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Customer Relationship Management-NMIMS Apr 18

Customer Relationship Management-NMIMS Apr 18

Customer Relationship Management

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Note: We provide online mcq (multiple choice question) question bank for online exam and assignment help. Contact us for more information.

Q1. ABC Ltd. a small time shoe manufacturing company in Solapur has just recently thought of installing a CRM system in order to handle customers better and increase the sales. But being an SME and in a small city like Solapur, it has no one to guide it on the implementation of the same. Can you help it find its foothold and make it more aware of the things to be careful about while implementing? (10 Marks)

Q2. Tata Motors has had a string of releases last year but none of them have succeeded and their breakthrough brand Nano is as good as out of the reckoning. The sales have dropped and customer complaints are on the rise. They are not able to handle customer issues and are slowly losing out to competition. Can you help them find a way out for this problem? (10 Marks)


Q3. Read and Analyze the below given case and answer the questions at the end of it

The below given article is taken from an excerpt by Mr. Limesh Parekh on written on August 15, 2017 12:15 am.

CRM or Customer Relationship Management is as old as commerce itself. However, in the last couple of decades, the meaning of CRM has changed to CRM software. The concept of CRM has evolved to a large extent, especially in the Indian context. A couple of decades before, it was predominantly used by the large enterprises and was also limited to the basic functionality, generally customer database only. However, in recent years even SMEs have started to take advantage of CRM.

This has been possible because of the advent of newer technologies and concepts like SAAS and Social Media integrations. Also, now the scope of CRM has increased from a mere customer database to a 360 degree view of customer interactions from various channels, including, but not limited to; telephony, chat, emails, customer portals and mobile apps.

Evolution of CRM as a concept

Basic Customer Database

Initially, CRM was used as a customer database and an extension of any larger ERP (Enterprise Resource Planning) implementation. These were large database applications which had essential enquiry management features. The primary purpose of these CRM

systems was to give MIS (Management Information System) reports. These were more of reporting tools than day to day productivity tools as the CRM is today. The MIS reports were merely used by marketing division to understand customer segments and target marketing efforts accordingly.

Advent of email automation

When email became the primary tool of business communications, people started to realize the importance of email automation in their CRM strategy. Slowly the line between marketing and sales began to disappear in case of CRM definitions. Email marketing started to become the part of CRM.

Inside sales

Apart from the marketing and sales department, inside sales team began to get in shape. Inside Sales is more relevant to B2B as compared to B2C. The primary role of inside sales team was to generate direct leads for sales team or do prospecting of the leads generated by marketing teams.

Telephony & CRM

The integration of Telephony and CRM has led to the popularity of Call Centre or better known as Contact Centers. Initially this was accomplished by On Premise Telephony Servers. These are now being replaced by Cloud Telephony Solutions. It has become crucial for businesses to use telephony solutions to engage with their customers. Hence, integration of Telephony with CRM is the need of the hour.

Social CRM

The latest buzzword in CRM space is Social CRM. Consumers and buyers are relying on social media to a great extent for their buying decisions. So sellers are using CRM with social media capabilities to monitor and influence buying patterns of buyers. With the advent of online E-commerce, the importance of social media in CRM has increased many folds.

SAAS – The Great Leveler

Initially, CRM was affordable only to Enterprises, because of its enormous cost. This was because of costly software and expensive infrastructure required to implement CRM. But SAAS changed everything. Now, the expensive CRM software became available as a service, affordable to almost everyone. The biggest challenge in the adoption of SAAS as the mainstream solution was internet access.

Internet – The Game Changer

With wide spread usage of internet across the country and broadband becoming cheaper, CRM is accessible to almost everyone and everywhere in India. Mobile internet revolution in India is also changing the CRM landscape in India to an extreme level.

Mobile CRM – Enterprise to Personal

Cheap smart phones with more affordable mobile internet plans helped to take Mobile CRM to the next level. Mobile CRM has completely changed the way CRM is thought and used in India. Now it has become one of the biggest productivity tools for sales and service teams.


CRM in India has made considerable progress to its present situation and is far to proceed. Considering the huge and diverse market that India has, arrangements intended for the western countries cannot be deployed here. Hence, it is of great significance for the Indian market to have a CRM streamlined on the basis of Indian management principles and practices. What could be better than we doing it for ourselves, hence following the statement ‘Of the Indians, by the Indians, for the Indians’.

a. What according to you are the reasons for the growth of CRM in India? (5 Marks)

b. What steps should be taken to further enhance this growth? (5 Marks)

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