annex-b thesis synopsis(aarti)

7/29/2019 Annex-b Thesis Synopsis(Aarti)

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Annex B: THESIS SYNOPSIS

Name AARTI CHAUDHARY

Phone number 9005929017

Email address [email protected]

Course to which admitted IIPM ISBE ICHE

Month & year of admission 2010

Place of study (IIPM Center) LUCKNOW

Thesis Topic: ANALYSIS OF CUSTOMER RELATIONSHIP

MANAGEMENT IN ICICI BANK

Specialization Area: HUMAN RESOURSE & MARKETING

Introduction:

Customer relationship management (CRM) is a strategy used to learn more about customers'

needs and behaviors in order to develop stronger relationships with them. The more useful way to

think about CRM is as a process that will help bring together lots of pieces of information about

customers, sales, marketing effectiveness, responsiveness and market trends. CRM can be

adopted to build the long term relationship with the customers with regularly contacting them on

phone or continuously meeting with the customers.

Why is it necessary?

Many companies are turning to customer relationship management systems to better understand

customer wants and needs.


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CRM applications often used in combination with data warehousing e-commerce application and

call-center, which allows companies to assess information about customers buying history,

preferences, complaints and other data so they can better anticipate what customer will want. The

goal is to instill greater customer loyalty.

Research Objectives:

Study the value of existing customers and reduced cost associated with servicing them

and ways to increasing the overall efficiency of bank performance.

Study of products and services offered to retail customers.

To identify and study the various ways of ensuring customer satisfaction adopted by

ICICI bank.

Receiving the customer feedback that leads to new and improved product and services.

Research Methodology:

Secondary Data (Source) Websites

E-Books

Magazines, Newspapers and Journals.

Primary Data Questionnaire,

Personal and Telephonic Interview.

Tool Used Tables

Bar Graphs and Pie Charts

Sampling Method Random sampling was chosen as the sample selection procedure.

Sample Size Keeping in mind all the constraints 100 respondents were selected.

Target Audience Sample universe: My sample universes for research are customer of

Lucknow city.

Sample size: The sample size was taken to be 100 customers. Some

of the customers were interviewed individually everyday and asked

to fill the questionnaires.


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Limitation of the Study:

During the project following limitations where known:

Many of the customers where not cooperative when they are asked give few minutes.

As ICICI Bank is a big brand, many times the answers of the respondent may be affected

by his good or bad experience about some other product.

The area was large and it was not possible to deal with each and every customers.

Time was the major constraint as I have only two months and the area is very vast even

though I have put up the best of my efforts to cover all the areas given to me.

Literature Review

Market:

Market is a physical place where buyers and sellers gathered to buy and sell goods.

Market is a collection of buyers & sellers who transact over a particular product or services.

Marketing:

Marketing is simply meeting needs profitably. In other words marketing is an

organizational function and a set of process for creating, commutating and delivering value to

customers and for managing customer relationships for beneficial of organization as well as

customers.

Customer:

Who buys a product or services is customer. Customers are very important part of any

organization, because customer generates sales and profit for any organization


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Justification of choosing the topic :

Customer Relationship Management or CRM is a company-wide business strategy designed to

reduce costs and increase profitability by solidifying customer loyalty. It's a strategy used to learn

more about customers' needs and behaviors in order to develop stronger relationships with them.

After all, good customer relationships are at the heart of business success.

The title of the project is Analysis of customer relationship management in ICICI Bank. The

approach of this project was to understand the measures adopted by ICICI Bank to promote fair

relationship between the bank and customers, helping the customer in understanding product and

services, how to increase the value of existing customer and know their level of satisfaction and

ultimately increases the bank profitability.

annex-b thesis synopsis(aarti)

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