in financial services e.g.

managers and staff to investigate the adaptation of relationshipmarketing and CR in these firms and might be talking to focused

group for interviews.

7;7;



DATA COLLECTION METHODS

7<7<

According to aunders et al #2888$, interviews many be

highly formali4ed and structured, using standardi4ed'uestions for each respondent, or they may be informal and

unstructured conversations. !n between there are

intermediate positions. !nterviews may be categorised as

one of9

-structured interviews-semi structured interviews=-un structured interviews



THANK YOUTHANK YOU

VERY MUCHVERY MUCH

YOUR SUGGESTIONS FOR FURTHERYOUR SUGGESTIONS FOR FURTHERIMPROVEMENTIMPROVEMENT

Documents

Naseem Khan Presentation (3)