CRM

ZOMATO

Submitted to:

Prof Kanchan Pantvaidya

Submitted by:

Vivek Vashistha- M20221147

Priya Maheshwari- M20223062

Ritesh Bagade - M20221137

Hemant Sharma - M20221150

Vivek Kumar-M20222080

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 Riya Jain- M20221138

Dhwanish Dave- M20221141

CUSTOMER RELATIONSHIP

MANAGEMENT

CRM, or Customer Relationship Management, serves as a multifaceted strategy, process, or system that
businesses employ to meticulously oversee and dissect their interactions and associations with both
current and potential customers. Its primary objective is to elevate customer contentment, secure the
loyalty of existing patrons, and attract new ones by gaining deeper insights into their requirements,
preferences, and behaviors. CRM encompasses a diverse array of methods, technologies, and instruments,
all designed to facilitate more effective communication and engagement between a company and its

clientele. Importance of CRM

1. Elevated Customer Satisfaction:

• CRM platforms empower enterprises to amass and scrutinize customer data, enabling
them to provide increasingly personalized and pertinent experiences. This heightened
level of personalization invariably leads to augmented customer gratification.

2. Enhanced Customer Retention:

• A substantial share of a company's revenue often originates from its existing customer
base. CRM excels in identifying and mitigating issues, expeditiously resolving
grievances, and nurturing enduring relationships, culminating in a notable reduction in
customer attrition.

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3. Precision in Marketing and Sales:

• CRM systems excel in categorizing customers based on an assortment of criteria. This

categorization facilitates the creation of highly targeted marketing initiatives and sales
endeavors, significantly augmenting the likelihood of success.

4. Streamlined Communication:

• CRM tools provide an integrated platform for managing customer correspondence. This
ensures that all customer interactions are meticulously recorded and monitored,
ultimately fostering more efficient and consistent communication.

5. Informed Decision-Making Through Data:

• CRM systems serve as repositories for a wealth of customer information. This

treasure trove of data is instrumental in making informed decisions

concerning product development, refining marketing strategies, and enhancing customer
service.

6. Automated Sales Operations:

• CRM automates sundry sales-related functions, including lead tracking, follow-ups, and
demand forecasting. This automation translates into heightened productivity and
efficiency within the sales team.

7. Insights via Customer Feedback:

• CRM systems empower companies to solicit feedback and conduct surveys, procuring
invaluable insights into customer inclinations and grievances. This iterative feedback
process lays the groundwork for continual enhancements in products and services.

8. Capitalizing on Cross-Selling and Upselling Opportunities:

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 • By meticulously dissecting customer purchase history and behavior, enterprises can
pinpoint opportunities for cross-selling complementary products or upselling premium
options, a practice that invariably augments per-customer revenue.

9. Competitive Edge Through Customer Understanding:

• Competent CRM implementation can confer a distinct competitive edge. Thoroughly

comprehending customers, their motivations, and expectations enables businesses to
surpass competitors and attain a larger market share.

Data Collection and Strategy

We have chosen Zomato to carry out our research on CRM practices, Have collected few valuable
insights from Zomato employees with regards to various parameters through questionnaire in total we
interviewed 5 Zomato employee over calls to get internal insights with regards to their current CRM
practices and how are they are planning to gradually improvise for Zomato’s partners and customers as a
whole, We also shared our opinions and ideas to the Zomato SPOC with regards to CRM practices.

Below we have shared the questionnaire format, which we used to collect the date,

Sample Size: 5

Data Collection Medium: Face to Face interview and telephonic.

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 Questionnaire
1. Name (Optional):
2. Age:
3. Gender:
4. Designation?
5. Which CRM software or tools does Zomato use?
6. What are the primary objectives of your CRM strategy?
7. How does CRM align with your overall business goals of Zomato?
8. How does Zomato collect and update customer data?
9. What types of customer data are collected (e.g., demographics, order history, preferences)?
10. What measures are in place to ensure the security and privacy of customer data?
11. How do you comply with data protection regulations (e.g., GDPR, CCPA)?
12. How does Zomato segment its customers for personalized marketing?
13. How do you tailor marketing messages and recommendations to individual customers?
14. How do you decide which channels to use for different types of interactions?
15. How does Zomato collect and analyze customer feedback?
16. How are customer insights used to improve products and services?
17. How do these tools enhance customer relationship management?
18. How do you measure the success of your CRM efforts?
19. What are the main challenges faced in implementing and maintaining CRM practices in
Zomato?
20. What are the upcoming developments or improvements planned for Zomato's CRM
practices?
21. How do you envision the evolution of CRM within the company?

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 Observations:

1. Zomato employs industry-specific CRM tools tailored to enhance customer relationship

management and its objectives align with Zomato's business goals, emphasizing customer
satisfaction and loyalty.

2. Customer data is collected and updated through user profiles, order history, and feedback within
the Zomato app.

3. Various customer data types, including demographics, order history, and dining preferences, are
gathered for tailored services.

4. Stringent measures are in place to ensure the security and privacy of customer data.

5. Zomato is fully committed to complying with data protection regulations like GDPR and CCPA.

6. Customer segmentation is based on dining habits, location, and preferences, enabling

personalized marketing.

7. CRM tools enable the creation of personalized marketing messages and recommendations for
individual customers.

8. Channel selection for communication is data-driven, considering customer preferences.

9. Zomato collects feedback through its app, website, and surveys, providing valuable insights.

10. Customer insights guide improvements in menu offerings, service quality, and the overall user
experience.

11. CRM tools empower proactive customer engagement, fostering stronger relationships.

12. Success is measured through metrics like customer retention, satisfaction scores, and conversion
rates.

13. Challenges in CRM implementation are seen as opportunities for growth and improvement.

14. Zomato has exciting plans to enhance personalization, expand its loyalty program, and invest in
data analytics for better customer service.

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15. Zomato envisions CRM as a pivotal driver of future success, aiming for even more personalized
and delightful customer experiences.

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 Critical Assessment of Existing CRM Approaches and
Recommendations for Zomato

1. Customer Segmentation and Targeting.

Current Approach: Many companies, such as Zomato in the food delivery industry utilize customer data
to segment and target their audience.

Proposed Improvement: Constantly. Enhance customer segmentation strategies by considering not

demographic information but also behavioral and psychographic factors. This can result in targeting
marketing efforts leading to higher conversion rates and increased customer lifetime value.

2. Personalization.

Approach: Personalized recommendations and offers are commonly used in CRM practices to enhance
the customer experience in Zomato

Proposed Improvement: Invest in advanced machine learning algorithms to elevate personalization

capabilities. Utilize data on individual preferences, order history and browsing behavior to create tailored
recommendations and promotions. This can drive increased sales. Foster customer loyalty.

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3. Feedback and Complaint Handling.

Current Approach: Gathering feedback and addressing complaints is a CRM practice followed by
Zomato.

Proposed Improvement; Strengthen feedback loops by automating surveys and feedback collection
processes. Implement real time systems for resolving complaints thereby reducing customer churn rate
and mitigating reviews.

4. Data Security.

Current Practice: Ensuring data privacy and security is paramount, in CRM operations in Zomato.

Potential Change: Continuously update cybersecurity measures to safeguard customer data effectively.

Data security is crucial for businesses as it does not prevent breaches but also helps establish trust with
customers, ultimately encouraging them to share more information.

5. Loyalty Programs.

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 Approach: In Zomato Loyalty programs are commonly used to incentivize customers, for repeat
purchases.

Proposed Enhancement; Evaluate the effectiveness of loyalty programs. Adjust based on customer
behavior. Consider implementing rewards systems or personalized incentives to encourage spending and
repeating orders.

6. Communication Channels:

Current Practice: Engaging customers through various channels such as email, SMS, and app
notifications is one of the approaches practiced by Zomato.

Potential Change: Optimize the timing and frequency of communications to avoid overwhelming
customers. Implement chatbots and AI-driven customer service to handle routine queries, freeing up
human agents to handle more complex issues.

7. Performance Metrics:

Current Practice: Tracking KPIs like customer acquisition cost (CAC) and customer lifetime value
(CLV) is currently practiced by Zomato.

Potential Change: Continuously analyze and adjust these metrics. Focus on maximizing CLV while
optimizing CAC through efficient marketing strategies and customer retention efforts.

8. Integration of Data Sources:

Current Practice: CRM systems often collect data from various touchpoints.

Potential Change: Invest in integrating data sources seamlessly. A holistic view of customer data from
different channels and departments can provide deeper insights into customer behavior and preferences.

9. Training and Skill Development:

Current Practice: Zomato Trains there employees to use CRM systems effectively.

Potential Change: Invest in ongoing training and development to ensure that employees can fully
leverage CRM tools and data for decision-making.

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 Annexure:

Name: Anup Goyal

Age: 38

Gender: Male

Designation: Team Leader

Name: Laxman Solanki

Age: 27

Gender: Male

Designation: CRM Trainee

Name: Navin Sharma

Age: 47

Gender: Male

Designation: Manager CRM ( External Escalation)

Name: Ketan Bhagat

Age: 29

Gender: Male

Designation: Executive CS

Name: Disha Sawant

Age: 26

Gender: Female

Designation: Executive CS

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