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Customer Relationship Management-NMIMS-2017

Customer Relationship Management-NMIMS-2017

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Q1. In the wake of the current scenario of Demonetization of the Rs.500/- and Rs 1000/- denomination notes, companies and customers both are facing a tough time. Mr. Ajay the manager of ABC Supermarkets having 3 stores in Mumbai is also facing the heat. This sudden step has led to a huge drop in sales and customer footfall in the store has fallen a lot. This is usually peak time due to the festivities during this season; hence his targets are very high. He does not know what to do and how to manage the situation. Somebody suggested that CRM might help him. As a consultant can you guide him about the same and bail him out of his misery? (10 Marks)


Q2. Mr. Ravi, Operations Manager of XYZ Ltd., a company dealing in manufacturing of machine tools in the B2B segment had heard a lot about CRM from his peers. Based on this he found out the best vendor in the market and on his own approvals assigned them the project for the implementation of the same throughout the company. This was the story 2 years back and today though it’s been a year since CRM was implemented, it’s a complete mess. Half of the employees don’t understand it much and find it a major hindrance and want to bypass it and the top management is behind the neck of Mr. Ravi as they feel it’s a self promoted decision gone absolutely awry. What do you think has gone wrong? How could the situation have been avoided? (10 Marks)


Q3. Read and Analyze the below given case and answer the questions at the end of it One of India's oldest food tech companies, Food Plus is planning to expand its offerings into customer relationship management (CRM) and loyalty solutions for restaurants. This would be a white label offering which will be powered by the parent app and can be customized by the merchants. Alternately, they can use a common platform also. A beta version of the loyalty programme will also be launched soon. The company is currently present in 20 cities and plans to expand this to 30 over the next 24 months. Next on the agenda is also rolling out a transactions function on the website and app and a user interface (UI) refresh. They will also be introducing online ordering and reservations - for tables as well as for events. The events would be restricted to those taking place at F&B venues only. The company had done a trial run with events and reservations for New Year Eve last year. Going ahead, the focus would remain on enabling the merchants or restaurants do better business and improving the search and discovery experience for the end customer by bringing in greater personalization.

a. How should they go about this entire project? What process should they follow and what steps should they take for the success of this venture? (5 Marks)

b. Do you think this would help out the merchants and restaurants? How will it help them to improve loyalty and retention? (5 Marks)

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