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Customer Relationship Management-NMIMS-June-17

Customer Relationship Management-NMIMS-June-17

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Q1. In the wake of a major drop in Sales for Volkswagen post the cheating conspiracy, consultants are suggesting them to go for CRM in order to boost their sales. But they are skeptical about the same and don’t know how will it help them. Can you guide them on the same (10 Marks)


Q2. Indian Hotels Ltd. wants to set up CRM across their properties in India. But seeing the failure of the same at Courtyard by Marriot are now worried about the same happening with them too. Another of their worries is not knowing the precautions to be kept in mind while setting up one and how can they reap maximum benefits from it. Can you help them on the same (10 Marks)


Q3. Read and Analyze the below given case and answer the questions at the end of it Traditional ‘low price’ and ‘reliable service’ mechanics are no longer as effective at driving customer loyalty as they used to be, and organisations that stick to traditional approaches and don’t explore the new drivers influencing loyalty risk draining profitability and pushing customers away, a new study by consulting firm Accenture Strategy said. “It’s time for organisations to take a fresh look at loyalty… they are wasting billions every year on customer loyalty programmes that don’t create impact like they used to,” according to the study. With millions of loyalty points sitting dormant and 85% Indian consumers retracting loyalty at profit-crushing rates, organisations must pay attention to new factors driving customer loyalty in the digital age or risk losing customers for good, Accenture said. The report, called ‘Seeing beyond the loyalty illusion’, gauges the experiences and attitudes of 25,426 consumers around the world, including 562 Indian consumers, about their loyalty relationship with brands and organisations. According to Accenture, the report found that 86% Indian consumers have switched providers over the past year, while 43% confirmed that their expectations from brand loyalty have ‘completely changed’ Accenture India said: “New ‘languages of loyalty have emerged, driven by brands experimenting with creative digital experiences, which have changed the dynamics of customer loyalty today.” Among Indian consumers, 33% have a negative or non-existent reaction when brands try to earn their loyalty, while a 25% think brands should do everything possible to earn their loyalty, the study adds.

a. Based on the results of this study, according to you why firms are not able to sustain customers in spite of spending billions? (5 Marks)

b. What should they do in order to satisfy and maintain loyal customers? (5 Marks)

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