STUDENT’S NAME: GARGI BHADURI & SAHELI GOSWAMI
Project Title: Applicability of CRM for Benetton India Pvt.
Background: The CRM programme undertaken previously at Benetton India Pvt. Ltd. was disorganized, and the satisfaction level of the customers was low. The need was felt to improve the CRM programme and make it integrated. The project aimed at studying the appropriateness of the existing CRM programme and to incorporate changes required.
Objective:The objective of the project was to develop more profitable relationships with customers and having a 360 degree view of the customer helped. This meant that all touch points-salesperson, call centre agent, field service personnel must have access to the right information to enable them to interact effectively with the customer, whatever the preferred mode of communication-face-to face, phone, fax or email.
Methodology:The first step was learning theories, research works, and ideal conditions, rules about the CRM. The next part was modifying the existing CRM programs keeping in mind the ones used by competitions and considering customers views. Then came the implementation of suggestions and improvements of the program at the personnel and software level and evaluating the changes and their fetched results last part was incorporating the changed frame of CRM into system and getting people adapted to them and tracking down the further problems.
Findings:Changes were made in the store ambience, loyalty promotion scheme, customer feedback book. An online link was created for enrollment of new members. A user interface was created for members to check individual account status.
Conclusion: Several changes were incorporated starting from the shop floor, the personnel, the policies and even to the software. The aim was to retain best customers, converting good customers into high profit earning customers and dealing with unprofitable customer.