CHAPTER 1

INTRODUCTION

1.1 CURRENT INDIAN SCENARIO

In today’s world we find that people are very busy in their hectic and tight
schedule because of that they don’t get enough time for their tax management.
Most of salaried individuals are not aware about the tax terms and how to file
their return. People are find the tax process very hard and difficult. To solution
for that there are many tax consultancies who are providing so many tax filing
services which help their client for filing their tax return and complete the
process. Nowadays most of Indian tax payer are prefer tax consultancy for
managing their tax filing over CA There is unawareness about the whole tax
process among so many tax payer . There are so many consultancies are
providing such services where the whole tax process is carried by the
consultancy on behalf of client. Nowadays the financial consultancy are
getting so many importance because of people don’t have enough knowledge
about financial terms. But there are also so many persons who still feel
uncomfortable to share their personal and income details to consultancy . As
India is developing country there is not that much of awareness about online
tax payment or online financial transactions .

 TOP 5 INDIAN ONLINE TAX CONSULTANCIES

 H&R Block
 Clear Tax
 Vitte Tax
 Tax Smile
 Tax Spanner

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  1.2 GLOBAL SCENARIO

Majority of tax payers in globe are very much aware about tax filing. USA,
Japan, UK, Spain, Denmark, Russia, and Netherland in this country’s most of
the people paid their tax online. In most of developed countries there are so
much awareness about tax concepts of their particular country . There are so
many tax consultancies in international market which are providing so may
services.

1.3 Key Concepts and Definitions –

Conversion – In electronic commerce , conversion marketing is the act of

marketing with intentions of increasing conversions , that is site visitors who
are paying customers . So client conversion can help to convert more and more
client who can visit to consultancy web site .

1.4 Theoretical Aspects

CLIENT CONVERSION AND RETENTION

CONCEPTS

Conversion marketing is a technique or process that aims to transform a

website visitor to an actual paying customer. Sometimes a marketing strategy
is enlisted to help convince potential customers to purchase an item.

Methods of increasing conversion rates in e-commerce

Among many possible actions to increase the conversion rate, the most
relevant may be:

Employ Attention, Interest, Desire, Action principles to design the user

experience through the conversion funnel. Enhance the user's credibility and
trust in the site, the product, and the business by displaying third-party trust

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logos and by quality site design. Improve site navigation structure so that users
can browse and shop with minimal effort. Improve and focus the website
content, including text, photographs, illustrations, and video, towards target
conversion. Review, and edit or remove obsolete or distracting data.
Increase usability to reduce barriers to conversion. Create a self-serving
customer service format by letting the user reach informative answers quickly
with a learning database. Offer active help (e.g. live chat, co-browsing).
Generate user reviews of the product or service. Gather a baseline user
experience by recording user actions and compiling key objections. Enable
clear tracking of standardized metrics using website analytics software for a
predetermined conversion goal (e.g. "increase volume of newsletter
subscriptions" or "decrease shopping cart abandonment percentage rate").
Take repeated action to monitor and improve the site, based on quantitative
and qualitative metrics. Following are some point which can explain how
increasing the conversion rate-

1. Recommendations – Behavioral analysis that identifies products and

content relevant to the customer’s perceived intent.
2. Targeted Offers – Targeting attempts to fit the right promotion with the
right customer based upon behavioral
and demographic information.
3. Ratings and Reviews – Using user-generated ratings and reviews to
increase conversion rates, capture feedback, and engender visitor’s
trust.
4. Email Personalization – Email with embedded recommendations
and chat that tailored personally to the recipient.
5. Chat – As consumers tend to abandon sites after only three clicks, attempts
to use proactive chat, reactive chat, exit chat, and click-to-call to convert
consumers quickly.
6. Click-to-Call – Supports cross-channel conversion without losing the
context of the conversation when visitors move from the website to the
phone.

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7. Co-Browsing – Tool for support agent infrastructure (chat or call) to assist
customers in transacting online.
8. Voice of the Customer – Feedback about products, services, and online
experiences that is captured through carefully analyzed structured and
unstructured data.
9. Automated Guides – predetermined steps that allow a customer to better
understand product features, and options to assist with the selection
process.
10. 10.Re-Targeting – Identification of visitors interested in particular
products or services based on previous site browsing or search to offer
relevant content through targeted ad placement.
Conversion Rate

The conversion rate is the proportion of visitors to a website who take action
to go beyond a casual content view or website visit, as a result of subtle or
direct requests from marketers, advertisers, and content creators.
𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐫𝐚𝐭𝐞 = 𝐍𝐮𝐦𝐛𝐞𝐫 𝐨𝐟 𝐆𝐨𝐚𝐥 𝐀𝐜𝐡𝐢𝐯𝐞𝐦𝐞𝐧𝐭𝐬/𝐕𝐢𝐬𝐢𝐭𝐨𝐫𝐬

Successful conversions are defined differently by individual marketers,

advertisers, and content creators. To online retailers, for example, a successful
conversion may be defined as the sale of a product to a consumer whose
interest in the item was initially sparked by clicking a banner advertisement.
To content creators, a successful conversion may refer to a membership
registration, newsletter subscription, software download, or other activity.

For websites that seek to generate offline responses, for example telephone
calls or foot traffic to a store, measuring conversion rates can be difficult
because a phone call or personal visit is not automatically traced to its source,
such as the Yellow Pages, website, or referral. Possible solutions include
asking each caller or shopper how they heard about the business and using a
toll-free number on the website that forwards to the existing line

Managing your customer retention rate is an incredibly important part of

growing a sustainable business.

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What is customer retention?

Customer retention rate is how well a company keeps its paying customers
over a period of time. Peter Drunker once said the purpose of a business is to
make and keep a customer. Retention deals with the latter.

A high retention rate will help the business to increasing its overall growth.
Retaining customers costs less than acquiring them, and both add to your
company’s bottom line; revenue doesn’t care where it comes from, earned or
saved.

For building a good relationship with customers, great customer service,

engagement, and education are most important marketing terms which can
convert the regular client into loyal client.

From converting client to retain them and making customer loyal customer of
organization is totally base upon the marketing strategies and quality services.

Tactics for product and brand positioning to retain customers

It's hard to retain customers if they aren't even paying attention to you. Then
its become very important to grab the customers attention and try to convert
the customer. Below are our favorite bits of research on how clear
communication and messaging helps create engagement and loyal customers.

1. Stand for something

Customers are more likely to ignore you if your company doesn’t stand for
anything. To get customer attention its become essential to have good or
strong stand market which can help to build brand image of product. After
that if you want loyal customers, you need create real connections with
them. A strong and good marketing position or stand helps to retain customer.

2. Utilize positive social proof

While negative social proof ("Nearly 90 percent of websites don't use heat
mapping software!") has been proven to dissuade customers rather than
encourage them, numerous studies on customer motivation have shown that

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positive social proof (like testimonials) are commonly the most effective
strategy for getting people to listen.

3. Position around the before and after

“This is your world before our product, and this is your world after.”
Providing a contrast for customers can make for powerful marketing, but first
company have to understand where they are (how they describe their
pain/need) and where they want to be (how they frame their solution/how to
satisfy their need ). Speak to that, and show how your product can bridge the
gap, and you’ll catch their interest.

Delivering surprise reciprocity and delight:

Reciprocity is the social construct that makes the world go 'round and keeps
customers coming back. The premise for is simple: when “delighting”
customers makes sense, it’s best served up as a surprise.

1. Delight

If customers get something more than what he expected then it will lead to
delight. By providing special offers , discount , gifts etc can give customer
more and more satisfaction its will attract customer next time also.

2. Utilize surprise reciprocity

Although reciprocity works incredibly well on its own, research shows it’s far
more powerful when started by surprise. For a simple example, recall a time
that someone did something nice for you unexpectedly — the gesture probably
wasn't all that unusual, but the fact that it came out of nowhere left a strong
impression on you. Thank you notes and proactive e-mails and messages are a
nice.

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1.5 REVIEW OF LITERATURES

Author Dave Lewinsky, in Research paper title “How to increase

conversion rate”

- MAR 18, 2014 , state that:

What are Conversion Rates?

Conversion Rates are the percentage of prospective customers who take a

specific action you want. For example, the following are specific conversion
rates that an organization may track:

 The percentage of website visitors who fill out a form, call your
company, or purchase something from you online

 The percentage of callers who are issued proposals

 The percentage of proposals you win

 Etc.

Increase Conversion Rates to Improve Profits

No matter how good your current conversion rates are, they can always get
better. And improving your conversion rates dramatically improves profits.

For example, if you spend $1,000 on advertising, you may bring 1,000
prospective customers to your website. If your online sales conversion rate is
5%, then you’ll secure 50 new customers. Alternatively, if your conversion
rate improved to 6%, you would gain 60 new customers. In this latter scenario,
you’d gain an additional 10 customer for no additional advertising cost, thus
boosting your profits significantly.

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Authors P. Annapurna, P. Jhansi, M. P. Somashankar, T. Dhanunjayarao
in Research Paper Title on “Auto - Mode Conversion Using Responses”,
Dept. of CSE, Lend Institute of Engineering and Technology Andhra
Pradesh, India in Volume 5, Issue 3, March 2015, state that -

Published in International Journal of Advanced Research in Computer Science

and Software Engineering

In present days, usage of mobile phones has rapidly grown and the
development in both the hardware and software in mobile devices is like a
continues process, so the people are expecting some new technologies in
mobiles. Even home appliances are controlled by the smart phones, this
application helps the mobile to find fast when it is misplaced. The purpose of
this paper is to develop Profile Change application that runs on Android
platform and its goal is to find mobile, when it is in silent and forgotten where
it is placed and even when it is in general mode in meetings. We will send a
message to mobile, it will authenticate the message and it reacts in converting
the silent mode to general mode and even from general to silent mode. If the
message sent is matched mode conversion takes place. We will convert one
profile mode to another; hence we are having two mode conversions so that
there are two secret codes, one for silent mode to general mode conversion and
another for general mode to silent conversion. Keywords: WAN, LAN,
WLAN I. INTRODUCTION Android is a Mobile operating system (OS)
based on the Linux kernel and currently developed by Google. As it is an open
source operating system this supports development of software for mobile
phones. Mobile computing is human computer interaction by which a
computer is expected to be transported during normal usage. Mobile
computing involves mobile communication, mobile hardware, and mobile
software. Nowadays smart phone has become a mandatory thing for any
person, sometimes we face problem in finding the mobile and even home
appliances are controlled by the smart phones, this application helps the
mobile to find fast when it is misplaced. This application is useful, when it is
in silent and forgotten where it is placed and even when it is in general mode
in meeting. Mobile security or mobile phone security has become increasingly
important in mobile computing. It is of particular concern as it relates to the
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security of personal information now stored on the smart phone. More and
more users and businesses use smart phones as communication tools but also
as a means of planning and organizing their work and private life. Within
companies, these technologies are causing profound changes in the
organization of information systems and therefore they have become the
source of new risks. Indeed, smart phones collect and compile an increasing
amount of sensitive information to which access must be controlled to protect
the privacy of the user and the intellectual property of the company. II.
RELATED WORK A. Mobile Computing Mobile Computing is "taking a
computer and all necessary files and software out into the field". Mobile
computing is any type of computing which use Internet or intranet and
respective communications links, as WAN, LAN, WLAN etc. Mobile
computers may form a wireless personal network or a pioneer B. Android:
Android is popular with technology companies which require a ready-made,
low-cost and customizable operating system for high-tech devices. Android's
open nature has encouraged a large community of developers and enthusiasts
to use the open-source code as a foundation for community-driven projects,
which add new features for advanced users or bring Android to devices which
were officially released running other operating systems. C. Mobile
Applications: We can see 'mobile app revolution!' in the world. We hear about
the challenges of taking current resources and getting them up to speed on
developing mobile. It’s hard to get up to speed quickly on mobile, as new tools
and frameworks are constantly emerging. Building apps faster is only one part
of the mobile equation. The other key element knows how to build compelling
ones. We have gone through many android applications from all those
applications mostly used applications are free smart home automation, screen
recorder etc.. Applications are controlled using a smart phones, These
applications can not be worked without a Smartphone. When it is in silent and
misplaced, our application will help us converting the Smartphone from silent
mode to general mode and we can use the other applications even. Annapurna
et al., International Journal of Advanced Research in Computer Science and
Software Engineering In the previous projects the message sent will be sent as
a normal message to the other mobile .But there is no application developed to
change the modes of the mobile automatically by receiving a predefined
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message. For mobile recovery we have applications, which use GPS
technology. If we want to change the mode we should change manually, this is
the main disadvantage. So we have proposed a new system to overcome the
problems in the existing system. IV. PROPOSED SYSTEM In this project we
will send a message to mobile, it will authenticate the message and it reacts in
converting the modes. There may be a situation where we cannot convert
manually when the mobile is misplaced then it can convert from general or
vibrate to silent mode. When mobile is in general mode in meetings this
application will helps to convert mode from general to silent with the help of
client. If the message is not matched with the mobile code then it will be a
normal message. Fig 1: Mode conversion from general to silent by sending a
message A. Architecture: This is the architecture design of the application.

 Here receiver will set the code and he has privilege to edit the code.

 Receiver can select clients for authentication.

 This application uses the database for storing the client’s details like
authentication number.

 The authorized client will send the secret code as message to receiver.

 When receiver receives the message from client then it will checks the
message with the secret code.

 If the messages match with code then it will convert the mode or it will treat
it as a normal message.

 System Architecture Annapunaetl.

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Authors “Melissa ridaberg in article “TEXT MESSAGING for sales
better conversion” publish in iBusiness , June 12 2010, state that -

Takeaways and Recommendations Texting in the sales process can lead to

conversion gains of more than 100% Sending text messages before
establishing contact with a prospect can adversely affect both contact and
conversion rates. The content, timing, and number of texts should be dictated
by actions taken by a prospect and by the prospects status in the sales process.
Identify worthy opportunities to send text messages after making contact with
a lead. Text messages are best used when there’s something timely and
important that can be said in a few words. Examples: • Follow-up on a
commitment made • Reminder of appointment • Acknowledgement of receipt
or approval of document • Request for missing information Sending three or
more purposeful text messages after contact has been made with a prospect
can increase conversion rates by 328% Its strongly recommended that all
businesses implementing a text message program take a permission-based
approach and offer the ability to opt out. It is also strongly recommended that
businesses follow current Federal Communication Commission (FCC)
regulations as well as the guidelines put forth by the Mobile Marketing
Association.

Authors Jayson Demers, in Research Paper Title : “How to convert

225%more trial subscription”-Multivariate test result, contributor to I
de-mystify 23 June 2014 state that:

Enticing prospects to sample your complimentary content first is a staple

Share of many subscription marketing campaigns.
The Weather Channel used multivariate testing to create just the right pitch for
one of its premium services and watched conversions jump 225%. Includes
seven steps and an unexpected result with Flash animation. Like many
premium content marketers, Brad Bacon, Director Distribution & Consumer
Applications, Weather Channel Interactive, looks for opportunities to turn
visitors to a free website into subscribers for paid for services .
Even with strong traffic to the Weather.com site, however, he wasn’t pleased
with conversion rates for their Notify! service, which uses email, text and

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voice alerts to warn subscribers of severe weather in their area .
“It’s a hard product to explain quickly. You almost have to have glance able
content, where you can hit that key benefit point that gets them to register,
much less pull out the wallet,” Baco says.
Bacon and his team had run through several variations for the Notify! Landing
page. They tried different feature-oriented and benefit-oriented appeals to
catch visitors’ interest in a few seconds. But none of those efforts delivered the
combination of message and offer that maximized conversions for a free trial.

Author Linda Karlsson, in article “ An approach to increases customers

retention” Faculty of Scientific and Research , University of Halmstad
Issue 403 Vol 2 , 24 March 2012, state that:

“International Journal of Scientific and Research Publications, Volume 2,

Abstract- Customers are always been important for the business. With the high
rate of competition in every market, it is critical to retain the customer/ loyal
customers. The purpose of the paper is to highlight how short term actions
with bit compromise with the profit will turn into long term customer loyalty
and hence long term benefit. In this paper we will be focusing on
understanding the customer retention and customer loyalty, their importance to
the business. After analyzing the importance of benefits, we will understand
the approach of how to increase customer retention and customer loyalty
towards your business. Though there will be many strategies for each of them,
we will also understand what considerations should be done while deciding
the best strategy for the business as different business has different scope and
also their limitations too. Index Terms- Business-To-Customers (B2C), Return
On Investment (ROI), Gift Certificate (GC), Equated Monthly Installment
(EMI) I. INTRODUCTION With the increase in the options the customer have
today, be it in online or at store, it has become a cumbersome job to get the
customers back to you. Today, the use of loyalty programs as a technique for
companies to enlarge customer loyalty is extremely popular as it is believed
that both consumers and companies can reap benefits from it. For many
products, there has been the tendency to shift from mass marketing of a
homogenous product to anonymous buyers towards customization of product
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to meet the needs of known individuals whose needs have become observable
through some form of dialogue based relationship. Customers also appear to
prefer certain styles of marketing from suppliers. When customers enter into a
relationship with a firm, they are often eager to forego other options and to
limit their choice. Some of the motivations to do so result from greater
efficiency in decision making, reduction in information processing,
achievement of greater cognitive consistency in decisions, and reduction of
perceived risks associated with future decisions. Customer loyalty is being
seen as important to the success of any retail organization, because it is known
that drawing new customers is more expensive than keeping existing one. In
this paper, we will discuss the strategies to increase the customer
retention/loyalty which helps the business to make profit.

WHY CUSTOMER RETENTION AND LOYALTY IS IMPORTANT? On average,

online retailers lose 25% of their customers every year. It has been published
that a small increase in customer retention can increase profits by more than
25%. The calculation to prove this is actually very simple. Suppose that
100,000 customers buy from you every year and you expect 20% to never buy
from you again. If it costs you say $100 to acquire a new customer, then
replacing the lost customers is costing you $2 million dollars. In this scenario,
for every percentage point that you decrease, you save $100,000. Customer
“satisfaction” isn’t enough anymore. Less than half of your satisfied customers
will come back. You need to cross the bridge from customer satisfaction over
to customer loyalty. Customer retention is perhaps the most important
influencer of profit growth, and a key motivator for executives to buy from
you. It's so important because it costs so much to influence customers to buy
and so little to induce a repurchase.

Authors-“Tim Glowa” , Paper title - “Customer retention: a potentially

potent marketing management strategy” Published in “ White Paper” 02
Nov 2013, state that:

The traditional marketing approach advocates the marketing mix principles

and the quest for market share dominance through mass marketing techniques
and a focus on new customer acquisition. This approach has guided managers

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for decades in planning and implementing their marketing strategies.
However, several authors have drawn attention to the inadequacies of the
traditional marketing approach, which led to the birth of relationship
marketing (RM). RM advocates supplier± customer interaction and
maintaining long-term relationships with a focus on customer retention.
Customer retention, in the traditional marketing approach, is however seen as
the end' rather than the means to delivering long-term portability to. This
paper discusses key issues pertaining to customer retention management,
namely its dentition, for m s of measure, benefits and potential strategies for
application. It uses examples from a variety of contexts. It is proposed that
customer retention should be part of the strategic marketing planning process.
Customer retention, we envisage, is a potentially potent marketing
management strategy. Further research is also recommended.

Authors “A. Cook” Paper Title “Customer retention management

processes” Macquarie Graduate School of Management, Macquarie
University, Sydney, Australia dated on July 2006, state that -

Customer retention has been a significant topic since the mid-1990s, but little
research has been conducted into management processes that are associated
with excellent customer retention performance. This research investigates the
associations between customer retention outcomes and a number of
management processes including customer retention planning, budgeting and
accountability and the presence of a documented complaints-handling process.

Design/methodology/approach – This is carried out using a quantitative survey

of 170 companies in Australia. Participants represented all major standard
industrial classification (SIC) codes.

Findings – It was found that excellence at customer retention is positively and

significantly associated with the presence of documented complaints-handling
processes. None of the other variables is significantly associated with the
dependent variable.

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 Research limitations/implications – This research has limited generalis ability
to other regions and the self-report nature of the data is not independently
corroborated.

Practical implications – The research emphasizes the importance of

developing and implementing documented complaints-handling processes.

1.6 OUTLINE OF PROBLEM

1.6.1 Need for Study

A) For making the business everything starts to getting attention of client.

B) The aims of project will also who to convert the client or attract client towards
organizations services and what should be actions taken to retain the client.

C) It is necessary to grab the client attention and to create interest among them for
availing the services offered by H&R block. After converting the client it is also very
important to retain the client.

D). This project will help to find out the all possible factors and various ways through
which company will convert and retain client to make a success of business.

1.6.1 Statement of Problem

Client Conversion and retention at H&R block Tax consultancy at Pune.

1.6.3 Objectives Of The study

 To seek the attention of all salaried persons for online tax filing by interacting
with client on telephone, mails and chat.

 To convert and retain the client at H&R block Tax consultancy.

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  To create desire for tax filing return by offering various benefits and schemes
to employees.

 To create connives and paying full attention to client by taking regular follow
up

1.6.4 Scope of The study

This would help to use in marketing services that will help to understand how to
convert the clients. Converting the client who all is visited to organization website,
looking for services. It will show the methods and various ways of convert to website
visitor to potential clients.

It is very important to retain the clients to grow the business. If company is providing
best services then there are chances to convert regular client to loyal client. This study
will help to understand the various method of how to convert and retain the
organization client.

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 CHAPTER 2

PROFILE OF ORGANIZATION/INDUSTRY SCENARIO

2.1 INDUSTRY SCENARIO

In 1955, two brothers, Henry and Richard Bloch, both CPAs, founded a
company which is now known as H&R Block Inc., with Henry as president
and executive officer and Richard as Chairman of board. Today, H&R
Block serves not only US but also, Canada, Australia, Brazil and India. In
1960 H&R Block became Public Limited Company and got listed on New York
Stock Exchange. Currently the CEO of the company is Mr. William Com.

H&R Block is one of the largest tax preparers in the world. It is the first tax
preparation company in the world. The company has prepared around 650
million returns since its inception in 1955. The company has revenues of
over $3 b i l l i o n . In 2014 H &R Block has prepared around

4.32 million Tax returns worldwide. H&R Block is one of the biggest
companies in US with 12000 retail offices and 99% brand awareness.
H&R Block has its own bank and nations’ premier tax entity.

2.2 PROFIL OF ORGANIZATION

2.2.1 Mission statement of the company:

“We look at your life through tax…and find ways to help.”

2.2.2. Core values of the company:

 We believe in our people.
 We take care of our clients.
 We deliver for our shareholders.
 We do the right thing.

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2.2.3. H&R Block operations in various countries:
1. United States of America

a. Found in 1955
b. Served 24.2 million clients
c. 12000 retails offices

2. Canada

a. Found in 1964
b. Served over 2.4 million clients
c. 12000 retail offices

3. Australia

a. Found in 1971
b. Served over 675K clients
c. 400 retail offices.

4. Brazil

a. Found in 2012

b. Served over 25K clients

5. India

a. Found in 2012
b. Served thousands’ of clients
c. 6 retail offices

2.2.4. Business and Culture:

Global – The Company is serving clients all over the world.

Year round – Tax filing is a seasonal business. But the company provides
year round support to its clients for further support after tax filing.

 High ambitions

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  Client focused
 Agile – The Company is very responsive for its clients’ needs.
 Tax plus – The Company provides various services beyond tax filing.

2.2.5. H&R Block India Pvt. Ltd.

 H&R Block started its operations in India in 2012.

 H&R Block India Pvt. Ltd. has served around three thousand clients since
2012.
 H&R Block India Pvt. Ltd. has six retail offices in India: o Gurgaon o
Ahmadabad o Mumbai o Pune o Hyderabad o Bangalore
 The head office is situated in Pune and the managing director is Mr. Rohan
Parikh.

Business in India

Unlike USA, business model in India is very different.

The main segment is Online Assisted (OA) channel whereas in USA the main
segment is retail offices

2.2.6. Various service channels of H&R Block India Pvt. Ltd.:

 OA (Online Assisted tax filing service) – This is the most important

channel in India as this channel generates most of the revenue for the
company. In this channel, the client is served and gets
assistance online without f a c e t o face interaction. For this channel
company has developed its own software a n d website. This
channel is further divided into three segments:
 OMC – This is the paid service and the major source of revenues.

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 CORP – The company has done t i e ups with many other c o m p a n i e s .
For the employee of these companies the return filing service is free
and they are charged only if there is Capital gain or foreign
income according to their complexity.
 NRI – It is the paid service and s e r v e s many NRI’s. o Brand office – It is
also called as retail office. In this channel, client is served in the retail
offices located in six cities in India. Most of the clients served in this
channel are NRIs, complex cases or small or medium businesses.
 DIY (Do it Yourself) – In this channel the client can file his return by his
own without any assistance. This service is also free of cost.
 The company’s main fo cu s is OA channel as it generates more
revenues in India unlike USA. In USA retail offices is the most focused
channel. H&R Block India Pvt. Ltd. started with a team of 8 tax experts in
 2012. In 2013 the number reached to 30 and in 2014 this number went
to 100. This year, in 2015, more t h a n 3 0 0 tax experts are serving their
clients through OA channel.

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 CHAPTER 03

RESEARCH METHODOLOGY

3.1 Introduction

Research is a systematic investigation and study of materials and sources in order to

establish facts and reach new conclusions. Research basically aims at expanding the
depth of knowledge and solutions for problems. It addresses to fundamental
questions and also provides specific alternative solutions for it. Thus the research is
carried out for solving the problems and guiding specific decisions.

3.2 Research Design:

Descriptive Research Method:

Descriptive research, also known as statistical research, describes data and

characteristics about the population or phenomenon being studied. Descriptive
research answers the questions who, what, where, when, "why" and how. Although
the data description is factual, accurate and systematic, the research cannot describe
what caused a situation. Thus, Descriptive research cannot be used to create a causal
relationship, where one variable affects another. In other words, descriptive research
can be said to have a low requirement for internal validity.

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3.3 Sampling:

Total sample distributed 300

Total sample collected 120

Table no. 3.3 Sample size

3.3.a. Universe:
Universe for the research project were all the salaried assesses in India.

3.3.b. Sample Frame

The sample frame will the all the respondents who are interested to file their tax
return through consultancy and that is 120 .

3.3.c. Sampling Method:

Simple random sampling was used for the purpose of research by researcher.

3.3.d. Sample Unit:

Sampling unit is the individual element in the sample size of the research project.

3.3. Sample Size-

Sample which has been collected was 120.

3.4. DATA COLLECTION:

3.4.a. Primary Data:
Primary data was collected by using the questionnaire technique. The prepared
questionnaire was administered on respondents belonging to the salaried class of
individuals. The sample of respondent was chosen by using the simple random
sampling technique from population of respondent belonging to different age
groups, different income level and different sectors of employment.

22
 Questionnaire Design:

The questionnaire used for data collected is a structured one .it was a mixture of
open ended, close ended and multiple choice questions. The words were simple and
helped in avoiding confusing and misunderstanding among the respondents.

3.4.b. Secondary data

Major portion of the research was carried out using the primary data and historical
data that was collected through questionnaire.

3.5 Research Tool

In the research following data tools were used-

 Graphical tools for data presentation like pie graphs and bar graphs.
 Percentages for data analysis.

3.6 Limitations of study

 The report is limited to an salaried individuals only.

 The data is completely based on the information provided by the 3- Once the
respondent says no for services the whole research process will stop there.

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 CHAPTER 4

DATA ANALYSIS AND INTERPETATION

4.1 INTRODUCTION AND IMPORTANCE

Analysis of data is the process of inspecting, cleaning, transforming and

modeling data with the goal of discovering useful information, suggestion
conclusion and supporting decision- making. Data analysis has multiple facts
and approaches, encompassing diverse techniques under a variety of names, in
different business, science and social science domains Analysis refers to
breaking a whole into separate components for individual examination. Data
analysis is the process of obtaining raw data and converting it into information
which is useful for decision making process by user. Data collected and
analyzed to answer questions, test hypotheses or disprove theories.

Data analysis is can also be described as the process of evaluating data using
analytical and logical reasoning to examine each component of the data
provided. This form of analysis is just one of the many steps must be
completed when conducting a research study. Data from various sources is
gathered, reviewed and analyzed to form some sort of finding and conclusion.
There are variety of specific data analysis method some of which includes data
mining, text analytics, business intelligence and data visualization.

Data analysis is important to businesses will be an understatement. In fact, no

business can survive without analyzing the available data. It is quite
significant for businesses to analysis data regularly in order to maintain its
market value, market share, gaining competitive advantages as well as to
improvise its business to go ahead of all the competitors. Merely analyzing
data isn’t sufficient from the point of view of making a decision. How does
one interpret from data analyzed is more important. Thus, data analysis is not
decision making system but it is a decision supporting system. Data analysis
can offer the following benefits:

24
 Structuring the findings from research or other means of data collection.
 Breaking of macro-picture into micro one.
 Acquiring meaningful insights from the data set.
 Making critical decisions on the basis of findings.
 Ruling out human bias through proper statistical treatment.

25
4.2.1Analysis of response for calls

Sr. No. Particular Respondents Percentage

1 Call Received 120 40
2 Call not received 180 60
3 Total 300 100

Table No 4.2.1 Analysis of response for calls

300

250

200

150 Respondents
Percentage
100

50

0
Call Received Call not received Total
1 2 3

Graph No- 4.2.1

Interpretation:

From the above graph we can depict that there are 60% of people are not
answers the calls because, consultancy calling team used to calls during
working hours of salaried individuals. There are 40% of people are answered
the calls.

26
 4.3.2 Analysis of regular tax payer:

Sr.No Particular Respondents Percentage

1 Yes 86 71.66
2 No 34 28.34
Total 120 100%

Table No 4.3.2 Analysis of regular tax payer:

140

120

100

80

60 Respondents

40 Percentage

20

0
Yes No Total
1 2

Graph No-4.3.2

Interpretation

From the above graph we can depict that , there are 72% of respondent are
regular tax payer. It show that due to strict actions taken by government most
of people are now paying their tax regularly . Nowadays people are know the
importance of paying taxes . Only 28% of people are still not paying their
taxes regularly because of unawareness about taxpaying importance .

27
 4.3.3 Analysis of sources of Respondent:

Sr. No Particular Respondents Percentage

1 Income from salary 85 70.83
2 Income from house property 5 4.16
3 Profit from businesses 10 8.33
4 Capital gain 18 15
5 Other Income 2 1.66
Total 120 100

Table No 4.3.3 Analysis of sources of income for respondent

140
120
100
80
60
40 Respondents

20 Percentage
0
Income Income Profit from Capital gain Other Total
from salary from house businesses Income
property
1 2 3 4 5

Graph No- 4.3.3

Interpretation:

From the above graph we can depict that almost 71% of respondent are have
salary from income It is showing that most of tax payer are working in
organizations where they have only annual income as their income sources.
Some of respondent have profit from business that is 8.5% . which showing
that still there are so many people have making good profit in business. Some
of respondent have capital gains which means nowadays so many people are
dealing in share market that is 15% of them. There are also some respondent
who are getting income from house property that is 5%.

28
 4.3.4 Analysis of income of individual employee.

Sr .No Particular Respondents Percentage

1 Up to 2.5L 33 27.5
2 3L to 5L 40 33.33
3 5L to 10L 32 26.66
4 Above 10L 15 12.5
Total 120 100

Table No 4.3.4 Analysis of annual income of respondent

140
120
100
80
60 Respondents
40 Percentage
20
0
Up to 3L 3L to 5L 5L to 10L Above 10L Total
1 2 3 4

Graph No- 4.3.4

Interpretation –

From the above graph one can depict that 34% of respondent have their annual
income between 3L to 5L , that mean that most of individuals are working in
private sector. As their income is according to slab rate they are entitle to paid
taxes.Some of respondent have more 2.5L as their annual income and 26%
them are have 5L to 10L yearly income .which showing some people have
good jobs and others sources of income. There are also some respondent who
have more 10Las their annual income those are 13% . It is showing that
nowadays people are invested their money in various sources from which they
are getting good return .

29
 4.3.5Analysis of clients interested in consultancy services

Sr.No Particular Respondents percentage

1 Yes 100 83.33
2 No 20 16.66
Total 120 100

Table No 4.3.5 Analysis of the client who are interested in consultancy services

Respondents
1 Yes 2 No 2 Total

42%
50%

8%

Graph No -4.3.5

Interpretation-

From the above graph one can say depict that almost 84% of respondent are
interested in consultancy services, the reasons will because nowadays people
don’t get enough time to file their tax return or respondent are finding
consultancy services quite attractive. There are also unawareness about Tax
terms. Only 16% are not interested in services because they may have
knowledge about whole tax filing process.

30
 4.3.6 Analysis of medium to attract client towards services-

Sr.No Particular Respondents Percentages

1 Call regarding services 250 50
2 E-Mails 130 26
3 References 65 13
4 News paper blogs 45 9
5 Any other 10 2
Total 500 100

Table No 4.3.6 Analysis of the medium through client get attract towards services

600
500
400
300
200
100
0
E-Mails

References

Any other

Total
News paper blogs
Call regarding

Respondents
services

percentages

1 2 3 4 5

Graph No – 4.3.6

Interpretation –

From the above graph one can depict that consultancy is using calling as their most
effective medium to attract most of client, that 50% of client receives call regarding
the services because nowadays everyone has the cell phones .and it way to connect
most of people .Some of respondent get e-mails about services of consultancy those
are 26% . Mails are also very effective medium because most salary individuals have
their mail id & they check their mails daily. Some of old client give reference to the
so many people about consultancy, as they had great experience with consultancy
13% them get attract through this way . There are also others ways to attract the client
that is news paper blogs, as print media have great impact in promotions 9% them get
attract through this way.

31
4.3.7 Analysis of effort of H&R Block consultancy which are found to be more
prominent to develop interest of potential client also to retain clients

Table No 4.3.7 Analysis of effort of H&R Block consultancy which are found
to be more prominent to develop interest of potential client also to retain
clients

Sr.No Particular Respondent percentage

1 Tax filing within 1 working day 60 50
2 Fast services 20 16.66
3 Personally attention paid by Tax expert 15 12.5
4 Immediate query solution by C.A 25 20.83
Total 120 100

140
120
100
80
60
40
20 Series1
0
Series2
Tax filing Fast services Personally Immediate Total
within 1 attention query
working day paid by Tax solution by
expert C.A
1 2 3 4

Graph No- 4.3.7

Interpretation-

From the above graph one can depict that 50% of respondent are like the services tax
filing with 1 working day because , nowadays most people want quick services which
can done their work quickly and in less period of time . Some of them like quick
query solutions those are 21% , some client are want to clear their query immediate by
experts, here C.A are providing all assistance to client . Fast services is one of the way
to retain the client and consultancy is providing fast services these is reason for 16%
of respondent are like this mode of service. Some client like personal attention from
tax experts .Which showing that client needs personal attention to fling there return.

32
4.3.8 Analysis of the client who having investment policies, which are cliam by
consultancy on behalf of them –

Table No 4.3.7 Analysis of the client who having investment policies, which are by
consultancy on behalf of them

Sr.No Particular Respondents Percentage

1 Yes 95 79.16
2 No 25 20.83
Total 120 100

140
120
100
80
60 Series1
40 Series2
20
0
Yes No Total
1 2

Graph No- 4.3.8

Interpretation-

From the above graph one can depict that 80% of respondent having the proof
of their investment policies , that showing that in today’s world people know
the importance of investment policies and understand the use of policies in
future as well as for tax filing . Only 20% of respondent don’t have the proof
of polices may be there is unawareness about investment and financial
policies.

33
4.3.9Analysis of services in which client is mostly interested –

Table No 4.3.8 Analysis of the services in which client are showing more
interested

Sr.No Particular Respondents Percentages

1 Free online assistance 28 23.33
2 Rs.149 package 82 68.33
3 Dealing in capital gain 10 8.33
Total 120 100

120
100
80
60
Respondents
40
Percentages
20
0
Free online Rs.149 Dealing in Total
assistance package capital gain
1 2 3

Graph No- 4.3.9

Interpretation –

From the above graph one can depict that most of client are interested in Rs
149 packing that are 68% of them. Because nowadays most people don’t have
enough knowledge the tax terms that the reason most client are interested to
take this service. Some of them are interested towards the free assistance that
is 23& of them because those client know how to file the tax online. Only 8%
of them are looking for capital gain which show that still most of people are
still not invest in share.

34
4.3.10 Analysis of investment policies proof which client have –

Table No 4.3.9 Analysis of investment policies proof which client have –

Sr.No Particular Respondents Percentage

1 Yes 85 89.47
2 No 10 10.52
Total 95 100

100
90
80
70
60
50 Respondents
40 Percentage
30
20
10
0
Yes No Total
1 2

Graph No- 4.3.10

Interpretation-

From the above graph one can depict that almost 90% of respondent having
the proof of their investment policies. This can be asked by tax department in
future as proof. Its is showing that most of tax payers have investments which
can help them in the future. Only 10% of total respondent don’t have their
investment policies proof .

35
4.4.1 Analysis of how many Form 16 does client have

Table No 4.3.10 Analysis of how many Form 16 does client have

Sr.No Particular Respondents Percentage

1 Single Form 73 73
2 Multiple Form 27 27
Total 100 100

100
90
80
70
60
50 Respondents
40 Percentage
30
20
10
0
Single Form Multiple Form Total
1 2

Graph No- 4.4.1

Interpretation-

From the above graph one can depict that 73% of respondent have single
Form 16 which means most of respondent don’t change their company during
this particular year. It is showing that most of people are engaged to work with
same company. Only 27% of respondent have multiple Form 16 which show
that they change their organization. From above analysis it interprets that the
changing company rate is low for this particular year .

36
4.4.2Analysis of assistance provide to client for online tax payment-

Table No 4.4.1 Analysis of assistance provide to client for online tax payment

Sr.No Particular Respondent Percentage

1 Client need assistance 70 70

2 Don’t need any assistance 30 30

Total 100 100

100
90
80
70
60
50
Respondent
40
30 Percentage
20
10
0
Client need Don’t need any Total
assistance assistance
1 2

Graph No- 4.4.2

Interpretation-

From the above graph one can depict that 70% of respondent required
assistance for tax payment. Because most of respondent don’t have knowledge
about online tax payment due unawareness about online tax management
among people. Only 30% of client know the whole process of online tax
payment.

37
4.4.3 Analysis of assistance for EVC process which provide to client

Table No 4.4.2 Analysis of assistance for EVC process which provide to client

Sr. No Particular Respondent Percentage

1 Assistance Required 90 90

2 No assistance Required 10 10

Total 100 100

GraphNo-4.4.3

100
90
80
70
60
50
Respondent
40
30 Percentage
20
10
0
Assistance No assistance Total
Required Required
1 2

Interpretation-

From above graph one can depict that almost 90% of client are not aware
about the Electronic verification process which one of important step in tax
fling . Which showing that the most of people are still not aware about the
whole process. Only 10% of client know the whole process of EVC

38
4.4.4 Analysis of net banking using by client for EVC process

Table No 4.4.3 Analysis of net banking using by client for EVC process

Sr.No Particular Respondents Percentage

1 SBI 20 16.66
2 AXIS Bank 41 34.16
3 HDFC Bank 38 31.66
4 CITI Bank 11 9.16
5 Any Other 10 8.33

Total 120 100

120

100

80

60
Respondents
40 percentage
20

0
SBI AXIS HDFC CITI Bank Any Total
Bank Bank Other
1 2 3 4 5

Graph No – 4.4.4

Interpretation-

From the above graph one can depict that 35% and 31% of client uses AXIS
net banking and HDFC net banking respectively for EVC process which
showing that these banks are providing good and fast net banking which use
by most of people nowadays. Some of them using SBI for EVC process that
show still there some people are using government banks for tax filing . There
are also some respondent who are uses CITI net banking for this process and
8% of client use some other banks for this process.

39
 CHAPTER 5

FINDINGS AND CONCLUSION

5.1 FINDINGS:

 From the observation of the client’s majority of them are not aware about
the concept of Tax saving investment.
 For confidentially and personal information, majority of client are
reluctant.
 Nowadays client are attract towards fast and quick services which can save
their time and money.
 There was unawareness of online tax paid process.
 Better and quality services attract client it is also help in retain clients.


5.2 LEARNINGS:

 Study about various tax sections and tax saving investment.

 Study about AIDS Marketing communication model.
 Study of various tax benefits which can save our taxes.
 Understand the method of client conversion for services .
 Study about clients behavior towards financial services.
 Study about various techniques of how to retain clients.
 The project helped in understanding the work environment in a company.
 The strict office timing helped in understanding the time value of time and
intern could practically manage the time throughout the day.
 It is opportunity like how to interact with the client and how to convert
potential client into company services taker.

40
5.3 SUGGESTIONS:

 People should prefer the services of financial consultancy to make their tax
management in better way so that they can saves taxes as well as they will
getting good returns on their investment.
 Consultancy should pay personal attention every client because it would
help to retain the clients.
 Feedback should be taken to every customer regularly because then they
can improve in the services which they offer to customer.
 Company should create awareness towards tax planning and financial
planning by providing various services and training to the people so that
more number of people would be ready to invest and this will also helpful
for government for developing economy.

5.4 SCOPE

Client conversion and retention will use in marketing services that describes
how to converts client and after that how to retain the client.

Conversion – In electronic commerce , conversion marketing is the act of

marketing with intentions of increasing conversions , that is site visitors who
are paying customers . So client conversion can help to convert more and more
client who can visit to consultancy web site .

Retention – Customer retention refers to the activates and actions of company

take to reduces number of customer defections. The goal of retention
marketing is to retain as many customers as possible , often through customer
loyalty and brand loyalty initiatives. Retention can lead to customers loyalty
towards company.

So conversion and retentions, these marketing tools can help to understand to

way to convert the potential client through offering or attracting the quality
services. Which can gain more and more customer attention. By providing the
personal attention and best of services which can give client desire and satisfy

41
to need of customer. Using a system or this marketing strategies it will allow
a general understanding of how convert the potential client and way retain
them or make them the loyal client of company .

5.5 CONTRIBUTION TO THE ORGANIZATION:

 Provided assistance to converting client to organization .

 Provided additional help during peak business periods.

 Offered fresh, creative perspective and energy.

 Contributed towards some of B2B marketing project

 Provide assistance to train new appoint marketing interns .

5.6 CONCLUSION:

Nowadays most people don’t get enough time for filing their tax return. In
today’s busy world if any company is providing quality services which can
provide confront to customer it attract most customer. Most of Indian tax
payers are not still aware about tax concepts. Due to the unawareness about
financial terms most of people now deal with consultancy. Attractive offers
and quality services are important factors for retain clients. Most people still
not sure about online tax payment.

42