Introduction: Relationships have proved to be the central
element in the success of business since time immemorial. They are the invisible
threads, which bind all business associates. To remain competitive and to carve
a niche in a global market, it has become imperative to manage customers effectively.
Organizations have realized the lifetime value of a customer. CRM has once again
acquired the highest place in every strategist’s priority list. Organizations
are redesigning their strategies and sharpening their focus on Customer Relationship
Management for achieving sustainable competitive advantage. Sophisticated toolkits,
involving latest technology inputs, are being used to implement CRM programmes
without proper knowledge of their impact on customers. The biggest Challenge
faced by marketers is to know the effectiveness of their CRM programs. Keeping
in view the requirements of marketers, it becomes essential to identify the
determinants of CRM effectiveness. We see a great usage of CRM in the service
industry, especially in the cellular services where each service provider is
trying to have an edge over the other by means of enhancing customer satisfaction.
The objectives of the project report are:
- To identify the customer relationship management programs being run by Airtel.
- To study the impact of CRM on Airtel.
Number of Pages of Project Report: 70
Package Includes: Synopsis/Project Proposal + Project Report
Project Format: Document (.doc)
Table of Contents of Project Report:
List of Figures
Executive Summary
Chapter 1: Introduction
1.1 Rationale of the Study
1.2 Objectives
1.3 Research Methodology
1.4 Data Collection Procedure
Chapter 2: Theoretical Framework
2.1 Origin of CRM
2.2 CRM Defined
2.3 Evolution of Relationship Marketing
2.4 Benefits of CRM
2.5 CRM Strategies
2.6 The Role of Information Technology in CRM
2.7 Developing Appropriate Metrics
2.8 CRM Documentation Issues
2.9 Elements for Success of CRM
2.10 Benefits of a Well Defined CRM Infrastructure
2.11 Relationship Marketing and Customer Lifetime Value for Cellulars
2.12 Scope of CRM
Chapter 3: About Airtel
3.1 Company Profile
3.2 Highlights
3.3 Vision
3.4 Mission
3.5 Bharti Values
3.6 Airtel Quality Statement
3.7 Recent Achievements
Chapter 4: CRM at Airtel
4.1 Analysis and Findings from the Customer Care Department
4.2 Analysis of Customer Surveys
Chapter 5: Conclusion
Chapter 6: Limitations
Chapter 7: Annexure
7.1 Bibliography
7.2 Airtel Connects
7.3 Questionnaire
