UNDERGRADUATE DIPLOMA

IN EVENTS (2019-20)

PROCEDURE OF PRATICING
ETHICS IN CRM

SUBMITTED BY: - PARDEEP SHARMA

SUBMITTED TO: - DR. MILAN CHAKRABORTY

(ASS. PROFESSOR – ASMS NOIDA)
 PROCEDURE OF PRACTICING ETHICS IN
CUSTOMER RELATIONSHIP MANAGEMENT
 EXECUTIVE SUMMARY
We are the event management consultancy company. We organize events for our clients according to their needs and
requirements. Companies approach us to organize their events.

OUR EXPERTISE: -

Event Evolution India Pvt. Ltd. combines its two strategic areas of focus - Communication and Entertainment - to bring to life some of
the most unforgettable experiences.
 
Our events are custom-designed to create a platform for Brand Communication and positioning, hence we strongly believe in Creating
Experiences that activate Brands, Businesses and Customers.

MAINTAINING CRM WITH OUR CLIENT: -

By making highly targeted offers to client – We use customer’s preferences (recorded in CRM) to send emails with offers.

Stay in touch with social – we scan a client’s interaction on social which provide us the opportunity to connect. For example; if a client
tweets that he is changing job than we can send him well wishes via e-mail.

By keeping better customer records – We maintain record notes on phone call of our client so that we can know the problem of our
client and maintain relation.

Focus on big money clients – CRM offers valuable financial data, such how much revenue a given client brings in. when we find heavy
spenders we allot more attention to them in an effort to encourage more repeat offers.
 
 ACKNOELEDGEMENT

Primarily, I would express my sincere gratitude to our director (Ms. Albeena Abbas), our HOD (Ms. Ashima
Khare), and our Mentor and teacher (Dr. Milan Chakraborty). Whose valuable guidance has been the ones
that helped me patch this project and his instructions has served as the major contributor towards the
completion of the project.

Last but not least thanks to my parents and friends who have helped me with their valuable suggestions
and guidance has been helpful in various phases of the completion of the project.
 ABOUT US
Event Evolution India Pvt. Ltd. Is a premier event management company based in India. The Company was stablished in
2014. we have been known for creating bespoke experiences. We conceptualize, strategize and execute projects
according to the requirements of clients.

We understand the client’s need, go beyond the brief and deliver innovative world-class experiences that achieve the
desired objectives. Event evolution India Pvt. Ltd. today is one of the best known names in the event management
companies in India, with a gamut of offerings right from brand management, Corporate events, special events,
promotions, brand Activations etc.

We have more than 200 employees all over India.

Event Evolution India Pvt. Ltd. Operating revenue is 100-150 cr. For the financial year ending on 31 March 2019.

VISION

Every brand needs to keep evolving in order to keep up with the world that is changing every moment. Tastes change,
priorities change, and brand loyalties keep changing. And to continue to thrive as a business in the years to come, we
must see the unseen; evaluate trends and forces that will shape the future.
SWOT ANALYSIS –
ABOUT US
WEAKNESSES
STRENGTHS
Small social follower base
Highly motivated staff Brand portfolio
Customer friendly Future portfolio
Execute plans with shoestring budget Lack of media
Interactive activities

OPPORTUNITIES THREATS
Strong competition
Growing demand Poor infrastructure
New market Economic changes
New acquisition Tax structure
Support from local authorities Changes in market trends
 ABOUT CLIENT – Nestlé

Nestle is a Swiss multinational food and drink processing conglomerate corporation headquartered in Vevey, Vaud, Switzerland. It

is the largest food company in the world. Nestlé was formed in 1905 by the merger of the Anglo-Swiss Milk Company, established
in 1866 by brothers George and Charles Page, and Farine Lactée Henri Nestlé, founded in 1866 by Henri Nestlé.

Nestle’s Products include: -

o baby food dairy products

o medical food ice cream
o bottled water frozen food
o breakfast cereals pet foods
o coffee and tea and snacks.
o confectionery

Twenty-nine of Nestlé's brands have annual sales of over CHF1 billion (about US$1.1 billion), including Nespresso, Nescafé, Kit

Kat, Smarties, Nesquik, Stouffer's, Vittel, and Maggi.

Nestlé has 447 factories, operates in 189 countries, and employs around 339,000 people.
 SWOT ANALYSIS - NESTLE
WEAKNESSES
STRENGTHS
Price fluctuations by retail giants
Reputed brand name Social criticism
Globally recognised brand Maggi Noodles controversy
Highly diversified company Span of control and organization structure
Efficient R&D System
Large distribution system

OPPORTUNITIES
Expending ready to during tea and coffee market
Venturing small food start ups
Authentic labelling – opportunity to giving trust
worthy information on label
Online shopping
THREATS
Water scarcity – because Nestle products are
highly dependent on water usage.
Illegal rainforest destruction controversy
Rising competition
Government regulations and prices.
 PLANNING OF CRM
CRM STRATEGY: -

1. Customer intimacy: - It is a strategy inherently concerned with customer focus and building strong relationships with
customers in an effort to achieve greater loyalty.  Customer intimacy focuses on the needs of the individual customers.

2. An engaged online community and tiered loyalty program: - Our CRM strategy revolves around learning as much as
possible about individual customers and bringing them together around our services. In parallel to this we also runs a
tiered loyalty program to reward our most loyal customers.

3. Respond to every concern: - Even the most loyal customer have problems. If a long term buyer has an issue we give
immediate attention to avoid losing someone who regularly gives business.

4. Operational excellence strategy: -  CRM related processes will include activities such as customer on-boarding, quotation
and order generation, lead and opportunity management, MI generation and customer contact alerts and notifications.

5. Make them feel special: - Customers should not feel that they are just a number and they are not getting their problems
solved.

6. Provide value: - A consumer’s goal is to find services that add some type of value to their lives. Through your content and
event experiences, you can make connections that will add value to your customers’ lives, which will in turn make them
want to keep connecting with you.
 PLANNING OF CRM – Value added Services

1.Providing expert advice and a tremendously high level of professionalism: - Many times we have provided expert advices to
our client according to their needs other than the event. Like; our marketing team, promotion team, creative experts advised him
to promote and market their business with no cost.

2. To help your customers improve their businesses beyond using your service, provide a newsletter that keeps them abreast of
trends in your marketplace. A printed newsletter you mail stands out from the many electronic messages people get each day.
Include advice that establishes and maintains your status an expert and valuable partner, such as industry tips, case studies of
your customers’ successes, and suggestions for using your product or service in different ways.

3.Offer planned discounts: - This involves finding ways to sell higher and higher volumes of services to more and more people at
lower and lower prices.
 ETHICAL APPROACHES TO FOLLOW

1. Utilitarian approach: -  It strives to achieve the greatest good for the greatest number while creating the least amount of harm
or preventing the greatest amount of suffering. For example – if a refund is issued to a client, yes a company will loss a little bit of
sales, but that doesn’t compare to the amount from continuing to provide grand client service and loyalty.
 ETHICAL APPROACHES TO FOLLOW

2. Rights approach – This approach focuses on legal rights like to freely enter into contractual agreements and the rights to
receive whatever was contractually agreed. For example – it is the company’s right to stand by their product and not issue a
refund. The company can argue that since the customer is not knowledgeable on their product, that they do not have to give a
refund.

COMPANY’S RIGHTS: - A right of the company is to refuse service to a Client.

CLIENT’S RIGHT: -

 It is the Client’s right to ask for a refund on a product that does not work for them.

 The Client can argue that since no employee gave them information on how to deal with the service, they have a right for a
refund.

 A right of the Client s to have their own choice for a refund, to be respected like they would for a company’s.
 ETHICAL APPROACHES TO FOLLOW
3. Fairness approach: - The Fairness Approach focuses on the fair and equitable distribution of good and harm. The company
gets their profits from not issuing a refund. the company will upkeep a good morale or face value to their customers. While the
customer is left with an unsatisfied product that is not wanted anymore. The customer will feel that their needs have not been
met and is left hanging very unhappy. Thus the company are benefited and the Client is not.

4. Virtue approach: - This character-based approach to morality assumes that we acquire virtue through practice. By practicing
being honest, brave, just, generous, and so on, a person develops an honorable and moral character.

Good virtues to influence giving a refund:

Respect: It shows a sign of respect to the customer. This means that the company pays attention to their needs and not worried
abouttheir personal needs.

Honesty: Giving a refund is being honest and can build a better Client relation to help maintain more clients in the longrun.

Commitment: With agreeing to issue a refund, the company gains trust in the Client and it signals reliability and can influence
their opinions on the store.
 ETHICAL APPROACHES TO FOLLOW

Bad Virtues to influence not giving a refund:

Greedy: If the company does not allow a refund, they are being selfish and wanting to keep the sales to themselves without caring about the
Client’s needs.

Reputation: A bad Client service experience can give the company a bad reputation.

Apathy: Not caring about the Client’s concerns and making it the company’s concern because lack ofinterest.

Common Good Approach: - The Common Good Approach regards all individuals as part of a larger community. we need to
safeguard the sustainability of our community for the good of all. It would be good to promote giving a refund because not only
does this action looks good for the customer, but also to the company’s reputation, and great for the community.

A better reputation and giving valuable customer service means more sales. It will also bring relief to the customer to receive a
refund. . A customer can give positive reinforcements to the company that signifies that the ethics they are practicing are a good
thing.
 ANALYSIS

Nestle is one of our major clients. They give lot of business to us during the year. During Customer relation management we
provide many value addition services to them: -

 we provide expert advice and tremendously a high level of professionalism, like; we have provided promotion, marketing and
creative experts advice to Nestle.

 To help our customers we improved their businesses beyond using our service, by providing a newsletter that keeps them
abreast of trends in the marketplace. A printed newsletter we mail stands out from the many electronic messages people get
each day. Include advice that establishes and maintain status an expert and valuable partner, such as industry tips, case
studies of your customers’ successes, and suggestions for using our service in different ways.

 Other than events we provide vendors services to Nestle according to their needs and requirements at very low cost.
 CONCLUSION

Due to the more and more competition in event industry, every company is required to building long
term profitable relationship with customers. Understanding customer relationship management begins
with recognizing that CRM seeks to increase the value of an organization’s customer base by developing
and retaining better relationships with customers.

Therefore, concept of professional ethics is more vital for event management companies to build up
proper customer relationship management. In event industry we have to face many challenges to satisfy
our customer needs and requirements. We have to give many value addition services other than core
services to retain the customer. Like, We have to give some extra privileges, free advices(marketing,
promotion, Creative experts etc), facilities, extra features and discounts as well.

Therefore, if an event management company maintains Ethics in Customer relationship management

then it will be profitable for that company and their customer will be associated with them and company
will get more business from their clients.
THANK YOU!