CRM Term project

Customer centricity and CRM Implementation in Indian Industry: A Study of

------------------, in --------------- Sector
Each group will select an organization for an in-depth study of CRM. Make sure
that the organization is not repeated. Find the list of possible sectors to study in
Appendix 1
Objectives
To study CRM program implemented by any of the leading player within the
sector chosen.
Scope
It is essential that each group documents successful CRM implementation plan for
any of the firms within the industry.
Data Collection
Both primary and secondary. Primary research can be undertaken at Bhubaneswar
level for sectors viz. banking, telecom, and insurance. This has to be supported by
extensive secondary search. Groups are supposed to search Institute digital library
resources like EBSCO, EMERALD etc. for relevant information on the subject.
Find below tentative structure of the project. You may choose to amend the
structure based on specific need of the study.

Structure Tentative
1. Introduction brief for Co./product/services. (Not more than 1 slide)
2. Identify if the organization has a customer centric vision which they
demonstrate through the following.
a) Customer focused leadership
b) Understanding customer experience
c) Focus on designing CJ’s, CX, touchpoints
d) New age metrics
e) Operational integration
3. CRM framework, Operational/Analytical CRM, Customer Segmentation
• IT architecture Major vendors front end customer interface, contact Centre
service.
4. Omnichannel experience. Integration of all channels for a unified view of
the customer.
5. Usage of customer data, various sources for data capture.
6. Internal CRM for it internal employees, hiring, employee engagement, KPI’s
 7. Measuring Impact, secondary reporting.
8. Conclusion
Appendix 1 Sectors for study

1. Organized Retail (Big Bazar/Reliance Fresh/Spencer/CROMA/DMART)

2. Ecommerce (Full-service ones viz Amazon/Flipkart/Alibaba, DTC)
3. OTP (Online Travel Portal) MMT/Cleartrip/Goibibo/Trivago
4. Telecom
5. Banking
6. Insurance
7. Airline
8. Hotel/Hospitality (Hotel 4-5-star category)
9. Lifestyle/Fashion (Lifestyle/Titan/Trends/Max/Pantaloons/fbb)
10.Consumer Appliances (LG/Samsung/Godrej/Whirlpool/Philips
11.Travel/Tourism (Mahindra)
12.Transport & Logistics (Gati/Agarwal &Packers/TCI XPS/Blue Dart/Fedex)
13.Automobile’s passenger vehicle (inclusive of service component)
(MUL/TATA/HYUNDAI/M&M/TOYOTA)
14.Commercial vehicle (LCV/HCV/Tractor) (inclusive of service component)
15.Health Care
16.Patho labs
17.Foodtech/Edutech
18.Cab Aggregators
19.Fintech /Payment Wallets/Room Aggregator
20.Consumer Appliances
21.Consumer Electronics Chain (Croma/Reliance Digital)
22.Tax (CBDT)only one group
23.Blood banks
24.Office supplies B2B
25.MRO supplies B2B