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Oriental Institute of Management, Vashi Navi Mumbai
In partial fulfillment of the requirements for the award of the degree of
MASTER OF MANAGEMENT STUDIES
Project work carried out at
Under the guidance of Internal Guide
Shital Chandrakant Gole. 1110.
Oriental Institute of Management, Vashi Navi Mumbai
I hereby declare that this report titled “---------------------------------------------------------” is a record of independent work carried out by me under the guidance and supervision of ------------------, ---------------, towards the partial fulfillment of requirements for the M.M.S. degree course UNIVERSITY OF MUMBAI
I further declare that this Project Report is the result of my own efforts and that it has not been submitted to any other university or institute for the award of a degree or diploma or any other similar title of recognition.
This is to certify that Student Name with Roll No, is a bonafide student of Master of Management Studies course of the Institute (2011-2013), affiliated to University of Mumbai. Project report on “------------------------------------------------” is prepared by his/her under the guidance of Internal Guide name in partial fulfillment of the requirements for the award of the degree of Master of Management Studies of University of Mumbai.
SWOT Analysis. 5. 3.3 Scope of the Study. 2. Conclusion & Recommendations. 4. Bibliography. MCKENSY’S FRAME WORK.7 Competitors Information. PART : B 1. 3. Analysis of the Study. 2. 5. 2.2 Objectives of the Study. Learning Experience. 6 . General Introduction.5 System. 3. 2.3 Vision.6 Owenership Pattern. 1.4 Products and Services.1 Structure. 2. 2.2 Strategy.4 Style. 3. 1. 2. Industry Profile. Company Profile.5 Area Of The Operation. 3. 2. 3.2 Nature Of The Business Carried.3 Skills. 1. Annexure. Mission & Company Policy.1 Background and Inception Of The Company. 3.4 Methodology. 4. 2. 3.6 Staff.Index PART : A 1. 1.1 Statement of the Problem.
7 . retrieve and transmit information. INDUSTRY PROFILE Information technology (IT) is the branch of engineering that deals with the use of computers to store. textual and numerical information by a microelectronics-based combination of computing and telecommunications are its main fields. providing information. information systems. We shall call it information technology (IT). The acquisition. programming languages but are not limited to things such as processes. IT provides businesses with four sets of core services to help execute the business strategy: business process automation. via any multimedia distribution mechanism. anything that renders data. large scale knowledge bases. etc. cloud computing. A few of the duties that IT professionals perform may include data management. pictorial. computer hardware. in which authors Leavitt and Whisler commented that "the new technology does not yet have a single established name. as well as management and administration of entire systems. processing. is considered part of the IT domain. connecting with customers. global information systems. The term in its modern sense first appeared in a 1958 article published in the Harvard Business Review." Some of the modern and emerging fields of Information technology are next generation web technologies. engineering computer hardware.PART : A 1. networking. database and software design. information or perceived knowledge in any visual format whatsoever. and productivity tools. and data constructs. IT is the area of managing technology and spans a wide variety of areas that include computer software. IT professionals perform a variety of functions that range from installing applications to designing complex computer networks and information databases. bioinformatics. Advancements are mainly driven in the field of computer science. storage and dissemination of vocal. In short. server management.
Electronics technician or engineer Assembling. the engineer is usually specified in the job requirement. Hardware A position as a hardware designer. Position may also be taking electronic data and entering it into a database for easy sorting and locating. testing. etc. and maintaining one or more database. 8 . Engineer An engineer is someone who is at the top of their class and almost always someone who has or is working on a college degree or several certifications. web pages. etc. Database A job that requires creating. games. embedded systems. etc. is a job that requires you to design and create a complete hardware package or portions of a hardware device. ordering. done by other people. testing. animations. a software development engineer may be a highly skilled computer programmer. account information or status. and repairing electronic equipment. Customer service Helping customers with general questions relating to the company. movies. Data Entry A job that commonly requires the employee to take information from a hard copy or other source and enter it into an electronic format. movies. firmware. Although used broadly in this document. Position may also require that you work on existing graphics. circuit design. For example.Different branches in IT industry 3D Animation or Grafic Design A position where you design and create either a graphic or 3D animations for software programs. etc. status on orders.
Repair and fix A job that requires you to fix and repair computer and computer equipment. software program. setting up. WebMaster or Web Designer A job where a person creates. Technical Support Helping an end-user or company employee with their computers. or completely designs a web page. maintains. and maintaining a network. System analyst or Tester This job requires that the employee test out all features of a product for any problems or usability issues. and hardware device. Often this involves removing a component from within the computer and replacing it with a good component. Programmer or Software developer A job that requires the development or continued development and maintenance of a software program. Contribution of IT industry 9 . Networking or System Administrator Computer networking jobs involve designing. A technical support position is a great first step for people interested in working in the computer industry. Quality Assurance (QA).
who is developing website must be precise. 10 . Each of the websites planned in a precise manner to cater specific need. groups and non-profit organizations are providing an infinite array of information to a widespread audience. This information technology based communication design helps you to place your products to global customer with details of the placed products relatively at low cost. What is web design? Web designing is basically one of the sector which is included in Information Technology. The Internet has redefined the borders of our modern world. The possibilities are endless through effective and efficient Web Design. It gives a way in identifying the target audience. You can establish your corporate identity globally and remain in contact with your customer through out day and night. The amalgamated features help in interacting your unknown audience in effective and efficient manner. A good website can be compared to a well-designed retail showroom or outlet that showcases your products and helps you build a brand image among your customers. So company. Websites The cost effective medium of sales and promotions make the websites as the hottest stuff of today’s generation. Position in Indian market. Big or small companies now have customers all across the globe. graphics. The efficient web design helps your company in bringing enquiries that generate sales and add asset to business. The people who view the website for a specific reason and it is important to know exactly what they are looking for when they visit the site. Websites are often considered as the interactive marketing strategy to pull out the hidden customer around the global arena. Web Design is an art of content presentation to an end user through World Wide Web. Website utilizes multiple disciplines such as animation. You may never have to venture out of your office but your website will reach millions of people across the globe. In this day and age. Website has become the medium of communication or interaction for Business houses. The only difference is that websites allow you greater access to the world. on the target and object oriented in order to get maximum of what they are putting. and information architecture while giving digital corporate identity to your business. nobody can undermine the importance of web development India. interaction design. Small or Big businesses houses. A clearly defined purpose or goal of the site helps in understanding of what visitors want. In the digital world websites emerge as a significant tool that not only help the companies to find their target audience but also help in tapping desired customers while seating remotely.
Web Development and Indian Companies In 21st century India has achieved a position of eminence in IT sector. integration. content writing. designing. web services. Several multi national companies have acknowledged the quality of services they’ve received from web development company India and more and more corporations are coming to us with their assignments. database integration. In India web designing companies offer comprehensive web design and development services and empower its clients to expand their business in the global market. Apart from being technically proficient. Chennai and Mumbai in India are fast becoming favorite’s destinations that provide outstanding web related services. Bangalore. But in the last few years it has secured a prominent place in global IT. because in present era India's youth are choosing their careers in computers technology. Generally website design companies in India create special team for problem shooting and give 24/7 or 365 days support to their international clients. e-commerce website or B2B and B2C portals. Companies established in these states serve their global entrepreneurs by providing them world class web related services such as web design. web development. web hosting. in web development. web professionals in India have a sound track in the field of web designing and development. e-commerce etc. New Delhi. internet marketing solutions and SEO services to the people. dynamic websites. 11 . Web designing companies in India provides the best service in terms of both quality and cost. In the international arena the programming level of software professionals of India is outstanding. It is of no doubt that a majority of people are contacting Indian website design companies to design their websites. Even the international companies’ also choosing website design companies in India because India provides inexpensive services with quality assurance. India is gaining unprecedented global popularity and more and more companies are turning to skilled labor in India to provide web development services. Web design professionals in India have excellent skills and have great experience in designing and developing all kinds of websites whether it is static websites. Hence. Another important advantage in outsourcing web design projects to India is the best maintenance and the vast resources of skilled and tremendous workers in the field of web development. Good Web design companies in India have a giant pool of technically skilled and well experienced web developers and website designer in India that provide world class services at very affordable prices without any compromise on the quality front. CMS website. flash web design. Foreign clients have begun to acknowledge the technical expertise Indians possess in this field. India may have been late to reach at the culmination point in IT sector. ecommerce web design. we also have fairly good English language skills that help us to communicate with foreign customers.
and commitment allows them to deliver effective solutions for our clients success and productivity NestCraft is a user-focused Mumbai (India) based Graphic design and creative consulting firm. Graphic user interface and Icons for Web & desktop applications. and skill sets. all with a shared vision and values. They are a team of top designers and web developers. They are passionate about web development and work to deliver the best solutions possible . They pride thereselves on developing successful long-term relationships with clients covering a broad spectrum of industries and product offerings. Most of the Nestcraft team are young. fine Art & design gradute from india's top design Institutes like ( JJ school of Art. mobile devices.They deliver big results and do what we say we will. COMPANY PROFILE 2.) 12 .1 Background and inception of the company. experience. Rachna Sansad. Established in 2006 by design expert Anand Singh. Information rich websites and interactive multimedia solutions. The entire staff of creative. usable interfaces pleasing to the user.2. Design & production professionals are focused on the successful development and execution of our clients' marketing efforts. There designers pride themselves in clean. Nestcraft create professional Usable good looking website. NIFT. They love working with startups and building web apps to solve problems. creative and production people. knowledge. Each member of the team has unique strengths. Combination of creativity. On time and on budget. The agency is made up of an award-winning team of marketing. They work with the latest technologies in order to deliver the best solution for every project we work on. as a team deliver powerful projects and campaigns. They have many years of experience in the user-centered design and development of user interfaces in diverse fields of application. he is the principal & creative head at Nestcraft.
Mintzberg defines a mission as follows: “A mission describes the organisation’s basic function in society. Film & Broadcast They also use CRM software for their effective business. Film Production house. Advertising & Media Professionals. Direct Marketing. Vision & company policy Strategy . Media Firm. Animation Studio. 13 . Print media companies. Integrated Advertising. PR firms.mission A strategic plan starts with a clearly defined business mission. They are a leading Creative Recruitment Agency in India having over 12. They are also into the recruitment business Specialising in the Recruitment of Design.000 registered creative professionals.2.3 Mission . Brand Identity & Print Collateral design for their clients with lots of experience.2 Nature of business carried Nestcraft is basically into the web development business and they love designing and building beautiful websites. Design firm. in terms of the products and services it produces for its customers”. Web Development. Some of their clients are : Advertising Agency. 2. New Media Agency.
product etc. what should a good mission contain? (1) A Purpose Why does the business exist? Is it to create wealth for shareholders? Does it exist to satisfy the needs of all stakeholders (including employees. market. business method.The competences through which it tries to succeed and its method of competing A business’ strategic scope defines the boundaries of its operations. These are set by management.A clear business mission should have each of the following elements: Taking each element of the above diagram in turn. and society at large?) (2) A Strategy and Strategic Scope A mission statement provides the commercial logic for the business and so defines two things: . 14 . For example. The decisions management make about strategic scope define the nature of the business.The products or services it offers (and therefore its competitive position) . these boundaries may be set in terms of geography.
commitments to customers) • Loyalty and commitment (e. So the process minimizes that anxiety by keeping the channels of communication open and fixing possible problems before they become big headache for them and customers. or the extent of positive customer feedback via questionnaires. social policy. analyze their skills extensively and spend time getting to know the 'real person' outside of the CV and portfolio. They understand the potential anxiety that can come with the development of any project. For example. provide talent to companies all over India and remote employees for international companies around the world. the number of complaints received from customers. They strive for clear communication without a lot of technical discussion. often un-stated. These might include monitoring the speed with which telephone calls are answered in the sales call centre. These would include: • Business principles (e. We interview all candidates.is to make the process as seamless and simple as possible.g. Creative vigor as recruitment firm . are employees inspired to sacrifice their personal goals for the good of the business as a whole? And does the business demonstrate a high level of commitment and loyalty to its staff?) • Guidance on expected behaviour – a strong sense of mission helps create a work environment where there is a common purpose Nestcraft Mission Nestcraft mission with any project . (4) Values and Culture The values of a business are the basic. then policies and standards should be created and monitored that test delivery.Vision Creative Vigor was created with one single idea in mind . if the business mission includes delivering ―outstanding customer service‖.g. Nestcraft as web designing firm .Find the best talent and put them in the best jobs. They understand that website development is not your daily tariff.large or small . 15 .Vision The main vision of the nestcraft is to be a most leading web site design and branding agency all over the india who will satisfy their clients requirements according to their needs and wants with 100% quality and on time. beliefs of the people who work in the business.(3) Policies and Standards of Behaviour A mission needs to be translated into everyday actions.
Values provide the justification of behaviour and.Strategy: Values and vision Values form the foundation of a business’ management style. Design Services include: Website Design & Development Website design & development Wardress Blog Design & development Database driven dynamic website Development Website Maintenance Web 2. 2. Logo Identity design & software user.0 CSS based website Affordable SEO (Search Engine Optimization) Viral Marketing Emailer campaign design Domain name registration & affordable web Hosting 16 . therefore. exert significant influence on marketing decisions. At NestCraft we love every new project that make us active and delight . Our goal is to make you stand apart from your competition.4 Products and Services Complete Design Solutions Although our emphasis is website design and development. Our clients are mostly small and mid size company who needs web presents for their product & service.
clean and effective logo design for small businesses Web SEO (Search Engine Optimization) Search Engine Optimization is not just achieving #1 ranking with Google.brochures. product & service Brand Identity/Logo Design One of the first elements of design that any new business must face is its logo. rather it starts with acquiring a lead and ends with converting that lead into sales. engaging or credible. we specialize in bold. folders. If you are a small and mid size company and looking for web presents for your business. etc. A leading website design & branding agency with a focus on your business and your customers 17 .Print Media Design Logo / Corporate Identity Design Print Collateral . and definitely you will lose your business. your customers might not be motivated to try. direct mail. Packaging Design Multimedia & Motion Graphics Interactive Flash animation Interactive Demo for any software product CD based corporate presentation Flash/Flex based Development Beautiful. If the User interface is not clear. Handcrafted Web site Design We can design/redesign your Website. Yahoo or Bing. We integrate the regular SEO process by enhancing site features and making the pages appealing to your leads Visual GUI Design for Softwares You have great technology but not good graphic Interface.
If you are a small and mid size company and looking for web presents for your business.6 Owner ship pattern Nestcraft is running on the partnership pattern of the ownership where they are having the team of 4 people having thire office in belapur. I am working there on CRM software i. 18 . engaging or credible. updating the customers information. product & service.5 Area of Operation NestCraft is basically doing business in IT industry.e. They are into the business of developing web site according to the customer needs. Visual GUI Design for Softwares You have great technology but not good graphic Interface. clean and effective logo design for small businesses. creating their accounts on software which helps in further follow up etc Area of operation which the Nestcraft is into is the online marketing of their firm. rather it starts with acquiring a lead and ends with converting that lead into sales. 2. Yahoo or Bing. Brand Identity/Logo Design One of the first elements of design that any new business must face is its logo. your customers might not be motivated to try. If the User interface is not clear. 2. Web SEO (Search Engine Optimization) Search Engine Optimization is not just achieving #1 ranking with Google. Handcrafted Web site Design We can design/redesign your Website. We integrate the regular SEO process by enhancing site features and making the pages appealing to your leads. and definitely you will lose your business. we specialize in bold.Beautiful.their contact no.
Mesotek Software Solutions Pvt. Mesotek is professional Web design company offers website design and maintenance service. we have set general high level guidelines. In order to deliver beyond our promises. We have expertise in enterprise communication strategies. activities and deliverables over various phases. OnDlineInfotech Being in IT market for over 6 years OnDLine infotech is one of well recognized web development Corporate trade name. India focusing on Web design. We also publish domain-b. digital marketing and brand solutions. internet marketing. Nestcraft believed in achieving the unique position in the area they are working by proving the clients best quality in their work. delivery and support stages.7 Competitor’s information There are many firms who are running the same business of developing the web design. We have teams of accomplished. HGS Interactive 19 . graphic design and multimedia services globally. which deliver solution to any web services convolution to our clients all over the globe. web application development and web related programming services. The Information company Pvt Ltd (TIC) The Information Company Private Limited (TIC) focuses on serving business needs in the new digital age. Ltd. Here is the list of some competitors: Webcave Webcave Solutions is a privately owned Technology Company based in Mumbai.2. and enterprise software. a premium online news magazine. Unique InfoTech Unique InfoTech derives its stronghold in flawless communication to run its projects smoothly through the entire gamut of the development. expert and capable IT professionals. At each phase of execution stringent quality checks are involved. All those are competitors of the nestcraft. ecommerce website development.com.
MCKENSY’S 7S FRAME WORK 3. we have a wide range of experience with clients of all sizes. 3. so you get personalized attention on your project. the fouder.1 Structure Nestcraft web designing firm is established in 2006. Personalised Attention We limit the number of active projects we're working on at one time.web designer. The employees in the firm don’t worked under pressure. By utilizing the latest technologies we are always pushing the limits so you have an advantage years ahead of your competition.3. the strategy is than set of irreversible choices you will make to achieve your strategic objectives "Strategy is the direction and scope of an organisation over the long-term: which achieves advantage for the organisation through its configuration of resources within a challenging environment. They are basically having direct communication with their employees and thats why they don’t have the communication gap between them. Nestcraft startegy Years of experience From startups to top MNC. 20 . In terms of business. The IT department in the firm directly report to the IT head which will report to the founder of the firm on regular basis. Also. remembering that the goal has to be realistic and achievable.2 strategy Meaning: Business Strategy is basically what actions you believe are necessary in your organisation to achieve a given chosen goal. to meet the needs of markets and to fulfil stakeholder expectations". keep you ahead of the competition.Nesrcraft have adopted very friendly work structure. photographer ant other partners arranged meeting on regular basis and by co ordinating with each other they do their business.
Advertising. Nestcraft have a very skilled and creative and experienced team. Use of this technology definitely helps in doing their work accurately and on the time. usable interfaces pleasing to the user. J. Anand who is the creative head of the Nestcraft web design studio has the past 10 years he work experienced with some of the well known software. Arun is also a Communication Design graduates from NIFT. For improving the business. Lokesh is a Communication Design graduates from NIFT ( National Institute of Fashion Technology) specilaised in commercial photography & Design. only the technology is not sufficient unless their are people who can handled that technology rightly with skills.3 Skills For every business to reached to the top level. They are a team of top designers and web developers who are passionate about web development and work to deliver the best solutions possible . They give importance to their customers needs and wants and provide product to customers with quality also according to the budget of the customers so that customers will be always happy. Before joining nestcraft Lokesh was working with GINI & JONY one of the well-known retail brands as a creative head & photographer. Kiran Bhosale is a Fine Arts Graduate from Sir J. Institute of Applied Art Mumbai. E-learning & Website design and development for nearly 2 years and maintains a strong database of clients. he has worked as a visual Designer with Roopa Vohra ( India’s leading Jewelry Designer) 21 . because we understand that starting a business can be hard on your finances. Mumbai.Nestcraft is making the use of CRM software.Reasonable pricing & Top quality services We offer reasonable pricing with flexible payment plans. Designers pride themselves in clean. so that they can easily keep track of their clients and saves the time which they can make use of in other operations. and Design firms in a number of different positions with local and international clients. Prior to joining Nestcarft. 3. He has been actively self-employed in Flash Animation.
Therefore all the team of Nestcraft has there unique skills which are needed to run a business successfully. 3. This includes detailed information about the goals.Discover This initial phase lays the groundwork for customer project. Here customer will be able to see the development of their project. IM. design direction. The preliminary designs may be presented in person or on our server. 22 . their demographic. competitive position. one set of revisions is included. This can include reviewing customer web sites. Phase Three . telephone." From these. usually two or three. Next. we test all pages in several browsers and on various platforms and configurations. For most projects. From the group of options. budget and schedule etc. they edit them down to those that are the most appropriate solutions for customers project. brochures. one design is selected for further development. Firstly they typically rough out many small Artwork "thumbnails. project goals and business environment. they develop a proposal based on understanding of the project. email or a combination of methods. products or services. Phase Two – Design & Development Design begins with putting pencil to paper and sketching out ideas. target audience. preferences. The team refines these preliminaries for presentation. programming is done and all elements are tested. All development work is hosted on our site nuforya that is password protected. Nestcraft try hard to know everything that helps them to know about customer company. In the case of a web site.4 Style Phase One . Communication can be handled by a personal meeting (if needed & located near us). status reports and design notes etc. attitudes and behaviors. now final artworks is ready. The main focus is to learn as much as possible about customers competitive environment. that provide a strategic solution. They also research customers target audience. advertising material and other literature. The key is creating a group of designs. After completing the preliminary research.Deploy Deploy is the last and final phase of process. they begin to research your competition. its history.
5 Systems The company works on property management online software.photographer.3. With the help of the software.Creative head Anand has been designing for web since 1999 and developing brands and business identity for several startup. Lokesh role is to deliver strategic solutions and creative direction on a range of client projects. A Fine Arts Graduate from Sir J. Over the past 10 years he worked with some of the well known software.Website designer and developer. He is involved in day to day project management whilst always keeping an eye on the bigger picture for the benefit of our clients. 23 . E-learning & Website design and development for nearly 2 years and maintains a strong database of clients. It was basically updating and maintaining the database of their esteemed clients. and Design firms in a number of different positions with local and international clients. Lokesh is a Communication Design graduates from NIFT ( National Institute of Fashion Technology) specilaised in commercial photography & Design. Advertising. it was quite easy to bring in the business for the company and stay connected to the clients. He has been actively self-employed in Flash Animation. Anand attended Rachna School of Applied Art Lokesh Ghai . On regular intervals. email was needed to be sent and accordingly updations are done 3. The Software was easy to use and was a great opportunity for understanding about working on online software. He's the Principal and Creative head at NestCraft. Before joining nestcraft Lokesh was working with GINI & JONY one of the well-known retail brands as a creative head & photographer. J.6 Staff Anand Singh . Kiran Bhosle . Institute of Applied Art Mumbai.
IL&FS. Arun is also a Communication Design graduates from NIFT. Mumbai. JasuBhai Digital. Prior to joining Nestcarft. Hand crafted character design & illusration. He can deliver fast results under the most pressing circumstances. Arun Kumar .LionBridge. Arun brings a unique blend of print advertising and branding design experience to the table. he has worked as a visual Designer with Roopa Vohra ( India’s leading Jewelry Designer) 24 .Kiran is passionate about Educational based E-learning. Earlier kiran has worked with some of well known media & production company like .visual Designer.
as a team we deliver powerful projects and campaigns. Each member of there team has unique strengths. and Threats involved in a project or in a business venture. 25 .4. Rachna Sansad. NIFT. fine Art & design gradute from india's top design Institutes like ( JJ school of Art. Strengths : NestCraft love every new project that make them active and delight . Most of the team are young. SWOT analysis (alternately SLOT analysis) is a strategic planning method used to evaluate the Strengths. Weaknesses/Limitations. Weaknesses : Nestcraft office is very small in size therefore many clients may think that it will not be suitable for their needs and wants but the company is developing day by day. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. SWOT ANALYSIS. and skill sets.) with years of experience. knowledge. Opportunities.
Threats : Many other firms running the same business eg Webcave . Ltd. 26 . there are many opportunities in this business. HGS Interactive will be the threats for nestcraft business.because everyone need website for their business in some or other way. The Information company Pvt Ltd (TIC) . Opportunities : Nestcraft is into the business of developing the web design which is most popular business today. Mesotek Software Solutions Pvt. OnDlineInfotech .. Unique InfoTech . So.
As I am doing my specialization in operation. And I have learned all these things in Nestcraft which will defiantly help me in my future career. I also learned how to post those PR on different sites and also how to maintain the information on excel.Nestcraft has a UK based clients and Nestcraft use CRM software so that they can keep track of their clients. I need to understand how production and purchasing department of the company takes their decisions? how CRM software helps these various departments? How to exactly update the software etc.5. They are also into posting the Press Release for their clients on different PR sites including both hyperlink and full url PR. 27 . LEARNING EXPERIENCE It was a great experienced working with Nestcraft web desining firm. CRM is such a software that if anyone is interested in buying the product which the company offering and calls to get information then there numbers are automatically gets save in the CRM software so that we(company) can easily follow them by sending them daily basis e-mails i. Nestcraft is also running a ad agency of promoting the business through internet marketing. 14 days. 21 days we can mail them regarding the product information or the various discounts that we are providing about that product and easily follow up with the interested users. Since .e after 7 days.
Solutions empower businesses to more efficiently and effectively manage the activities that affect their relationship with their customers 28 . organizations looking to implement successful CRM strategies need to focus on a common view of the customer using integrated information systems and contact center implementations that allow the customer to communicate via any desired communication channel. CRM is all about building long term business relationships with your customers. It is best described as the blending of internal business processes: Sales.PART: B 1. Customer Relationship Management is one of the hottest and most talked about topics in the industry today and for good reason. and technology questions associated with marketing. create a positive customer experience and build customer loyalty. processes. CRM is at the core of any customer. CRM is to meet and exceed customer expectations. sales. getting. CRM (customer relationship management) is an information industry term for methodologies.focused business strategy and includes the people. and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. Customer Relationship Management(CRM) is about finding. and service. Marketing and Customer support with technology. GENERAL INTRODUCTION 1. software. 1.1 Statement of the problem Impact of CRM software on SCM of NESTCRAFT .2 Nature and Scope of the study. and retaining customers. In today’s hyper-competitive world. Simply stated.
and reduce the costs of marketing and client service. clients. It involves using technology to organize. and technical support. and synchronize business processes—principally sales activities. customer service. automate. but also those for marketing. 29 . entice former clients back into the fold.What is CRM? Customer relationship management (CRM) is a widely implemented model for managing a company’s interactions with customers. Adjusting marketing campaigns accordingly to increase sales. CRM also serves for customer service and support--making businesses efficient and improve customer satisfaction. Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments. nurture and retain those the company already has. Measuring and valuing customer relationships is critical to implementing this strategy How CRM works? Essentially CRM works by collecting leads or consumer information. attract. The overall goals are to find. and sales prospects. and win new clients. Analyzing the collected information to understand customer or market requirements.
(3) Schedule Orders and provide support. Benefits of CRM CRM is often misunderstood as an application or a tool. However. but in the real sense of the term it is a way of doing business. (2) Process Sales. the bottom-line of CRM work flow is to (1) Initiate Marketing.In any business. 360 degree view of business Organizational-level data sharing Reduce cost on customer acquisition Centralized customer interaction Improved customer support Increase customer satisfaction High rate of customer retention Boost new business Increase revenue at low cost 30 . let's take a look at few of the most apparent benefits of using CRM. There can be innumerable reasons for businesses to implement CRM.
With an ever increasing customer expectation there is a need for organizations to adopt new business services and strategies . How to evaluate CRM? Realizing the investment towards any CRM initiative. Thus your selected CRM should: Provide tangible and measurable ROI Help calculate the real business benefits Enable accurate budgeting and reduced resources Ease of Use Implementing a CRM system should: Simplify customer relationship and business process Provide a user-friendly interface Allow ease of CRM navigation Simplified Workflow A CRM system in place. Once the objective of CRM implementation is clearly defined.Thus CRM is becoming increasingly important among businesses.CRM provides this versatility in enhancing sales. you can go ahead evaluating the best CRM for your business. should help: Perform the various tasks easily Present simplified workflow logics Encourage easy adoption by users 31 . This would help to judge how good or bad your CRM initiative has been? Here are a few major points that can guide in evaluating a CRM system at its face. customer support and success in business. CRM initiative can be a complex and costly venture. Therefore. The prime concern of a CRM system is to improve relationship with customers and generate higher revenue. CRM ROI Depending on the type of implementation and the strength of organization. it is crucial to all businesses to have a CRM evaluation method or CRM metrics in place. it is necessary to identify if your CRM is to track the efficiency of sales and marketing team or is it to build a strong relationship with your customers? This would help determine the focus of CRM performance.
as only certain parts are used and the system is not fully functional. Instances of a CRM attempting to contain a large. causing users to pick and choose which areas of the system to be used. The lack of senior management sponsorship can also hinder the success of a new CRM system. but often there are obstacles that obstruct the user from using the system to its full potential. complex group of data can become cumbersome and difficult to understand for ill-trained users. your CRM implementation should have: Reference documentation for users Ready on-line support Notes and tutorials to complement documentation Challenges Successful development. an interface that is difficult to navigate or understand can hinder the CRM’s effectiveness. Besides the tips and tricks to efficient performance. Additionally. while others may be pushed aside. This fragmented implementation can cause inherent challenges. Stakeholders must be identified early in the process and a full commitment is needed from all executives before beginning the conversion. Companies are urged to consider the overall impact of a viable CRM software suite and the potential for good or bad in its use 32 . implementation. use and support of customer relationship management systems can provide a significant advantage to the user.Customization The real efficiency of any CRM implementation lies in: Flexibility to change the default CRM setup Provision to mould the CRM to your business process Provision to rollback to the default CRM setup Integration The drive to maximize the value of your customer relationship necessarily demands the CRM system to: Provide well-defined integration architecture Enable cross-application business process Reduce implementation time for custom integration Post-Sales Support No CRM system is complete without the end user help files. But the challenges faced by the company will last longer for the convenience of their customers. The increased use of customer relationship management software has also led to an industry-wide shift in evaluating the role of the developer in designing and maintaining its software.
and still are. offered as on-premises software that companies purchase and run on their own IT infrastructure. These tools have been. Systems that start disunited usually stay that way: [siloed thinking] and decision processes frequently lead to separate and incompatible systems. Customers are likely not as patient to work through malfunctions or gaps in user safety. rather than the structure of the organization. especially for large businesses. A series of 1998 research indicates that each item added to an information display can significantly affect the overall experience of the user. This ―ease of service‖ is paramount for developing a system that is usable. In many cases. and dysfunctional processes. Next came the advent of tools for other client-interface business functions. 33 . Poor usability One of the largest challenges that customer relationship management systems face is poor usability. implementation can be fragmented or not entirely complete The importance of usability in a system has developed over time. An overly complex computer system can result in an equally complex and non-friendly user interface. With a difficult interface for a user to navigate.Complexity Tools and workflows can be complex. Software solutions then expanded to embrace deal tracking.‖ An intuitive design can prove most effective in developing the content and layout of a customer relationship management system.and there is an expectation that the usability of systems should be somewhat intuitive: ―it helps make the machine an extension of the way I think — not how it wants me to think.Two 2008 case studies show that the layout of a system provides a strong correlation to the ease of use for a system and that it proved more beneficial for the design to focus on presenting information in a way that reflected the most important goals and tasks of the user. territories. Previously these tools were generally limited to simple CRM solutions which focused on monitoring and recording interactions and communications. keeping the system from full use and potential. as companies choose not to use all the associated features factored when justifying the investment. This bloated software can appear sluggish and/or overwhelming to the user.The challenge of fragmented implementations may be mitigated with improvements in late-generation CRM systems. it is important that support for the CRM system is companywide. opportunities. poor usability can lead to implementations that are fragmented — isolated initiatives by individual departments to address their own needs. A fragmented implementation can negate any financial benefit associated with a customer relationship management system. thus not allowing the system to work as fully intended. Fragmentation Often. and the sales pipeline itself. the growth of capabilities and complexities of systems has hampered the usability of a customer relationship management system. Instead. as described below.
Technical writers can play a large role in developing content management systems that are secure and easy to use. This balance can be difficult. A series of 2008 research shows that CRM systems. with a 2002 study suggesting that less than half of CRM projects are expected to provide a significant return on investment. Researchers argue that a more usable system creates less confusion and lessens the amount of potentially harmful errors. Human response at all levels of the organization can affect the customer experience for good or ill. A 2002 study shows. Poor usability and low usage rates lead many companies to indicate that it was difficult to justify investment in the software without the potential for more tangible gains. only employees or partners were aware of it. CRM systems face the challenge of producing viable financial profits. Addressing the fragmentation requires a shift in philosophy and mindset in an organization so that everyone considers the impact to the customer of policy. in turn creating a more secure and stable CRM system. upgrades and future editions of software. In these events. however. Even one unhappy customer can deliver a body blow to a business. Some developments and shifts have made companies more conscious of the life-cycle of a customer relationship management system. in most cases. Additionally. Corporations investing in CRM software do so expecting a relative ease of use while also requiring that customer and other sensitive data remain secure. In many ways. A large challenge faced by developers and users is found in striking a balance between ease of use in the CRM interface and suitable and acceptable security measures and features. exposed the computer and network to a harmful virus. Security. the computer system acted as it should in identifying a file and then. and that illegal access can be prevented. privacy and data security concerns One function of CRM is to collect information about clients. security breaches are the result of user-error (such as unintentionally downloading and executing a computer virus). Companies now consider the possibility of brand loyalty and persistence of its users to purchase updates. as many believe that improvements in security come at the expense of system usability. a secure CRM system can become more usable. allowing these professionals to 34 . Vendors may need to reassure clients that their data not be shared with third parties without prior consent. Close attention should be paid to relevant laws and regulations.Business reputation Building and maintaining a strong business reputation has become increasingly challenging. Research and study show the importance of designing and developing technology that balances a positive user interface with security features that meet industry and corporate standards. in the past. that security and usability can coexist harmoniously. decisions and actions. The outcome of internal fragmentation that is observed and commented upon by customers is now visible to the rest of the world in the era of the social customer. It is important to consider the customers' need for privacy and data security. Researchers have argued that. need to be more open to flexibility of technical writers. following the user’s orders to execute the file. among others.
There are two main types of SCM software: planning applications and execution applications. Supply chain management involves coordinating and integrating these flows both within and among companies. and allow all parties in the supply chain to better manage current resources and plan for future needs. and includes key suppliers. This shared data may reside in diverse database systems. SCM applications have the potential to improve the time-to-market of products. Planning applications use advanced algorithms to determine the best way to fill an order. the management of materials. reduce costs. The financial flow consists of credit terms. or data warehouses. at several different sites and companies. These professionals can then gather information and use it at their preference. payment schedules. and financial information involving all parties. 35 . manufacturers. The information flow involves transmitting orders and updating the status of delivery. A number of major Web sites offer e-procurement marketplaces where manufacturers can trade and even make auction bids with suppliers. By sharing this data "upstream" (with a company's suppliers) and "downstream" (with a company's clients). and finances as they move in a process from supplier to manufacturer to wholesaler to retailer to consumer. developing a system that allows users to easily access desired information and is secure and trusted by its users. What is SCM? Supply chain management (SCM) is the oversight of materials. and consignment and title ownership arrangements. As a solution for successful supply chain management. Increasing numbers of companies are turning to Web sites and Web-based applications as part of the SCM solution. It is said that the ultimate goal of any effective supply chain management system is to reduce inventory (with the assumption that products are available when needed). Supply chain management flows can be divided into three main flows: The product flow The information flow The finances flow The product flow includes the movement of goods from a supplier to a customer. Execution applications track the physical status of goods. and end customers of a specific company).become content builders. as well as any customer returns or service needs. Some SCM applications are based on open data models that support the sharing of data both inside and outside the enterprise (this is called the extended enterprise. sophisticated software systems with Web interfaces are competing with Web-based application service providers (ASP) who promise to provide part or all of the SCM service for companies who rent their service. information.
inventory levels. and potential inefficiencies or problems can be identified and corrected immediately. With SCM software. This type of instantaneous. to manufacturing and shipping of finished goods to customers or retail outlets. and transportation plans – in real-time. all activities can be seamlessly coordinated and executed from start to finish. and logistical errors in distribution channels are all common issues that can negatively impact a company’s ability to satisfy customer demand for its products. ensuring much higher levels of on-time delivery across the board. hold-ups on production lines. 36 . Here are some of the key benefits that SCM software delivers: Improved Supply Chain Network Supply chain management software provides complete. from the ordering and acquisition of raw materials. unhindered communication and data-sharing will help keep all key stakeholders informed.Benefits of Supply Chain Management Supply Chain Management (SCM) software can offer tremendous value to any company that relies on the smooth planning and execution of related operations to achieve long-term profitability and maintain a solid competitive edge. Enhanced Collaboration Imagine having the ability to know exactly what your suppliers and distributors are doing at all times – and vice versa. Minimized Delays Many supply chains – particularly those that haven’t been enhanced with a supply chain application – are plagued by delays that can result in poor relationships and lost business. Late shipments from vendors. The status of mission-critical activities can be tracked at all times. forecasts. so that supply chain processes can run as smoothly as possible. production plants. It allows users to monitor the status of all activities across all suppliers. This enables more effective tracking and management of all related processes. 360-degree visibility across the entire supply chain network. storage facilities. and distribution centers. That’s why more and more organizations are purchasing and implementing supply chain applications. order statuses. SCM software makes that possible by bridging the gap between disparate business software systems at remote locations to dramatically improve collaboration among supply chain partners. all participants can dynamically share vital information – such as demand trend reports. before they become unmanageable. With SCM software.
Detailed order-status information results in higher customer satisfaction Provide quality products and services at competitive prices.Reduced Costs Supply Chain Management software can help reduce overhead expenses in a variety of ways. Improve asset use and reduce unnecessary capital expenditures. for example: Improve inventory management. Reduce order cycle times. so production output levels can be set to most effectively address customer requirements – without the shortages that result in lost sales or wastes that drain budgets Improve relationships with vendors and distributors. Customer service Effective supply chain management is all about delivering the right product in the 37 . Increase Revenue Higher utilization of capacity helps you increase revenues. facilitating the successful implementation of just-intime stock models and eliminating the strain on real estate and financial resources incurred by the storage of excess components and finished goods Enable more effective demand planning. Retain Customers Accurate planning improves customer service and in turn customer retention. Collaborate with partners and optimize supply planning and execution across enterprise boundaries. Achieve faster responsiveness to unanticipated demand. Share performance information and common goals among partners Challenges Of SCM. so that purchasing and logistics professionals can identify cost-cutting opportunities such as volume discounts . Respond to changing customer requirements quickly and efficiently. Introduce new products and promotions with efficiency and accuracy. enhancing the conversion of materials to revenue. It can. Have the ability to respond to unanticipated demand so you can commit to more orders.
Managers need to zero in on the critical few that drive total supply chain costs within their organizations. methods for developing future talent and leaders. Planning and Risk Management Supply chains must periodically be assessed and redesigned in response to market changes. controlling. If only it were as simple as it sounds. Trust begins when managers let go of internal biases and make a conscious choice to follow mutually agreed upon standards to better understand current performance and opportunities for improvement. 38 . new acquisitions. Supplier/partner relationship management Different organizations. can have different methods for measuring and communicating performance expectations and results. more global customers.right quantity and in the right condition with the right documentation to the right place at the right time at the right price. global sourcing. expanding healthcare costs. including new product launches. rising labor rates. supply chain risks must be identified and quantified. talent acquisition. and development is becoming increasingly important. In addition. SCC members report that less than half of their organizations have metrics and procedures for assessing. and the ability to maintain asset and shipment security. and organizations scale up to meet growing demand in developing markets. technology upgrades. even different departments within the same organization. To control such costs there are thousands of potential metrics that supply chain organizations can and do measure. new regulatory demands and rising commodity prices. credit availability. and mitigating such risks. specific job qualifications. Cost control Supply chain operating costs are under pressure today from rising freight prices. Talent As experienced supply chain managers retire. Supply chain leaders need a thorough understanding of the key competencies required for supply chain management roles. and the ability to efficiently source specific skill sets. training. the need to protect intellectual property.
How CRM helps in SCM? For any business to extract maximum benefit from its CRM deployment. A business can obtain major cost savings by acting upon information from CRM systems. All this not only helps cut costs but also acquire a competitive advantage for a business that can take the lead in offering a better buying experience and service level that competitors may not be able to offer. can throw light on many hitherto unknown aspects of a company's business processes. and overall running the supply chain. when connected via business intelligence tools with CRM. scheduling manufacturing. processing. and a lean supply chain that responds to demands quickly. 39 . An important feature to understand when deploying CRM is that it can only provide information that has to be used both at the front end and back end to improve processes. Customer segmentation information can be used to structure the purchase of raw materials. it is important that it be linked to the back processes. JIT production. The insight offered by CRM into customer behavior and demand patterns can be made use of to streamline manufacturing and distribution of products as managed by the supply chain function. A streamlined supply chain is key to reaching out to the right consumer at the right time and CRM offers inputs on providing the customers with the right product mix and targeting them with appropriate marketing. or sales. Apportioning of raw materials to machines and machines to a given product can be done more accurately if market demands are known. marketing. Supply chain management. A backward integration of processes taking into account the information obtained from CRM can help a business better allocate its resources be they in manufacturing. it also leads to a reduction of inventory stocks. managing inventory.
To understand benefits and challenges of CRM and SCM software respectively of nestcfart. sales. distributors. By analysing the benefits and the various aspects of the CRM and SCM. Viewing data pulled from marketing. 1. finance etc on a single dashboard can enable management as well as store managers to take profitable decisions on crossselling and up-selling across different channels.3 Objectives of the study To study the impact of IT industry on Indian economy. For retail businesses such integration can imply a lot of benefits such as better distribution to retail outlets over various geographic locations. Marketing and sales can coordinate more fruitfully with the supply chain to move or divert goods to given locations during peak seasons or for promotional purposes. etc. supply chain. The use of BI for predicting performance at individual stores that can be aggregated to obtain a holistic picture of the supply chain is relevant to the entire exercise. To suggest the implementation of SCM and CRM model for effectiveness of business nestcraft. I decided to make a project on CRM software by keeping following objectives in mind.An efficient and responsive supply chain can have a huge positive impact on store product segmentation and effective customer targeting. feedback to suppliers. Integration between CRM and SCM improves communication between the store and the manufacturing. Businesses can ensure the availability of quick-moving items and reduce the likelihood of losing customers. To understand the cross functional relationship between CRM and SCM. 40 . To understand the nature of the nestcraft web designing and branding agency. A wider view of the happenings at the retail level can also help to take ad hoc decisions when pressed for time. transporters.
1. Meaning of research methodology The system of collecting data for research projects is known as research methodology. Formulating of research questions along with sampling weather probable or non probable is followed by measurement that includes surveys and scaling. Ethics and the reliability of measures most of your work is finished by the time you finish the analysis of your data. which is organised carefully into graphs and tables so that only important relevant data is shown. What Is a Real Hypothesis? A hypothesis is a tentative statement that proposes a possible explanation to some phenomenon or event. H1 = CRM is effective software in business. Theories are general explanations based on a large amount of data. A hypotheses should not be confused with a theory.4 Methodolog. This is followed by research design. A useful hypothesis is a testable statement which may include a prediction. Some important factors in research methodology include validity of research data. Ho = CRM is not effective software in improving the performance of the SCM OF NESTCRAFT business. which may be either experimental or quasi-experimental. The data may be collected for either theoretical or practical research for example management research may be strategically conceptualized along with operational planning methods and change management. The last two stages are data analysis and finally writing the research paper. Data collection 41 .
Data Collection Tool The data collection tool that I have used is Questionnaire. The primary data was obtained through observation. I have selected questionnaire as a data collection tool primarily because of descriptive nature of sampling & secondly it was the most suitable tool that could help in achieving all the objectives of the study & to do the analysis deeply and effectively. Secondary data 42 . direct communication with the people.The project was to check the opinion of the various CRM users about whether the software helps in developing effectiveness in the business using primary as well as secondary data. Primary data Direct communication with people working on the CRM software. I directly communicate with founder of the Nestcraft and employees working in IT department of the firm.
it involves internal employees channel members. SCM-CRM INTEGRATIONVALUE CHAIN INTEGRATION is the evolution from a series of linearly interlinked processes that had been historically isolated from each other. and other external entities such as advertising agencies and consulting organizations. 46 . it is equally important to buy the products and services for all the sectors since it not only concerns the end consumers . ANALYSIS AND INTERPRETATIONS ROLE OF CRM IN THE CONTEXT OF SCMIn the context of SCM. The bonding between the partners will be closely held by the relationship management practices.CRM strategy aimed at the front end alone can work wonderfully –for a little while. to a smoothly functioning integrated business model that is effectively a single link from multiple parts of the enterprise. The success of organization depends on sharing of savings from the supply chains.But over the last few years the dynamics of relationship are changing as the power is gradually shifting from manufacturers to intermediaries and customers.2 . and sustain other competitive advantage. where alliances and partnerships are key to success. But as far as relationship management in the context of SCM is concerned. In the earlier days. But where were those products to be delivered coming from? How fast they getting out the door? Does the company have sufficient inventory to meet the demands of the increased sales? If the sale numbers were that improved the strain on supply chain had to be enormous. manufactures used to wield power and dictate relationships in supply chains . Apart from the end users. which may be reinvested to further enhance its efficiency. The supply chain of tomorrow will look like a virtual organization. CRM plays n important role in building long term relationships. seamlessly integrated through sharing of data and savings as well.but also involves internal and external channel partners as well.
electronic storefronts do companies setup expedite to keep up with their Internet-only counterparts. Enterprises are struggling with ERP. Business stepped intensively toward internet phenomenon and e-commerce to make "365x24x7" a reality. leading to improved top and bottom lines. customers. suppliers and even employees expectations have been rising that is forcing organizations to think about walking toward e-world as well as integration front-office and back-office processes through Internet-based technologies. To sell and deliver the product or services. These applications neither are easy to implement. In this paper we present a model to integrating tertiary. In addition.. Though most of them play a vital role in well-executed ebusiness strategy . 47 . The rapid growth and promotion of Internet technologies has led some to wonder how to follow e-business phenomenon. e-business seems to have overwhelmed every aspect of daily life. Today's.because there were no changes in supply chain. If you are in business there.Supply chain management has been touted as the organization and optimization of production and performance. ERP. In short CRM strategy in the new world customer ecosystem is merely the foreword facing part of an encompassing collaborative enterprise strategy where you are a behemoth or a mosquito-sized company. employers. it's moving toward business-to-business transactions . In addition. The model is based on knowing reference blocks and integrating them before completing implementation. E-payment and e-…. suppliers whether they are individuals or other business. SCM and CRM application to compete and attend in the market. So. The most formidable problem is that the supply chain and demand chain are each seen as a discrete set of processes and practices that are uniquely optimized . there is a value chain that runs from end to end.CRM has targeted the identification of and improvement in the customer experience. Ushering the Internet in "the information age" made transformation in the business world that few people could have imagined. CRM & ERP Today’s everybody is conscious that e-business could potentially transform the business landscape. nor expensive but time and cost consuming. Enhance productivity. including delivery and logistics. Supplier Chain Management (SCM). you have to buy the services from a company that sells and delivers products and services. maximize convenience and improve communications globally are the most features made Internet technologies as a critical part of both individuals and organizations. In the past several years. A Proposed Model in Integrating SCM. E-business is neither distinct from nor equivalent to Customer Relationship Management (CRM). It will guaranty to get result of ROI of these systems. it's involved managing direct relationship with customers. Employee Relationship Management (ERM).
are needed in the creation product. front and back office functions must be integrated on many levels so that product and service data. Perhaps. is the core activity of any business.However. Some computing and IT companies offer some software solution which couldn't warranty to reach goals. it doesn't mean SCM and CRM made us unneeded to ERP. order tracking and parts purchasing although it’s neither SCM nor CRM . ERP can act as a bridge between different phases.SCM and CRM separately can result in missed opportunities and poor performance. To succeed. Because the implementation of a CRM strategy requires a system in which a company’s back office and financial functions are integrated seamlessly with its front office customer facing processes.CRM Of CRM. services. and ERP and so on. and information). become part of a greater information flow Back office usually refers to a company’s internal processes and traditional ERP functionality such as: • Order management and billing • Distribution and logistics • Manufacturing • Procurement • Finance and accounting • Human resources • Legacy applications While enhancing e-application made back-office processes more important and extended. Then. the challenge of e-business is integration . Some bridges are necessary between them that are enterprises should consider. what should they implement and walk toward? Today. etc. But. but it's not over. ERP ERP system is the basis that determines how the business processes function. As it's mentioned above and illustrated in the figure1. many companies start to implement sections Figure1-relationship between SCM. customer service. ERP helps to implement this phase successfully. Managing all processes. so e-supply chain found a separated entity which support more back-office processes successfully. As a result an e-business model can help to step forward and guaranty success. the first phase and core of any business is creating its product (product. order management.ERP. interaction with customers. In other words. SCM. And it's not possible without an integrated strategy. 48 . We try to offer a model so that each enterprise should adapt it with their needs and their sections. The model will show the implementation steps as well as integrating the processes are necessary in an e-business. This crucial factor is often misunderstood and causes the failure of many CRM installations. as it's heard implementing CRM completely is as devouring an elephant thoroughly. But there is just one way to get maximize revenue and profits: Synchronize supply and demand in real time while ERP applications help a business to manage the important parts of supply chain operation.
and timely set of customer. we show how these parts are related. and customer support . CRM isn't an independent entity and SCM is an 49 . and collaboration with supply partners. Sourcing and Business process networks. sales. indirect procurement direct procurement/supply chain planning. while power of competence guaranties survivance. SCM should manage all process in the distributor. Plan Design Source Build Delivery Procurement Figure 2-A functional block diagram of SCM Delivery Procurement Businesses employ procurement and supply chain to monitor. support. called Customer Relationship Management. and leveraged a consistent. As it's illustrated in figure 4 . supplier and trading partner sides. every enterprise is mining new ways to develop. that is. accurate. inbound/outbound logistics.A Functional Block Diagram of CRM Processes Before offering the model. CRM applications could be used to support all of the customer-centric processes within organization in any size and level including marketing. A functional blocks look to CRM processes have shown in figure 3 Order . processing. sales. Suppliers provide requirements and instruments are needed in creating product while customer is whom product is built for . there is no integration view in this relation. transactions.Marketing Review Design Sale Delivery Service Figure 3. SCM It's required to extend the structure of the new business process network operationally to automate and stream-line communications. Today’s. product. is acquire and retain long-term and valued customers.supplier and customer are two main parts of this phase. It's obvious that no business will operate as a single company albeit it's a node of complicated network of individuals and businesses that exploit internet as a leverage in storing. supply management. CRM One of the most important reason that organization used of Enterprise Applications. manage and extend the enterprise. A functional blocks look to SCM processes have shown in figure 2. exchanging information at the lowest possible cost. and product development units that is tenet of CRM  . service. and event management. So. Consequently. it should include demand management. maintain. and service information across the customer-facing marketing.
50 . we have heard that e-business projects fail at the rates higher than 66% . Specially. so this information could apply in delivering information and services to customers or making management decision in supply chain . some processes are the same for both back-and front-office applications. procurement and executive management to support and control critical customer relationships . enterprises follow this model. Consequently.external entity. In other words. it's a fact some processes have a back-office entity and others front-office entity for others. suppliers and employees . Instead. Albeit. partners. In the enhanced e-business model we offer. this system should gather product and service information. As a result in an integrated system. start to implement by accounting block separately. CRM covers the most of front-office application while SCM and ERP used by marketing. sales. it should be covered all back-office and front-office processes so that they are applicable for customers. Although enterprise believes to a store front support all activities especially customers-related ones. This view Figure 4-conventional E-business model hardens the implementation. we have tried to investigate front-office and back-office and know their relation in an integration view. increase cost and linger ROI.. all common processes as well as the chain of creating product constitute the core of system.
we know customer needs. sourcing.MANAG EMENT Customers Customers Sourcing PRODUCT Payment Requirements Satisfy Suppliers Procurement Services Figure 5-Enhanced e-business model. procurement. too. He starts the phase of production by need to a product and finishes it by receiving delivered product. operation may start with customer-related process (ordering) and terminates with customer-related process (delivering & services). 51 . so we should be ready to make the product and give it back to the customer. Here are the required processes that we need in the integration view : • Marketing • Order Management • Distribution& Logistics • Manufacturing • Procurement • Sale • Payment • Human Resources • Legacy Applications • Customer Service In a CRM view. logistics. In other words. relationships with suppliers. payments and managing all process is needed all over. Providing and purchasing production requirements.
An e-business model for efficiency of fully integrated organization and its implementation is discussed. 4.The evolution of CRM and SCM is discussed. CRM is effective software in business. ensuring availability of product and maintaining profitability of the manufacturer. Internet.3.CONCLUSION AND RECOMMENDATIONS CRM and SCM have assumed importance as tools for creating and sustaining competitive advantage. It ensures that better customer service is offered. The integration strives to satisfy and promptly deliver the products. technology is implemented in a phased fashion and the connection from customer to supplier is extened. The role of CRM in the context of SCM is examined.BIBLIOGRAPHY www.nestcraft. Therefore. 52 .com.
Are you using CRM software in your company? 3. Do you have any substaintial increase in benefits with respect to profit? 9.ANNEXURE Questionaire 1. Is there any improvement in the profits of business after you start working on CRM? 7. How do you know . If YES how it is related? 11. What do you think CRM is related to SCM? 10.5. How do you keep track of your customers? 5. it is effective? 4. What strategy you used to improve your business? 2. Can the integrated model of SCM and CRM be implemented in future? How? 53 . which customers are interested in your product? 6. How it is helpful in SCM? 8. Do you think.
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