CRM System Implementation in Consumer Electronics Industry

© 2022, MIT-WPU School of Management, PG

This case was written by, Ms. Rutuja Valte under the guidance of Professor Mr. Susheel
Yadav, MIT-WPU School of Management, PG. It is intended to be used as the basis for
class discussion rather than to illustrate either effective or ineffective handling of a
management situation. This case was compiled from published sources.

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 CRM System Implementation in Consumer Electronics Industry

Ms. Rutuja Valte i

Mr. Susheel Yadav ii

Faculty of Management, Dr. Vishwanath Karad MIT World Peace University,
Pune

Case Synopsis
This case study looks into an issue such as data management and how this issue can affect
customer satisfaction, customer revenue, market optimization and internal communication.
So, to overcome this issue how Inditronics private limited thought of implementing CRM
system. To improve customer satisfaction, increase customer revenue, optimize market and
for better internal communication in the organization, Directors of Inditronics private limited
has decided to implement CRM system. Customer relationship management, or CRM, is the
process of establishing a cooperative and collaborative relationship between the buyer and
seller. CRM is best thought of in technology terms because it is a process that pulls together a
collection of data on sales, customers, marketing efficiency, trends, and responsiveness.

Keywords
Data management, Customer Satisfaction, Customer Revenue, CRM, Marketing Efficiency

Learning Objectives:
After reading the case students will be able to discuss following objectives:
 To understand the concept of CRM, Customer Relationship Management.
 To understand how CRM helps businesses build a relationship with their customers
that, in turn, creates loyalty and customer satisfaction.
 To understand the importance of data management in an organization.
 To understand various factors which affect the customer satisfaction and revenue of an
organization.
 To understand how CRM will help all the activities such as servicing, marketing and
selling the products in systematic manner.
Position in course:
This case can be taught in MBA, Postgraduate level courses on Project Management and
executive education program as a part of courses on Enterprise resource planning and
Business Management. This case contains sufficient data to discuss the CRM system.

Suggested Assignment Questions:

1. What is your understanding on CRM system by reading this case study?
2. What are the factors that affects the customer satisfaction of an organization?
3. What do you think, how CRM system can help to increase the customer satisfaction?
4. Suggest an alternative solution for data management issue in Inditronics private
limited?

Relevant Readings:
Jasmeen Kaur, Customer Relationship Management: A Study of CRM Policies of Different
Companies, Global Journal of Finance and Management. ISSN 0975-6477 Volume 8,
Number 2 (2016), pp. 153-159, Published by Research India Publications, New Delhi, India.

Teaching Plan:
I, (Ms. Rutuja Valte assisted Prof. Mr. Susheel Yadav) in teaching the case as a part of
Project Management in the class for MBA Operations Management students. We have
discussed this case in Operations division, one division consisting of 60 students and
another of 14 students. This case is suitable for 90 min class.

To initiate the discussion, the instructor can ask one student to summarize the situation by
mentioning the key issues of the case. I use Assignment Question No. 1 as the starting
discussion point for this class. During the discussion, students were actively and effectively
engaging with the CRM system which is presented in the case. Then according to the
timeline provided, instructor can proceed with the case and in the discussion, instructor
should explain the ERP (Enterprise resource planning) concept along with the various
factors affecting data management leading to customer satisfaction, and at the end,
instructor can conclude the case by highlighting the key learning points.
Timeline for the 90 min class:
Topic Time
Introduction of the Case 10
Question 1 15
Question 2 20
Question 3 20
Question 4 20
Conclusion 05

Analysis:
The following analysis addresses the four assignment questions.

Questions and Answers:

Q.1. What is your understanding on CRM system by reading this case study?
Ans.: Customer relationship management (CRM) is the combination of corporate procedures
and technologies used to meet a customer's needs during a particular encounter. CRM is a
concept that entails gathering, analyzing, and applying information about clients in order to
effectively offer more and more goods and services. CRM is a method for businesses to
structure their client interactions. CRM refers to a management style in which a company's
whole focus is on existing and potential customer relationships. 
CRM is a strategy and method for acquiring, maintaining, and working with select customers
in order to generate higher value for both the organization and the client. A CRM system
provides more effective marketing, creates smarter cross-selling opportunities, and allows for
the rapid launch of new brands and goods.
The main idea to behind implementing CRM system in Inditronics private limited is data
collection. Whether a customer buys an Inditronics product like Air Conditioner, LED,
Cooler, Washing Machine, etc. The entire information is used to help define advertising so
that it is more directly targeted to the potential customer. Inditronics has created a CRM tool
which is entirely cloud based and it is not only used by them but also used by their customers.
It is a pyramid effect of businesses benefiting from Inditronics’s CRM data collection which
Inditronics can also use.
Q.2. What are the factors that affects the customer satisfaction of an organization?
Ans.: Any organization, regardless of industry, has one similar goal: to please its customers.
Customer satisfaction is a metric for determining how satisfied customers are with a
company's products, services, and capabilities. It reflects how a customer feels while
engaging with your brand: low customer satisfaction leads to unfavourable reviews, whereas
happy customers help you promote your brand.
Customer satisfaction may appear to be an enigmatic term that is difficult to track or manage,
but there are a lot of aspects that influence whether or not your customers are satisfied, and a
variety of measurement measures are used to assess customer satisfaction in your company.
Customer satisfaction is critical to any company's long-term success. Not only do satisfied
consumers return and become loyal, repeat customers, but they also tell their friends and
family about their positive experiences.
Factors that affect customer satisfaction of an organization are as: Accessibility, Empathy,
Language, Response time, Convenience, Choices, Simplicity, Quality, Reasonable Prices,
Appreciation, Loyalty programs, Community, etc.

Q.3. What do you think, how CRM system can help to increase the customer
satisfaction?
Ans.: CRM is a tool that organizations use to manage their client relationships and
interactions. You can better personalize your products, marketing, and services to your
consumers' needs by using the data you collect about their interests, purchasing history,
preferences, and more.
CRM can assist in the acquisition of new customers, the retention of existing customers, and
the reactivation of previous customers. It helps businesses become more organized and
effective by automating various aspects of the business and streamlining a variety of
processes. These benefits can help your company function more efficiently, save money,
and give you more time to focus on your customers.
A CRM can help an organization to improve customer satisfaction in terms of:
 Increases the amount of clients
 Customer loyalty is strengthened, and revenue is increased.
 Improves customer service and aids in the development of more effective
communication by simplifying the sales and marketing process.
  Allows for quicker decision-making.
 Improves data reporting, saves time, and enhances data security and protection.
Q.4. Suggest an alternative solution for data management issue in Inditronics private
limited?
Ans.: Data management is a difficult task. It necessitates constant monitoring from the time
the data is created until it is retired. You can reduce risk while improving data usability and
quality by appropriately managing data.
When working with data from multiple sources and scaling, businesses frequently run into
issues. Whether you're dealing with data duplication, isolation, or complex management
challenges, a solid data management plan backed by the correct technologies may help you
overcome any obstacles that may arise.
Effective data management is a set of best practices, concepts, processes, procedures, and a
diverse set of tools that enable businesses to efficiently govern and manage their data
resources. To put it another way, it's a multiplatform heterogeneous process that entails a
variety of tools and goals in order to achieve centralized data coherence. It's a procedure
that any data asset must follow throughout its existence.
The following are some of the most important tools for effective data management:
 Cloud data management
 ETL and data integration
 Data transformation
 Master data management
 Reference data management
 Data analytics and visualization
References:
______________________________________
1. CRM-The foundation of contemporary marketing strategy by Roger J.barab and galka

2. The CRM handbook: a business guide to customer relationship management by Jill

Dyche

3. http://www.managementparadise.com/forums/marketingmanagement/213123-customer-
relationship-management-apple-inc.html

4. http://crmsystems.expertmarket.co.uk/BMW-CRM-Case-Study

5. Franka Piskar, Armand Faganel, A Successful CRM Implementation Project in a

Service Company: Case Study, Organizacija, Volume 42, Number 5, September-
October 2009

6. Jasmeen Kaur, Customer Relationship Management: A Study of CRM Policies of

Different Companies, Global Journal of Finance and Management. ISSN 0975-6477
Volume 8, Number 2 (2016), pp. 153-159, Published by Research India Publications,
New Delhi, India.

7. Ramani, G. & Varadajan, R. (2006). CRM Implementation: CRM Implementation:

Effectiveness Issues and Insights, Journal of Service Research, 9 (2): 184-94.