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NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Customer Relationship Management

Assignment Marks: 30
Instructions:

 All Questions carry equal marks.

 All Questions are compulsory
 All answers to be explained in not more than 1000 words for question 1 and 2
and for question 3 in not more than 500 words for each subsection. Use relevant
examples, illustrations as far aspossible.
 All answers to be written individually. Discussion and group work is not
advisable.
 Students are free to refer to any books/reference material/website/internet for
attempting theirassignments, but are not allowed to copy the matter as it is from
the source of reference.
 Students should write the assignment in their own words. Copying of assignments
from otherstudents is not allowed.
 Students should follow the following parameter for answering the assignment
questions.

For Theoretical Answer For Numerical Answer

Assessment Assessment
Parameter Weightage Parameter Weightage

Introduction 20% Understanding and 20%

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 usage of the formula

Concepts and Procedure / Steps

Application related to
the question 60% 50%

Conclusion Correct Answer &

20% Interpretation 30%

June 2021 Examination

Question 1. ‘A service industry has a high customer interface.’ As a marketing

manager of Ginger Hotels (an Indian budget hotel chain, part of Indian Hotels
Company Limited, a subsidiary of the Tata Group), explain to the
management as how the CRM implementation will help your hotel in
enhancing its quality of service. What are the factors you will keep in mind for
the successful implementation of CRM systems and processes at Ginger
Hotel? (10 Marks)
Ans 1.

Introduction
Customer relationship management helps a hotel to meet the expectations of the customers.
Other than just managing the leads of the potential clients, it also helps in managing the
feedbacks of the customers and to top all of it, it provides with a complete set of information
about the customers. As a marketing manager of Ginger Hotels, it is important for the researcher
that the hotel CRM will be a specialization that will help the business of the hotels. Having
customer relationship management will help the

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Question 2. Retention of customers not only develops business but also the profitability of a
company. You have joined as a relationship manager at ICICI Bank. The bank has
number of products such as consumer banking, home loans, car loans, mortgage, life
insurance, general insurance, etc. You have been provided with the database and account
details of the high net worth individual (HNI) customers. How are you going to enhance the
total spending of a customer with regard to a particular product or services of the bank?
(10 Marks)
Ans 2.

Introduction
A relationship manager is the core of a business of a bank. The most vital role of a relationship
manager is to build up new relationships with the clients who have great individual net worth.
And obviously a relationship manager should know the profit and risk of their client’s money if
they invest on their words. As well as a relationship manager has to encourage their clients to
invest in good profitable things. Sometimes they also have to work with governments and
pension funds. Also a relationship manager has to build relationships with new clients to
generate more business value.  As a result a

Question 3.a. Will an operation oriented company like Big Bazaar benefit by practicing
CRM integration? Explain with reasons. (5 Marks)

Ans 3a.

(a)

Introduction
Customer relationship management is the key thing to get the bigger success of the retail
company. Because it increases the connections between the company and customers. The
company gets notified about what

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Q3.b. “The spending on IT infrastructure and CRM software involves high

investment while generating long-term rewards that cannot be quantified in

revenues’. Do you agree with this statement, and if so, why? (5 Marks)

Ans 3b.
Introduction
Nowadays CRM software is the biggest and one of the highest revenue generating software in
the world. And obviously investors invested a lot in the software. And obviously in return the
software is giving profit back to the investor. Now day companies want the full mobile access of
customers. And that is done by offering them mobile CRM software. 

Discussion and Analysis

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