Questions
Questions
Questions
CUSTOMER SERVICE
SRI V. MAHESH
CERTIFICATE
Place: VISHAKAPATNAM
Date:
Project Guide
DECLARATION
DATE:
ACKNOWLEDGEMENT
5. Objectives
6. Methodology
7. Presentation of the study
CHAPTER 2
1. Customer Service in retailing
1. Summary
INDUSTRIAL PROFILE
Organizational Profile
Future group understands the soul of Indian consumers. As one of
India’s retail pioneers with multiple retail formats, they connect a
diverse and passionate community of Indian buyers, sellers and
businesses. The collective impact on business is staggering: Almost 500
million customers walk into their stores each year and choose products
and services supplied by over 30,000 small, medium and large
entrepreneurs and manufacturers from across India.
Future group employs around 60,000 people directly from every section
of our society. We source our supplies from enterprises across the
country, creating fresh employment, impacting livelihoods, empowering
local communities and fostering mutual growth.
RETAIL BUSINESSES:
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is
one of India’s leading business houses with multiple businesses
spanning across the consumption space.
While retail forms the core business activity of Future Group, group
subsidiaries are present in consumer finance, capital, insurance, leisure
and entertainment, brand development, retail real estate development,
retail media and logistics.
The company follows a multi-format retail strategy that captures almost
the entire consumption basket of Indian customers. In the lifestyle
segment, the group operates fashion retail chain Central, a chain of
seamless malls. In the value segment, its marquee brand, Big Bazaar is a
hypermarket format that combines the look, touch and feel of Indian
bazaars with the choice and convenience of modern retail.
The group’s speciality retail formats include supermarket chain - Food
Bazaar, sportswear retailer - Planet Sports, electronics retailer - eZone,
home improvement chain -Home Town and rural retail chain - Aadhaar,
among others. It also operates popular shopping portal -
www.futurebazaar.com.
Future Group believes in developing strong insights on Indian
consumers and building businesses based on Indian ideas, as espoused
in the group’s core value of ‘Indianness.’ The group’s corporate credo
is, ‘Rewrite rules, Retain values.’
Company’s Purpose
Future Group was founded on a simple idea: Rewrite rules, retain
values. This fundamental belief created a new kind of marketplace,
forever transforming Indian retail.
Group Vision:
Future Group shall deliver Everything, Everywhere, Everytime for
Every Indian Consumer in the most profitable manner.
Group Mission
The group share the vision and belief that customers and stakeholders
shall be served only by creating and executing future scenarios in the
consumption space leading to economic development.
They are the trendsetters in evolving delivery formats, creating retail
realty, making consumption affordable for all customer segments - for
classes and for masses.
They infuse Indian brands with confidence and renewed ambition.
They are efficient, cost- conscious and committed to quality in whatever
they do.
They ensure that their positive attitude, sincerity, humility and united
determination shall be the driving force to make them successful.
Core Values
RESPECT AND HUMILITY in dealing with everyone within
and outside the organisation
FLOW by constantly learning and being inspired from the
universal laws of nature
INDIANNESS by believing in oneself and doing things the Indian
way
INTROSPECTION for continuous learning, self-development
and personal excellence
OPENNESS AND ADAPTABILITY by accepting new ideas and
knowledge, and being proactive in meeting challenges emerging
from changing business scenarios
VALUING AND NURTURING RELATIONSHIPS with
customers, business associates, stakeholders, communities and the
society LEADERSHIP in thought and in business
SIMPLICITY AND POSITIVITY to foster innovation, speed
and imagination
Major Milestones
1987:
Company incorporated as Manz Wear Private Limited. Launch of
Pantaloons trouser, India’s first formal trouser brand.
1991:
Launch of BARE, the Indian jeans brand.
1992:
Initial public offer (IPO) was made in the month of May.
1994:
The Pantaloon Shoppe – exclusive menswear store in franchisee
format launched
Across the nation. The company starts the distribution of branded
garments through
Multi-brand retail outlets across the nation.
1995:
John Miller – formal shirt brand launched.
1997:
Pantaloons – India’s family store launched in Kolkata.
2001:
Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first
hypermarket chain launched.
2002:
Food Bazaar, the supermarket chain is launched.
2004:
Central – ‘Shop, Eat, Celebrate In The Heart Of Our City’ -
India’s first seamless mall is launched in Bangalore.
2005:
Fashion Station - the popular fashion chain is launched aLL – ‘a
little larger’ - exclusive stores for plus-size individuals is launched
2006:
Future Capital Holdings, the company’s financial is formed to
manage over $1.5
billion in real estate, private equity and retail infrastructure funds.
Plans forays into
retailing of consumer finance products.
Home Town, a home building and improvement products retail
chain is launched
along with consumer durables format, Ezone and furniture chain,
Furniture Bazaar.
Future Group enters into joint venture agreements to launch
insurance products with
Italian insurance major, Generali.
Forms joint ventures with French retailer, ETAM Group and US
office stationery
retailer, Staples.
2007:
Future Group crosses $1 billion turnover mark.
Specialized companies in retail media, logistics, IPR and brand
development and
Retail-led technology services become operational.
Pantaloon Retail wins the International Retailer of the Year at US-
based National
Retail Federation convention in New York and Emerging Retailer
of the Year award at the World Retail Congress held in Barcelona.
Futurebazaar.com becomes India’s most popular shopping portal.
2008:
Future Capital Holdings becomes the second group company to
make a successful
Initial Public Offering in the Indian capital markets.
Big Bazaar crosses the 100-store mark, marking one of the fastest
ever expansion of a
Hypermarket format anywhere in the world.
Total operational retail space crosses 10 million square feet mark.
Future Group acquires rural retail chain, Aadhar present in 65 rural
locations
2009
Future Group celebrates its first Shopping Festival across all retail
formats in key Indian cities.
Future in University starts its campuses in Ahmedabad, Bangalore
and Kolkata to offer degree programs through a tie-up with
IGNOU.
Future Group partners with Hong Kong-based Li & Fung Group to
strengthen its supply chain and logistics network across the
country.
2010
Future Group launches its telecom brand T24 in partnership with
Tata Teleservices to provide additional loyalty benefits to its
customers.
Future Group launches products in key FMCG categories through
Such, a brand co-created with Sachin Tendulkar.
Future Group connects over 4000 small and medium Indian
manufacturers and entrepreneurs with consumers.
2011
April 2011 – KB's Fair price celebrates opening its 200 stores in
India
May 2011 – Future Supply Chains becomes ISO certified
2012
On 1st May 2012, the company introduced a new retail initiative –
Public Holiday Sale
Food hall the premium lifestyle food destination launched its
second store in Bengaluru on 4th May 2012
Big Bazaar redefined the concept of customer service with the
launch of the Rajajinagar Family Centre in Bengaluru with its
unique Sever initiative on 24th February 2012
Future Sharp Skills Ltd. launched its first skill centre in Kolkata
with a vision to train and provide sustainable livelihood to five
lakh youth of West Bengal by 2022
Pantaloons became the first retailer to introduce a reality hunt as it
set out on a countrywide search for their next Fresh Face
Pantaloons launched its first store in Ludhiana, Visakhapatnam,
Bilaspur
Future Group started Aadhaar Franchise
Future Supply Chains Express Logistics business became the
fastest profitable Express Business in India
Keeping pace with the ongoing trends Fashion@ Big Bazaar
decided to reposition itself as fbb
Pantaloons joined hands with PAYBACK. Being India's largest
and one of the strongest loyalty programs in Europe, PAYBACK
offers were made available to all Pantaloons customers
Big Bazaar launched its home delivery services in Mumbai
2013
Food hall, the premium lifestyle food destination launched in
Pune.
Our fashion brand Central opens its new store in Center Square
Mall, Kochi.
First batch of Future India Fellowship program started with 5
selected fellows across the country. The fellowship aims to create
thought leaders of tomorrow.
Future Group successfully introduced 'Big Bazaar Direct' an
assisted shopping concept where franchises will sell Big Bazaar
products through a catalogue on a 'tablet'.
Future Group introduced brand new fashion format 'I am In' for
trendy youth of the country.
Big Bazaar introduced an exciting occasion for shopping 'April
Utsav'.
Future Group officially launched India's largest State of the Art
Logistical Distribution Hub at Nagpur.
Big Bazaar introduced a unique customer membership program
'Big Bazaar Profit Club.'
Food hall, the premium lifestyle food destination launched in New
Delhi.
Future Sharp, the Future Group arm that trains and develops the
skills of youth opened its new skill centre in Nasik.
2014
Future Group partnered with the Fortune 500 company and one of
the largest online shopping destination, Amazon
Future Consumer Enterprises Limited acquired one of the India's
oldest supermarket chains in India with origins dating back to
1905, nil irises.
Future Supply Chain acquired New Delhi based processed-foods
supply chain company, Brattle Foods
Future Group partnered with world's leading customer science
company, dunnhumby for data analytics services
Future Group announced its strategic tie-up with SAP company
hybrids that delivers Omni Commerce™: state-of-the-art master
data management for commerce and unified commerce processes
to its clients.
India's First Mega Food Park was inaugurated by India's
Honorable PM Shri Narendra Modi at Tumkur Karnataka
Central completed its 10 glorious years of serving customers
Home Town underwent a complete makeover with a new tagline,
'The Art of Better Living', logo and in-store branding.
Future Group's premium food destination Food hall launched in
Saket, New Delhi.
Big Bazaar and Ezone were voted as one of the Top 50 Most
Trusted Brands in the country in the Brand Equity Survey 2013
conducted by Nielson. The survey also revealed that Big Bazaar is
the 4th Most Trusted Service Brand of the country
fbb ties up with India's largest Beauty Pageant Femina Miss India
2014
A New Generation Big Bazaar, Big Bazaar Family Centre was
launched at Alcove in Kolkata on January 6, 2014
2015
fbb became style partner of Asia's largest music festival, Sunburn
Big Bazaar & Ezone made to the Brand Equity's Top Retailer's List
Tasty Treat, Future Group's Food & FMCG brand launched its first
mass media campaign with a new tagline 'Yeh Phislee Neeyat'
Future Consumer Enterprise Limited (FCEL), signed an equal joint
venture deal with the Mibelle Group, Europe's third largest FMCG
brand company.
Future Group partnered with India's fastest growing Ayurved
company, Patanjali Ayurved.
Future Consumer Enterprise Limited joined hands with Gov. of
Rajasthan to operate their public distribution stores Annapurna
Bandar.
The Miss Universe from Columbia, Paulina Vega launched Jealous
21's limited edition Miss Universe Collection at Taj Land's End in
Mumbai
First Big Bazaar GEN NXT store designed for smart and easy
shopping experience opened in Infinity Mall, Malad, Mumbai
Big Bazaar announced an exclusive tie-up with a leading mobile
wallet company, MobiKwik
The UK based Plymouth City College awarded Future Sharp with
a title of 'The Best International Business Partner'
Giovani, Indus League's suits & jackets brand signs Fawad Khan
as it's brand ambassador
T24, Future Group's unique telecom service and loyalty program
and of India's first unpaid GSM mobile service completed 5
eventful years
Future Group's niche plus-size clothing brand, aLL celebrated 10
years journey of serving customers
The most affordable fashion destination, fbb signed youth style
icons Katrina Kaif and Varun Dhawan as its brand ambassadors
Bharti Retail joins hands with Future Retail
Future Supply Chains Solutions Ltd launched its cold storage
warehouse facility at Mehsana, Gujarat
Future Group forays into M-Commerce with the T24 Mobile App
Big Bazaar redefines weekends with the launch of a never-seen-
before campaign, 'Crazy Weekend'.
Future Group launched the new age convenience store format,
KB's Conveniently Yours.
2016
Future Consumer Enterprise Limited (FCEL) partnered with Star
Bazaar
Future Group acquired its first e-commerce home furnishing store
Fab Furnish
Big Bazaar Direct tied-up with Oxigen Services to sell the wide
assortment of the franchisees.
Little Foodhall launched in Gurgaon
Future Lifestyle Fashions, launched Cover Story, a fast fashion
brand led by Future Design Lab
Central @ Residency Road, Bangalore was re-designed and
launched in High Definition to provide hassle free shopping for the
customers
Future Group associated with Bajaj Finserv to launch India's first
retail EMI card
fbb created Guinness World record for the world's largest
photobook of 18 feet height and 27 feet width
Future Retail Limited approved a proposed consolidation of the
retail and allied businesses of Heritage Foods Limited. The retail
business of Heritage Foods includes the popular Heritage store
chain of 124 stores in the three key southern cities of Hyderabad,
Bangalore and Chennai.
2017
Future Consumer Limited partnered with the Hain Celestial Group
Inc. to bring Better-For-You organic and natural products to the
Indian market
Central and SBI Card launched a unique co-branded credit card
designed for the aspirational urban shopper
Future Supply Chain Solutions Limited inaugurated its state-of-
the-art Integrated Apparels/General Merchandise Distribution
Centre at Burdwan District, West Bengal.
Future Supply Chain Solutions Limited comes up with its Initial
Public Offering
Future Group launched New Retail 3.0, a digital strategy aimed at
making the group Asia's largest leading integrated consumer
company with a trillion dollars in revenue by 2047
2018
Future Group acquires Foodworld Business of FSPL, a
supermarket chain with presence in Bangalore and Hyderabad
Future Retail Ltd. acquired Travel News Services India which
holds the license of global retail brand "WH Smith" in India
Future Supply Chain Solutions entered into an agreement with
Jasper Infotech, which also owns Snapdeal, to buy 100% stake in
Vulcan Express Private Limited
Big Bazaar organised one of the world's first 24hrs of Facebook
Live Shopping Carnival to celebrate the 12th anniversary of Sabse
Sasta Din
Big Bazaar for the first time ever created a mobile game 'Deal
Skyfall – Sabse Saste 5 Din' that has transformed the shopping
experience in India
Future Consumer Ltd. launches 'Prim', a smart home care brand
fbb launched ' Watch Now Buy Now', India's first ever LIVE
online fashion event
Big Bazaar dropped prices of 1,500 Everyday Items with the 'Har
Din Lowest Price' Promise
Future Style Labs launched Ancestry, its first contemporary Indian
lifestyle brand
Business Overview
The Company is an integrated fashion company with presence across
key segments within the fashion industry i.e. designs to distribution.
Company’s business has been designed to capture the trend of
consumers getting more attuned to fashion and brand preferences. We
have a portfolio of fashion brands that cover the entire gamut of sub-
categories including formal menswear, casual wear, active or
sportswear, women’s ethnic wear, women’s denim wear, women’s
casual wear, footwear and accessories and are present across various
price points.
CHAPTER-1
THEORETICAL FRAMEWORK
•Evasion of taxes
WHY CRM?
the company.
one.
ABOUT CRM
All these changes have made today’s producer shift from traditional
marketing to modern marketing. Modern marketing calls for more than
developing a product, pricing it, promoting it and making it accessible to
target customer. It demands building trust, a binding force and value
added relationship with the customers.
The idea of CRM is that it helps businesses use technology and human
resources to gain insight into the behavior of customers and the value of
those customers. If it works as hoped, a business can:
ARCHITECTURE OF CRM
There are three parts of application architecture of CRM:
Operational - automation to the basic business processes
(marketing, sales, service)
Analytical - support to analyze customer behavior, implements
business intelligence alike technology
Collaborative - ensures the contact with customers (phone, email,
fax, web, sms, post, in person)
Operational CRM
Operational CRM means supporting the so-called "front office"
business processes, which include customer contact (sales,
marketing and service). Tasks resulting from these processes are
forwarded to employees responsible for them, as well as the
information necessary for carrying out the tasks and interfaces to
back-end applications are being provided and activities with
customers are being documented for further reference. According
to Gartner Group, the operational part of CRM typically involves
three general areas of business:
CRM: Sales Force Automation
SFA automates some of the company's critical sales and sales force
management functions, for example, lead/account management,
contact management, quote management, forecasting, sales
administration, keeping track of customer preferences, buying
habits, and demographics, as well as sales staff performance. SFA
tools are designed to improve field sales productivity. Key
infrastructure requirements of SFA are mobile synchronization and
integrated product configuration.
Aims of CRM
The company first tries to determine who are likely prospects i.e. the
people who have a strong potential interest in the product and ability to
pay for it. The company hopes to convert many of its qualified prospect
into first time customers and then to convert those first time customers
into repeat customers. Then the company tries to convert these repeat
customers into clients – they are those people who buy only from the
company in the relevant product categories. The next challenge for the
company is to convert these client into advocates. Advocates are those
clients who praise the company and encourage others to buy from it.
Thus in CRM the key performance figure is not just current market
share but share of life time value by converting customers into partners.
In textile industry one company sell its product to another company. For
example a yarn manufacturing company sell to fabric manufacturing
company. A fabric manufacturing company sell fabric to apparel
company. The main customers of the companies in the textile industry
are the wholesalers. And the final product is sold to the wholesalers and
retailers. In this industry the customers are few and profit margins are
high. So CRM is very much necessary and relevant in this industry.
There is a high degree of uncertainty on the part of the buyers, the
likelihood of customers seeking a relationship is increased. If the firm
loses its customer it would be major loss to the firm. The product in the
textile industry is complex and quality is an important factor. One of the
major values the customer expects from vendors is quality. No customer
will tolerate average quality. According to GE’s chairman John “quality
is the best assurance of customer allegiance and strongest defines
against competition and the only path to sustained growth and earnings.”
If the product is not of good quality the customer will not be satisfied
and the firm may lose its customer. Moreover there is a scope of
customization in the product. The seller has to customize the product
according to the need of the customer. Customization is changing the
product according to the need of the customer in order to satisfy him.
CRM AT CENTRAL:
FUTURE PAY:
Future Pay is an app based wallet introduced for shopping across Future
Group stores with the focus on effortless shopping experience to
customers. Customers can shop using Future Pay at over 1000+ Future
group stores including Big Bazaar, fbb, Ezone, HyperCity, Central,
Easyday, Heritage, Nilgiris & Brand Factory stores. Currently with 5
Million+ registered users, Future Pay not only facilitates cashless
transaction but also provides card-less transaction by linking the loyalty
cards (payback & profit club cards) to their app therefore they don’t
need to carry them.
Future Pay also provides additional benefits to its customers with
A revolutionary feature called “PRICE MATCH” which assures that
customer has paid the best price for his shopping at Big Bazaar stores.
All the customer has to do is scan his/ shopping bill at Big Bazaar using
Price Match feature on the app. Price Match instantly compares the
price of the items in the bill with the listed prices of the top retailers of
the country. Any lower price if found, the price difference will be
credited to the customer’s Future Pay wallet.
FREE CASH/ CASHBACKS to the Future Pay customers on their
shopping or when they add money to the wallet
EXCLUSIVE OFFERS & updates on various shopping events to the
App users helping them save more on their shopping
PAYBACK:
Payback is India’s largest and one of Europe’s most successful multi-
partner loyalty programs. Future Group has taken the whole concept of
customer loyalty to the next level by joining hands with PAYBACK.
With PAYBACK, customers can shop, save and get rewarded. This
program enables consumers to collect millions of points across online
and offline partners – with just a single card. Customers can accumulate
points across Future Group formats , thereby making “shopping
rewarding”.
Now that Future Group has become a part of this bandwagon, customers
are bound to earn points at every step – from formats like Big Bazaar,
Central and Brand Factory. These points can then be redeemed for air
miles, movie tickets, air tickets and vice versa.
CUSTOMER SATISFACTION
What is customer satisfaction?
Customers‘ purchasing habits would include such issues as: who do they
usually go shopping with, how often, how long do they spend in a shop,
etc. Psychographic portraits of many customers allow customer
segmentation in terms of purchase frequency, respondents‘ experience
of various shopping centres or service organizations, as well as
benchmarking against competitors
CHAPTER-2
Primary Data
“The primary data are those, which are collected afresh and for the first
time, and thus happen to be original in character.”
There are several methods of collecting primary data, particularly in
surveys and descriptive researches. Those are:
(i) Observation method
(ii) Interview method
(iii) Through Questionnaires
(iv) Through Schedules
From the above analysis we can say that 63% are from 18-25age,
22% of them are between 26-40, remaining of them are above 41.
2. Gender:
From the above analysis we can say females shop more than male
customers. 53% are females and 47% are males.
3. Are people aware about future pay wallet and payback card:
From the above analysis we say that 73% of them know about
futurepay and payback, 22% of them do not know about them.
This shows that loyalty programs are well penetrated into the
market.
From the above analysis we can say people believe in central for
availability of products because it got 41%, quality- 35%,
customer service- 13%, price-11%. As central is a huge retail store
it contains more number of brands and so do the availability of
products.
5. Do the offers at central delight you?
From the above analysis we say that 63% of the customers are
delighted when there are offers, and 30% of them are in a neutral
state they don’t feel much difference whether an offer is running or
not.
From the above analysis we say that 48% of them feel futurepay
and payback cards help them in purchasing decision, whereas the
rest don’t feel that futurepay and payback impact their purchasing
decision.
7. How often do you use futurepay and payback cards?
The scale ranges from rarely to mostly. 28% of them use mostly
and 30% of them either does direct payment or through future pay
wallet.
Most of the customers visit the stores every 2-4 months i.e. 49% of
them visit the store every 2-4 months. 36% of them visit once in a
month, 15% of them visit every 6 months.
9. How much do you rate the facilities at central?
From the above analysis we can say that customers are not that
much satisfied with the facilities. We can understand that half of
the customers are satisfied and the other half not.
From the analysis we can say that 84% of the customers suggest
central to friends and family. With this the footfall also increases to
the store.
11. How do you rate the overall experience with central