Scribd Logo
Upload

Welcome to Scribd!

  • CRM Project Team 13

    Uploaded by

    KS
    20 views8 pages
    The document discusses implementing a customer relationship management system for Shanmugaperumal Jewellery Store. It first provides background on the store and describes their existing CRM methods. It then notes problems with their current approach like reduced sales during COVID and inability to track champion customers. The document performs RFM analysis on 550 customers, identifying 3 segments. It proposes campaigns to retain the at-risk segment and reward champions. Finally, it recommends developing a system to identify customers and notify managers who needs to be contacted, as well as storing data in a centralized system rather than notebooks.

    Original Description:

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The document discusses implementing a customer relationship management system for Shanmugaperumal Jewellery Store. It first provides background on the store and describes their existing CRM methods. It then notes problems with their current approach like reduced sales during COVID and inability to track champion customers. The document performs RFM analysis on 550 customers, identifying 3 segments. It proposes campaigns to retain the at-risk segment and reward champions. Finally, it recommends developing a system to identify customers and notify managers who needs to be contacted, as well as storing data in a centralized system rather than notebooks.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    20 views8 pages

    CRM Project Team 13

    Uploaded by

    KS
    The document discusses implementing a customer relationship management system for Shanmugaperumal Jewellery Store. It first provides background on the store and describes their existing CRM methods. It then notes problems with their current approach like reduced sales during COVID and inability to track champion customers. The document performs RFM analysis on 550 customers, identifying 3 segments. It proposes campaigns to retain the at-risk segment and reward champions. Finally, it recommends developing a system to identify customers and notify managers who needs to be contacted, as well as storing data in a centralized system rather than notebooks.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 8

    Customer Relationship Management (CRM)

    for
    Shanmugaperumal Jewellery Store
    Team 13
    Srinivasa Kiruthik K S
    Guruprakash C
    Viswa M
    Ramakrishnan V
    Kiran S
    Introduction to the business firm
    • Name of firm: Shanmugaperumal Jewellery Store
    • Founded in 2005
    • Owner – Mr. Manimaran
    • Retailer Jewellery Firm

    Wholesale
    Retailer Customer
    r

    • Mode of business: Brick & Mortar store


    Existing CRM Methods
    • Phone calls to repeat customers
    • Manual data entry of customers
    Problems faced in existing CRM methods
    • Reduction in sales post COVID
    • Increased churn rate, particularly festive seasons
    • Inability to find out champion customers
    • Inability to provide personalized attention to customers
    RFM Analysis
    • RFM analysis to find customer segments
    • 550 customer data between March 2020 - January 2022
    • Three customer segments
    • Cluster 1- 60 (16%) [Champions-RFM Score 454.67]
    • Cluster 2- 148 (39.4%) [At Risk Customers-RFM Score 188.24]
    • Cluster 3- 168 (44.7%) [Promising Customers-RFM Score 421.41]
    • Necessary to retain those 148 customers
    • RFM Score and Amount-good predictors of segments
    Campaigns for the segments
    • Champions
    • Rewards for customers with maximum referrals
    • Restaurant/theatre vouchers during festive seasons
    • Offers to customers on their birth month and anniversary
    • Promising Customers
    • Coupons during festive seasons, initiating additional purchases
    • Wallet options, points leading to exciting gifts
    • At Risk Customers
    • Send mails to customers on latest products and offers.
    • Improve shopping experience through active feedback reception.
    Recommendations on CRM technology
    Develop a system Maintain proper
    to notify the data in a system
    managers of whom rather than in a
    to contact. notebook.

    Customer
    Relationship
    Identification
    Thank you

    You might also like