Download - 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.