3. Overview - Retail
5 th largest in t he world
Account s 3 5% of GDP
Organiz ed Ret ail – 4% (20 0 8)
Tradit ional t o Shopping Malls
Ma jor P layers – Reliance, Adit ya Birla Group,
T A T A , K. Raheja & Gr o up, et c.
Ent ry o f MNC - Walmart , Carrefour, Cost co
Wholesale
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4. What is CRM?
Informat ion ind ust r y
Met hodologies, soft ware & int ernet capabilit ies
Manage cust o mer r elat io nsh ips
O rganiz ed & efficient manner
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6. Advantages & Disadvantages – CRM
Advantages Disadvantages
Increase relationships High Costs
with clients Small Companies – not
Increase of sales possible
Reduction of sale cycle Requires continuous
Better Communication maintenance, updation of
channels information
Create detailed profile Difficult to integrate with
other MIS
New Selling opportunities
Training cost increase
Provide Better Customer
Service
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8. CRM @ Reliance Retail
Customer Loyalty
Customer Retention
Customer Communication
Customer Satisfaction
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9. Contd…
C u st ome r L o y a l t y
R e l i a n c e o n e m e m b e r s h i p
G e t s 1 r e d e e m a b l e p o i n t s
O p p o r t u n i t y o f g e t t i n g 4 d i f f e r e n t i n s u r a n c e
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10. Contd…
C u st ome r R e t e nti on
Z o n a l L e v e l
O f f e r s & D i s c o u n t s
R e p e a t e d , i f i t w o r k s w i t h p r o d u c t s
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11. Contd…
C u st ome r C o mmuni cat i on
Form of SMS or Email (reliance one members)
O r g a n i z i n g s p e c i a l e v e n t s
T h a n k y o u & F e s t i v e c a r d s
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12. Contd…
C u st ome r G r at i f i cat i on
T r a i n e d S a l e s p e r s o n
T h a n k y o u w i t h
G i f t s & D i s c o u n t c o u p o n s
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13. Problems Faced
Personal contact numbers
Policy less followed in small towns
Common policy for Reliance Fresh & Mart
Delay in processing of membership cards
Long queues @ billing counters
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14. Measures Taken
Timings to
call
Number of
billing Inform
counters through sms
increased
More new Change
technology can policy of
be adopted. both stores
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16. CRM @Big Bazar
Database is formed through the issue of future card
Customer profitability analysis (CPA)
Differentiate customers in terms of their need and
value to company
Interact with individual customers
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17. Analysis of CRM
F o u r t y p e o f a n a l y si s d o n e :
P e r i o d i c S u r v e y s
C u s t o m e r L o s s R a t e
M y s t e r y S h o p p e r s
M o n i t o r C o m p e t i t i v e P e r f o r m a n c e
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18. Complaint Handling Procedures
Screening And Logging
Investigating
Acknowledging
Formulating A Solution
Responding
Following-Up
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19. Customer Satisfaction through
Service…
Problems identification
Managing customers
Effective communication
Analyzing customer perceptions
Managing service behaviors
Dealing with long-term consequences
Negotiating solutions
Generating an action plan
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20. CUSTOMER COMMUNICATION
20% of its top line customers provide 80% of its revenues in a
year
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21. CUSTOMER PERCIEVED VALUE
(CPV)
Is calculated by the retail store in order to asses
the costs and benefits received & give to the
buyers.
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