Customer Relationship Management Term Paper

On
COMPANY-DLF LIMITED(Commercial COMPLEXEs)

Submitted To: Ms. Yogita Sahni

Submitted By: Ashmita Mondal BBA-MBA(int) Sem-6th RR1710A06 3020070020

Contents
1. INTRODUCTION OF ORGANIZATION AND EACH PRODUCT OR SERVICE UNDER CONSIDERATION

2.

ABOUT salesforce.com

3. SNAPSHOT OF LEADS AND CONTACTS

4. CRM TECHNIQUES USED IN THE ORGANIZATION

5.

CRM INITIATIVES SUGGESTED FOR THE ORGANIZATION

6.

RECOMMENDATIONS

7. REFERENCES

INTRODUCTION

Type Industry

Public (BSE) Real estate a Cold As Raisina Col Storage and Ice Company - 16 March 1946 As Delhi Land and Finance - 18 Sep 1946 by Chaudh haudhury Raghuvendra Singh

Founded

hi, India Headquarters New Delhi, Ind Key people Kushal Pal Sing (Chairman & Majority al Singh Owner) Offices, Houses Hotels, Golf courses ouses, ▼ US$ 3.50 bil .50 billion (FY 2009) ▼ US$ 1.97 bil .97 billion (FY 2009) ▼ $9.87 billion KP Singh and family (78%) www.dlf.in

Products Revenue Net income Total assets Owner(s) Website

OVERVIEW

DLF Group
DLF Group is India’s one of the most famous and successful builders’ group. It is impossible to discuss the real state sector in India without giving a special reference to DLF group. It started as ‘Delhi Lease and Finance’ in 1946 aimed at revolutionizing the Real Estate industry in the country. Led by the visionary K. P. Singh in 1946, DLF began its journey from developing some of the initial Residential Colonies in the city. After the Delhi Government banned the private Real Estate and Residential Colony Development in Delhi, the DLF group is completely involved in the development of the city of Gurgaon and other areas in NCR. Business Areas DLF Group is India's largest real estate company in terms of revenues, earnings, market capitalization and developable area. It has a wonderful and consistent track record of growth, customer satisfaction, and innovation. DLF has registered its presence across 32 cities across the country. The primary business of the group is residential, commercial and retail properties. However, recently DLF has recently ventured into the infrastructure, SEZ and hotel businesses too. DLF has a only one of its kind business model with earnings arising from development and rentals. Major Projects The first and foremost project of DLF was the late 1940s project of the development of 21 urban colonies in and around Delhi. Many of these localities have since metamorphosed into posh colonies such as South Extension, Greater Kailash, Rajouri Garden, Model Town and Hauz Khas. DLF Group was one of the first developers to anticipate the need for townships on the outskirts of fast growing cities and it has been synonymous with the growth of Gurgaon from a barren village to one of the hottest realty destinations. The DLF City in Gurgaon, spread over 3000 acres, is an integrated township that plays host to some of the finest residential, commercial, retail and entertainment complexes in the country. DLF Universal is widely credited with changing the dour face of Indian workspace by coming up with stunning, aesthetically built offices that are tailor-made to suit the organizational requirements of their clients. The homes business segment of DLF Limited involves a wide range of products including condominiums, duplexes, row hoses and apartments of varying sizes, with a focus on the higher end of the market. New Ventures In line with its policy of exploring new business opportunities, DLF Group has spearheaded the retail revolution sweeping across major Indian cities and has been at the forefront of creating new shopping and entertainment spaces all over the country. There are over 42 million sq. ft. of quality retail space developed and under development in metros and other urban destinations across the country. Here is the list of some of the new project of DLF in the housing, commercial, retail and commercial sector. Houses:

DLF Capital Greens, Shivaji Marg, Delhi

• • • • • • • • • • • • •

Lake District, Hyderabad Green Estate, DLF Nandigama (Shamshabad Extn.), Hyderabad Westend Heights, BTM Bangalore New Town Heights, Kakkanad DLF Kakkanad Express Greens, Gurgaon DLF New Gurgaon Gardencity DLF, New Indore DLF New Indore Gardencity, DLF OMR, Chennai New Town Heights Gurgaon New Town Heights kolkata DLF Rajarhat, Kolkata DLF Riverside, Kochi DLF Parkplace, Gurgaon The Belaire, Gurgaon

Retail:

DLF Place Vasant Kunj, New Delhi

Offices:
• • •

DLF Cyber Terraces DLF City, Gurgaon DLF Building 9, Gurgaon DLF Building 10, Gurgaon

Commercials:
• • • • • • •

DLF Corporate Greens, Gurgaon DLF Plaza, Lucknow DLF Towers Okhla, New Delhi The Galleria, Kolkata DLF Towers Banjara Hills, Hyderabad The Galleria Ludhiana, Punjab The South Court Saket, New Delhi

DLF Vision To contribute significantly to building the new India and become the world’s most valuable real estate company. DLF Mission To build world-class real-estate concepts across six business lines with the highest standards of professionalism, ethics, quality and customer service. DLF Values
• •

Sustained efforts to enhance customer value and quality Ethical and professional service

Compliance and respect for all community, environmental and legal requirements.

Logo Our Ethos

The pyramid symbol and the mission line 'Building India’ is collectively referred to as the DLF Logo. The company's name is represented in black capital letters. The typeface represents the solidity of the enterprise; emphasizes accountability, responsibility as being a strong and integral part of the Group's ethos. The pyramid depicts nine smaller pyramids; each composes itself into a larger pyramid allencompassing in nature and presentation. The pyramid itself and the component pyramids convey cohesion, interdependence, support and foundation, to a common purpose and to achieve greater heights. The words ’BUILDING INDIA’, is in capitals like the company’s name, and at once conveys DLF’s mission and vision. It is an intrinsic reflection of the Group’s commitment and its 60year heritage.

DLF COMMERCIAL COMPLEXES
DLF Commercial Complexes is a part of DLF group and is responsible for the development and construction of commercial complexes pan India. Since its inception in 2007, DLF Commercial Complexes Ltd. has successfully developed commercial spaces and is in the process of marking its presence across various locations in India. DLF Commercial Complexes is known for introducing and pioneering the revolutionary concept of developing Commercial Complexes in the vicinity of residential areas. Some of the successful projects of DLF Commercial Complexes are DLF Towers – Okhla, DLF Towers - Hyderabad, DLF Towers - Jasola, DLF Plaza – Lucknow, DLF Galleria – Kolkata to name a few. DLF Commercial Complexes Ltd is a part of DLF Limited, developing Indian real estate for over six decades. It boasts of having completed projects of over 35 million sq. ft. across its residential, commercial and retail businesses. DLF Commercial Complexes Ltd is headed by Mr. Ajay Khanna, Managing Director.

ABOUT SALESFORCE

• Type Public • Industry On-demand software • Founded California 1999 • Headquarters San Francisco, California • Key people Marc Benioff • Revenue ▲US$1.077 billion (2009) • Operating income ▲US$63.742 million (2009) • Net income ▲US$43.428 million (2009) • Employees 3300+ Website www.salesforce.com Salesforce.com (NYSE: CRM) is an online software as a service (SaaS) company distributing business software, in which access to business software is purchased on a subscription basis and hosted offsite. It is best known for its Customer Relationship Management (CRM) products, which it delivers to businesses over the internet using the SaaS model.

Products and services
Customer Relationship Management Salesforce.com's CRM solution is broken down into several modules: Sales, Service & Support, Partner Relationship Management, Marketing, Content, Ideas, Analytics, and their collaboration platform, Chatter. Force.com Platform Salesforce.com's Platform-as-a-Service product is known as the Force.com Platform. The platform allows external developers to create add-on applications that integrate into the main Salesforce application and are hosted on salesforce.com's infrastructure. These applications are built using Apex (a proprietary Java-like programming language for the Force.com Platform) and Visual force (an XML-like syntax for building user interfaces in HTML, AJAX or Flex). Chatter Chatter is a real time collaboration platform that brings together people, data, and content in a secure, private, trusted social framework. Rather than making people search for the data and documents they need to do their job, information is proactively fed to them via a real time news stream. Chatter was designed to answer the question, "Why isn't all enterprise software like Facebook?"

AppExchange Launched in 2005, AppExchange is a directory of applications built for Salesforce by thirdparty developers, which users can purchase and add to their Salesforce environment. As of September 2008, there are over 800[16] applications available from over 450 ISVs. Applications include services from Google, Birst, Constant Contact, Vertical Response, Good Data, and Box.net. Customization Salesforce users can customize their CRM application. In the system, there are tabs such as "Contacts", "Reports", and "Accounts". Each tab contains associated information. For example, "Contacts" has standard fields like First Name, Last Name, and Email. Customization can be done on each tab, by adding user-defined custom fields. Customization can also be done at the "platform" level by adding customized applications to a Salesforce.com instance that is adding sets of customized / novel tabs for specific verticalor function-level (Finance, Human Resources, etc) features. Web Services In addition to the web interface, Salesforce offers a SOAP Web service API that enables integration with other systems. Mobile support In April 2009, Salesforce released a slimmed down version of their application for subscribers with Blackberry, iPhone, and Windows mobile devices.[18] In January 2010, Sales force started to promote the use of 2D Barcodes (SPARQCode) for exporting contact information to mobile handsets. Languages English, Dutch, Spanish, German, French, Finnish, Swedish, Japanese, Italian, Portuguese, Korean, Russian, Thai, Danish, Simplified Chinese and Traditional Chinese. Application and online help & training documentation are available in these languages. Also, end user languages are available in Hungarian, Czech, Turkish, Polish, Lithuanian, and Latvian & Estonian. Other Other technologies allowing more advanced customization of salesforce.com interfaces are Resin Application Server, and the in-house technologies Apex (a Java-like programming language and programming platform) and S-controls (Sales force widgets - these are predominantly based on JavaScript).

SNAPSHOTS
SNAPSHOT OF 10 CONTACTS

SNAPSHOT OF 10 LEADS

SNAPSHOT OF CONTACT

SNAPSHOT OF LEAD

CRM TECHNIQUES PRACTISED BY DLF
1. Customer support Services
♦ Dealing with entire after sales activities related to allotments, agreements, loans, nominations, cancellations, correspondence, and possession of properties. ♦ Interacting with customers through e-mail, phones, letters etc. at various stages. ♦ Guiding effective mortgage process for properties under lien. ♦ Interacting with customers to ensure timely collection of dues. ♦ Dealing with Mutation cases... ♦ Interaction with other departments for resolving customer related matters. ♦ Interacting with customers for regular customer feedback and updation of customer account. Various channels to provide information and receive feedback, including fortnightly HR Newsletter-SAM PARK, intranet (DLF Connect) and internal HR helplines have been successfully launched.
Corporate Office
DLF Centre Sansad Marg, New Delhi- 110001, Tel: +91-11-42102030 Website: http://www.dlf.in/

Registered Office
DLF Ltd. DLF Shopping Mall, 3rd Floor Arjun Marg, DLF City Phase-I Gurgaon-122002 Tel: +91-124-4334200

2. Loyalty Program
The “Big” Ticket Calling – DLF IPL Two weeks ago I read an article on Marketing Myopia and deals with how a company narrowly defines its industry and fails to see a potential threat to its business which could eventually be the death knell. For example, Airtel is the big competition for music industry since they are minting more money on Hello Tunes than the turnover of large music albums, telepresence has given airlines a run for their money, alarm clocks have been largely replaced by the “alarm” function on our mobiles and so on…about how the force that really destroys a business category doesn’t generally come from the “observable” competition space anymore. Emphasizing that, more than ever now, companies & marketing managers need to keep their peripheral vision “on” all the time. An interesting observation was made about IPL being the “new” competition to the media industry and how the IPL schedules are affecting the movie launch dates and the business of

the multiplexes. Since the past one week, DLF IPL has launched an “open panga” with its mainstream advertising. What is more, unlike what one might expect they are not just going after the media industry, their ads very subtly target anything “entertainment” ranging from travel industry to media. They are proudly proclaiming that all other forms of entertainment are “passe” or “inferior at best” and “sabse bada” ticket is DLF IPL.

3. IT infrastructure supporting CRM
With DLF's growth, both in terms of geographical spread and diversification, the roles and responsibilities of IT function have also been fast changing over a period of time. DLF's ITfunction takes care of all the IT-related aspects across the group (excluding JVs) --infrastructure management, procurement of industry-specific standard software and their implementation, implementation of advanced technological products. With DLF having joined hands with IBM for technology partnership, extensive IT initiatives are being taken in terms of bringing the latest infrastructural and software technologies to DLF, to support its vast infrastructure across India, forming the backbone of all processes and functions. Technology-partnership with IBM: DLF has pitched in IBM as a technology partner, through a Technology Partnership Agreement, for tenure of 10-years to bring-in innovativeness and world-class technologies to keep pace with the current trends. Bharti as connectivity partner: DLF has tied up with Bharti Airtel to support its huge infrastructural connectivity. This tie up provides DLF with MPLS VPN connectivity backbone through a dedicated leased line with secured connections to all DLF offices/ locations across the country. Implementation of ERP: ERP, implemented with the help of Ramco Systems, has been rolled-out successfully replacing the standalone legacy systems residing on different platforms. Ramco ERP is an integrated web-based system that comprises all modules pertaining to DLF's business functions based on a unified platform. This has helped in standardization of processes across the Company and its business units. Intranet & Workflow Management: DLF, with the help of IBM, has developed DLF Intranet portal for in-house employees. Corporate intranet facilitates communication and access to Company's sharable corporate resources/information. It has also integrated workflows to incorporate departments' functions and processes, making it more reliable and fast. Compliance-Monitoring System: To track adherence to filing of statutory statements to respective government bodies, a system is in place that ensures all the compliances are met on time.

Digitization of Records: All records since DLF's inception - including customer copies of agreements, financial records, approved drawings, copies of approvals and government sanctions and other statutory records, etc. - have been digitized to ensure preservation of records in databases as well as to facilitate a faster retrieval as and when required. Geographical Information System: As tracking of huge land bank has become very crucial for effective utilization or decision-to purchase purposes; DLF has undergone a pilot for digitization of land records for one of its business units. The application is intended to keep track of acquired lands as well as prospective lands for acquisition purposes, providing real-time availability of such records to the management. The application is being unleashed to the requirements of DLF's other business units involved in land procurement.

4. Retention strategies • DLF recognizes that compensation is a key driver to attract and retain talent. FY
2007-08 witnessed introduction of variable component in the salary structure linked to individual KPI's. • Employee Stock Options Schemes introduced by the Company have been extremely successful across different levels. 5. Effective Customer Relationships: DLF is in the process of setting up systems capable of handling a huge integrated database that shall be used for auto communication, call/lead management and interactive web communication. Revamping of corporate website to accommodate customer facilities like online payments, auto-communication, and 3D-walkthroughs for new projects and community blogs have also been initiated. 6. Employee Services: Initiatives are on to provide employee services with ease and speed. IT developments have been targeted to enhance employee productivity and employee retention by facilitating Internal Job-posting module on the intranet. 7. Security/Infrastructure: Efforts are on to provide maximum data security in the organization. The proposed plan will also take care of physical security of DLF facilities through advanced DVS systems. Data security will be facilitated by introducing RSA tokens for access to computers. The IT infrastructure processes are also being planned in accordance with the ISO 20000 certification.

8. Corporate Social Responsibility: Corporate Social Responsibility is integrated into the Company's business strategy of Building India and becoming the world's most valued real estate developer.Company has been the forerunner in introducing structured development of world class townships, plotted colonies, commercial and retail towers and condominiums in India. It has been the first to introduce internationally recognized lifestyle improvements in India, which have now been adopted by other developers and are slowly transforming the Indian landscape. While DLF continues to create world class infrastructure, it has not lost sight of its responsibilities as a social and economic change agent across various segments. At DLF, we are committed to build India from the grassroots, thereby enriching and enhancing the quality of life of its people. The Company has made significant investments in community welfare initiatives for employees, community and the underprivileged through education, training, health, environment, capacity building and ruralcentric interventions

SUGGESSTIONS
1. Get a toll free number-Many of the people who are in need of selling their home do not even have the money for a phone, so having a toll free number will enable them to call you from a pay phone. 2. Do not rely exclusively on the web for your real estate business-Many people who are in the process of losing their home will not have access to the internet. 3. Have a goals program- Having a goals program will let you to be aware of conclusively what places you desire your real estate business to go. 4. CRM customization for real estate agents with multi-lingual and multi currency support and CRM integration 5. The company can use blogs and social networking sites to reach customers via Advertisements.

REFERENCES
• http://www.indiainfoline.com/Markets/Company/Fundamentals/ManagementDiscussions/DLF-Ltd/532868 http://brokersreport.blogspot.com/2008/09/dlf-annual-directors-report-20072008.html http://en.wikipedia.org/wiki/DLF_Limited http://www.dlf.in/dlf/wcm/connect/dlf_common/DLF_SITE/HOME/TOP+LINK/ Investors/Overview http://en.wikipedia.org/wiki/Salesforce

• •

SOME IMAGES OF DLF COMMERCIAL COMPLEXES

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