3 Review

A STUDY ON CUSTOMER RELATIONSHIP
MANAGEMENT
SUBMITTED BY
M.MOHANRAJ(312621631059)
UNDER THE GUIDANCE OF
CONTENTS
 Abstract
 CRM AND WHY – CUSTOMER RELATIONSHIP MANAGEMENT FOR TODAY?
 HOW TO INTRODUCE CRM IN THE COMPANY?
 Literature Survey
 Objectives of the Project
 COMPANY PROFILE
 RESEARCH METHODOLOGY
 FINDINGS
 SUGGESTIONS
 CONCLUSION
ABSTRACT
• Customer relationship management (CRM) is a widely implemented model for managing
a company’s interactions with customers, clients, and sales prospects. It involves using
technology to organize, automate, and synchronize business processes—principally sales
activities, but also those for marketing, customer service, and technical support.
• The overall goals are to find, attract, and win new clients; nurture and retain those the
company already has; entice former clients back into the fold; and reduce the costs of
marketing and client service. Customer relationship management describes a company-
wide business strategy including customer-interface departments as well as other
departments.
• The primary objective of this project is to conduct a study on customer relationship
management at Signware Technologies for the software industry. The study can be
carried through by getting the feedback from the customers and compare those results
with the expected results.
CRM
• Customer relationship management is a combination of people, processes and

technology that seeks to understand a company's customers. It is an integrated
approach to managing relationships by focusing on customer retention and relationship
development.
• CRM has evolved from advances in information technology and organizational changes
in customer-centric processes.
• Companies that successfully implement CRM will reap the rewards in customer loyalty
and long run profitability. However, successful implementation is elusive to many
companies, mostly because they do not understand that CRM requires company-wide,
cross-functional, customer-focused business process re-engineering.
• Although a large portion of CRM is technology, viewing CRM as a technology-only
solution is likely to fail. Managing a successful CRM implementation requires an
integrated and balanced approach to technology, process, and people.
WHY – CUSTOMER RELATIONSHIP MANAGEMENT FOR TODAY?
• A satisfied customer in 10 years will bring 100 more customers to

the company.
• It costs 7 times more to attract a new customer than to serve an old
one.
• 20% of the company’s loyal customers account for 80% of its
revenues. (Pareto’s principle).
• The chances of selling to an existing customer are 1 in 2, the chances
of selling to a new customer are 1 in 16.
BENEFITS OF CUSTOMER RELATIONSHIP MANAGEMENT
 Better customer service.
 Improved customer retention
 Detailed Analytics
 Higher Productivity and efficiency
 Centralized database of information
 Managed communications with prospective leads
 Improved customer segmentation
 Automated sales report
 Better understand the needs of the customers
 Data boards that visually showcase data
 Improved messaging with automation
 Proactive service
 Simplified collaboration
HOW TO INTRODUCE CRM IN THE COMPANY?
• Step 1:Identify your customers

• Step 2:Differentiating your customers
• Step 3:Interacting with the customer
• Step 4:Customize your enterprise’s behavior
OBJECTIVES OF THE PROJECT
• PRIMARY OBJECTIVE
• The primary objective of this project is to conduct a study on customer
relationship management at Signware Technologies for the software industry.
The study can be carried through by getting the feedback from the customers
and compare those results with the expected results.
• SECONDARY OBJECTIVES
• To compare the expectations of the customers of Signware
Technologies with the actual services delivered by the company.
• To identify the customers opinion on Signware Technologies
resolution of complaints.
• To determine the customers’ satisfaction on Signware Technologies
services and their intention towards availing of Signware Technologies
services in future.
COMPANY PROFILE
 Signware Technologies is a software development company based in Chennai

established in 2005.
 Provide the latest technology and most innovative solutions, allowing us to give
our customers the best service possible. We believe in working with the client,
rather than for the client.
Primarily develop a full life cycle software development and engineering services
to independent software vendors, systems companies and companies offering
enterprise, cloud, web, social networking, media and mobile applications.
 Also develop web-sites and web based applications, our area of expertise
includes Web Design & Maintenance, Flash based Websites, Web application
development, 2D-3D animation, Mobile Phone application development, Domain
Name Registration, Search Engine Optimization (SEO). Our key technological
expertise include, but is not limited to, Database Administration(DBA), Dot Net,
PHP, C#, DHTML, CSS, Flash, Photoshop, JAVA & Android.
RESEARCH METHODOLOGY
Sampling Technique : Convenience Sampling

Graphical Tools : Bar Charts, Pie Charts
Statistical Tools Used:
 Chi Square
 Correlation
 One way ANOVA,
 Weighted Average
 T-Test
SAMPLE SIZE:
• The sample method is used for the research is a Judgmental sampling method.
• Universe Size is 550
• Sample Size is 110
RESEARCH INSTRUMENT:
A structured questionnaire for data collection.
METHOD OF COLLECTION OF DATA:
• Primary Data
• Primary data is collected through Questionnaire.
• Secondary Data
• Considerable data has also been taped from previous research papers,
articles and newspapers were also referred.
LIMITATIONS OF THE STUDY:
• Time is one major constraint, which limits the effective data collection.
• Non-availability of data collection from customers of Signware
Technologies that is resident of foreign countries.
• Customers of Signware Technologies who are clients were only been
asked to fill the questionnaire.
• Reliability and accuracy of the analysis depends on the respondents’
openness and trueness towards each question in the questionnaire.
• This research outcome may not be suitable for any other IT service
sector.
FINDINGS
Majority of SIGNWARE TECHNOLOGIES’s customers are availing services from the company
from 2 to 3 years.
 43% of customers availed Web Development Services from SIGNWARE TECHNOLOGIES and
only 8% have approached for Placement and Executive search.
65% of the customers had shifted to SIGNWARE TECHNOLOGIES from other companies. Out
of that 47% of customers availed the same services from Kumaran Systems and 33% of customers
availed the same services from Photon InfoTech and 20% customers equally availed from other
local companies.
44% of the customers availed Web Development Services, 30% have availed software services,
18% Business Consulting and 8% of the customers have availed Placement and Executive search
from other companies.
In case of personnel, customized solutions and communication other companies were found to be
outstanding than SIGNWARE TECHNOLOGIES.
Majority of the customers considered promptness, personnel, communication, price, post service
delivery as most important attributes in the level of service.
FINDINGS
Communication, customized solutions and personnel are the areas where SIGNWARE TECHNOLOGIES is
operating below average.
Only 34% of customers had encountered problems while availing services and the problem has been
immediately resolved for 55% of customers and for the rest it was still unresolved.
Majority of 68% suggested changes to SIGNWARE TECHNOLOGIES regarding communication and the rest
suggested change regarding bill submission. It was found that SIGNWARE TECHNOLOGIES had partially
changed according to customer needs.
66% of customers rated the overall services of SIGNWARE TECHNOLOGIES as good and only 25% rated as
fair.
It was found that majority of customers from all categories are most likely to avail services from SIGNWARE
TECHNOLOGIES in future and only few were not sure as they perceived that their company management may
change.
All the customers are likely to avail the same services from SIGNWARE TECHNOLOGIES, which they are
availing at present.
Few of the customers have suggested SIGNWARE TECHNOLOGIES for improving services further regarding
various aspects like training, personnel and feedback.
SUGGESTIONS
 The company can change its communication method i.e. they can communicate to the
customers on daily basis to avoid the gap on product development.
The company can increase its skill of members in order to deliver its services effectively.
The company needs to educate the customers on their services related to Placement and
Executive Search and its relevance to the customers.
The company needs to scan the environment using ETOP and offer additional sub
categories of services in each service assignment matching to the competitors offerings.
The company can collect feedback from its customers regularly, which may help them to
improve in the setback areas on SDLC approach where there is a need for change.
Based on their existing customers’ unique needs, company can expand their range of
products such as Web Hosting, ERP,Training & development, etc.
CONCLUSION
The response levels of Signware Technologies customers
were good and the problems were rectified with least MTBF
support system.
The overall services provided by Signware Technologieswere
good.
The customers’ expectations are yet to be met by Signware
Technologies to provide customized products. This can be
achieved only through effective R&D Plant.
THANK YOU!

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A STUDY ON CUSTOMER RELATIONSHIP

 CRM AND WHY – CUSTOMER RELATIONSHIP MANAGEMENT FOR TODAY?

 HOW TO INTRODUCE CRM IN THE COMPANY?

 Objectives of the Project

• Customer relationship management is a combination of people, processes and

• A satisfied customer in 10 years will bring 100 more customers to

• Step 1:Identify your customers

 Signware Technologies is a software development company based in Chennai

Sampling Technique : Convenience Sampling

 One way ANOVA,

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