A STUDY ON

CUSTOMER SERVICE

A Project report submitted to Dr.B.R.Ambedkar University,

Srikakulam in partial fulfilment of the requirements for the award
Of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted By
SANTOSH KUMAR PANDA
Regd.No:1701071021

Under the guidance of

SRI V. MAHESH

Department of Commerce and Management Studies

GAYATRI COLLEGE OF SCIENCE & MANAGEMENT

(Affiliated to Dr. B.R. Ambedkar University, Etcherla Srikakulam)
Accredited by NAAC with B+ and ISO 9001:2008
Munsabpeta, Srikakulam.
2017–2020
 GAYATRI COLLEGE OF SCIENCE & MANAGEMENT
(Affiliated to Dr. B.R. Ambedkar University, Etcherla Srikakulam)
Accredited by NAAC with B+ and ISO 9001:2008
Munsabpeta, Srikakulam.

CERTIFICATE

This is to certify that the project work entitled " CUSTOMER

RELATIONSHIP MANAGEMENT IN RELEVANCE TO
CENTRAL” with reference to VISHAKA CENTRAL, being Submitted
by SANTOSH KUMAR PANDA in partial fulfilment for the award of
Degree of BACHELOR OF BUSINESS ADMINISTRATION during
the year 2017-2020 in Dr.B.R.AMBEDKAR UNIVERSITY,
Srikakulam is a bona fide work carried out by him under my guidance
and supervision.

Place: VISHAKAPATNAM
Date:
Project Guide
 DECLARATION

I SANTOSH KUMAR PANDA hereby declare that the project

report entitled.” CUSTOMER RELATIONSHIP MANAGEMENT
IN RELEVANCE TO CENTRAL” with reference to vizag
central(future groups), Visakhapatnam submitted by me to the
department of management studies, Gayatri college of science and
management, Affiliated to Dr.B.R.Ambedkar University, Srikakulam is
a bonafied work done by me for the partial fulfillment of the award
degree of BACHELOR OF BUSINESS ADMINISTRATION and has
not been submitted to any other university or publishers at any time before.

PLACE: SANTOSH KUMAR PANDA

DATE:
 ACKNOWLEDGEMENT

I express my deep sense of gratitude to Sri. V. MAHESH,

Head Department of Commerce & management Studies for giving
me an opportunity to carry out my project esteemed organization.

I am greatly indebted to my project guide Sri. V. MAHESH, Head

Department of Commerce & Management Studies, GAYATRI
COLLEGE OF SCIENCE AND MANAGEMENT, Srikakulam, for guiding
me through this project work and pioneering me the path of success
for completion of the project work.

I would also like to show my gratitude to my project guide in the

organization Sri. Srinivas, Marketing Manager, Sri. G.V.Rajesh, HR
Manager and Sri. Munwar, HR Manager, Vizag Central who has
always been a great support in doing my project.

A Special thanks to my parents for supporting me morally and

financially. There are many others who have contributed more
indirectly to this article but whose presence is nevertheless felt
important.

SANTOSH KUMAR PANDA

 CHAPTER 1
1. Introduction

2. Importance of Customer Service

3. Retailing Sector in India

4. Significance of the study

5. Objectives
6. Methodology
7. Presentation of the study
CHAPTER 2
1. Customer Service in retailing

2. Conceptual frame work

 Industry Profile

 Vizag Central Profile

CHAPTER 3
1. Opinion Survey on customer relationship management in
relevance to central.
CHAPTER 4
2. Opinion Based on customer relationship management in relevance
to central experience
CHAPTER 5

1. Summary
 INDUSTRIAL PROFILE
Organizational Profile
Future group understands the soul of Indian consumers. As one of
India’s retail pioneers with multiple retail formats, they connect a
diverse and passionate community of Indian buyers, sellers and
businesses. The collective impact on business is staggering: Almost 500
million customers walk into their stores each year and choose products
and services supplied by over 30,000 small, medium and large
entrepreneurs and manufacturers from across India.
Future group employs around 60,000 people directly from every section
of our society. We source our supplies from enterprises across the
country, creating fresh employment, impacting livelihoods, empowering
local communities and fostering mutual growth.
RETAIL BUSINESSES:
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is
one of India’s leading business houses with multiple businesses
spanning across the consumption space.
While retail forms the core business activity of Future Group, group
subsidiaries are present in consumer finance, capital, insurance, leisure
and entertainment, brand development, retail real estate development,
retail media and logistics.
The company follows a multi-format retail strategy that captures almost
the entire consumption basket of Indian customers. In the lifestyle
segment, the group operates fashion retail chain Central, a chain of
seamless malls. In the value segment, its marquee brand, Big Bazaar is a
hypermarket format that combines the look, touch and feel of Indian
bazaars with the choice and convenience of modern retail.
The group’s speciality retail formats include supermarket chain - Food
Bazaar, sportswear retailer - Planet Sports, electronics retailer - eZone,
home improvement chain -Home Town and rural retail chain - Aadhaar,
among others. It also operates popular shopping portal -
www.futurebazaar.com.
Future Group believes in developing strong insights on Indian
consumers and building businesses based on Indian ideas, as espoused
in the group’s core value of ‘Indianness.’ The group’s corporate credo
is, ‘Rewrite rules, Retain values.’
Company’s Purpose
Future Group was founded on a simple idea: Rewrite rules, retain
values. This fundamental belief created a new kind of marketplace,
forever transforming Indian retail.
Group Vision:
Future Group shall deliver Everything, Everywhere, Everytime for
Every Indian Consumer in the most profitable manner.
Group Mission
The group share the vision and belief that customers and stakeholders
shall be served only by creating and executing future scenarios in the
consumption space leading to economic development.
They are the trendsetters in evolving delivery formats, creating retail
realty, making consumption affordable for all customer segments - for
classes and for masses.
They infuse Indian brands with confidence and renewed ambition.
They are efficient, cost- conscious and committed to quality in whatever
they do.
They ensure that their positive attitude, sincerity, humility and united
determination shall be the driving force to make them successful.

Core Values
 RESPECT AND HUMILITY in dealing with everyone within
and outside the organisation
 FLOW by constantly learning and being inspired from the
universal laws of nature
 INDIANNESS by believing in oneself and doing things the Indian
way
 INTROSPECTION for continuous learning, self-development
and personal excellence
 OPENNESS AND ADAPTABILITY by accepting new ideas and
knowledge, and being proactive in meeting challenges emerging
from changing business scenarios
  VALUING AND NURTURING RELATIONSHIPS with
customers, business associates, stakeholders, communities and the
society LEADERSHIP in thought and in business
 SIMPLICITY AND POSITIVITY to foster innovation, speed
and imagination

Major Milestones
1987:
 Company incorporated as Manz Wear Private Limited. Launch of
Pantaloons trouser, India’s first formal trouser brand.
1991:
 Launch of BARE, the Indian jeans brand.
1992:
 Initial public offer (IPO) was made in the month of May.
1994:
 The Pantaloon Shoppe – exclusive menswear store in franchisee
format launched
 Across the nation. The company starts the distribution of branded
garments through
 Multi-brand retail outlets across the nation.
1995:
 John Miller – formal shirt brand launched.
1997:
 Pantaloons – India’s family store launched in Kolkata.

2001:
 Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first
hypermarket chain launched.
2002:
 Food Bazaar, the supermarket chain is launched.

2004:
 Central – ‘Shop, Eat, Celebrate In The Heart Of Our City’ -
India’s first seamless mall is launched in Bangalore.
2005:
 Fashion Station - the popular fashion chain is launched aLL – ‘a
little larger’ - exclusive stores for plus-size individuals is launched
2006:
 Future Capital Holdings, the company’s financial is formed to
manage over $1.5
 billion in real estate, private equity and retail infrastructure funds.
Plans forays into
 retailing of consumer finance products.
 Home Town, a home building and improvement products retail
chain is launched
 along with consumer durables format, Ezone and furniture chain,
Furniture Bazaar.
 Future Group enters into joint venture agreements to launch
insurance products with
 Italian insurance major, Generali.
 Forms joint ventures with French retailer, ETAM Group and US
office stationery
 retailer, Staples.
2007:
 Future Group crosses $1 billion turnover mark.
 Specialized companies in retail media, logistics, IPR and brand
development and
  Retail-led technology services become operational.
 Pantaloon Retail wins the International Retailer of the Year at US-
based National
 Retail Federation convention in New York and Emerging Retailer
of the Year award at the World Retail Congress held in Barcelona.
 Futurebazaar.com becomes India’s most popular shopping portal.
2008:
 Future Capital Holdings becomes the second group company to
make a successful
 Initial Public Offering in the Indian capital markets.
 Big Bazaar crosses the 100-store mark, marking one of the fastest
ever expansion of a
 Hypermarket format anywhere in the world.
 Total operational retail space crosses 10 million square feet mark.
 Future Group acquires rural retail chain, Aadhar present in 65 rural
locations
2009
 Future Group celebrates its first Shopping Festival across all retail
formats in key Indian cities.
 Future in University starts its campuses in Ahmedabad, Bangalore
and Kolkata to offer degree programs through a tie-up with
IGNOU.
 Future Group partners with Hong Kong-based Li & Fung Group to
strengthen its supply chain and logistics network across the
country.
2010
 Future Group launches its telecom brand T24 in partnership with
Tata Teleservices to provide additional loyalty benefits to its
customers.
 Future Group launches products in key FMCG categories through
Such, a brand co-created with Sachin Tendulkar.
  Future Group connects over 4000 small and medium Indian
manufacturers and entrepreneurs with consumers.
2011
 April 2011 – KB's Fair price celebrates opening its 200 stores in
India
 May 2011 – Future Supply Chains becomes ISO certified
2012
 On 1st May 2012, the company introduced a new retail initiative –
Public Holiday Sale
 Food hall the premium lifestyle food destination launched its
second store in Bengaluru on 4th May 2012
 Big Bazaar redefined the concept of customer service with the
launch of the Rajajinagar Family Centre in Bengaluru with its
unique Sever initiative on 24th February 2012
 Future Sharp Skills Ltd. launched its first skill centre in Kolkata
with a vision to train and provide sustainable livelihood to five
lakh youth of West Bengal by 2022
 Pantaloons became the first retailer to introduce a reality hunt as it
set out on a countrywide search for their next Fresh Face
 Pantaloons launched its first store in Ludhiana, Visakhapatnam,
Bilaspur
 Future Group started Aadhaar Franchise
 Future Supply Chains Express Logistics business became the
fastest profitable Express Business in India
 Keeping pace with the ongoing trends Fashion@ Big Bazaar
decided to reposition itself as fbb
 Pantaloons joined hands with PAYBACK. Being India's largest
and one of the strongest loyalty programs in Europe, PAYBACK
offers were made available to all Pantaloons customers
 Big Bazaar launched its home delivery services in Mumbai
2013
 Food hall, the premium lifestyle food destination launched in
Pune.
 Our fashion brand Central opens its new store in Center Square
Mall, Kochi.
 First batch of Future India Fellowship program started with 5
selected fellows across the country. The fellowship aims to create
thought leaders of tomorrow.
 Future Group successfully introduced 'Big Bazaar Direct' an
assisted shopping concept where franchises will sell Big Bazaar
products through a catalogue on a 'tablet'.
 Future Group introduced brand new fashion format 'I am In' for
trendy youth of the country.
 Big Bazaar introduced an exciting occasion for shopping 'April
Utsav'.
 Future Group officially launched India's largest State of the Art
Logistical Distribution Hub at Nagpur.
 Big Bazaar introduced a unique customer membership program
'Big Bazaar Profit Club.'
 Food hall, the premium lifestyle food destination launched in New
Delhi.
 Future Sharp, the Future Group arm that trains and develops the
skills of youth opened its new skill centre in Nasik.
2014
 Future Group partnered with the Fortune 500 company and one of
the largest online shopping destination, Amazon
 Future Consumer Enterprises Limited acquired one of the India's
oldest supermarket chains in India with origins dating back to
1905, nil irises.
 Future Supply Chain acquired New Delhi based processed-foods
supply chain company, Brattle Foods
  Future Group partnered with world's leading customer science
company, dunnhumby for data analytics services
 Future Group announced its strategic tie-up with SAP company
hybrids that delivers Omni Commerce™: state-of-the-art master
data management for commerce and unified commerce processes
to its clients.
 India's First Mega Food Park was inaugurated by India's
Honorable PM Shri Narendra Modi at Tumkur Karnataka
 Central completed its 10 glorious years of serving customers
 Home Town underwent a complete makeover with a new tagline,
'The Art of Better Living', logo and in-store branding.
 Future Group's premium food destination Food hall launched in
Saket, New Delhi.
 Big Bazaar and Ezone were voted as one of the Top 50 Most
Trusted Brands in the country in the Brand Equity Survey 2013
conducted by Nielson. The survey also revealed that Big Bazaar is
the 4th Most Trusted Service Brand of the country
 fbb ties up with India's largest Beauty Pageant Femina Miss India
2014
 A New Generation Big Bazaar, Big Bazaar Family Centre was
launched at Alcove in Kolkata on January 6, 2014
2015
 fbb became style partner of Asia's largest music festival, Sunburn
 Big Bazaar & Ezone made to the Brand Equity's Top Retailer's List
 Tasty Treat, Future Group's Food & FMCG brand launched its first
mass media campaign with a new tagline 'Yeh Phislee Neeyat'
 Future Consumer Enterprise Limited (FCEL), signed an equal joint
venture deal with the Mibelle Group, Europe's third largest FMCG
brand company.
 Future Group partnered with India's fastest growing Ayurved
company, Patanjali Ayurved.
  Future Consumer Enterprise Limited joined hands with Gov. of
Rajasthan to operate their public distribution stores Annapurna
Bandar.
 The Miss Universe from Columbia, Paulina Vega launched Jealous
21's limited edition Miss Universe Collection at Taj Land's End in
Mumbai
 First Big Bazaar GEN NXT store designed for smart and easy
shopping experience opened in Infinity Mall, Malad, Mumbai
 Big Bazaar announced an exclusive tie-up with a leading mobile
wallet company, MobiKwik
 The UK based Plymouth City College awarded Future Sharp with
a title of 'The Best International Business Partner'
 Giovani, Indus League's suits & jackets brand signs Fawad Khan
as it's brand ambassador
 T24, Future Group's unique telecom service and loyalty program
and of India's first unpaid GSM mobile service completed 5
eventful years
 Future Group's niche plus-size clothing brand, aLL celebrated 10
years journey of serving customers
 The most affordable fashion destination, fbb signed youth style
icons Katrina Kaif and Varun Dhawan as its brand ambassadors
 Bharti Retail joins hands with Future Retail
 Future Supply Chains Solutions Ltd launched its cold storage
warehouse facility at Mehsana, Gujarat
 Future Group forays into M-Commerce with the T24 Mobile App
 Big Bazaar redefines weekends with the launch of a never-seen-
before campaign, 'Crazy Weekend'.
 Future Group launched the new age convenience store format,
KB's Conveniently Yours.
2016
 Future Consumer Enterprise Limited (FCEL) partnered with Star
Bazaar
  Future Group acquired its first e-commerce home furnishing store
Fab Furnish
 Big Bazaar Direct tied-up with Oxigen Services to sell the wide
assortment of the franchisees.
 Little Foodhall launched in Gurgaon
 Future Lifestyle Fashions, launched Cover Story, a fast fashion
brand led by Future Design Lab
 Central @ Residency Road, Bangalore was re-designed and
launched in High Definition to provide hassle free shopping for the
customers
 Future Group associated with Bajaj Finserv to launch India's first
retail EMI card
 fbb created Guinness World record for the world's largest
photobook of 18 feet height and 27 feet width
 Future Retail Limited approved a proposed consolidation of the
retail and allied businesses of Heritage Foods Limited. The retail
business of Heritage Foods includes the popular Heritage store
chain of 124 stores in the three key southern cities of Hyderabad,
Bangalore and Chennai.

2017
 Future Consumer Limited partnered with the Hain Celestial Group
Inc. to bring Better-For-You organic and natural products to the
Indian market
 Central and SBI Card launched a unique co-branded credit card
designed for the aspirational urban shopper
 Future Supply Chain Solutions Limited inaugurated its state-of-
the-art Integrated Apparels/General Merchandise Distribution
Centre at Burdwan District, West Bengal.
 Future Supply Chain Solutions Limited comes up with its Initial
Public Offering
  Future Group launched New Retail 3.0, a digital strategy aimed at
making the group Asia's largest leading integrated consumer
company with a trillion dollars in revenue by 2047
2018
 Future Group acquires Foodworld Business of FSPL, a
supermarket chain with presence in Bangalore and Hyderabad
 Future Retail Ltd. acquired Travel News Services India which
holds the license of global retail brand "WH Smith" in India
 Future Supply Chain Solutions entered into an agreement with
Jasper Infotech, which also owns Snapdeal, to buy 100% stake in
Vulcan Express Private Limited
 Big Bazaar organised one of the world's first 24hrs of Facebook
Live Shopping Carnival to celebrate the 12th anniversary of Sabse
Sasta Din
 Big Bazaar for the first time ever created a mobile game 'Deal
Skyfall – Sabse Saste 5 Din' that has transformed the shopping
experience in India
 Future Consumer Ltd. launches 'Prim', a smart home care brand
 fbb launched ' Watch Now Buy Now', India's first ever LIVE
online fashion event
 Big Bazaar dropped prices of 1,500 Everyday Items with the 'Har
Din Lowest Price' Promise
 Future Style Labs launched Ancestry, its first contemporary Indian
lifestyle brand

Future Lifestyle Fashions (FLF)

It brings together the four key components in the fashion industry – a
strong portfolio of owned and licensed brands, a well-established retail
presence, a pan-India reach for its brands through a strong distribution
network and investments in fast growing fashion brands – into a single
entity.
FLF is a unique player in the fashion industry that is primed to gain
leadership in building both fashion brands and fashion retailing in India.
As an integrated fashion company with presence across all key segments
within the fashion industry, FLF benefits from operating mature
businesses that have built its presence and strengths for well over a
decade.
FLF Approach
Live, Breathe & Think Fashion– Fashion is ever-evolving and we
will be sensitive, agile and open to the rapidly evolving fashion market.
Consumers at our Core– We create exceptional brands and experiences
that reflect the various identities and aspirations of Indian consumers
and their spoken and unspoken needs, wants and desires.
Design is our Soul – The spirit of our design-thinking lies not only in the
brands and experiences we create but also in building relationships,
leading innovation, setting trends and providing utmost fulfilment to
consumers.
Pursuit of Happiness – Above all, we will collaborate and strive to bring
smiles on the faces and happiness in the lives of our colleagues,
customers, business partners and communities we work in.
Vision
To be the leading lifestyle fashion company in India by creating
exceptional brands and shopping experiences that will bring alive the
Indian idiom of fashion.
Mission
We at Future Lifestyle Fashions aim to create a globally recognized
fashion organization here in India by bringing alive the Indian idiom of
fashion. We thus strive to:
 Be the most preferred fashion destination of India
 Create the most preferred portfolio of fashion brands
 Be as the most innovative, efficient, and profitable retailer
 Be the preferred employer in the fashion space
  Be the trendsetter in Indian fashion through superior understanding
of the culture, style code, passion and aspirations of Indian
consumers
 Create happiness for customers, colleagues, business partners and
every stakeholder

Business Overview
The Company is an integrated fashion company with presence across
key segments within the fashion industry i.e. designs to distribution.
Company’s business has been designed to capture the trend of
consumers getting more attuned to fashion and brand preferences. We
have a portfolio of fashion brands that cover the entire gamut of sub-
categories including formal menswear, casual wear, active or
sportswear, women’s ethnic wear, women’s denim wear, women’s
casual wear, footwear and accessories and are present across various
price points.
 CHAPTER-1

THEORETICAL FRAMEWORK

EVOLUTION OF INDIAN RETAIL:

Informal retailing Sector

•Typically large retailers

•Greater enforcement of taxation mechanisms

•High level of labor usage monitoring Formal Retailing Sector

•Typically small retailers.

•Evasion of taxes

•Difficulty in enforcing tax collection mechanisms

•No monitoring of labor laws.

WHY CRM?

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

the company.

 It costs 7 time more to attract a new customer than to serve an old

one.

 20% of the company’s loyal customers account for 80% of its

revenues. (Pareto’s principle).

  The chances of selling to an existing customer are 1 in 2, the

chances of selling to a new customer are 1 in 16.

ABOUT CRM

The biggest management challenge in the new millennium of

liberalization and globalization for a business is to serve and maintain
good relationship with the king – the customer. In the past producers
took their customers for granted, because at that time the customers
were not demanding nor had alternative source of supply or suppliers.
But today there is a radical transformation. The changing business
environment is characterized by economic liberalization, increasing
competition, high consumer choice, demanding customer, more
emphasis on quality and value of purchase etc.

All these changes have made today’s producer shift from traditional
marketing to modern marketing. Modern marketing calls for more than
developing a product, pricing it, promoting it and making it accessible to
target customer. It demands building trust, a binding force and value
added relationship with the customers.

The process of developing a cooperative and collaborative relationship

between the buyer and seller is called customer relationship
management shortly called CRM. According to Ashoka dutt head of Citi
Bank “the idea of CRM is to know the individual customer intimately,
so that the company has a customized product ready for him even before
he asks for it.”
A CRM is a collection of people, processes, software, and internet
capabilities that helps an enterprise manage customer relationship
effectively and systematically. The goal of CRM is to understand and
anticipate the needs of current and potential customer to increase
customer retention and loyalty while optimizing the way product and
services are sold.CRM stands for Customer Relationship Management.
It is a strategy used to learn more about customers' needs and behaviors
in order to develop stronger relationships with them. After all, good
customer relationships are at the heart of business success. There are
many technological components to CRM, but thinking about CRM in
primarily technological terms is a mistake. The more useful way to think
about CRM is as a process that will help bring together lots of pieces of
information about customers, sales, marketing effectiveness,
responsiveness and market trends The objective is to capture data about
every contact a company a company has with a customer through every
channel and store it in the CRM system to enable the company to truly
understand customer action. CRM software helps an organization build
a database about its customer that management, sales people, customer
service provider and even customer can access information to access
customer needs with product and offering.

The idea of CRM is that it helps businesses use technology and human
resources to gain insight into the behavior of customers and the value of
those customers. If it works as hoped, a business can:

 Provide better customer service

 Make call centers more efficient
  Cross sell products more effectively
 Help sales staff close deals faster
 Simplify marketing and sales processes
 Discover new customers
 Increase customer revenues

ARCHITECTURE OF CRM
There are three parts of application architecture of CRM:
 Operational - automation to the basic business processes
(marketing, sales, service)
 Analytical - support to analyze customer behavior, implements
business intelligence alike technology
 Collaborative - ensures the contact with customers (phone, email,
fax, web, sms, post, in person)
 Operational CRM
 Operational CRM means supporting the so-called "front office"
business processes, which include customer contact (sales,
marketing and service). Tasks resulting from these processes are
forwarded to employees responsible for them, as well as the
information necessary for carrying out the tasks and interfaces to
back-end applications are being provided and activities with
customers are being documented for further reference. According
to Gartner Group, the operational part of CRM typically involves
three general areas of business:
CRM: Sales Force Automation

Sales Force Automation (SFA):

SFA automates some of the company's critical sales and sales force
management functions, for example, lead/account management,
contact management, quote management, forecasting, sales
administration, keeping track of customer preferences, buying
habits, and demographics, as well as sales staff performance. SFA
tools are designed to improve field sales productivity. Key
infrastructure requirements of SFA are mobile synchronization and
integrated product configuration.

Customer Service and Support (CSS):

CSS automates some service requests, complaints, product

returns, and information requests. Traditional internal help desk
and traditional inbound call-center support for customer inquiries
are now evolved in to the "customer interaction center" (CIC),
using multiple channels (Web, phone/fax, face-to-face, kiosk, etc).
Key infrastructure requirements of CSS include computer telephon
yintegration (CTI) which provides high volume processing
capability, and reliability.
Enterprise Marketing Automation (EMA):

EMA provides information about the business environment,

including competitors, industry trends, and macro environmental
variables. It is the execution side of campaign and lead
 management. The intent of EMA applications is to improve
marketing campaign efficiencies. Functions include demographic
analysis, variable segmentation, and predictive modeling occur on
the analytical (Business Intelligence) side.
Analytical CRM

In analytical CRM, data gathered within operational CRM and/or

other sources are analyzed to segment customers or to identify
potential to enhance client relationship. Analysis of Customer data
may relate to one or more of the following analyses:
1. Contact channel optimization
2. Contact Optimization
3. Customer Segmentation
4. Customer Satisfaction Measurement / Increase
5. Sales Coverage Optimization

Aims of CRM

The CRM is a new technique in marketing where the marketer tries to

develop long term relationship with the customers to develop them as
life time customers. CRM aims to make the customer climb up the
ladder of loyalty.

The company first tries to determine who are likely prospects i.e. the
people who have a strong potential interest in the product and ability to
pay for it. The company hopes to convert many of its qualified prospect
into first time customers and then to convert those first time customers
into repeat customers. Then the company tries to convert these repeat
customers into clients – they are those people who buy only from the
company in the relevant product categories. The next challenge for the
company is to convert these client into advocates. Advocates are those
clients who praise the company and encourage others to buy from it.

The ultimate challenge is to convert these advocates into partners where

the customers and the clients work actively together to discover ways of
getting mutual benefit.

Thus in CRM the key performance figure is not just current market
share but share of life time value by converting customers into partners.

In CRM the company tries to identify that small percentage (20%) of

key account holders who’s contribution to the company revenues is high
(80%). So from this point of view, CRM is also known as KEY
ACCOUNT MANAGEMENT.
 CRM in the Textile industry

In textile industry one company sell its product to another company. For
example a yarn manufacturing company sell to fabric manufacturing
company. A fabric manufacturing company sell fabric to apparel
company. The main customers of the companies in the textile industry
are the wholesalers. And the final product is sold to the wholesalers and
retailers. In this industry the customers are few and profit margins are
high. So CRM is very much necessary and relevant in this industry.
There is a high degree of uncertainty on the part of the buyers, the
likelihood of customers seeking a relationship is increased. If the firm
loses its customer it would be major loss to the firm. The product in the
textile industry is complex and quality is an important factor. One of the
major values the customer expects from vendors is quality. No customer
will tolerate average quality. According to GE’s chairman John “quality
is the best assurance of customer allegiance and strongest defines
against competition and the only path to sustained growth and earnings.”
If the product is not of good quality the customer will not be satisfied
and the firm may lose its customer. Moreover there is a scope of
customization in the product. The seller has to customize the product
according to the need of the customer. Customization is changing the
product according to the need of the customer in order to satisfy him.
CRM AT CENTRAL:
FUTURE PAY:
Future Pay is an app based wallet introduced for shopping across Future
Group stores with the focus on effortless shopping experience to
customers. Customers can shop using Future Pay at over 1000+ Future
group stores including Big Bazaar, fbb, Ezone, HyperCity, Central,
Easyday, Heritage, Nilgiris & Brand Factory stores. Currently with 5
Million+ registered users, Future Pay not only facilitates cashless
transaction but also provides card-less transaction by linking the loyalty
cards (payback & profit club cards) to their app therefore they don’t
need to carry them.
 Future Pay also provides additional benefits to its customers with
 A revolutionary feature called “PRICE MATCH” which assures that
customer has paid the best price for his shopping at Big Bazaar stores.
All the customer has to do is scan his/ shopping bill at Big Bazaar using
Price Match feature on the app. Price Match instantly compares the
price of the items in the bill with the listed prices of the top retailers of
the country. Any lower price if found, the price difference will be
credited to the customer’s Future Pay wallet.
 FREE CASH/ CASHBACKS to the Future Pay customers on their
shopping or when they add money to the wallet
 EXCLUSIVE OFFERS & updates on various shopping events to the
App users helping them save more on their shopping

PAYBACK:
Payback is India’s largest and one of Europe’s most successful multi-
partner loyalty programs. Future Group has taken the whole concept of
customer loyalty to the next level by joining hands with PAYBACK.
With PAYBACK, customers can shop, save and get rewarded. This
program enables consumers to collect millions of points across online
and offline partners – with just a single card. Customers can accumulate
points across Future Group formats , thereby making “shopping
rewarding”.
Now that Future Group has become a part of this bandwagon, customers
are bound to earn points at every step – from formats like Big Bazaar,
Central and Brand Factory. These points can then be redeemed for air
miles, movie tickets, air tickets and vice versa.
CUSTOMER SATISFACTION
What is customer satisfaction?

We are in the midst of a revolution in business. Some call it a customer

revolution, others a quality revolution, others a service revolution.
Organizations are attempting to obtain increased customer satisfaction
by focusing on the quality of their products and the service provided.
This movement toward quality has produced significant benefits but just
like other business fads, joining and adopting the religion does not
insure that the real objective of producing customer satisfaction will be
obtained.

Customer satisfaction is a key ingredient to the success of any business.

It is the most important factor that creates repeated customers. Some
people know it but do not realize its importance. If a customer of yours
is satisfied with one of your products or services, chances are this
customer will purchase more of your products or services, which will
increase your revenue. Therefore, in order to have your new or existing
customers buy more from you, you will have to follow techniques that
work. Customer satisfaction takes a very important place in Marketing.
As much as you think that your marketing strategies should help you
generate sales, think about how the same marketing strategies could help
you achieve Customer satisfaction. There are a lot of elements involved
with Customer satisfaction. Know the problems of your customers and
what they are looking for, then offer them the right products. Products
that the customers receive are also an area that was assessed because of
a high value that is placed on satisfaction in the product. Satisfaction of
the product is evaluated by content, display and delivery of the product.

Customers‘ purchasing habits would include such issues as: who do they
usually go shopping with, how often, how long do they spend in a shop,
etc. Psychographic portraits of many customers allow customer
segmentation in terms of purchase frequency, respondents‘ experience
of various shopping centres or service organizations, as well as
benchmarking against competitors
 CHAPTER-2

Need of the Study:

1. The current study intends to know the customers relationship
management of Central.
2. To know whether offers and promotions increase sales.
3. To study how the customers are using the loyalty programs
which are provided by the Central.
4. To know, what made the customer to visit the mall again.

Scope of the study:.

It includes the marketing and promotional aspects, the marketing &

promotional activities carried at the Vizag Central. It has helped to put
the learning into practice and to get a feel of the market by interacting
with the prospective customers.

Objectives of the Study

1. To study about the services provided by Central.

2. To identify the loyalty programs implemented by Central.
3. To know about the customer service desk (CSD) services
provided by Central to maintain CRM.
4. To know, what methods Central using to maintain CRM.
 RESEARCH DESIGN
Research
Investigation and analysis focused on a better or fuller understanding
of a subject, phenomenon or a basis law of nature instead of on a specific
practical application of the results.
Collection of data
Generating or bringing information that has been systematically
observed, recorded, organized, categorized or defined, in such a way that
logical processing and inferences may occur.
Sampling Technique
Sampling Technique is Random Sampling.
Sample Size
Sample size is 100 respondents.
Methods of collecting data
The requisite data been gathered through two important
Sources.
1. Primary Data
2. Secondary Data

Primary Data
“The primary data are those, which are collected afresh and for the first
time, and thus happen to be original in character.”
There are several methods of collecting primary data, particularly in
surveys and descriptive researches. Those are:
(i) Observation method
(ii) Interview method
(iii) Through Questionnaires
(iv) Through Schedules

The primary data collected in this survey is through questionnaires.

 Secondary Data
“The secondary data, on the other hand, are those which have already
been collected by someone else and which have already been passed
through the statistical process.”
Usually secondary data available in various publications of the
central, state are local governments, technical and trade journals, reports and
historical documents and other sources of published information.
 CHAPTER-3
DATA ANALYSIS AND INTERPRETATION

1. Age Group of Respondents:

From the above analysis we can say that 63% are from 18-25age,
22% of them are between 26-40, remaining of them are above 41.

2. Gender:

From the above analysis we can say females shop more than male
customers. 53% are females and 47% are males.
3. Are people aware about future pay wallet and payback card:

From the above analysis we say that 73% of them know about
futurepay and payback, 22% of them do not know about them.
This shows that loyalty programs are well penetrated into the
market.

4. On what basis do people prefer central?

From the above analysis we can say people believe in central for
availability of products because it got 41%, quality- 35%,
customer service- 13%, price-11%. As central is a huge retail store
it contains more number of brands and so do the availability of
products.
5. Do the offers at central delight you?

From the above analysis we say that 63% of the customers are
delighted when there are offers, and 30% of them are in a neutral
state they don’t feel much difference whether an offer is running or
not.

6. Do you feel futurepay and payback cards help in purchasing

decision?

From the above analysis we say that 48% of them feel futurepay
and payback cards help them in purchasing decision, whereas the
rest don’t feel that futurepay and payback impact their purchasing
decision.
7. How often do you use futurepay and payback cards?

The scale ranges from rarely to mostly. 28% of them use mostly
and 30% of them either does direct payment or through future pay
wallet.

8. The frequency of visiting central is:

Most of the customers visit the stores every 2-4 months i.e. 49% of
them visit the store every 2-4 months. 36% of them visit once in a
month, 15% of them visit every 6 months.
9. How much do you rate the facilities at central?

From the above analysis we can say that customers are not that
much satisfied with the facilities. We can understand that half of
the customers are satisfied and the other half not.

10. Would you suggest central to friends/family

From the analysis we can say that 84% of the customers suggest
central to friends and family. With this the footfall also increases to
the store.
11. How do you rate the overall experience with central

53% of the customer’s rate central as Good, 28% of them rate

excellent, 16% of them rate as satisfactory.