Pre CRM at Reliance:

• Personal contact numbers

• Policy less followed in small towns

• Common policy for Reliance Fresh and Reliance Mart

• Delay in processing of membership cards

• Long queues at billing counters

Measures taken:

CRM Software at Reliance:

• Software Vendor:- SAP

• Software Name:- MySap, SAP R/3

• Software was purchased in 2002 at the cost of 60 lakhs.

• Note – CRM Software for Reliance Communication and Reliance Finances

– Clarify eFront Office (Amdocs Company)
SAP in Reliance:

• MySap software record and store information about customers, various

customer interactions, their problems etc which can be accessed by
employees in different departments of the company.

• These information are used by the organization to make future plans

that can satisfy the customer on a better way and retaining them for a
longer period.

VARIOUS ASPECTS:

CRM includes many aspects which relate directly to

one another:

• Front office operations — Direct interaction with customers, e.g. face

to face meetings, phone calls, e-mail, online services etc.

• Back office operations — Operations that ultimately affect the

activities of the front office (e.g., billing, maintenance, planning,
marketing, advertising, finance, manufacturing etc.)

CRM Policy Of Reliance:

 The customers also get the opportunity of availing four different kinds of
insurance on the payment of a nominal fee.

 For example a customer can get an accidental death insurance offers six
lakhs on the payment of Rs. 400 only. Other forms of insurances are
disability, hospitalization and home insurances.

 The members of reliance one get the opportunity of taking part and
winning prizes by the way of lucky draws on regular intervals.

Reliance One Membership:

• Customer will get 1% point of his purchase amount .

• Free 50,000 Rs “Accidental Death Insurance”.

• Earning Reliance One points on your all purchase at Reliance retail

stores.
• Bonus Reliance One points even on everyday essentials.

• Invites to exclusive events.

 Loyalty Membership is a program devised by Reliance Industries Limited

for Reliance Fresh to retain the customers visiting their stores.
 It is a program by which Reliance Fresh store issues a Loyalty
Membership Card to its customers to encourage them to shop at the
store regularly.
 Each time they buy something they collect points which will allow them
to redeem cash vouchers to shop at store in future.
 On an average every Reliance Fresh is issuing 80-120 loyalty cards per
day.
 The ratio of customers using this card floats between 50 to 60 per cent.

Use of Reliance One Card:

It is a loyalty card which has no charges. For every purchase in any of the
Reliance outlet, the member will get certain percentage (say 2%) of your
purchase value credited in card. It can be redeemed on future purchase.
Hence if you are a regular customer of Reliance (Reliance mart, reliance
digital, reliance trends, reliance footprint etc) it is worthwhile to have
this card. There is no time limit for redeeming the points.