University of Management & Technology,

Lahore

Customer Relationship Management

Assignment

Submitted By:

Touseef Afzal
MBA-P
What CRM activities is your current organization involved in?

Customer relationship is one of the major part of the marketing of any organization. It
help to companies to achieve their goals because customer is the key stakeholder of any
company

According to the guidelines about the assignment, I have selected Packaging Solution for
the assignment. Packaging Solution is basically a Project of First Treet Manufacturing Modarba.
This company is belongs to packaging industry which deals in corrugated boxes, corrugated
containers and fiber boxes. The rules of the company allow their staff work in a systematic order
the coordination of the staff within their work place is good the technology that they are using is
very latest and efficient. They are using latest technology to improve their production process
and customer satisfaction. Packaging includes everything from shelf displays to crates used
during shipment to protect goods while they are on the move. They are providing the corrugated
boxes to the many multinational companies/firm who are operating in Pakistan. Few of their
clients are Lays Pakistan, Kolson Pakistan and many others. They came into this business in year
1952.

Customer Relationship Management

I asked very few questions to the general manager Mr. Mubeen Akhtar regarding to the
customer relationship management. He said they are doing their operations very successfully
since last more than 60 years because they have maintained a good relationship with their clients
as well as their suppliers. He also mentioned that they are using ERP system to maintain their
operations regarding to the production and supply and saves the details of their customers. There
is no as such after sales department exist in the company because of the nature of the product but
further if they receive nay complaint regarding to their product from customer. In case of any
query or any complaint from customer side, the customer submit the query to the sales
department and sales department proceed it for further action. GM told me that if there is any
misprinting or nay other fault, which is not possible, the company check it thoroughly and try to
fix the complaint by giving them some assurance or by replacing the order.
 He also mentioned it that their company is not having the social media or marketing
department but because of the nature of the business but they do marketing by uploading latest
pictures of their unit on their official website.

Packaging solution has buildup a very strong relationship with their customers by
providing the quality product and by maintaining the queries of their customers.

Are your current organization CRM activities good enough in your eyes?
No, according to my observation and my thoughts, the current customer relationship
activities of Packaging Solution are not enough. There is lack of communication between the
company and customers. If the company wants to grow more and willing to maximize the net
profit margin, then the company should have to focus on customer relationship management so
that they can easily achieve their goals and targets.

What new CRM practices can be introduced in the organization according to

you?
After the interview with the General Manager of the company, I will recommend few
recommendation which company should have to introduce. The recommendations are as fellows;

 Company should have to launch or introduce customer relationship department.

 Company should have to provide proper training and support to their staff regarding to
CRM.
 Company should have to automate customer relationship processes.
 Company should have to launch internal usage guideline to their employees regarding to
customer relationship management.
 Company should have to give sufficient training to their employees about the customer
relationship management.