CRM

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CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION TO THE STUDY
An organization, whether a business or an industrial enterprise need customers for

its survival and growth. The success and failure of an organization depends on its
customers. So it is the utmost duty of any organizational members to look after their
customer‘s needs and wants and make them satisfied with their product or service.
It is ideal from any organization‘s part of view that customer‘s are the only assets.
Who is a customer?
A customer is a person who adopts and uses a product or service which fulfill his
requirement. Customers are us! Everyone is a customer. A customer will not be a
customer all the time and even not be a consumer of the same products or services.
What is CRM?
CRM stands for Customer Relationship Management. It is a process or

methodology used to learn more about customers' needs and behavior in order to develop
stronger relationships with them. The more useful way to think about CRM is as a
process that will help bring together lots of pieces of information about customers, sales,
marketing effectiveness, responsiveness and market trends.
CRM helps businesses use technology and human resources to gain insight into
the behavior of customers and the value of those customers.
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Using CRM, a business can:
• Provide better customer service.

• Increase customer revenues.
• Discover new customers.
• Cross sell/Up sells products more effectively.
• Help sales staff close deals faster.
• Make call centers more efficient.
• Simplify marketing and sales processes.
The evolution of CRM
It is not suddenly that the business managers have realized that the customer is
supreme or the need to render personalized service. However, it was not possible to
address the preferences of a massive group of widely dispersed individuals. Neither the
tools nor the technology was available. The smart business managers did the next best
thing, which was to conduct a market research and classify the market into broad
segments with different preferences. The product managers would (and still do) then
position their products catering broadly to these segments.
The commercial penetration of Internet into the homes changed everything. It

provided the means to take the integrated enterprise information system to the customer's
living room. He could buy, sell or bank sitting there, while uniquely identifying himself.
Why should one adopt CRM?

CEOs are realizing those who are not able to come up with effective CRM
strategies risk being edged out of business. Customer is the king and the business
strategies must be built for ensuring customer loyalty. It costs six times more to create a
new customer than retain an old one.
 Increased sales revenues.

 Increased responsiveness.
 Increased win rates.
 Increased margins.
 Reduced cost.
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To introduce a new customer it cost Rs 10/- , to retain a customer it cost Rs 1/-

but to bring back an old customer it cost Rs100/- . So building rapport with the customers
and creating a friendly service oriented environment leads to a good customer
relationship management.
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1.2 INDUSTRY PROFILE
Human resources (HR) is a general term meant to cover a wide range of activities.
Some of the work that falls to HR professionals includes hiring and firing employees,
creating organizational charts and shaping corporate culture after a merger or acquisition,
managing employee communications, settling employee disputes, creating benefits
programs, navigating government regulations, dealing with legal issues such as sexual
harassment and occupational safety, and setting up policy and programs for measuring
performance, compensating, recognizing, and training employees. In other words, HR
doesn‘t consist of a single activity or function but a huge network of them; basically, HR
refers to everything related to the employer/employee relationship. Both specialists and
generalists can find a home here, with specialist tracks ranging from training to pension
plan administration to legal compliance. In HR, there‘s something for just about
everyone.
Long considered a support role, in recent years HR has taken on an increasingly

strategic dimension in the world of business as managers have recognized employees as a
source of competitive advantage. Meanwhile, globalization has complicated the HR role,
creating new challenges, such as managing employees and overseeing employee
regulations in different countries and cultures, while technology has created a new array
of opportunities for streamlining HR administration and practice—everything from
putting benefits programs online to e-learning to automating payroll and other
administrative HR tasks.
The responsibilities and activities of HR practitioners vary depending on the size

of company. At a small company, the HR professional will usually wear many hats,
whereas at bigger companies you‘ll find both generalist and specialist HR roles. Large
Fortune 500 companies, for instance, divide HR into corporate and field operations, with
those on the corporate side setting policy and those in the field working with divisions to
implement programs and handle day-to-day issues. Many smaller and midsized
businesses, or those of less than 1,000 employees, are increasingly outsourcing some or
even all of the HR functions. A few responsibilities that fall to HR in both small and large
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organizations, such as staffing and executive recruitment, compensation and benefits

consulting, and HR systems, have grown into multibillion-dollar service sectors designed
to support in-house HR functions.
Human resources act as the mediator between an organization‘s management and

its workers. This requires wearing many hats: It‘s an HR administrator‘s job to make sure
that employees are working in a safe environment, that disputes are settled, and that
benefits are understood and functioning properly. At the same time, HR is charged with
recruiting new employees who will both fit in well and help the company achieve
profitability. They also represent management when negotiating for benefits with
companies administering these benefits and when implementing companywide policies
that will ultimately lower costs or boost profits. The needs of HR cover a wide range of
tasks and, therefore, require someone who is not only good with people, but also
organized, analytical, business-minded, and able to juggle many projects at once.
Recruiters need to know what the best ways are to attract potential employees,
such as running ads, searching the Internet, attending job fairs, and interviewing at
schools. Recruiters communicate with prospective employees about personnel policies,
wages, benefit packages, working conditions, and promotional opportunities. Recruiters
also screen, interview, test, and check the references of applicants.
In essence, consultants are hired advisors to corporations. They tackle a wide

variety of business problems and provide solutions for their clients. Depending on the
size and chosen strategy of the firm, these problems can be as straightforward as
researching a new market or as complex as totally rethinking the client‘s organization. No
matter what the engagement, the power that management consultants wield is hard to
scoff at. They can advise a client to acquire a related company worth hundreds of
millions of dollars, or reduce the size of its workforce by thousands of employees.
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―Consulting‖ is a big, one-size-fits-all term that includes virtually any form of

advice-giving. This industry overview focuses primarily on the flavor known as
management consulting. Often called strategy consulting, this segment of the industry
includes firms that specialize in providing advice about strategic and core operational
issues. Although some of the highest profile firms populate this segment, they‘re not the
only ones doing consulting.
Human Resources Consulting
Consulting for HR is a huge business. Most of the major consulting firms offer
service lines related to HR. Consultants in these areas work on everything from creating
more effective organizations, to managing change, to developing training programs, to
managing health-care programs for their clients. The work is often strategic, focusing on
the people issues of running a large company. A lot of it is data-driven; too, such as in
actuarial consulting, which involves financial planning based on the company‘s long-
term hiring projections.
HR Consulting can include everything from designing an employee evaluation

and compensation system to conducting organizational effectiveness training to helping
an organization through a significant change event, such as a merger. HR consultants
often work as long and travel as much as their counterparts in general management
consulting. Representative firms include Accenture (Change Management Group), Buck
Consultants, Hay Group, Hewitt Associates, Mercer Human Resource Consulting,
Towers Perrin, and Watson Wyatt & Company.
In the industry, a ―headhunter‖ is formally known as an executive

recruiter. Typically, a headhunter earns his or her living by recruiting top-notch
candidates for hard-to-fill corporate positions. The basic premise of executive recruiting
is that really good candidates are happy in their current jobs and are not likely to read (or
respond to) want ads in newspapers or on the Internet. Ideally, executive recruiters,
begin each recruiting assignment by carefully gathering the specific requirements for the
job to be filled. They then attempt to locate the ideal candidate using their network of
contacts in business and industry.
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Interestingly, Indians in the US, after their failed foray into the consulting and
body-shopping businesses have taken to headhunting. Many consultants and IT
professionals also moonlight as ―middlemen‖ placing their friends and colleagues into
positions they become aware of. Of course the slowing economy means that such
moonlighters are giving way to value added recruiters.
With projects increasingly being outsourced to India, companies there are

probably starting to look for talented individuals with the right skills who can hit the
ground running. Use of Internet websites and e-mails helps them remain relatively
anonymous. The flip side is that since most of the big recruitment push is coming from
Indian companies and not international players, it will be hard for the bad apples to
survive in the long run.
Indian Recruitment Industry Moves on the Internet
Around the world online recruitment had an ascending raise, from a market of
approximately $ 300 millions in 2000 to almost 8 billion in 2005. The highest rate is
owned by the United States, where 39% of the companies choose as recruitment method
the internet; and ―the big boys‖ (The Fortune 1000 companies) in a 90% proportion. In
India it can be observed an ascending trend in using the internet as a recruitment method,
in 2005, 10% of the jobs being placed online,
―We estimate that 10-12% of the jobs are generated online, from which 75% can
also be found in other channels of distribution, like newspapers or recruitment agencies
with offline activity. With the growth of internet usage it will be observed a raise of
online recruitment rate, with the lost of newspapers and other ways of promoting. We
expect this sector to grow and consolidate, going 10-13 percent higher in 2006‖. From the
jobs published on the internet the higher rate, of approximately 25-35%, is found in the
IT sector.
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CHAPTER II
REVIEW OF LITERATURE
It is suddenly that business managers have realized that the customer is

supreme or the need to render personalized service. However, it was not possible to
address the preferences of a massive group of widely dispersed individuals. Neither the
tools nor the technology was available. The smart business managers did the next best
thing, which was to conduct a market research and classify the market into broad segment
with different preferences. The product managers would (and still do) then position their
product catering broadly to these segments.
The information systems have evolved tremendously over the last three
decades and so have the communication system. While Enterprise Resource Planning the
management mantra of nineties offered the means to optimize resource planning at the
enterprise level encompassing every area of the enterprise on a real time basis, there was
still no means to connect to the customer. The customer had just too many locations.
The commercial penetration of internet into homes changed everything.

Tit provided the means to take the integrated enterprise information system to the
customer‘s living room. He could buy, sell or bank sitting there while uniquely
identifying himself.
This led to the evolution of customer relationship, which uses the Net to
integrate the customer contact points directly with the enterprise. It provides the means to
interact with every customer individually. The interacting over a period of time creates
history that is available to the field sales/support personnel at the touch of a button.
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Current trends in Customer Relationship Management
 American and European Market Entering India – Launching BPO.
 Microsoft Facing Problem over there customers E-mails as junk mails.
 Acquisition of Seibel by Oracle – 4000 Customer and 3.4 million CRM users to
oracle database.
 Biometric Sensing – Proof recognition through voice and live finger prints.
 M – Commerce – Mobile Computing and data access through mobile phones.
Critical Success Factors
Some of the Critical Success Factors that must be evaluated:
 Identify mission and goal.
 Identify the function to be automated.
 Gain Top Management Support.
 Employ Technology Smartly.
 Prototype the Solution.
 Training.
 Allocate responsibility.
 Cross Department Management Team.
 Keep the Employees Motivated.

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NEED, OBJECTIVES AND LIMITATIONS OF THE STUDY
2.1 NEED FOR THE STUDY
Customers‘ expectation changes in this changing environment. Customers‘

expectation should be satisfied to gain the market share.
When focusing the recruitment industry customers‘ expectations are based on the
following attributes.
 Turn around time

 Quality of CVs
 Quantity of CVs
 Cost
In this business world, customers are the real owners. So each and every
expectation of the customers has to be studied.
The major advantages lead by this study:
 Building good customer relationship.

 Knowing customer‘s expectation.
 Removing customers Dissatisfaction.
 Retain current customer and gaining new one through studying customer‘s
expectation.
 To increase the Market Share.

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2.2 OBJECTIVES OF THE STUDY
Primary Objective
 To study about CRM practices in AMONG COMPANIES IN COIMBATORE
Secondary Objective
1. To analyze the various customer relationship parameters with respect to various

factors like turnaround time, cost, quality, services etc.
2. To evaluate the perception level of customers related to their recruitment

agencies.
3. To study about the existing customer satisfaction level in the company.

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2.3 LIMITATIONS OF THE STUDY
 The validity and Reliability of the data obtained depends on the responses from
the customers.
 Time at the disposal for the research was limited.
 The study was limited to a specific number of respondents, which did not cover
the whole population
 There may be personal bias of the respondent, which affects the result of the
study.
 Some of the respondents were time pressed this might have introduced small bias.
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CHAPTER III
RESEARCH METHODOLOGY
Research is an intensive study in a particular field to achieve at a better

conclusion of a problem. Research Methodology is a systematic way of solving the
problem. The methodologies followed for this study are as follows.
3.1 RESEARCH DESIGN
The research design is the basic framework or a plan for a study that guides the
collection of data and analysis of data. In this market survey the design used is used
Descriptive Research Design. It includes surveys and fact-finding enquiries of different
kinds. The major purpose of descriptive research is description of state of affairs, as it
exists at present.
The information are collected from the individuals and analyzed with the help of
different statistical tools, for describing the relationship between various variables,
pertaining to customer relationship in COMPANIES. Moreover cross table analysis has
been done for processing the data and information is derived to attain the objectives of
the study.
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3.2 DATA COLLECTION METHOD
The data collected can be categorized into two types.
a) Primary data
b) Secondary data
The Primary data are those which are collected afresh for the first time, and thus
happens to be original in character.
Among the various methods, which can be used to collect the primary data, the
researcher has adopted two methods which are Personal Interview method and Structural
Questionnaire method. The researcher has prepared structured questionnaires, which
contained predominantly multiple choice questions. The respondent‘s opinions are
gathered with regard to the problem with the help of the questionnaires.
The tools used for collecting the Primary data are:
 Structured Questionnaire.
 Personal Interviewing.
The Secondary data are those which have already been collected by someone
else and which have already passed through the statistical process. The secondary data is
collected with the help of Company Website, Internet etc.
Both primary and secondary data collection have been taken for this research
study.
3.3 SAMPLING
A sample is a smaller representation of a larger whole. When some of the

elements are selected with the intention of finding out something about the population
from which they are taken, that group of elements is referred as a sample, and the process
of selection is called Sampling.
3.3.1 Sampling Unit
The respondents of the study are part of population of customers of COMPANIES

Consulting. Each customer is considered to be the sampling unit
3.3.2 Sample Size
The size of the sample is 60, out of the total population 120.
3.3.3 Sampling Method
Stratified Simple Random Sampling Method is used in this study. The total
population is divided into 3 strata namely IT, Non-IT and ITES. From each stratum 20
customers were taken as samples.
3.4 STATISTICAL TOOLS USED FOR THE STUDY
The collected data were analyzed with the help of Simple Percentage analysis,
Weighted Average Method and Chi- Square Test.
3.4.1 Percentage Analysis
Percentage refers to a special kind of ratio in making comparison between two or

more data and to describe relationships. Percentage can also be used to compare the
relation terms the distribution of two or more sources of data.
Number of Respondents
Percentage of Respondents = --------------------------------- X 100
Total Respondents
3.4.2 Ranking Method (Weighted Average Method)
In this method the respondents were asked to rank their opinion about the
characteristics of the company. The order of merit given by the respondents was
converted into ranks by using the following formula.
Weightage Score =  WiXj
Where Wi - Weightage value

Xj - Ranking position value
3.4.3 Chi-Square Analysis
Chi-square is a non-parametric test of statistical significance for bivariate tabular

analysis. A non-parametric test, like chi square, is a rough estimate of confidence.
Chi-square is used most frequently to test the statistical significance of results

reported in bivariate tables and interpreting bivariate tables is integral to interpreting the
results of a chi-square test.
Chi – Square Test Method
The Chi – square method is the application of testing the significant difference
between observed and expected values.
Null Hypothesis (H0):
The hypothesis, or assumption, about a population parameter we wish to test,

usually an assumption of the status quo.
Alternative Hypothesis (H1)
The conclusion we accept when the data fail to support the null hypothesis.
Statistical Test:
(O  E2

2
Chi–square test ( ) =
E
Degrees of freedom = (R-1) (C-1)
whereas, O = Observed frequency

E = Expected frequency
R = Number of rows
C = Number of columns
To find E :
Row Total  Column Total

Expected Frequency = -----------------------------------
Grand Total
Level of Significance ():
A value indicating the percentage of sample values that is outside certain limits,
assuming the null hypothesis is correct, that is, the probability of rejecting the null
hypothesis when it is true.
CHAPTER 4
ANALYSIS AND INTERPRETATION
4.1 PERCENTAGE ANALYSIS
TABLE NO. 4.1.1

DESIGNATION OF THE RESPONDENTS
S.No. No. of Percentage

Designation
Respondent
1. Asst. Manager 9 15.0
2. Sr. HR Managers 3 5.0
3. HR Executive 48 80.0
Total 60 100.0
Inference
It is inferred from the above table that 15.0% of the respondents are Assistant
manager, 5.0% of the respondents are Senior HR Manager and 80.0% of the respondents
are HR executives.
It is concluded from the above table that maximum number of the respondents are
HR executives.
TABLE NO. 4.1.2
EXPERIENCE OF THE RESPONDENTS

Experience
Respondent
1. Below 5 years 27 45.0
2. Above 5 years 33 55.0
Total 60 100.0
Inference
It is observed from the above table that 45.0% of the respondents are having
below 5 years of experience and 55.0% of the respondents are having above 5 years of
experience.
having above 5 years of experience.
TABLE NO. 4.1.3
ASSOCIATION WITH SKYFY INNOVATIONS

No. of year
Respondent
1. Less than 1 year 28 46.7
2. 1 year – 3 years 18 30.0
3. 3 years – 5 years 8 13.3
4. More than 5 years 6 10.0
Total 60 100.0
Inference
It is noted from the above table that 46.7% of the respondents are associated with
COMPANIESfor less than 1 year, 30.0% of the respondents are associated between 1
year to 3 years, 13.3% of the respondents are associated between 3 years to 5 years and
10.0% of the respondents are associated above 5 years.
associated less than 1 year.
TABLE NO. 4.1.4
THE APPROACH FROM COMPANIESIN GETTING

REQUIREMENTS

Opinion
Respondent
1. Highly satisfied 17 28.3
2. Satisfied 40 66.7
Neither satisfied nor 3 5.0
3.
dissatisfied
Total 60 100.0
Inference
It is identified from the above table that 28.3% of the respondents are highly
satisfied of the approach in getting the requirements, 66.7% of the respondents are
satisfied of the approach in getting the requirements and 5.0% of the respondents are
neither satisfied nor dissatisfied of the approach in getting the requirements.
satisfied over the approach from COMPANIES in getting the requirements.
TABLE NO. 4.1.5
SATISFACTION LEVEL PERTAINING TO THE UNDERSTANDING OVER
CUSTOMERS REQUIREMENT

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
It is observed from the above table that 30.0% of the respondents are highly
satisfied over the understanding about their requirements, 61.7% of the respondents are
satisfied over the understanding about their requirements and 8.3% of the respondents are
neither satisfied nor dissatisfied over the understanding about their requirements.
satisfied over the understanding about their requirements.
TABLE NO. 4.1.6
SATISFACTION LEVEL ON THE TURN AROUND TIME

Opinion
Respondent
3.
dissatisfied
4. Dissatisfied 2 3.3
Total 60 100.0
Inference
It is noted from the above table that 36.7% of the respondents are highly satisfied
on the turn around time of their requirements, 48.3% of the respondents are satisfied on
the turn around time of their requirements, 11.7% of the respondents are neither satisfied
nor dissatisfied on the turn around time of their requirements and 3.3% of the respondents
are dissatisfied on the turn around time of their requirements,
satisfied on the turn around time of their requirements.
TABLE NO. 4.1.7
SATISFACTION LEVEL PERTAINING TO IMMEDIATE OR INITIALS

DELIVERY QUALITY

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
It is known from the above table that 40.0% of the respondents are highly
satisfied on the immediate or initials delivery quality, 53.3% of the respondents are
satisfied on the immediate or initials delivery quality and 6.7% of the respondents are
neither satisfied nor dissatisfied on the immediate or initials delivery quality.
satisfied on the immediate or initials delivery quality.
TABLE NO. 4.1.8
SATISFACTION LEVEL PERTAINING TO THE PROCESS OF SOURCING

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
It is followed from the above table that 30.0% of the respondents are highly
satisfied on the process of sourcing, 53.3% of the respondents are satisfied on the process
of sourcing and 16.7% of the respondents are neither satisfied nor dissatisfied on the
process of sourcing.
satisfied on the process of sourcing.
TABLE NO. 4.1.9
OPINION ABOUT THE PROCESS OF VALIDATION

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
satisfied on the process of validation, 40.0% of the respondents are satisfied on the
process of validation and 6.6% of the respondents are neither satisfied nor dissatisfied on
the process of validation.
highly satisfied on the process of validation.
TABLE NO. 4.1.10
OPINION ABOUT THE CANDIDATE PROFILE &
PRESENTATION FORMAT

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
It is obvious from the above table that 58.3% of the respondents are highly
satisfied on the candidate profile & presentation format, 33.3% of the respondents are
satisfied on the candidate profile & presentation format, 5.0% of the respondents are
neither satisfied nor dissatisfied on the candidate profile & presentation format and 3.4%
of the respondents are dissatisfied on the candidate profile presentation format.
highly satisfied on the candidate profile & presentation format.
TABLE NO. 4.1.11
PROCESS OF SCHEDULING AND MEETING INTERVIEW DATES

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
It is inferred from the above table that 31.7% of the respondents are highly
satisfied on the process of scheduling and meeting interview dates, 48.3% of the
respondents are satisfied on the process of scheduling and meeting interview dates and
20.0% of the respondents are neither satisfied nor dissatisfied on the process of
scheduling and meeting interview dates.
satisfied on the process of scheduling and meeting interview dates.
TABLE NO. 4.1.12
OPINION ABOUT THE PROCESS OF POST

OFFER MANAGEMENT

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
satisfied on the process of post offer management, 40.0% of the respondents are satisfied
on the process of post offer management and 36.7% of the respondents are neither
satisfied nor dissatisfied on the process of post offer management.
satisfied on the process of post offer management.
TABLE NO. 4.1.13
OPINION ABOUT THE COMMITMENT OF

REQUIREMENT DELIVERY

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
satisfied on the commitment of requirement delivery, 68.3% of the respondents are
satisfied on the commitment of requirement delivery, 8.4% of the respondents are neither
satisfied nor dissatisfied on the commitment of requirement delivery and 5.0% of the
respondents are dissatisfied on the commitment of requirement delivery.
satisfied on the commitment of requirement delivery.
TABLE NO. 4.1.14
OPINION ABOUT THE FEEDBACK ON THE DELIVERY

Opinion
Respondent
1. Very good 24 40.0
2. Good 34 56.7
3. Fair 2 3.3
Total 60 100.0
Inference
It is stated from the above table that 40.0% of the respondents‘ opinion about the
feedback on the delivery is very good, 56.7% of the respondents‘ opinion about the
feedback on the delivery is good and 3.3% of the respondents‘ opinion about the
feedback on the delivery is fair.
It is concluded from the above table that maximum number of the respondents
opinion about the feedback on the delivery is very good.
TABLE NO. 4.1.15
OPINION ABOUT COMPANIES TO ADVERTISE ITSELF TO

ATTRACT CUSTOMER’S ATTENTION

Opinion
Respondent
1. Yes 3 5.0
2. No 57 95.0
Total 60 100.0
Inference
It is obtained from the above table that 5.0% of the respondents are accepting
COMPANIES to advertise itself to attract customer‘s attention and 95.0% of the
respondents are not accepting COMPANIES to advertise itself to attract customer‘s
attention.
not accepting COMPANIES to advertise itself to attract customer‘s attention.
TABLE NO. 4.1.16
OPINION ABOUT THE QUALITY OVER THE RECENT ASSIGNMENTS

WITH SKYFY INNOVATIONS

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
satisfied with the quality of recent assignments, 51.7% of the respondents are satisfied
with the quality of recent assignments, 10.0% of the respondents are neither satisfied nor
dissatisfied with the quality of recent assignments and 5.0% of the respondents are
dissatisfied with the quality of recent assignments.
satisfied with the quality of recent assignments.
TABLE NO. 4.1.17
OPINION ABOUT THE RELATIONSHIP MANAGEMENT OF COMPANIES

WITH RESPECT TO THE RECENT ASSIGNMENTS WITH SKYFY
INNOVATIONS

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
satisfied with COMPANIES‘s relationship management respect to the recent
assignments, 68.3% of the respondents are satisfied with COMPANIES‘s relationship
management respect to the recent assignments and 3.4% of the respondents are highly
assignments.
assignments.
TABLE NO. 4.1.18
OPINION ABOUT THE TURN AROUND TIME

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
It is followed from the above table that 35.0% of the respondents are highly
satisfied with the turn around time in SKYFY INNOVATIONS , 58.3% of the
respondents are satisfied with the turn around time in COMPANIES and
6.7% of the respondents are neither satisfied nor dissatisfied with the turn around time in
COMPANIES.
satisfied with the turn around time in COMPANIES.
TABLE NO. 4.1.19
OPINION ABOUT THE QUALITY OF CURRICULUM VITAE

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
satisfied with the quality of curriculum vitae in COMPANIES, 40.0% of the respondents
are satisfied with the quality of curriculum vitae in COMPANIESand 16.7% of the
respondents are neither satisfied nor dissatisfied with the quality of curriculum vitae in
COMPANIES.
It is concluded from the above table that maximum number of the respondents
highly satisfied with the quality of curriculum vitae in COMPANIES.
TABLE NO. 4.1.20
OPINION ABOUT THE DELIVERY MODEL

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
satisfied with the delivery model in COMPANIES, 51.7% of the respondents are satisfied
with the delivery model in COMPANIES and 20.0% of the respondents are neither
satisfied nor dissatisfied with the delivery model in COMPANIES.
satisfied with the delivery model in COMPANIES.
TABLE NO. 4.1.21
OPINION ABOUT THE CO-ORDINATION

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
satisfied with the co-ordination in COMPANIES, 83.3% of the respondents are satisfied
with the co-ordination in COMPANIES and 3.4% of the respondents are neither satisfied
nor dissatisfied with the co-ordination in COMPANIES.
satisfied with the co-ordination in COMPANIES.
TABLE NO. 4.1.22
OPINION ABOUT THE SERVICES IN SKYFY INNOVATIONS

Opinion
Respondent
3. Neither satisfied nor 9 15.0

dissatisfied
Total 60 100.0
Inference
It is understood from the above table that 36.7% of the respondents are highly
satisfied with the services provided by COMPANIES, 48.3% of the respondents are
satisfied with the services provided by COMPANIES and
15.0% of the respondents are neither satisfied nor dissatisfied with the services provided
by COMPANIES.
satisfied with the services provided by COMPANIES.
TABLE NO. 4.1.23
OPINION ABOUT THE RESPONSIVENESS OF SKYFY INNOVATIONS

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
satisfied about the responsiveness of SKYFY INNOVATIONS , 53.3% of the
respondents are satisfied about the responsiveness of COMPANIES and
21.7% of the respondents are neither satisfied nor dissatisfied about the responsiveness of
COMPANIES.
satisfied about the responsiveness of COMPANIES.
TABLE NO. 4.1.24
OPINION ABOUT THE COST FACTOR IN SKYFY INNOVATIONS

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
satisfied about the cost factor in COMPANIES, 45.0% of the respondents are satisfied
about the cost factor in COMPANIES and 31.7% of the respondents are neither satisfied
nor dissatisfied about the cost factor in COMPANIES.
satisfied about the cost factor in COMPANIES.
TABLE NO. 4.1.25
OPINION ABOUT THE COMMUNICATION OF THE PEOPLE WHO

INTERACT FROM SKYFY INNOVATIONS

Opinion
Respondent
Total 60 100.0
Inference
It is evident from the above table that 33.3% of the respondents are highly
satisfied about the communication of the people from COMPANIES and
66.7% of the respondents are satisfied about the communication of the people from
COMPANIES.
satisfied about the communication of the people from COMPANIES.
TABLE NO. 4.1.26
OPINION ABOUT THE RESPONSIVENESS OF THE PEOPLE WHO


Opinion
Respondent
Total 60 100.0
Inference
satisfied about the responsiveness of the people in COMPANIES and 63.3% of the
respondents are satisfied about the responsiveness of the people in COMPANIES.
satisfied about the responsiveness of the people in COMPANIES.
TABLE NO. 4.1.27
OPINION ABOUT THE COURTEOUSNESS OF THE PEOPLE WHO


Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
satisfied about the courteousness of the people who interact from COMPANIES, 48.3%
of the respondents are satisfied about the courteousness of the people who interact from
COMPANIES and 8.4% of the respondents are neither satisfied nor dissatisfied about
the courteousness of the people who interact from COMPANIES.
satisfied about the courteousness of the people who interact from COMPANIES.
TABLE NO. 4.1.28
OPINION ABOUT THE KNOWLEDGE OF THE PEOPLE WHO INTERACT

FROM SKYFY INNOVATIONS

Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
satisfied about the knowledge of the people from COMPANIES, 61.7% of the
respondents are satisfied about the knowledge of the people from COMPANIES and
11.6% of the respondents are neither satisfied nor dissatisfied about the knowledge of
the people from COMPANIES.
satisfied about the knowledge of the people from COMPANIES.
TABLE NO. 4.1.29
OPINION ABOUT THE FLEXIBILITY OF THE PEOPLE WHO


Opinion
Respondent
3.
dissatisfied
Total 60 100.0
Inference
satisfied about the flexibility of the people in COMPANIES, 31.7% of the respondents
are satisfied about the flexibility of the people in COMPANIESand 20.0% of the
respondents are neither satisfied nor dissatisfied about the flexibility of the people in
COMPANIES.
highly satisfied about the flexibility of the people in COMPANIES.
4.2 RANKING METHOD
TABLE NO. 4.2.1
FACTOR THAT STRENGTHENS THE RELATIONSHIP WITH SKYFY

INNOVATIONS
S.No. Weightage rank

Factors
score
1. Turn around time 165 III
2. Co-ordination 197 I
3. Quality 168 II
4. Cost 70 IV
Inference
It is followed from the above table that the factor ‗co-ordination‘, which gives
maximum strength for the relationship with COMPANIES and it is ranked first by the
respondents with score of 197 points, the second and third rank occupies the factor
‗quality‘ and ‗turn around time‘ with score of 168 and 165 points respectively and the last
rank goes to the factor ‗cost‘ with score of 70 points. It is concluded from the above
analysis that maximum number of the respondents gives their opinion that the factor
‗co-ordination‘ strengthens the relationship with COMPANIES.
TABLE NO. 4.2.2
FACTOR THAT MAKES RETENTION WITH SKYFY INNOVATIONS
S.No. Weightage Rank

Particulars
score
1. Turn around time 254 IV
2. Quality of curriculum vitae 293 II
3. Relationship 292 III
4. Proper feedback 297 I
5. Quantity of curriculum vitae 185 VI
6. Curriculum vitae relevance 191 V
Inference
It is identified from the above table that the factor ‗proper feedback‘ makes
retention with COMPANIES and it is ranked first by the respondents with score of 297
points, the second and third rank occupies the factor ‗quality of curriculum vitae‘ and
‗relationship‘ with score of 293 and 292 points. The fourth and fifth rank goes to the
factor ‗turn around time‘ and ‗curriculum vitae relevance‘ with score of 254 and
191 points. The factor ‗Quality of curriculum vitae‘ occupies the last rank with score of
185 points.
4.3 CHI - SQUARE ANALYSIS
TABLE NO. 4.3.1
DESIGNATION AND LEVEL OF SATISFACTION TOWARDS

TURN AROUND TIME ON THEIR REQUIREMENTS (TWO-
WAY TABLE)
Level of Satisfaction
S.No. Designation Total
Highly
Satisfied Neutral Dissatisfied
Satisfied
1 Asst. Manager 2 5 0 2 9
2 Sr. HR Manager 0 3 0 0 3
3 HR Executive 20 21 7 0 48
Total 22 29 7 2 60
Null Hypothesis (H0) - There is no significant relationship between

Designation and level of satisfaction
towards turn around time on their
requirements.
Alternative Hypothesis (H1) - There is close relationship between

towards turn around time on their
requirements.
2
CHI-SQUARE ( ) CALCULATION:
2
Calculated  value = 16.985
Degree of freedom = 6
Table value = 12.592
Significant result = Significant at 5% level
INFERENCE
From the above analysis, we find that the calculated value of 2 is greater than the
table value and hence, the null hypothesis rejected. So, there is a close significant
relationship between Designation and level of satisfaction towards turn around time on
their requirements.
TABLE NO. 4.3.2
DESIGNATION AND LEVEL OF SATISFACTION

TOWARDS RELATIONSHIP MANAGEMENT
(TWO-WAY TABLE)
S.No. Designation Total
Highly
Satisfied Neutral
Satisfied
1 Asst. Manager 2 5 2 9
2 Sr. HR Manager 0 3 0 3
3 HR Executive 15 33 0 48
Total 17 41 2 60

towards relationship management.
Alternative Hypothesis (H1) - There is close relationship between

towards relationship management.
2
2
Table value = 9.488
INFERENCE
relationship between Designation and level of satisfaction towards relationship
management.
TABLE NO. 4.3.3
PERIOD OF ASSOCIATION WITH COMPANIES AND LEVEL OF

SATISFACTION TOWARDS PROCESS OF VALIDATION
(TWO-WAY TABLE)
Period of
S.No. Highly Total
Association Satisfied Neutral
Satisfied
1 Less than 1 year 12 12 4 28
2 1 year – 3 years 6 12 0 18
3 3 years – 5 years 4 4 0 8
4 More than 5 years 6 0 0 6
Total 28 28 4 60

period of association and level of
satisfaction towards process of validation.
Alternative Hypothesis (H1) - There is close relationship between period of

association and level of satisfaction towards
process of validation.
2
2
Table value = 12.592
INFERENCE
relationship between period of association and level of satisfaction towards process of
validation.
CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 FINDINGS
 It is found from the analysis that maximum of the respondents are HR executives.
 It is noted from the analysis that maximum of the respondents are having above 5
years of experience.
 It is stated from the analysis that maximum of the respondents are associated less
than 1 year.
 It is inferred from the analysis that maximum of the respondents are satisfied over
the approach for their requirements.
 It is identified from the analysis that maximum of the respondents are satisfied of
their understanding about the requirements.
 It is obvious from the analysis that maximum of the respondents are satisfied on
the turn around time of their requirements.
 It is evident from the analysis that maximum of the respondents are satisfied on
the immediate or initials delivery quality.
 It is stated from the analysis that maximum of the respondents are satisfied on the
process of sourcing.
 It is noted from the analysis that maximum of the respondents are Highly satisfied
on the process of validation.
 It is found from the analysis that maximum of the respondents are highly satisfied
on the candidate profile & presentation format.
 It is inferred from the analysis that maximum of the respondents are satisfied on
the process of scheduling and meeting interview dates.
 It is identified from the analysis that maximum of the respondents are satisfied on
the process of ―Post offer Management‖.
 It is evident from the analysis that maximum of the respondents are satisfied on
the commitment over the requirement delivery.
 It is obvious from the analysis that maximum of the respondents opinion about the
feedback on the delivery is very good.
 It is reveal from the analysis that maximum of the respondents are not accepted
the COMPANIES‘s advertisement to turn customer‘s attention.
 It is noted from the analysis that maximum of the respondents are satisfied with
the COMPANIES‘s quality over the recent assignments.
 It is stated from the analysis that maximum of the respondents are satisfied with
the COMPANIES ―Relationship Management‖ over the recent assignments.
 It is evident from the analysis that maximum of the respondents are satisfied with
the turn around time in COMPANIES.
 It is inferred from the analysis that maximum of the respondents highly satisfied
with the quality of Curriculum vitae in COMPANIES.
 It is identified from the analysis that maximum of the respondents are satisfied
with the delivery model in COMPANIES.
 It is found from the analysis that maximum of the respondents are satisfied with
the co-ordination in COMPANIES.
 It is evident from the analysis that maximum of the respondents are satisfied with
the services provided by COMPANIES.
 It is obvious from the analysis that maximum of the respondents are satisfied
about the responsiveness in COMPANIES.
 It is observed from the analysis that maximum of the respondents are satisfied
about the cost in COMPANIES.
 It is stated from the analysis that maximum of the respondents are satisfied about
the communication of the people who interact from COMPANIES.
 It is noted from the analysis that maximum of the respondents are satisfied about
the responsiveness of the people who interact from COMPANIES.
 It is found from the analysis that maximum of the respondents are satisfied about
the courteousness of the people who interact from COMPANIES.
 It is obvious from the analysis that maximum of the respondents are satisfied
about the knowledge of the people who interact from COMPANIES.
 It is observed from the analysis that maximum of the respondents are highly
satisfied about the flexibility of the people in COMPANIES.
 It is inferred from the analysis that maximum of the respondents are opinion that
the factor ‗co-ordination‘ gives maximum strengthen the relationship with
COMPANIES.
 It is identified from the analysis that maximum of the respondents‘ opinion that
the factor ‗proper feedback‘ makes retention with COMPANIES.
 There is a close significant relationship between Designation and level of

satisfaction towards turn around time on their requirements.
 There is a close significant relationship between Designation and level of

satisfaction towards relationship management.
 There is a close significant relationship between period of association and level of

satisfaction towards process of validation.
5.2 SUGGESTIONS
 The company may advertise in Print Media for their business activities
once in a month, as it had been suggested by quite a few customers, to make the
company known by the corporates and other people.
 Each candidate may be personally interviewed before they are scheduled

for the interviews, in order to ensure the offer successful.
 New suggestions may be got from the customers by arranging an annual

meet in a regular interval of time to adopt new measures in recruitment
methodology and to maintain Good Relationship with them.
 More Advertisement Brochures may be issued through various modes

like shopping malls and Handouts, Leaflets issued along with the newspapers in
order to create new candidate database.
 The overall satisfaction level is good and it is suggested that the

company may focus on future endeavors by adopting new technologies like
Easy Sourcing of Profile through integrating the branches and creating a
common database.
5.3 CONCLUSION
Customers are the asset for a business.
The main objective of the study is to find out the satisfaction level of the
customers which helps in building good customer relationship with special reference to
AMONG COMPANIES IN COIMBATORE It is found that customer satisfaction level is
good. The satisfaction level of customers relating to turn around Time, Service, Co-
ordination, Cost, Quality, Quantity and Responsiveness were quite good. To be in turn
with the changing ties and the rapidly changing technologies COMPANIESneeds the
right talent with rich ideas and creativity to maintain their leadership position in today‘s
fast paced global market. This project gives a bird‘s eye view of customers‘ response and
provides some suggestion. Implementation of the suggestion would help COMPANIES
to retain its presidential status in the industry.
APPENDICES
APPENDIX I
1. How long is your association with your Company

 Less than 1 yr  1 yr – 3 yrs
 3 yrs – 5 yrs  More than 5 yrs
2. Are you satisfied on the approach in getting your requirements?

 Highly satisfied  Satisfied
 Neither satisfied nor dissatisfied  Dissatisfied
 Strongly Dissatisfied
3. Are you satisfied on their understanding of what exactly you require?

4. Are you satisfied on the turn around time on your requirements?

5. Are you satisfied on the immediate or initials delivery quality?

6. Are you satisfied on the process of sourcing?

7. Are you satisfied on the process of validation?
8. Are you satisfied on the candidate profile presentation format?

9. Are you satisfied on the process of scheduling and meeting interview dates?
10. Are you satisfied on the process of post offer management?

11. Are you satisfied on the commitment of requirement delivery?

12. How well is COMPANIESin getting feedback on the delivery done?

 Very good  Good  Fair  Bad  Very bad
13. Do you expect COMPANIESto advertise itself to turn customer‘s

attention?
 Yes  No
If yes, could you please specify the appropriate media?
14. Rank the following factors that strengthen the relationship with
COMPANIES(Specify using numbers eg: 1,2,3,4)
Turn around time

Co-ordination
Quality
Cost
15. On your recent assignments with COMPANIES how was its quality?
16. On your recent assignments with COMPANIES how was its

relationship management?
17. What makes you to retain SKYFY INNOVATIONS? (Please rank in numbers
eg:1,2,3,4,5,6,7)
Turn around time
Quality of curriculum vitae
Co-ordination
Relationship
Proper feed back
Quantity of Curriculum vitae
Curriculum vitae relevance
18. Answer the following with your degree of satisfaction / dissatisfaction in SKYFY
INNOVATIONS
Turn around time

Quality of curriculum vitae

Delivery model
Coordination
Service
Responsiveness
Cost
19. What is your perception on the people who interact with you from SKYFY
INNOVATIONS?
Communication
Responsiveness
Courteous
Knowledgeable / Trained professional

Flexible
20. Any suggestion for the improvement on the service rendered by your
Company
 Thank You 

APPENDIX II
CALCULATION FOR CHI-SQUARE TEST FOR THE TABLE 4.3.1
2 2
S.No. O E (O-E) (O-E) /E
1 2 3.3 1.690 0.512
2 0 1.1 1.210 1.100
3 20 17.6 5.760 0.327
4 5 4.4 0.423 0.097
5 3 1.5 2.403 1.657
6 21 23.2 4.840 0.209
7 0 1.1 1.103 1.050
8 0 0.4 0.123 0.350
9 7 5.6 1.960 0.350
10 2 0.3 2.890 9.633
11 0 0.1 0.010 0.100
12 0 1.6 2.560 1.600
Total 16.985
REFERENCES
 Kothari C.R (2002), ―Research Methodology‖, Vishwa Prakashan, New Delhi,

Second Edition.
 Kothari, C.R. Second Edition (1997), Research Methodology- Methods and

Techniques.
 Philip Kotler (2003), ―Marketing Management‖, Pearson Education Limited,

Singapore, Eleventh Edition.
 Rajendra Nargunkar, Marketing Research – A Complete Guide.
 Tony Proctor, Second Edition, Essentials of Marketing Research, Financial

Times-Prentice Hall Publishing.
WEBSITE
www.SKYFY INNOVATIONS-consulting.com
www.outlookcrm.com
www.billradin.com

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1

1.1 INTRODUCTION TO THE STUDY

An organization, whether a business or an industrial enterprise need customers for

CRM stands for Customer Relationship Management. It is a process or

Using CRM, a business can:

• Provide better customer service.

The evolution of CRM

The commercial penetration of Internet into the homes changed everything. It

Why should one adopt CRM?

 Increased sales revenues.

To introduce a new customer it cost Rs 10/- , to retain a customer it cost Rs 1/-

1.2 INDUSTRY PROFILE

Long considered a support role, in recent years HR has taken on an increasingly

The responsibilities and activities of HR practitioners vary depending on the size

organizations, such as staffing and executive recruitment, compensation and benefits

Human resources act as the mediator between an organization‘s management and

In essence, consultants are hired advisors to corporations. They tackle a wide

―Consulting‖ is a big, one-size-fits-all term that includes virtually any form of

Human Resources Consulting

HR Consulting can include everything from designing an employee evaluation

In the industry, a ―headhunter‖ is formally known as an executive

With projects increasingly being outsourced to India, companies there are

It is suddenly that business managers have realized that the customer is

The commercial penetration of internet into homes changed everything.

Current trends in Customer Relationship Management

 American and European Market Entering India – Launching BPO.

 Microsoft Facing Problem over there customers E-mails as junk mails.

 M – Commerce – Mobile Computing and data access through mobile phones.

Critical Success Factors

Some of the Critical Success Factors that must be evaluated:

 Identify mission and goal.

 Identify the function to be automated.

 Gain Top Management Support.

 Employ Technology Smartly.

 Prototype the Solution.

 Cross Department Management Team.

 Keep the Employees Motivated.

NEED, OBJECTIVES AND LIMITATIONS OF THE STUDY

2.1 NEED FOR THE STUDY

Customers‘ expectation changes in this changing environment. Customers‘

 Turn around time

The major advantages lead by this study:

 Building good customer relationship.

2.2 OBJECTIVES OF THE STUDY

 To study about CRM practices in AMONG COMPANIES IN COIMBATORE

1. To analyze the various customer relationship parameters with respect to various

2. To evaluate the perception level of customers related to their recruitment

3. To study about the existing customer satisfaction level in the company.

2.3 LIMITATIONS OF THE STUDY

 Time at the disposal for the research was limited.

Research is an intensive study in a particular field to achieve at a better

3.1 RESEARCH DESIGN

3.2 DATA COLLECTION METHOD

The data collected can be categorized into two types.

The tools used for collecting the Primary data are:

A sample is a smaller representation of a larger whole. When some of the

The respondents of the study are part of population of customers of COMPANIES

3.3.2 Sample Size

3.3.3 Sampling Method

3.4 STATISTICAL TOOLS USED FOR THE STUDY

3.4.1 Percentage Analysis

Percentage refers to a special kind of ratio in making comparison between two or

Weightage Score =  WiXj