Subject: Customer Relationship Management Class: BBA-5 (Sales and

Marketing)
Session: Spring-2021 Instructor: Saira Ajaz

Project Brief: Application of customer relation management strategy

CRM, is a business approach that seeks to create, develop and enhance relationships with
carefully targeted customers in order to improve customer value and corporate
profitability and thereby maximize shareholder value. Select a national or multinational
company that is doing all the said task and share their CRM strategy.

This project will be completed in different steps;

1- Define the strategic framework of CRM for selected company.

2- How chosen company defines CRM?
3- What strategy are they following to build long term relations with the customers?
4- Any sales, services or marketing automation used by company
5- Are they maintaining database of their customers?
6- How the collected information helps the company to get closer look and build long term relations
with the customers? (Analytical CRM)
7- Channel options and channel categories used by company
8- How company is managing its customers through customer lifecycle?
9- How selected company is managing supplier and partner relationships?
10- Different information management processes used by company
11- Performance assessment by chosen company
12- Suggestions

Rules and regulations:

 Late submission not allowed.

 Duplication of a company is not allowed.
 Presentation/viva will be held as per schedule.
 Each group will be evaluated on individual as well as group basis.
 Any group member who shirks his/her responsibility will not be awarded any marks for the project
presentation.