Term project

CRM Implementation in Indian Industry: A Special Study of

------------------ Sector
Each group will select a sector for an in depth study of CRM implementation
by the lead players within it. Find the list of possible sectors to study in
Appendix 1

Objectives
To study various CRM practices implemented by the leading player/s within
the sector chosen.
To understand the measures to build manage and monitor effective
Moments of Truth and thereby build better relationships with
customer/client/guest.

Scope
It is essential that each group documents successful CRM implementation
plans of most of the firms within the industry. For eg: banking sector has
achieved greater strides in CRM implementation. Hence the study will have a
wider scope.

Data Collection
Both primary and secondary. Primary research can be undertaken at
Bhubaneswar level for sectors viz. banking, telecom, and insurance. This has
to be supported by extensive secondary search. Groups are supposed to
mine Institute digital library resources like EBSCO, EMERALD etc. for relevant
information on the subject. Find below tentative structure of the project. You
may choose to amend the structure based on specific need of the study.

Structure Tentative
Introduction brief for Co./s
Product/services
CRM Vision/need
Major vendors
IT architecture

CRM framework
Operational/Analytical CRM
Customer Segmentation
Loyalty Ladder
Multi channel Integration
Contact Centre service
Internal CRM
Measuring Impact
Conclusion

Appendix 1

Sectors for study

Retail
Telecom
Banking
Insurance
Airline
Hotel/Hospitality
Consumer Durables
Travel/Tourism
Cargo
Mutual Fund
Automobiles
Hospitals
Ecommerce