AMITY GLOBAL

BUSINESS SCHOOL

SUMMER INTERNSHIP REPORT ON

Customer Relationship Management
In Real Estate Companies

SUBMITTED BY:
ROHAN HIREMATH

ENROLLMENT NO. -  A30206416027

BBA (2016-2019)

UNDER THE GUIDANCE OF

PROF. Y. NISHA

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 DECLARATION

I hereby declare that the work reported in this thesis entitled “Customer Relationship
Management in Real Estate” resulted out of the summer internship project undertaken at
”Krishna Build Con Corporation '' during the period June 2018 - July 2018 is original and has
not been previously submitted anywhere else.

Name: Rohan Hiremath

Enrollment No. : A30206416027

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 CERTIFICATE

This is to certify that the work incorporated in the summer project “Customer Relationship
Management at Krishna Build Con Corporation '' submitted by Rohan Hiremath was carried by
the candidate under my supervision. Such material as has been obtained from other sources has
been duly acknowledged in this report.

Name: Prof. Y. Nisha

Signature

Date:

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 ACKNOWLEDGEMENT

I Rohan hiremath , sincerely thankful to all those people who have been giving me any kind of
assistance in the making of this project report.

It is my aglow feeling to place on record my profound sense of gratitude to Prof. Pankaj

Shukla, Director at Amity Global Business School, Mumbai.

I express my gratitude to Suraj S. Thakur (Director) who has through his vast experience and
knowledge has been able to guide me, both ably and successfully towards the completion of the
project. I would like to thank Mr. Amol and Ms. Deepa Marketing manager for giving me an
opportunity to learn and showcase my skills. Their expertise has moulded me to face any future
business competitive environment.

I wish to communicate my sincere gratitude to Prof Y. Nisha . Her supervision at every stage of
research helped me accomplish my goal with ease and clarity of comprehension, which
ultimately made my job more easy. Credit also goes to my parents and all my friends whose
encouragement kept me in good stead. Their continuous support has given me the strength and
confidence to complete the project without any difficulty.

I am also thankful to authority of Krishna Build Con Corporation for providing me the
information

Last of all but not the least I would like to acknowledge my gratitude to the respondents without
whom this survey would have been incomplete.

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 EXECUTIVE SUMMARY

Real estate refers the business which deals in real property in generally land and apartment. In
this century there are large number of real estate companies and one of them is Krishna Build
Con corporation located in Thane. These companies differentiate themselves from each other by
following different business strategic.

Customer buy apartment or land depends on their economic condition, choice, motivation,
personality, lifestyle, culture, social class, family etc . Companies should build the apartments
keep in mind their satisfaction level and managing the relationship which they build.

Customers are supporting Krishna Build Con, because they provide suitable apartments at a
reasonable rate. They make easy for customers to buy and sell apartment or plot. They have been
providing apartments with different projects such as Hamara Ghar with Load bearing row house
and RCC row house, VIVA village, NA plots which is situated in Vijayanagari and Dalvin
Complex. Today people prefer to buy apartment from real estate companies than self
construction. Customers are satisfied with the projects that have been launched by Krishna Build
Con. They are motivating other people to buy apartments from our different projects by having a
strong relationship. The locations that the company provide to the customer is driven by all
facilities such as transportation, club house, draining line, market, mini hospital, schools and
colleges etc.

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 TABLE OF CONTENTS

Sr. No Topics Page No.

Chapter 1 Introduction 8
1.1 Overview of customer relationship management
  1.1.1: Definition
  1.1.2: Origin of CRM
  1.1.3: Features of CRM
  1.1.4: Significance of CRM in marketing
 
1.1.5: Benefits and Disadvantage of CRM
 
  1.1.6: Types of customer
  1.1.7: Process of CRM
  1.1.8: CRM and Marketing
 
1.2 Company Profile
1.2.1: Projects by Krishna Build Con
1.2.2: Real estate promotion and social media
Marketing
1.3 Aim of study
1.4 Objective of study
Chapter 2 Literature Review
Chapter 3 Research Methodology

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 INTRODUCTION

1.1 Overview of Customer Relationship Management

1.1.1 Definition.
Customer relationship management (CRM):
CRM is a term that refers to practices, strategies and technologies that companies use to
manage and analyze customer interactions and data throughout the customer lifecycle,
with the goal of improving customer service relationships and assisting in customer

retention and driving sales growth.

1.1.2 Origin of CRM.

Previously business was quite easy as it was mere a one-to-one dealing without any
specific process. But with time, due to incoming complexities in communication, it
found itself in troubled waters. Emerging of new strategies and technologies in global
marketplace and a mammoth degree of competition in business, the approach needed to
be changed to proactive rather than reactive. Origination of CRM turned out to be a piece
of cake for all suppliers and customers due to its advantages. Customer relationship
management came as a process that dealt with relationships with customers surpassing
the whole business.

Originally customer relationship management was based on three major principles;

shielding the current customers, fostering new customers and enhancing asset value of all
the customers. With the advent of CRM which was integrated with high end software and

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 technology, business perspectives were totally changed. A CRM system eventually
emerged as consisting of company-full of information which is depicted sophistically to
increase business profit and meliorate customer satisfaction and loyalty, on the same
hand reduces business cost and investment.

1.1.3 Features of CRM

Customer Relationship Management is a strategy which is customized by an organization to

manage and administrate its customers and vendors in an efficient manner for achieving
excellence in business. It is primarily entangled with following features:

 Customers Needs- An organization can never assume what actually a customer needs.
Hence it is extremely important to interview a customer about all the likes and dislikes so
that the actual needs can be ascertained and prioritized. Without modulating the actual
needs it is arduous to serve the customer effectively and maintain a long-term deal.
 Customers Response- Customer response is the reaction by the organization to the
queries and activities of the customer. Dealing with these queries intelligently is very
important as small misunderstandings could convey unalike perceptions. Success totally
depends on the understanding and interpreting these queries and then working out to
provide the best solution.
 Customer Satisfaction- Customer satisfaction is the measure of how the needs and
responses are collaborated and delivered to excel customer expectation.. Hence, the more
is customer satisfaction; more is the business and the bonding with customer.
 Customer Loyalty- Customer loyalty is the tendency of the customer to remain in
business with a particular supplier and buy the products regularly.The most important

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 aspect an organization should focus on is customer satisfaction. Hence, customer loyalty
is an influencing aspect of CRM and is always crucial for business success.
 Customer Retention- Customer retention is a strategic process to keep or retain the
existing customers and not letting them to diverge or defect to other suppliers or
organization for business. More is the possibility to retain customers the more is the
probability of net growth of business.
 Customer Complaints-  Normally raising a complaint indicates the act of dissatisfaction
of the customer. There can be several reasons for a customer to launch a complaint..
Handling these complaints to ultimate satisfaction of the customer is substantial for any
organization and hence it is essential for them to have predefined set of process in CRM
to deal with these complaints and efficiently resolve it in no time.
 Customer Service-  Customer satisfaction depends on quality of service provided to him
by the supplier. If the quality and trend of service go beyond customer’s expectation, the
organization is supposed to have a good business with customers.

1.1.4 Significance of CRM in marketing.

 A CRM system consists of a historical view and analysis of all the acquired or to be
acquired customers. This helps in reduced searching and correlating customers and to
foresee customer needs effectively and increase business.
 CRM contains each and every bit of details of a customer, hence it is very easy to track a
customer and used to determine which customer can be profitable and which not.
 Customers are grouped according to different aspects according to physical location and
are allocated to different customer managers often helps in focusing and concentrating
on each and every customer separately.
 The strongest aspect of Customer Relationship Management is that it is very cost-
effective.
 Efficiently dealing with all the customers and providing them what they actually need
increases the customer satisfaction. This increases the chance of getting more business
which ultimately enhances turnover and profit.

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  If the customer is satisfied they will always be loyal to you and will remain in business
forever resulting in increasing customer base and ultimately enhancing net growth of
business.

1.1.5 Merits and Demerits of CRM.

Merits-
 Enhanced Efficiency.
A CRM can automate, streamline and fast track workflows and tasks aside from
organizing data, documents and reports. All these are meant to ensure that concerned
personal and teams operate at maximum efficiency and produce optimum results.
 Improved Collaboration.
This capability enables the sharing of data and information as well as collaboration on
tasks and workflows, unhindered by time and location.
 Increased Customer Engagement.
A CRM is one of the proven means to increase positive customer experience and
interaction since it is able to track a company’s relationship with customers on all “touch
points” – company website, email, phone, live chat, tickets, physical or online store.

Demerits -
 CRM costs
One of the greatest challenges to CRM implementation is cost. There are dozens of
software options available and many pricing plans that go with them. To work out how
much does CRM software actually cost, make sure that you consider the total cost of
ownership including:

 software subscription or purchase fees

 premium upgrades
 customization
 IT resources needed
 hardware or software requirements
 staff training and up skilling

 Business culture
A lack of commitment or resistance to cultural change from people within the company
can cause major difficulties with the CRM implementation. Customer relationships may
break down and result in loss of revenue, unless everyone in the business is committed to
viewing their operations from the customers' perspective.
 Poor communication
To secure buy-in and make CRM work, all the relevant people in your business must
know what information you need and how to use it. Make sure to communicate

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 integration needs in advance if other teams need to cooperate on the implementation, eg
payroll staff.

1.1.6 Types of customer.

Customer is the one who uses the products and services and judges the quality of those
products and services. To manage customers, organizations should follow some sort of
approaches like segmentation or division of customers into groups because each customer
has to be considered valuable and profitable.

1. Loyal Customers- These types of customers are less in numbers but promote more sales
and profit as compared to other customers as these are the ones which are completely
satisfied. Loyal customers want individual attention and that demands polite and
respectful responses from supplier.
2. Discount Customers- Discount customers are also frequent visitors but they are only a
part of business when offered with discounts on regular products and brands or they buy
only low cost products. More is the discount the more they tend towards buying.
3. Impulsive Customers- These customers are difficult to convince as they want to do the
business in urge or caprice. If impulsive customers are treated accordingly then there is
high probability that these customers could be a responsible for high percentage of
selling.
4. Need Based Customers- These customers are product specific and only tend to buy
items only to which they are habitual or have a specific need for them. These are frequent
customers but do not become a part of buying most of the times so it is difficult to satisfy
them
5. Wandering Customers- These are the least profitable customers as sometimes they
themselves are not sure what to buy. These customers are normally new in industry and
most of the times visit suppliers only for confirming their needs on products.

1.1.7 Process of CRM.

1. Discover –
By uncovering useful insights and information about your customers, you are in the
position to understand them better – who they are, how and why they buy your
products. Identifying and unraveling customer trends and interactions are crucial not

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 only because you can readily anticipate their needs and address their issues but also
keep you ahead of competitors who may not be as attuned as you are to customers’
pulse.
2. Organize –
From the whole customer life cycle to customer channel engagement, from sales
process automation to marketing campaigns, and from business analytics to storing
and accessing customer data, among others. An otherwise string of complex
situations and convoluted processes are all streamlined and automated to give you a
clearer perspective and solid grasp of things.
3. Optimize –
Improving, build and manage customer related operations through a host of CRM
tools. These are designed to give you the flexibility and convenience you need to be
responsive to your customers and at the same time make it easy for customers to do
business with you.

1.1.8 CRM and Marketing.

CRM leverages and amplifies customer base of an organization through efficacious and
efficient marketing. In fact CRM has brought up new dimensions in the field of
marketing by significantly improving marketing functioning and execution.

Intuitive CRM associated marketing strategies like direct marketing, web marketing, e-
mail marketing etc. have been matured during the recent past. These marketing strategies
are more promising as compared to the traditional ways on marketing as they help
delivering higher-up performance and walloping business. They also help meliorating
response rates in marketing campaigns, cut cost on promotions due to low asset values
and provide higher scrutiny on organizational investments.

The various aspects of CRM oriented marketing are discussed below.

 Web Marketing
 Analyzing customers buying behavior online
 Forecasting future marketing strategies
 Building business impact models

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 COMPANY PROFILE

KRISHNA BUILD CON CORPORATION LIMITED

Krishna Build Con Corporation has amassed an enviable track record that is second – to- non,
with more than 30 years experience in the completion of fundamental needs projects of national
significance. Through diversified portfolio of businesses in Land development and construction
services, they play an active role in nation building, spurring economic growth, creating job
opportunities and benefiting nations.

A Vision Of Growth
They say, “We are driven by a sense of purpose and to make a positive difference transforming
the landscape of nations. Building communities and fulfilling your visions of a progressive
nation.”

A Commitment Of Excellence
Krishna Build Con strength lies in the qualities, capabilities, commitment and dedication of their
people, driving excellence and ensuring that every project is delivered according to its objectives
while exceeding their clients expectations.

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Inter-nation Accreditation
They take pride in bench making their operations and performance against international
Standards to deliver world –class infrastructure to their clients, they are ISO 9001:2008 certified
Company and projects are managed in accordance to these management systems.

Land Development And Construction Capabilities

Krishna Build Con Corporation has managed many significant high-impact projects for the
nation, building a portfolio of strong, successful and capable foundation their clients can rely
on. Company’s strength, coupled with their financial capacity allows them to undertake and

deliver major projects in various sectors of Land Development and Construction.

Buildings-Commercial And Residential Development

Company’s successful portfolio accursed from the construction of commercial and residential
buildings and facilities.

1.2.1 PROJECTS

The different projects launched by Krishna Build Con are been certified by RERA.

 Hamara Ghar
 Vijayanagari NA plots
 Dalvin Complex

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 HAMARA GHAR

Hamara Ghar by Krishna Build Con Corporation located in Thane west, Mumbai. This
project is launched in Asangaon near shendrun village, Shahpur. Current status of properties
in Hamara Ghar are ready to move. The projects offers world class residential units with top
line specifications. The project enables easy connectivity to all points of interest in and

around city.  It is much far from the hasty tones and fuzziness of the city.

With bizarre hi-tech specifications of quality construction and architectural designs, you can
be sure of loving the place where you would see your bright future. The facilities provided
are top of the line matching your desire for a perfect home as Maintenance Staff, Lift
Available which invite you to discover an exquisitely sublime world of refined indulgences
for the rare few who have carved their own niche in the upper echelons of society.

Types of projects
 RCC row house
 Load Bearing row house

RCC row house:-

 In this type of row house we provide 1 BHK and 1 RK.

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  Interest free EMI available.
 Area provided for customer is 312 sq ft and 492 sq ft.

Load Bearing row house:-

This house are located in Shahpur on the way to Nashik road ,where as they provide convenient
and comfortable house to customer and they are targeted to middle class customer .All the basic
needs are been provided in the site. To reach over there ST buses available from Asangaon and
from train, the distance between station to site is just 7 to 8 km.

VIJAYNAGARI NA PLOTS

This plots are been a non- agriculture plots which is used for plots and they provide -
1 Ghunta - 1076 sq ft
Per square ft - 450 sq ft
Total cost - 484500 rps
This is nearby Hamara Ghar in Shahpur. It is good way to invest that can make more profitability
in future. Its being negotiable for purchaser when it comes to buying. It located near shilotar
village.

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 DALVIN COMPLEX

Other than row houses and plots Krishna Build Con has been in flats too. And
dalvin complex is been situated near by asagaon . It is being under construction of
25 building, up of that 80% of the booking is done. There are good natural
environment, road facilities are good, famous temple known as Manas mandir,
Mauli fort, schools and colleges etc are available there.

1 BHK 2 BHK

Area available 450 sqft and cost per sqft is 3100 Area available 800 sq ft and cost per sq ft is 3100
rps rps

1.2.2 REAL ESTATE PROMOTIONS AND SOCIAL MEDIA

MARKETING

Social media marketing refers to the process of gaining attention through social media
sites. Search Engine Optimization (SEO) and Social Media Marketing are closely related.
Social media often feeds into the discovery (Search activity in this case) of new content
such as news stories. Social media can also help build links that in turn support the SEO
efforts. Many people also perform searches at social media sites to find social media
content. Social Media Marketing is on the land of Marketing as a whole, which covers the
entire features of Internet Marketing. Following are the
topics within the Social Media Marketing:

Instagram-

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 An Instagram page of Krishna Build Con showing different pictures of their ongoing
projects and also the page includes deals on the properties and also creatives of different
projects.

 Youtube

A YouTube account of Krishna Build Con, in which there are various advertisements of
different projects of Krishna Build Con. YouTube also reaches to people. YouTube also
enables brand loyalty. It also increases Brand Awareness. Hence, Krishna Build Con,
decided to use this platform to market its projects.

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  Facebook Page

This is the Krishna Build Con Facebook page with the

posts. The post shows how convenient it is for the
customers to book an appointment by option of call and
direct message. As facebook has become a business option
for the company so to get more customer

Promotion is the voice of company which send out your brand’s message loud and clear to the
audience. Various media platforms can be used to promote your company and brand. They
include television, radio, shopping outlets, billboards, magazines, and social media.

The company provides pamphlets, visiting cards and hoardings etc. Buy providing all these,
more sale happens in the month of April to September which is more profitable for company.

Visiting Cards

Pamphlets

1.3 AIM OF THE STUDY

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  The aim of the study is to prove that the strength of real estate is made being by
having a good relationship with customers/clients.
 It is impossible for company to grow its business if they don’t manage properly their
relationship with the customer.
 There will be both, primary and secondary research done to achieve the aim of the
study.
 There will be a survey conducted as well, to know the customer relations with the
company and the data, which is collected and then analyzed.

1.4 OBJECTIVES OF THE STUDY

 To get to know what are the needs of the customer’s when they look for property.
 To get to know what are the various changes that should be done in order to convince the
customer.
 To make a good bond or relationship between the customer and the company.

CHAPTER 2. LITERATURE REVIEW

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Real Estate sector ranks second to agriculture in providing employment in the country. The
population in the country is estimated to touch 600 billion in 2030. Hence there is a huge demand
and need for housing and infrastructure in the next one half decades. Real estate is a capital
intensive and manpower intensive sector which is estimated to grow at more than 25% in the
next two decades. The size of the Indian realty market by the year 2020 is predicted to be 180
billion USD. The contribution of the housing sector to Gross domestic Product of the country is
over 5 per cent. The Department of Industrial Policy and Promotion has reported an inflow of 25
Billion USD into the Indian Realty market in the past 15 years.

The Real Estate sector comprises of Housing, Commercial, Retail and Hospitality. The growth of
the real estate sector is dependent on the economic factors which determine the inflow of funds
into the sector. Higher per capita income and better investment cycles enable the individuals and
business entities to invest in the real estate. It is a necessary investment which cannot be avoided
by many as housing is essential for the growing population. The growth of population in India in
the below graph indicates the potential demand for Housing in India.

Growth of Population in India by Decade 1951-2011

Source: Population census, Government of India, 2011

CRM AS A BUSINESS.
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Mishra and Mishra (2009) declared that Customer relationship management (CRM) could assist
companies deal with customer relations and dealings more efficiently and effectively in order to
continue and sustain competitiveness in the current economy. As increasingly companies and
organizations know the importance of becoming customer- centric in the competitive era today,
they assumed CRM as the heart of business strategy and advanced in this direction. CRM, an
incorporation of relationship marketing and information technology, offers the platform which
helps in building long-term relationship with customers at an enterprise-wide level. Successful
implementation of CRM is expensive, complex and technical.

REAL ESTATE TRENDS IN MMR

As per a study conducted by P Equity in 2015 the residential apartment’s category the apartments
were classified into the following categories’ basis the pricing.

 Premium Segment – Price Range from (200Lacs - 350Lacs)

 Mid Segment – Price Range from (80 Lacs - 200 Lacs),
 Affordable Segment – Price Range ( 350Lacs),
 Luxury Segment-Price Range (> 350Lacs)
The Study was conducted by in the MMR Region in Thane:
A total of 3, 60, 602/- Units were launched in the period 2010 to 2015 in the Thane of which 3,
04,299 units were absorbed or sold. This study reflects the inventory movement in the Thane
market.

The Region has majority of supply falling in the Affordable price segment of < 35 Lacs
with approx. 62% in share of supplied units between Q1 2010 – Q4 2015

The Affordable Segment is followed by the Mid Segment of 35 – 75Lacs accounting for
approx. 30% in the same period

The higher price segments of 75 lacs to 1.5 Cr. &> 1.5 Cr. hold a share of 7% & 1%
respectively

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 Price segment of above 75 Lacs holds a combined share of only8% of the total supply
launched during Q1 2010 – Q4 2015indicating that developers have identified the low
demand for high end units & have focused on lower price segments

Of the total absorption since Q1 2010 to Q4 2015, Affordable Ticket segment of INR <
35 Lacs accounts for more than half of the total absorption (58%), followed by the Mid
Segment of INR 35 – 75 Lacs (34%)

FOR CUSTOMER LOYALTY AND SATISFACTION

Loyalty cannot be defined in specific terms, however the interpretation of the consistent
behavioral pattern exhibited by customers when buying the firms goods and services evolves the
behavioral pattern termed as “loyalty”. It’s the habit and commitment to buy the goods and
services of a seller on a continuous basis. Loyalty is towards the brands, products, services,
organizations, concepts and even promoters. Loyalty is exhibited by both customers and
suppliers. There can be three groups of customers as identified by Reichheld (1996). The First
group is referred to as hard loyal’s who prefer strong long term relationships. They are
predictable and loyal to any company with whom they are doing business. The second groups of
customers are those whose spending is relatively higher than the others and make payments
promptly. Their contributions to the firm’s profitability are higher and they demand minimal pre
and post sales service. The third group of customers is those who evaluate the products and
services of the firms and their competitors.
The advantages and benefits that the products and services offer influence their buying decisions.
The Loyal customers expect and believe that they deserve preferred service from the
organizations in lieu of their loyalty. Hence, the organizations should have loyalty programs in
place to retain them. Switches made by loyal customers are warning signals for firms operating
in a competitive market. Researchers in the literature have looked into the relationship of
satisfaction-loyalty and the impact that it has on business.

The advantages of loyalty would include:

 Increase sales revenues by raising purchase levels
 Maintain sales levels, margins and profits
 Increase potential value of existing customers

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 Induce cross selling amongst customers
 Range of products bought from the supplier.
 Building a bond between the brand and customers

Some of the latest trends in CRM are:

 Social CRM is another term widely discussed. According to Buttle (2009) social CRM
uses the data available in social networks for better customer management. Interactions
that happen or have happened with social networks produce data which is primarily
unstructured and is used by many organizations to build long term relationships with their
customers. Social CRM engages customers through social mediums like Facebook,
Twitter and LinkedIn. Customers share their experiences which are picked up by the
organization to take suitable action.
 Mobile CRM as the name suggests are built for smartphones. The sales of smartphones
have overtaken the sales of personal computers. The smart phones are today widely used
by sales and marketing personnel. This helps them access customer, sales and marketing
information when they are out of their offices .They access and update the information
instantly post customer interactions .
 Vertical CRM is the CRM capabilities that are built around the various industry verticals
like banking, insurance, legal, real estate, and telecommunication. However these are
offshoots of the main products.

The factors that are driving the growth in the CRM industry are:

 Right customer relationships proving to be profitable for the organizations

 Effectiveness of Marketing communication
 Emergence of Information technology vendors and change management agencies.
 Reduction of costs of capturing and storing data
 Measurement of Customer value.

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Steps to Select a CRM-

Write down CRM List the available Assign weight ages

objectives involving CRM solutions in the to the important
the Core Team in market and evaluate parameters and
the exercise. basis the features compare.

Upkeep and
Hire a CRM expert to
Upgrade in line with
manage the CRM
customer
function.
requirements.

EFFECTS OF CRM THAT HELP IN REAL ESTATE

Mazumder and Chatterjee (2007) proclaimed that the real estate industry is witness to a vast
range of changes which slowly would make India, a favoured nation for real estate movement.
The mushrooming economy, spectacular and impressive grow in business opportunities and
relocation of employable labour force has raised the demand for industrial , business-related and
housing spaces all over the nation from urban areas to villages. The real estate industry has
witnessed an annual growth rate of over 5% between 1999 and 2003. Until now the growth run
has sustained and is likely to hasten in the future with more industrialization and urbanization in
the Indian economy.
Anne conducted a research about CRM and its importance on real estate management. Some
Real Estate groups are still not aware of implementation and effectiveness of CRM. Unlike other
businesses where trade provision and relationship supervision are pervasive, the intention for
CRM schemes in real estate field is not well stated and distinct. It is particularly strange as real
estate is usually association and transactions focused, formed on shared base which is termed as

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commission, has compound transfer simulations and extended trade cycles. CRM can strengthen
a real estate organization more than the sales can do. Major CRM plans need to recognize and
measure the value proposal and attainment measures in the execution of a scheme to help the
sales.

1. There is sufficient Literature on CRM which gives an overview and importance but there is
limited literature with reference to real estate industry.

2. The available literature highlights the importance of the CRM concept but fails to correlate
with the business functions in the Real estate. A customized CRM model in correlation with the
real estate function is not recommended by any earlier researcher’s.

3.The implementation of CRM is mostly linked to the information technology. The improvement
of Real estate Customer service delivery process to enhance customer satisfaction is a dimension
which earlier researchers have not touched 54 upon. A detailed step by step guide to execute
customer service does not exist and none of the researchers have attempted the same earlier.

4. The importance attributed by Developers to CRM Function and the various activities related to
customer care functions has not been measured. However customer satisfaction surveys in real
estate have been done by earlier researchers but the actual attributes and various stages of real
estate buying process have not been explored. Only the resultant satisfaction levels have been
collated and presented.

5. Mapping of customer expectation to the developer customer service practices in line with pre
and post sales activities has not been attempted in any of the earlier researches.

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 CHAPTER 3. RESEARCH METHODOLOGY

LIMITATIONS OF THE STUDY

 My research method consisted of distribution of questions at a small and non-random

number of respondents.
 Time was the main constraint.
 As there were more load of work, the respondent were not had a spare time to give a
little contribution to the survey.
 Due to the rigid policies of the company I could not cover a few aspects which could
have made the research a bit better.

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 CHAPTER 4. DATA ANALYSIS & INTERPRETATION

Data analysis is very important aspect of project, as it basically involves the analysis of all the
information that we collected. Data analysis is a body of methods that help to describe facts,
detect patterns, develop explanations and test hypothesis. After analysis of each of the question
in a survey the interpretation of the same is also being provided which includes the reason about
the particular aspect of the organization.

Following are the responses received from my survey:

1. Do you respond to the complaints of your customers?

Respond to complaints

Maybe
16%

Yes
84%

Observation:

In the above diagram, the company had respond to the complaints of clients by 84 % which is
better growth in building the needs of clients. The “Maybe” which is only 16% should be
reduced which is good for the company. But there should be more of it, so that the complaints
can be lower down as much as possible.

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 2. How responsive have you been to the questions or concerns about the service to the
clients?

14
12

10

8
No. of employee

4
2
0
l
ive ive tra ive ive
ns ns u ns ns
sp
o
sp
o Ne sp
o
sp
o
re Re re ll re
ely re
ly
ta
em Ra t a
tr No
Ex
Responsibility

Observation:
As the customer essential needs are more so the company should concerns more about it. Here
most of employee do have extremely responsiveness about their service towards clients. There is
a decrease in rarely responsive which is good for the company and from the extremely
responsive to rarely responsive there is downfall.

3. How do most of customers reach you?

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 9
8
7
6
No. of customer

5
4
3
2
1
0
Stall and stand- Office Telephone Social media Others
ing
Different ways to reach

Observation:

As per the above diagram shown, the more customer come through stall and standing more then
office board and social media. As telephone is the one which is bringing up more customer as it
is comfortable to talk with customer and understand them about the company policy and
projects which are under taken. Due to telephone way and social media way is also time
consuming then the stall and standing.

4. Do you approach your prospective customer?

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 Approach to clients
16%

Yes
No

84%

Observation:

In the above pie chart, it is shown that the company approaches those customer who are desire
to purchase and they are financially strong too. As we can see that company target more
prospective customer because they know properly what type of customer need and if you
can understand and convince them properly they are ready to purchase. So here 84%
targets the prospective clients where as 16% look for some other type of customer

5. How satisfied are your customers with your services?

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 Very dissatisfied

Somewhat dissatisfied

Neither satisfied nor dissatisfied

Very satisfied Somewhat

Very satisfied

0 2 4 6 8 10 12 14
Satisfaction Level

Observation:
In the diagram, the employee has been handling customer effectively and services
are provided to them are well satisfied by the customer. But in the graph, there is a
higher increase in the clients who are very satisfied somewhat than the customer
who are very satisfied. The good thing is the company never handled the customer
who are very dissatisfied for their service and many more.

6. Do you prefer a prospective customer over a loyal customer?

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 Preference

40% Yes
No

60%

Observation:

7. When are you in touch with your clients?

18

16
Level of constant with the customer

14

12

10

0
Regularly Sometimes Never

Observation:

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 8. Will the consumer have the opportunity to make additional upgrades as per
their needs, once the construction has started?

Additional upgrade as per clients

Yes
No
49%
51%

Observation:

9. The company mainly focuses on customer satisfaction

14

12
Level of customer satisfaction

10

0
Strong Agree Agree Neutral Disagree Strong disagree
Ways of acceptance

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Observation:

10.Which type of customers do visit most in your company?

9
9 8
8

5 4
4

3 2 2
2

0
Loyal Discount  Impulsive  Need based  Wandering 

Types of customers

11.What are the various ways that you convince the customer to book the
property which is under construction?

Sources of convince to customer

Others

EMI basis

Showing the property models

Giving discounts

Take a visit to the actual site

0 2 4 6 8 10 12 14

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12.Does the company go extra mile to make the clients happy?
Strong Agree Agree Neutral Disagree Strong disagree
24% 24%

52%

13.How do you handle a dissatisfied customer?

9
8
7
Level of handling customer

6
5
4
3
2
1
0
Get to know the
problem Check the service
quality Approach them
Others
Ways to handle customer

14.On cancelling of the booking, the customer gets back the money in which
form?

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 Ways of sending back the money to clients

18
12
6
0
ts ce es
en on fe
lm t n
sta ta
n latio
In e el
aym anc
ll p gc
Fu ctin
u
ded
er
t aft
en
y m
a
ull p
F

15.What attracts the customers to buy in your company rather than opting for
other company?
12

10
Level of customer purchase

0
Location
Socio-cultural
environment Monetary
value Services
provided Others

Different factors for customer to buy

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CHAPTER 5. RESULTS & DISCUSSIONS

39 | P a g e
CHAPTER 6. RECCOMENDATIONS & SUGGESTIONS

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CHAPTER 7. CONCLUSION

41 | P a g e
7.1 BIBLIOGRAPHY

42 | P a g e
 ANNEXURE

SURVEY

Hello everyone. My name is Rohan Hiremath. I work as an marketing intern in this company. It would be
of great help if you could spare a few minutes to fill up this survey. It is purely for academic purpose.

Please fill up the following:

1. Do you respond to the complaints of your customers?
o Yes
o Maybe
o No
2. Do you approach your prospective customer?
o Yes
o No
3. How do most of customers reach you?
o Stall and standing
o Office
o Telephone
o Social media
o Others
4. How satisfied are your customers with your services?
o Very satisfied
o Somewhat satisfied
o Neither satisfied nor dissatisfied
o Somewhat dissatisfied
o Very dissatisfied
5. Do you prefer a prospective customer over a loyal customer?
o Yes
o No

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6. How responsive have you been to the questions or concerns about the service to the
clients?
o Extremely responsive
o Responsive
o Neutral
o Rarely responsive
o Not at all responsive
7. Will the consumer have the opportunity to make additional upgrades as per their needs,
once the construction has started?
o Yes
o No
8. The company mainly focuses on customer satisfaction
o Strong Agree
o Agree
o Neutral
o Disagree
o Strong disagree

9. When are you in touch with your clients?

o Regularly
o Sometimes
o Never
10. Does the company go extra mile to make the clients happy?
o Strong Agree
o Agree
o Neutral
o Disagree
o Strong Disagree

11. Which type of customers do visit most in your company?

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 o Loyal customers
o Discount customers
o Impulsive customers
o Need based customers
o Wandering customers
12. What are the various ways that you convince the customer to book the property which is
under construction?
o Take a visit to the actual site
o Giving discounts
o Showing the property models
o EMI basis
o Others
13. How do you handle a dissatisfied customer?
o Get to know the problem
o Check the service quality
o Approach them
o Others
14. On cancelling of the booking, the customer gets back the money in which form?
o Instalments
o Full payment at once
o Full payment after deducting cancellation fees
15. What attracts the customers to buy in your company rather than opting for other
company?
o Location
o Socio-cultural environment
o Monetary value
o Services provided
o Others -

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THANK YOU

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