SUMMER INTERNSHIP AT SUKAM

POWER SYSTEMS LTD.

Customer Relationship
Management

RAHUL CHAUDHARY
About Company Profile

 Su-Kam Power Systems Ltd. is India's largest power solutions

company which has presence in 90 countries worldwide and holds
a record for being the only company in this field to file for over 100
patents.

 It manufactures more than 200 products including various solar

products, UPS, batteries and customized solar solutions

 According to a recent report published by Bridge to India, Su-Kam

has the biggest share in India's residential solar market.
Overview of Su-Kam's Products

Su-Kam's range of 200 products meet demand of a wide range of

segments; residential, commercial and industrial applications.

The company makes home inverters/UPS, High Capacity Inverters,

Commercial, Online & Line interactive UPSs catering to capacities up
to 500 KVA.

The company also specializes in manufacturing Lead Acid, Tubular,

SMF, Tall Tubular & Automotive batteries, Battery equalizers, Battery
Management Systems
What is CRM?

 Strategy used to learn more about customers’ needs and behaviors

in order to develop stronger relationships with them.
 Any application or initiative designed to help an organization
optimize interactions with customers, suppliers, or prospects via one
or more touch points – such as a call center, salesperson, distributor,
store, branch office, Web, or e-mail – for the purpose of acquiring,
retaining, or cross-selling customers.”
 CRM introduced in 1993.
The purpose of CRM

 “The focus [of CRM] is on creating value for the customer and the
company over the longer term”.
 When customers value the customer service that they receive from
suppliers, they are less likely to look to alternative suppliers for their
needs.
 CRM enables organisations to gain ‘competitive advantage’ over
competitors that supply similar products or services.
Importance/Benefits of CRM

 reduced costs, because the right things are being done (ie.,
effective and efficient operation)
 increased customer satisfaction, because they are getting exactly
what they want (ie. meeting and exceeding expectations)
 ensuring that the focus of the organisation is external
 growth in numbers of customers
 maximisation of opportunities (eg. increased services, referrals, etc.)
 increased access to a source of market and competitor information
 highlighting poor operational processes
 long term profitability and sustainability
Retention vs. Acquisition

 Average U.S. companies lose 20% of

customers every year – not knowing
why
 Costs 6 to 7 times more to attain a new
customer than to retain current
customers
Best Practices of CRM

 Vision / Strategy
 Know your Customer
 Differentiate
 Technology – data requirements
 Monitor
THANK YOU