A Summer Internship Report

On
A Study on Client Relationship Management with reference to Surya
Submitted to
Amity University Madhya Pradesh

In partial fulfillment of the requirements for the award of the degree of

Bachelor of Business Administration

In
Marketing

By

OSHI BANSAL
Under the guidance of
Ms.RIMJHIM JHA
Asst. Professor

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY MADHYA PRADESH

June-July 2019
 Amity Business School

DECLARATION

I Oshi Bansal, student of BBA hereby declare that the SIP titled “A Study on Client
Relationship Management” which is submitted by me to Amity Business School, Amity
University Madhya Pradesh, in partial fulfillment of requirement for the award of the degree of
Bachelor of Business Administartion has not been previously formed the basis for the award of
any degree, diploma or other similar title or recognition.

Gwalior

Date Oshi Bansal

i
 Amity Business School
CERTIFICATE

It is to certify that the Summer Internship titled “A Study on Client Relationship

Management” which is submitted to Amity Business School, Amity University Madhya
Pradesh, in partial fulfillment of the requirement for the award of the degree of Bachelor of
Business Administration an original contribution with existing knowledge and faithful record of
work carried out by her under my guidance and supervision.

To the best of my knowledge this work has not been submitted in part or full for any Degree or
Diploma to this University or elsewhere.

Gwalior
Date
Ms. Rimjhim Jha
Asst. Professor

HOI / HOD

Amity Business School

Amity University Madhya Pradesh, Gwalior

iii
 ACKNOWLEDGEMENT

I extend my deep sense of gratitude and sincere thanks to Prof. (Dr.) Anil Vashisht, Director,
Amity Business School for allowing me to take up this project. I would also like to thank
Ms. Rimjhim Jha, for continuous support in my project work .I express my sense of gratitude to
Mr. Hira Kumar for providing me this wonderful opportunity to do my summer internship
project work in “Surya Roshini ltd.” I sincerely thank to Mr. N.K. varshney, Associate Manager
for their guidance and encouragement in carrying out this project work. I also express my thanks
to my friends and family who have helped me to carry out this work. I thank my almighty god
for his blessing showed on me during this period.

Oshi Bansal

iv

ABSTRACT
In a profoundly focused market, organizations need to keep up positive association with their
client. A decent CRM (client relationship the board) program that helps organization in fulfilling
the client, the exploration study would investigate extraordinary strategies and systems for
building up viable CRM to fulfill the clients. The motivation behind the examination was to
check the adequacy of client relationship the executives (CRM) in holding and fulfilling clients
with reference to Surya Roshini ltd. This investigation shows that client relationship the
executives has critical impact on the consumer loyalty and the two factors have positive
connection.

Organization causes its CRM as solid and dependable the client will to be progressively fulfilled
and hold with the organization. The investigation inferred that CRM is assuming a significant job
in expanding the piece of the overall industry, it upgrades efficiency, predominant
representative's resolve in the mean while it improves the inside and out client information and
furthermore higher consumer loyalty to improved client devotion organization will likewise have
the unmistakable data that what are their clients, what are their needs,

LIST OF FIGURES
Figure 1.1 18

Figure 1.2 19

vi

LIST OF TABLES
Table 1.1 18

Table 1.2 19

vii

CONTENTS
Front Page
Declaration by student i
Certificate by company ii
Certificate by supervisor (Forwarded by HOD/HOI) iii
Acknowledgement iv
Abstract v
List of Figures vi
List of Tables vii

CHAPTER 1: PAGE NO.

1.1 E-COMMERCE 1-3

1.2 FUNCTIONING OF E-COMMERCE 4-8

1.3 E-TAILING UNDER E-COMMERCE 9-10

1.4 ORGANIZATIONAL STRUCTURE OF 11-15

DENNISON INDIA

1.5 BEHAVIOUR OF CUSTOMERS IN E- 16-20

COMMERCE

1.6 PURCHASING PATTERN OF 21-22

CUSTOMERS

1.7 OBJEACTIVES OF THE STUDY 23-24

CHAPTER 2: PAGE NO.

2.1 REVIEW OF LITERATURE 25-27

viii

CHAPTER 3: PAGE NO.

3.1 METHODOLOGY 28-29

CHAPTER 4 : PAGE NO.

4.1 DISCUSSION 30-31

CHAPTER 5 : PAGE NO.

5.1 CONCLUSION 32

5.2 FUTURE PROSPECTS 33

CHAPTER 6: PAGE NO.

6.1 SUMMARY 34

PAGE NO.
REFRENCES 35

ix
 Chapter-1
INTRODUCTION
Marketing concept began with the industrial revolution reached up today by pass through
different processes. In the first stage of marketing, it is aimed that introduce more production to
the market without giving importance to quality due to the lower supply than demand. The next
step is sales. In today's global competitive environment, social marketing approach aimed at the
general benefit of the community came to the fore after the modern marketing that determines
the target market need sand desires.

Nowadays that increased customer selectivity and the quality is emphasized, the development of
technology, increasing competition and globalization caused a change in favor of the customer
requirements.

Customer relationship management (CRM) that has meanings such as get to know customers, to
understand what they want and to act accordingly has become mandatory. Today, CRM has
become an important business strategy for many organizations. For CRM, it is very important
that obtain a customer and retain the acquired customer.

1.1 Client Relationship Management

Client relationship the board (CRM) is a way to deal with deal with an organization's association
with present and potential clients. It utilizes information examination about clients history with
an organization to improve business associations with clients, explicitly concentrating on client
maintenance and at last driving deals development.

One significant part of the CRM approach is the frameworks of CRM that accumulate
information from a scope of various correspondence stations, including an organization's site,
phone, email, live talk, showcasing materials and all the more as of late, online networking.
Through the CRM approach and the frameworks used to encourage it, organizations get familiar
with their intended interest groups and how to best take into account their needs.
Client relationship the board is utilized to characterize the procedure of creation and keep up
association with business customers. CRM is an unfriendly procedure of recognizing, drawing
in, separating and holding clients. CRM coordinate company's whole production network to
make client esteem at each progression, either through expanded advantages or brought down
expenses. It brings about higher benefits through expanded business from a company's client
base. CRM is the consistent coordination between deals, client support, advertising, field's help
and other client contacting capacities. Due to CRM organizations knows their clients,
comprehend their one of a kind needs and tailor their administration or item offering to their
needs in a maintainable focused way that can yield noteworthy steady shareable worth.

1.2 Features of CRM:

Today’s CRM software is an integrated platform of various functions and capabilities. They
typically carry the following features:

1. Sales automation – Also referred to as sales force automation, this sales management
feature is intended to prevent duplicate efforts between a salesperson and a customer by
automatically tracking all follow-ups and contact by both sides.
2. Marketing automation – Together with sales automation they comprise the major
component of CRM software. This automates repetitive tasks to facilitate marketing
efforts to customers at different stages in the lifecycle.
3. Contact center automation – Meant to simplify customer service processes and lessen
the load of a contact center agent when assisting in customer problem-solving and
information dissemination.
4. Contact manager – Categorizes contacts, such as customers and suppliers, for easier
sorting or retrieval. Although commonly integrated with other modules in a CRM
software package, some vendors offer this as a stand-alone module for small businesses
on a tight budget.
5. Sales tracking – A feature that is normally part of sales automation but can be availed as
a separate module. This feature measures and tracks sale so you can get an overview of
sales performance both of your products and sales personnel.
 6. Analytics and reporting – Provides you useful insights and information from all the
collected data on customers, sales, marketing, leads and others. It produces reports
usually on ready-made templates.
7. Communication channels – This feature enables communication with customers on
multiple-channels including email, instant messaging, phone, live chat, forums and social
networks.
8. Mobile – Most CRM software have mobile apps with basic features to enable access and
uploading of reports, customer information and other data at any time and from any
location.

1.2 Advantages of CRM:

i. Integrates Everything in One Place

CRM enables an individual to be on a similar page as other individuals. Thus, this makes it
workable for representatives inside an organization to be increasingly effective and beneficial
since they effectively center around addressing the possibilities and clients needs. On the off
chance that your business isn't sure about CRM programming's advantage, you can plan your
demo to get a direct encounter of how the program functions.

ii. Data Mining

The client information isn't the main significant thing with regards to CRM programming. There
are explicit business numbers just as different examination which can help the association to find
what works best for them. Client Relationship Management Software causes it workable for
individuals to find the zones they are gaining ground, bringing about the making of a constant
business condition where changes can be made right away.

iii. Remote Access of Data

Before, to get to CRM you needed to have the product introduced in your allocated machine. To
encourage development, a laptop with this software should be offered by the association. Today,
be that as it may, with the Cloud, broadly accessible 4G information, web immersion, VPN
capacities, and a safe programming association, it is possible to get to the software anyplace
whenever. Accordingly, salespeople would now be able to remain in the field for more, along
these lines expanding their transformation rates.

iv. Simplified Marketing and Targeting

Client Relationship Management programming makes various types of information accessible to

the administration and division heads of business. That way, associations can focus on specific
customers with the showcasing strategy dependent on their acquiring practices. This sort of exact
focusing on makes it feasible for the clients to get the administrations and items they want in a
timely manner. Furthermore, the information can make it workable for organizations to decide
the sorts of offers which clients effectively react to. Permitting your business group to have this
data with respect to CRM will help them to deliberately and inventively pitch items to customers,
subsequently expanding deals.

1.3 Disadvantages of CRM:

i. Record Loss

Some Customer Relationship Software uses remote Internet Connections to keep clients'
information. The drawback of this sort of CRM is that the association has no control of clients'
data, and in the event that there is a blackout in the CRM framework, it will be beside
unthinkable for the business to recover the important data. On the off there is a chance that the
association picks a small Customer Relationship Management program which is unstable, it
might suggest a large number of dollars in lost salary for the business.

ii. Eliminate Human Element

In spite of the fact that CRM applications take into account the robotization of procedures inside
an organization, there is lost human component in the association, something which is
fundamental for making a phenomenal business association with clients. It's equivalent to getting
a mechanized menu framework toward the finish of the telephone as opposed to the voice of a
real individual. At the point when the organization loses its human touch, at that point customers
will probably float away and this will mean a decrease in income with respect to the business.

iii. Security Issues

In spite of the fact that the CRM application is secure, information which is found in a
centralized area is a risk for any organization running the CRM arrangement. Imagine a scenario
in which an angry worker adds off inaccurate information to the system. To keep away from this,
there should be encryption shields just as supervision and backup system to keep up the honesty
of information in the CRM system.

iv. Technical Support

There are two alternatives accessible with regards to CRM support: to outsource the work to an
alternate individual or to enlist an authority inside the association. Numerous associations
offering CRM arrangements will offer help, yet this typically comes at a higher rate. Purchasing
the software is only a part of the thought procedure and many will, in general, overlook the
expenses of progressing support which is related to the CRM application.

1.4 Types of CRM :

i.Operational CRM
Operational CRM streamlines the business procedure that incorporates Sales mechanization,
Marketing computerization and Service robotization. Primary motivation behind this sort of
CRM is to create drives, convert them into contacts, catch every necessary detail and give
administration all through client lifecycle.
 Sales Automation:
Sales automation causes an association to computerize deals process. Fundamental reason for
deals robotization is to set standard inside association to get new clients and manage existing
clients. It sorts out data so that the business can address clients' issues and increment deals all the
more productively and successfully. It incorporates different CRM deals modules like lead the
board, contact the board, Quote-to-Order the executives, deals guaging.
 Marketing Automation:
Primary reason for showcasing robotization is to discover the most ideal approach to offer items
and approach potential clients. Significant module in promoting computerization is battle the
executives. It empowers business to choose powerful channel/s (like messages, telephone calls,
up close and personal gathering, promotions via web-based networking media) to reach up to
possibilities clients.
 Service Automation:

Service automation empowers businesses to hold clients by giving the best quality of
administration and building solid relationships. It incorporates issue the executives to fix clients'
issues, the client calls the executives to deal with incoming/outgoing calls, service label
management to monitor the quality of service based on key performance indicators.

ii. Analytical CRM

Analytical CRM helps top administration, advertising, sales and support personnel to decide the
better method to serve clients. data analysis is the primary capacity of this sort of CRM
application. It analysis client information, originating from different touchpoint, to show signs of
improvement bits of knowledge about the current status of an association. It encourages top
administration to make better choices, marketing executives to understand the campaign
adequacy, sales executives to expand deals and support the workforce to improve the quality of
support and build strong client relationships.
Features of Analytical CRM:

 Gather client's data, originating from various channels and examine data in an organized
manner
 Help association to set business approach in Sales, Marketing and Support to improve
client relationship and reliability
 Improve the CRM framework viability and examine key execution pointers, set by
business

iii. Collaborative CRM

Collaborative CRM, also called as Strategic CRM, empowers an association to share clients' data
among different specialty units like sales team, advertising group, specialized and support group.
For instance, criticism from a help group could be valuable for promoting group to approach
focused on clients with explicit items or administrations.In real world, each business unit works
as an independent group and once in a while shares clients' information with different groups
that regularly causes business losses. Collaborative CRM unite all groups to point just a single
objective – utilize all data to improve the quality of client support to gain up reliability and gain
new clients to expand sales.

1.5 Reasons for adopting CRM :

Competition for customers is intense. From a purely economic point of view, firms learned that it
is less costly to retain a customer than to find a new one. By Pareto’s Principle, it is assumed that
20% of a company's customers generate 80% of its profits.

 In industrial sales, it takes an average of 8 to 10 physical calls in person to sell a new

customer, 2 to 3 calls to sell an existing customer.
 It is 5 to 10 times more expensive to acquire a new customer than obtain repeat business
from an existing customer.
  A 5% increase in retaining existing customers translates into 25% or more increase in
profitability.

1.6 Brief about Surya:

In the midst of the adventure from an inconspicuous starting to leading the technological
revolution in the 21st century, Surya Roshni Limited has exceedingly made considerable
progress from being simply one more steel tube making unit in 1973. Today, Surya Group has
developed into an enormous of over Rs. 5,975 Crore n FY 2018-19. Indian assembling
organization, sending out items to more than 50 nations over the globe. It has showed, a solid
brand picture, yet in addition a basic imprint onto the brains and thought of clients. The
organization center around working energetically with every single most recent innovation to
make the lives of clients comfortable and delighted.

One of the potential market pioneers in the Steel Tube industry in India, Surya Roshni makes
steel pipes items for farming, infrastructure, oil and gas and development segments, out of which
the items for oil and gas division are affirmed by API (American Petroleum Institute). Every one
of the items made by the organization are profoundly solid and effective with the perspective that
the insignificant retail cost of the item, can be effectively managed by the client.

Surya has cut its very own specialty by progressing in an entirely honorable way in different
sections, for example, Fans and Home Appliances. Driving towards a splendid future with the
administration activities likebuilding smart cities crosswise over India and furthermore with
expanding prominence and basic move towards LEDs, Surya is good to go to rise like a rainbow
in the spectrum of competitiors.

Over four decades sooner, Surya began assembling steel pipes and has been developing from that
point onward. It is viewed as one of the biggest GI pipe producers in India. Surya Roshni Ltd.
has consistently been submitted as far as assembling and advancement.

Surya's steel pipes maufacturing unit in Bahadurgarh has a limit of delivering 225,000 MT of
ERW pipes and 115,000 of CR Strips for per annum.
1.7 ORGANIZATIONAL STRUCTURE

Hierarchical structure alludes to the formal, set up example of relationship among the different
pieces of any association. Getting sorted out is the proper gathering of exercises and assets for
encouraging fulfilment of explicit hierarchical destinations. It is conceivable to accomplish
objective without officially sorting out, yet there is to be incredible wastage of assets and time. A
decent authoritative structure guarantees that the destinations are accomplished in the most
limited conceivable time, in a precise way, with greatest use of the given assets.

NAMES DESIGNATION
Jai Prakash Agarwal Chairman and Managing director
Urmil Agarwal Director
B B Chadha Director
Satya Narain Bansal Whole Time Director
Arvind Kumar Bansal Whole Time Director
Aloke Sengupta Nominee Director
Ravinder Kumar Narang Director
K K Narula Director
MukeshTripathi Director
Vineet Kumar Garg Whole Time Director
Raju Bista Whole Time Director
Shanker Singal Independent Director

1.8 SURYA ROSHNI VISION AND MISSION STATEMENT

VISION
“We seek to be the worldwide steel pipe industry benchmark for Value Creation and Corporate
Citizenship"

We have the effect through:

Our individuals by cultivating collaboration, supporting ability, upgrading initiative

capacity and acting with pace, pride and energy.

Our offer, by turning into the provider of decision, conveying premium items and
administrations and making an incentive with our clients.

Our creative methodology by creating driving edge arrangements in innovation,

procedures and items.
 Our direct, by giving a sheltered working spot, regarding nature, thinking about our
networks and exhibiting high moral benchmarks.

We have confidence in Growth through Expansion and Diversification.

Growth makes yearnings.

Growth gives trust and joy. All things considered, Growth is life.

Growth that is transformational, prompts the advancement of civic establishments.

MISSION STATEMENT
Achieve feasible, gainful development in steel and related organizations.

Create differential incentive for our clients through imaginative contributions.

Continuous improvement of business procedures and advances.

Foster organization with key partners.

Enhance representatives' abilities to make a high performing and creative

association. Be a dependable corporate resident and upgrade the personal satisfaction of
workers and key network

1.9 THE FOUR VALUE PILLARS OF RISING SURYA

i.Customer Satisfaction

At Surya, we are driven by the way of thinking that whatever we are today or whatever we will
be tomorrow is the consequence of the exertion we put into make our items benefits that we
offer. In any case, significantly more than that, we accept our accomplishment is a direct result
of the trust and certainty forced on us by our clients. Our energy towards consumer loyalty
through our powerful outstanding items and administrations is our center witticism towards the
achievement. Our esteemed clients are our controlling stars and the urgent explanation behind
our prosperity, guiding us towards our future undertakings and furnishing us with a spot for
development.

ii. Integrity

Sticking to moral standards, we share a unified soul. This uprightness is a goodness that is
reflected in our own lives, monetary exchanges and business bargains.

iii. Social Responsibility

We make a decent attempt to help Mother Nature and adding to financial advancement while
improving the personal satisfaction of the work power just as of the nearby network and society
on the loose. We endeavor to make eco-accommodating items, for example, LED lighting items,
BLDC fan, 5 star appraised fans and home apparatuses and advance our assets to preserve the
earth. Our sincere undertaking is to expand client comfort while limiting ecological and social
difficulties in the networks where we live and work.

iv. Surya Parivar Philosophy

A rule driven, affectionate family which stands high on the pillars of trust, team spirit and
common regard for each other.

1.10 COMPANY PROFILE - SURYA ROSHNI

Chairman and Managing director Shri. Jai Prakash Agarwal

Establishment In 1973

37 Years of Experience in Steel pipe Business

Manufacturing Plant Bahadurgarh (Haryana)

Group Unit 2 Steel Unit & 2 Lighting Unit

1 unit in Bahadurgarh (ERW Pipe – 1973)

2nd Unit In Bhuj, Gujarat (Spiral Pipe – 2009)

Turnover (Strength) 2000 Crore (US $ 450 Millions)

Product ERW/Spiral Pipes (Mild Steel and Galvanized)

Product Range 15mm to 2540 mm ( ½” to 100”)

Thickness 2 mm to 25 mm

BIS License Having 8 BIS License

International Standard British (BS), American , ASTM (A-53, API-

5L), GERMAN (DIN, DIN EN)

ISO Certification ISO 9001-2008

International Certification API-5L (American Petroleum Institute)

License, Export Certificate, UL, Certification

Srilankan Standard, German Standard,
Japanese Standard.

Production Capacity 7,00,000 Metric Ton Per Annum

ERW - 5,00,000 MT P.A

Spiral – 2,00,000 MT P.A

Distribution Network From Kashmir to Kanyakumari,

150 Dealers & Distributors network across the

country,

14 Steel Branches in different States,

We are doing Export to more than 42

Countries.

Recently Surya Group has undertaken an expansion of 550 crores mainly in Steel Pipes for
water, oil and gas and also for lighting which is expected to generate employment for 6000 more
people and new jobs. Surya Steel Pipes Division has also expanded into manufacture of
Structural Hollow Section (pipes) for use in a wide range of applications. These Square and
Rectangular Hollow steel sections, manufactured under state of the art Japanese technology are
used in many major application areas by a large number of customers, such as industries,
shopping and commercial malls, furniture manufacture, Airport Authority, Railways, Metro
Services, Auto industry, Bus Stands, Industrial Sheds, Towers, Buildings and the National
Highway Development Infrastructure Program etc. We are exporting our steel pipes and products
to 40 countries including Germany, Canada, Russia, London, China, Nepal, Sri Lanka & others.

Today sale of spurious pipes comprises over 30% of the total steel pipe market sales. These
are manufactured by using half the quantity of spurious 'Goomati Zinc' coating, which reduces
the life of the product. These poor quality pipes are produced using under gauge patra coils from
patra sub-standard steel, instead of tested H.R. coils manufactured by SAIL, etc.

Steel Division
3% 3%
18%
Pipes/Tubes
CR Steel Strips
HR/CR Coils
Others
76%
Exports to over 50 countries :- some are

OMAN KUWAIT

MALAYSIA SINGAPORE

UNITED KINGDOM AUSTRALIA

EGYPT USA
 CANADA MAURITIUS

JORDAN

GHANA SRI LANKA

 1.9 Objectives of the study :-

Here are 4 CRM goals you can set today — and how CRM software can help
you meet them:

1. Increase customer retention

2. Shorten the sales cycle
3. Sell more
4. Decrease your customer acquisition cost

–Understand customer needs better Understand customer needs better –Maintain long Maintain
long -term customer relationships term customer relationships –Be able to pursue a strategy of
Be able to pursue a strategy of Relationship Relationship Marketing Marketing
 Chapter 2
REVIEW OF LITERATURE

Service quality and customer satisfaction are key factors in the battle to obtain
competitive advantage and customer retention. Customer satisfaction is the outcome of
customer perception of the value received in a transaction or relationship, where value
equals perceived service quality, as compared to the value expected from transactions or
relationships with competing vendors (Blanchard and Galloway, 1994; Heskett et al.,
1990; Zeithaml et al., 1990).

In order to achieve customer satisfaction, it is important to recognize and anticipate

customers' needs to be able to satisfy them. Enterprises which are able to rapidly
understand and satisfy customers' needs, make greater profits than those which fail to
understand and satisfy them (Barsky and Nash, 2003).
Organizations must therefore, develop and manage a healthy and good customer
relationship with all the entities they have to deal with. Peel (2002), CEO of Quadriga
Consulting, defines CRM as understanding the nature of the exchange between customer
and supplier and managing it appropriately. The exchange contains monetary
considerations between supplier and customer – but also communication. The challenge
to all supplier organisations is to optimize communications between parties to ensure
profitable long-term relationships.
CRM is a key focus for many organisations now as a shift away from customer
acquisition toward customer-retention and churn reduction strategies dictates a need for
best practice CRM processes. Customer Relationship Management is also a concept of
identifying customer needs; understanding and influencing customer behaviour through
ongoing communications strategies and an effort to acquire, retain and satisfy the
customer. Customer Relationship Management is more than simply managing customers
and monitoring their behaviour or attitude. It has the potential to change a customer‟s
relationship with a company and increase revenues in the bargain. It also helps to know
the customers well enough to decide whom to choose and whom to lose. The objective of
CRM is to recognize and treat each and every customer as an individual. Customer
relationship management enables organisations to provide excellent real-time customer
service through the effective use of individual account information (Kotler and Keller,
2006).
Organisations therefore, need to investigate customer needs, build relationships with both
existing and potential customers, and will have to satisfy their customers‟ needs
(Rootman, 2006). A lot of researchers have made attempts to define CRM. Here are some
definitions, which will hopefully give a better understanding of what CRM is all about.
According to Picton and Broderick (2005), CRM is a view that emphasizes the
importance of the relationships developed between an organization and its customers. It
involves the strategic and tactical management tasks to achieve positive communications
and long term customer relationships. Berkowitz (2006) also defines customer
relationship management (CRM) as “the organization‟s attempt to develop a long-term,
cost-effective link with the customer for the benefit of both the customer and the
organization.
Freeland (2003) asserts that the internet is a channel that will continue to increase in
customer relationship management and utilization for all companies both now and in the
future. The Internet is terminology which includes all of the following: “email, world
wide web, chat rooms, e-forums,” blogs, and so forth (Kennedy, 2006, p. 59).
The internet can provide an overall better and more consistent customer experience, and
also allows for increasing data collection and better customer personalization
experiences. This, in turn, all lead to increased profitability from customers and greater
customer loyalty (Freeland, 2003).
The research of Hamid and Kassim (2004) determines that “click-and-mortar companies
show a higher percentage of using the Internet technology for CRM compared to pure
dotcom companies. There is a positive impact on the utilization of Internet technology on
CRM” (p. 103).
Hamid and Kassim (2004) further determine through their research that customer loyalty,
while partially impacted by the internet, also is determined by a combination on online
experience with things such as the quality of after sales service.
Furthermore Hamid and Kassim (2004) found that the internet is currently most being
used by companies “primarily for providing corporate information in order to build brand
identity” (p. 107).
Therefore they are “providing corporate information rather than [using the internet] for
other strategic purposes” (Hamid and Kassim, 2004, p. 107).
This research supports the claim that there is still ample room for companies to embrace
broader CRM initiatives including a more customer-focused and useful online presence.
In order to attract and retain customers and build loyalty, Harrah’s has implemented a
“total rewards” loyalty program. According to Littman (2005), “in the late 1990s Harrah's
made Total Rewards just one part, of a far-reaching initiative that rewards employees for
pleasing guests, ties pay to customer satisfaction and most important for the stockholders
of the publicly traded company-boosts revenues” (p. 71).
 CHAPTER-3
RESEARCH METHODOLOGY
Research technique is the depiction, clarification and support of different strategies for leading
examination. This territory manages the examination configuration, wellsprings of information
accumulation, testing structure, speculation, and measurable apparatuses utilized for the
information investigation and translation.

 TYPE : FUNDAMENTAL RESEARCH

Major research is driven by interest and the craving to develop learning specifically research
zone. This kind of research makes a specific pledge to the academic gathering of learning in the
investigation domain.

Key examinations will in general make theories about the miracle, and the hypothesis of this
kind of studies can be explained as 'gathering data for learning'. Basic explores basically plan to
answer the request of why, what or how and they tend to contribute the pool of chief learning in
the assessment zone.

SOURCES OF DATA COLLECTION

The information has been gathered from both essential and optional sources, to get data with
respect to the association and items.

 PRIMARY DATA

Essential information has been gathered through surveys. The poll was generally identified with
the brand mindfulness towards Surya Steel Pipes of the retailers on various element, for example,
the sizes, costs, adequacy of the brand and so forth., which was given by Surya Roshni Ltd.

 INTERNAL DATA
Internal data such as data which shows all the profit, losses, stocks and sales. Also the previous
primary data.
The auxiliary information gathered from records of the organization, retailers and merchants.
The information of past deals likewise have been gathered.

 SECONDARY DATA
The data was collected from the from the company’s past records. The data was one year old and
it was used to find out that how much sales has been generated and from which places the
maximum no. of orders has been placed.
  DATA ANALYSIS
The given data was then organized on an Excel sheet where it was filtered according to the given
need and to simply so that the analysis should become easy to study and after studying the data,
the pie charts and the graphs were prepared.
The motive of doing such analysis was to find outthat how CRM is effecting the sales and profit
in Surya. Also to use strategies and ideas for increasing the orders where it was less in number.

DATA COLLECTION PROCESS

In light of need and destinations, sorts of information required for study and different wellsprings
of information are recognized.

Information was gathered with the assistance of the surveys.

 Chapter - 4
RESULTS AND DISCUSSIONS
The Impact of CRM :

A CRM can build income by 41% per sales rep. With such a great amount of space for potential
income, it would be nonsensical not to embrace one.

It is known information that it's simpler and more affordable to upsell to a present client than
attempt to gain another one. Having a CRM can build client maintenance by as much as 27%,
cultivating long haul associations with more upsell openings.

The normal ROI for CRM is $8.71 for each dollar spent. That is a 771% contrast!

CRM expands salesman profitability – insights show efficiency improves by 15%.

"Three out of four shoppers state they went through more cash with an organization on account
of a positive client experience." CRM keeps deals, showcasing, and benefits over client
collaborations to improve these encounters through unmistakable information.

82% of clients will quit utilizing an assistance since they don't contemplate them. On the other
side, 70% of clients with positive encounters will allude the organization to loved ones.
These are only a couple of the numerous insights indicating how amazing CRM is and the
positive effect it has on deals, client maintenance, ROI, and client support. CRM improves every
territory of business by enabling groups to work proactively and proficiently with one another.
It's nothing unexpected that CRM has developed so quickly, and is set to proceed with its
relentless development. The outline beneath conjectures where CRM will be in 2023.The
programming proceeds with its upward pattern as it further soaks the market, and it isn't
hindering at any point in the near future.

How Crm is changing Software?

In CRM programming organizations need to keep this force, they should change in accordance
with the requests of the market. Advancements in AI, Cloud facilitating, and bots are only a
couple of the patterns keeping the ears of CRM influencers to the ground.

The intensity of AI diminishes manual information passage, giving clients more opportunity to
finish significant assignments productively. Clients are beginning to request AI as they
understand its uses for client assistance, as well. Simulated intelligence can anticipate results to
issues administration divisions might be uncertain of, and streamline the goals. Computer based
intelligence additionally assists promoting with settling on taught choices and accumulate the
most ideal input. Numerous CRMs are beginning to coordinate AI into their items, including
another, unique layer to this effectively ground powerful software.

Another pattern that is as of now changed the CRM business is the multiplication of the Cloud.
Just 12% of CRMs in 2008 were gotten to through the Cloud. With a 75% swing the other way,
Cloud-based CRM has now assumed control over most of the market.