CHAPTER - 1

INTRODUCTION TO THE TOPIC

1
 CHAPTER - 1

INTRODUCTION TO THE TOPIC

Customer Relationship Management (CRM) is a strategy for managing

all your company’s relationships and interactions with your customers
and potential customers. It helps you improve your profitability. CRM is
a customer-oriented feature with service response based on customer
input, one-to-one solutions to customers' requirements, direct online
communications with customer and customer service centers that are
intended to help customers solve their issues. It includes the following
functions:

Sales force automation, which implements sales promotion analysis,

automates the tracking of a client's account history for repeated sales or
future sales, and coordinates sales, marketing, call centers, and retail
outlets.

Data warehouse technology, used to aggregate transaction information,

to merge the information with CRM products, and to provide key
performance indicators

Opportunity management which helps the company to manage

unpredictable growth and demand, and implement a good forecasting
model to integrate sales history with sales projection

CRM systems that track and measure marketing campaigns over

multiple networks, tracking customer analysis by customer clicks and
sales.

CRM is expanding outside of the core sales and marketing areas and
systems are available that incorporate support and finance data also into

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the CRM view that a user gets, enabling a wider holistic view of a
customer from one screen for a user

Definition:-According to Philip Kotler and Gary Armstrong, ‘CRM is

concerned with managing detailed information about individual
customers and all customer “touch points” to maximize customer
loyalty. It can also be defined as, ‘an alignment of strategy, processes
and technology to manage customers, and all customer-facing
departments and partners’. In short, CRM is about effectively and
profitably managing customer relationships through the entire life cycle.

THE PURPOSE OF CRM:

The focus of CRM is on creating value for the customer and the
company over the longer term. When customers value the customer
service that they receive from suppliers, they are less likely to look to
alternative suppliers for their needs.

CRM enables organizations to gain 'competitive advantage' over

competitors that supply similar products or services.

Today's businesses compete with multi –product offerings created and

delivered by networks, alliances and partnerships of many kinds. Both
retaining customers and building relationships with other value-adding
allies is critical to corporate performance.

The adoption of C.R.M. is being fuelled by recognition that long-term

relationships with customers are one of the most important assets of an
organization.

CRM Selection and Implementation: Steps and Considerations

3
A big part of a CRM system’s ongoing success is choosing well in the
first place, but implementation — the process of getting a CRM up and
running — will also greatly impact its value to your organization. The
details of this process will vary depending on the system you select, as
well as on the agreement between your organization and the vendor. Yet
most selection and implementation processes will involve the following
steps and considerations, which we will address in detail below.

CRM review and selection

Project management

Vendor contracting and software licensing

CRM system customization

Data migration

Training and support

The CRM Strategy

Customer relationship management is often thought of as a business

strategy that enables businesses to improve in a number of areas. The
CRM strategy allows you to following:

Understand the customer

Retain customers through better customer experience

Attract new customers

Win new clients and contracts

Increase profitably

Decrease customer management costs

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Types of CRM

Operational CRM generally refers to products and services that allow an

organization to take care of their customers. It provides support for
various business processes, which can include sales, marketing and
service. Contact centers, data aggregation systems and web sites are a
few examples.

Collaborative CRM is communication with customers and covers direct

interaction with customers including feedback and issue reporting.
Interaction can take place through web pages, email, Automated Voice
Response. Collaborative CRM greatly improves on services offered.

Analytical CRM addresses the analysis of customer data for a host of

different purposes. In general it is used to design and execute targeted
marketing campaigns that optimize marketing effectiveness. Analytical
CRM takes into account product and service decision making, pricing
and new product development.

Geographical CRM combines geographic information system and

traditional CRM. Geographical data can be analyzed to provide a
snapshot of potential customers in a region or to plan for customers
visits.

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 CHAPTER 3

CUSTOMER RELATIONSHIP MANAGEMENTAT COUNTRY

CLUB MEMBERSHIP

6
 CHAPTER 3

CUSTOMER RELATIONSHIP MANAGEMENTAT COUNTRY

CLUB MEMBERSHIP

Country Club Membership can be said to be the pioneer in initiating the

skeptical Indian shopper into online retailer.

Country Club Membership has built itself on the core foundations of

reliability, quickness, credibility, variety and quality. It uses Customer
Relationship Management as its differentiating factor.

Providing good customer service enables Country Club Membership to

enjoy high levels of customer satisfaction, generate repeat business and
ensure positive word-of-mouth.

The customer is informed at every step through e-mail/text when the

order has been confirmed order summary& shipment details + tracker
informing customer if order has been delayed.

Easy to reach out to the customer service team through their social
media channels as well as a customer care number.

Customer complaints are quickly addressed and there are transparent

return and exchange policies.

Strategic CRM

Great customer retention rate

Country Club Membership's reason of success is that it has a great

customer retention rate, it has around 15 lac individual customers and
more than 70% customers are repeat customers i.e. they shop various

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times each year. The company targets to have a customer base of 1 crore
by 2018.

Customer-management orientation

The company philosophy echoes in their tagline “making better our

service promise". The founders believe that huge discounts alone cannot
sustain a successful business, customer satisfaction and preferences need
to be addressed to keep the flame going.

Country Club Membership has built itself on the core foundations of

reliability, quickness, credibility, variety and quality.

Providing good customer service enables Country Club Membership to

enjoy high levels of customer satisfaction, generate repeat business and
ensure positive word-of-mouth.

Senior management believes that as the retail sector evolves, customer

satisfaction will be a key driver of success for most brands and
organization.

Technological Support at the Operational Level to Facilitate CRM:

Sales Force

Automation

SFA is the application of technology to support regular sales functions

and includes tools that are employed by users to perform administrative
and other repetitive tasks.

SFA transforms repetitive and routine manual processes to automated

processes, which helps sales reps operate in a more efficient manner.

For example, applications such as quarterly automated sales reports and

calendaring tools are key elements of sales technology. The domain for
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SFAapplications includes the attainment and storage of information.
SFA tools assist sales reps in formulating a professional sales encounter.

Sales reps can remain in contact with distant customers via e -mails and
cell phones, thus reducing travel hours. They can also receive and
manage orders from customers in an easy, timely fashion.

Addition -ally, applications like calendaring and routing tables help

sales reproduce downtime and increase their own production during
regular work hours.

Customer Knowledge Discovery

Country Club Membership has an amazing recommendation system at

place to make product discovery faster and seamless. The
recommendation system used by Country Club Membership predicts
user's intent and helps connect them with products they need or perhaps
be interested in an automated manner. They help users in following
ways:

Help finding: similar products.

Ex: recommendations to buy an apple phone when surfing Nokia

phones.

Help decide.

Ex: customer who viewed this ended up buying.

Excite or wow

Ex: cases for phones, laptop bags etc.

Customer demographic analysis and customer behavior modeling

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Country Club Membership customers fall in to the categories of youth,
avid book readers, technology enthusiasts and online shoppers.
Therefore, it has carefully demarcated and segmented each of the
demographic categories and modeled the customer behavior to
understand their needs and preferences. It creates data models from the
following sources:

Bought history

Browse history

Compare history

Bought items

Wish list items

Rated products

Can additions

Automate tasks and save more time.

As sales grows, you need to make sure the sales processes you've
designed can scale and that the same level of attention is given to the
right customers and leads. Automate repetitive tasks with CRM so that
your support team can spend less time on data entry and more on
solving the problems.

Customer Value Assessment

Value assessment at Country Club Membership is done through various

metrics Such as:

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Click-through-rates

Relevance & quality

Visibility

Click-to-order

Straightforward Return and Exchange Policies

Country Club Membership allow its users to return products if

unsatisfied within 30 day period with full refund of money or exchange
for another product.

This allows customers to shop online without worrying about the risks
involved..

It uses the Wallet feature to debit the refund money that can be used to
make a purchase from the website.

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Latest Technology & Strategy in CRM

Customer Experience Management

Today. However, a shift is occurring towards thinking about customer

relationship management more in terms of the customer experience.
Thus, customer relationship management is becoming customer
experience management. This transition is in large part being driven by
the previously discussed impact of social media

Consider for example that it was very impressive when Microsoft got to
600 million outlook users and dominated the email market in what was
thought of at the time as ‘just a short’ 15 years. However, Facebook

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now exceeds 800 million users and reached that milestone in half the
time it took Microsoft to dominate the email market

The lesson is that when a company places a greater focus on a great

customer experience and combines that with the modern mechanism to
make those experiences go viral. stratospheric growth is possible

The Cloud Cloud-based software and services are everywhere these

days and the cloud has both benefits when applied to CRM.
Nonetheless, the demand for cloud-based CRM solutions is growing and
shows no signs of stopping.

The benefits of CRM in the cloud are perhaps most apparent for small-
to medium-sized businesses because Cloud-based solutions typically
feature low initial entry costs and simpler set-up and maintenance. Most
SMBs have limited technology budgets and limited in-house IT

13
personnel. Thus, not having to deal with the IT backend associated with
an on premise CRM allows them to focus on what will have the greatest
positive impact on their growth: sales and customer service

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 CHAPTER 4

RESEARCH METHODOLOGY

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 CHAPTER 4

RESEARCH METHODOLOGY

A research design in which the major emphasis is on determining the

frequency with which something occur. The focus of descriptive
research is to provide an accurate description for something that is
occurring.

OBJECTIVES

 To study CRM implementation of Country Club Membership

 To study consumer satisfaction from the Country Club Membership
CRM
 To study the long term strategies of Country Club Membership for
maintaining CRM

HYPOTHESIS

The Customer Relationship Management at Country Club Membership

is very effective

SCOPE OF THE STUDY

From this research customer reviews and their problems by which

company can make changes for their betterment of company

This project is to understand the consumer loyalty towards Country

Club Membership service.

DATA COLLECTION

The report has been prepared as per the information obtained from two
sources. They are:
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Primary data

Secondary data

PRIMARY DATA :

The primary data is that which details we collect first time from
the market and also used first time in the research. To collect the
primary data structured non disguise questionnaire is prepared. Primary
Data was very crucial to collect so as to know various past & present
consumer views about bikes/scooter and to calculate the market share of
this brand in regards to other brands. Fresh primary data was collected
by taking direct filling of a questionnaire from customer who involved
face to face.

SECONDARY DATA:

Secondary data are those which has been collected by some one
else and which already have been passed through statistical process.
When the secondary data are sufficient, the researcher has to be satisfied
with the primary sources of data. Secondary data can be used as bases
for comparison with primary data have been collected by questionnaire.
Secondary data has been taken from internet, companies’ web sites.

The source of secondary data includes:

Books

Websites

In this project both primary and secondary data will used

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PRIMARY DATA

Primary data was collected by QUESTIONNAIRE METHOD.

SECONDARY DATA

It is not possible to collect first-hand information for each and

information so, secondary data from various sources like Internet,
Journals, etc.

SAMPLE PLAN

Sampling is a process of obtaining. The information about the entire

population by examine a part of it .The effectiveness of the research
depends on the sample size selected for the survey purpose. For the
Customer relationship management at Country Club Membership a
sample of 100 Respondent were chosen from the Nagpur City.

SAMPLE SIZE:- For the purpose of proper survey, there is need of

perfect research instruments to find out sample size for more accurate
result about Customer relationship management at Country Club
Membership. The sample size is100 respondents

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 CHAPTER-5

DATA ANALYSIS AND INTERPRETATION

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 CHAPTER-5

DATA ANALYSIS AND INTERPRETATION

1.How frequently do you shop through e-commerce websites?

Option % OF CUSTOMER
Once in a week 20
Once in a month 40
Once in 3 month 35
Once in a year 05

Once in a Once in a
year week
5% 20%

Once in 3
month
35%

Once in a
month
40%

Interpretation :

It seems that 20% of customers are doing shopping through e-

commerce once in a week, 40% are saying they are doing shopping once

20
in a month, 35 are saying they are doing shopping once in 3 month and
5 are saying they are doing shopping once in a year.

2. Have you used the Country Club Membership–an ecommerce

website?

Option % OF CUSTOMER
Yes 98
No 02

No Sales
2%

Yes
98%

Interpretation:

98%of users are aware of and using Country Club Membership

for doing e-commerce shopping.

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3. What are the reasons you prefer Country Club Membership.com?

Option % OF CUSTOMER
SATISFACTION 10
Reliable 80
Positive customer 10
review

Positive Sales
customer
review Satisfaction
10% 10%

Reliable
80%

Interpretation: 10 % customers are satisfied with the Country Club

Membership products and services, 80% customers had the reliability
on Country Club Membership and 10% are preferring because of the
positive review by customers.

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4. How easy was it to find the product that you were looking for?

Option % OF CUSTOMER
Easy 91
Difficult 09

Sales
Difficult
9%

Easy
91%

Interpretation: 91% out of customers find easy to find the product

which they are looking to purchase and 9% find it difficult .

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5. How was the condition of the product after delivery?

Option % OF CUSTOMER
Excellent 79
Satisfactory 20
Poor 1

Poor
1%
Sales
Satisfactory
20%

Excellent
79%

Interpretation: 79% of the customers found that thequality of the

product is excellent, 29% found the quality of the product as
satisfactory and 1% found it as poor the condition of the product.

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6. Did you ever face late delivery?

Option % OF
CUSTOMER
Yes 11
No 89

Sales
Yes
11%

No
89%

Interpretation: 11 % customers find the delivery of the product is late

and 89% customers find the right time delivery of the products.

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7. How would you rate the product packaging?

Option % OF
CUSTOMER
Excellent 7
Satisfactory 85
Poor 8

Poor Sales Excellent

8% 7%

Satisfactory
85%

Interpretation: 7 % of customer find the product packaging is excellent

, 85% of customers Find the satisfactory packaging and 8 find the poor
packaging of the products.

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8. Were you satisfied with the customer support services?

Option % OF
CUSTOMER
Fully 12
Satisfied
Satisfied 75
Not 13
satisfied

Sales
Not satisfied
0% Fully Satisfied
13%
12%

Satisfied
75%

Interpretation: 12 % of customers are fully satisfied with the customer

support service, 75% are satisfied and 13% are not satisfied with the
service.

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9. How do you find the exchange/return policies of COUNTRY CLUB
MEMBERSHIP?

Option % OF
CUSTOMER
Satisfied 98 %
Not 02 %
satisfied

Not satisfied Sales

2%

Satisfied
98%

Interpretation: 98% of customers are satisfied with the exchange

policy while 2% are not satisfied.

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10. How was your overall purchase experience from Country Club
Membership?

Option % OF
CUSTOMER
Excellent 84
Satisfactory 12
Dissatisfied 04

Sales

Dissatisfied
Satisfactory
4%
12%

Excellent
84%

Interpretation: 84 % 0f customer find the excellent experience while

doing shopping from Country Club Membership, 12% find the
satisfactory experience and 4% are dissatisfied while doing shopping
from Country Club Membership.

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11. Will you prefer to continue shopping from Country Club
Membership?

Option % OF
CUSTOMER
Yes 79
No 1
Maybe 20

Sales

Maybe
20%
No
1%

Yes
79%

Interpretation : 79 % of customer are going to prefer continue

shopping from Country Club Membership, 1%are not going prefer to
continue the shopping from Country Club Membership and 20% are not
sure.

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12. Would you recommend Country Club Membership to other?

Option % OF
CUSTOMER
Yes 78
No 22

Sales

No
22%

Yes
78%

Interpretation: 78 % of customers will recommend Country Club

Membership to others, while 22% of customers are not going to
recommend Country Club Membership to others.

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CHAPTER- 6

FINDINGS

32
 CHAPTER- 6

FINDINGS

FINDINGS

 It seems that customer regularly use Country Club Membership

 Most of the customer are aware of Country Club Membership
 According to the survey customer are more attracted toward the
discount & offer in Country Club Membership
 Customer find very easy to find a product in Country Club
Membership that they are looking for
 Many of the customer were satisfied, believe that customer care
of Country Club Membership make them satisfied for their
problem
 Many of the customer were happy and satisfied with the service
of Country Club Membership
 Approx 95% of customer were satisfied with the product
condition when it was at their hand
 Maximum number of customer never faced the issues of late
delivery
 Most of the customers were found satisfied with the packaging of
the product
 Apporx 15% customer never called customer care because they
never face any problem
 Maximum no. of customer was satisfied with the mail service of
Country Club Membership and on other part some customer face
problem.

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 While returning the product the maximum numbers of customer
were satisfied with the service provided by Country Club
Membership..
 It seems that many of the customers were satisfied in big billon
day due to discount & offer
 Most of the customer likes to buy again from Country Club
Membership.
 Approx. 41% of customer would like to recommend Country
Club Membership to other

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 CHAPTER 7

CONCLUSIONS AND SUGGESTION

35
 CHAPTER 7

CONCLUSIONS AND SUGGESTION

Due to better customer relationship and better service most of the

customer shop through Country Club Membership and find it easy to
operate. Customer find very easy to operate the website. Sometimes
they face problem in the sale as the product goes out of stock instantly.

Country Club Membership allow its users to return products if

unsatisfied within 30 day period with full refund of money or exchange
for another product. This allows customers to shop online without
worrying about the risks involved. It uses the Wallet feature to debit the
refund money that can be used to make a purchase from the website.
Country Club Membership has built itself on the core foundations of
reliability, quickness, credibility, variety and quality. As customer
relationship is important for every company, Country Club Membership
gives best discount and offer to attract customer. After every delivery
Country Club Membership also ask for feedback to every customer.

Hence the customer relationship management is very effective.

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SUGGESTIONS

 The system should be able to support the huge traffic influx so

that the customers don’t face an issue while order placement and
delivery.
 Country Club Membership should improve the after sales service
to boost the customer attention towards their services.
 Country Club Membership should try to provide fast return
policy.
 The replies to customers regarding queries or complaints should
be dealt with on priority basis so as to ensurethat they are
satisfied.
 Country Club Membership should provide coupons and cash back
vouchers on occasions.

37
BIBLOGRAPHY

38
 BIBLOGRAPHY

Websites:

https://www.mbaskool.com/

https://www.wikipedia.org/

https://www.slideshare.net/

https://www.Country Club Membership.com/

39
 CHAPTER 9

QUESTIONAIRE

40
 CHAPTER 9

QUESTIONAIRE

1. How frequently do you shop through e-commerce websites?

Option TICK
Once
in a
week
Once
in a
month
Once
in 3
month
Once
in a
year

2. Have you used the Country Club Membership–an ecommerce

website?

Option TICK
Yes
No

41
3. What are the reasons you prefer Country Club Membership.com?

Option TICK
SATISFACTION
Reliable
Positive
customer review

4. How easy was it to find the product that you were looking for?

Option TICK
Easy
Difficult

5. How was the condition of the product after delivery?

Option TICK
Excellent
Satisfactory
Poor

42
 6. Did you ever face late delivery?

Option TICK
Yes
No

7. How would you rate the product packaging?

Option TICK
Excellent
Satisfactory
Poor

8. Were you satisfied with the customer support services?

Option TICK
Fully
Satisfied
Satisfied
Not
satisfied

43
9. How do you find the exchange/ return policies of COUNTRY CLUB
MEMBERSHIP?

Option TICK
Satisfied
Not
satisfied

10. How was your overall purchase experience from Country Club
Membership?

Option TICK
Excellent
Satisfactory
Dissatisfied

11. Will you prefer to continue shopping from Country Club

Membership?

Option TICK
Yes
No
Maybe

44
12. Would you recommend Country Club Membership to other?

Option TICK
Yes
No

45