1.

Certifications/Acknowledgment
The last few days have been full of learning and sense of contribution towards the organization. I would like to thank Advent Institute of Management Science and Technology for giving me an opportunity of learning and contributing through this project. I would like to thanks all the people who knowingly and unknowingly supported me in the Endeavour. It is said; the most important single word is WE and the zero important single word is I. This true even in todays modern era. It is absolutely impossible for a single individual to complete the assigned job without help and assistance from others. It is my greatest pleasure to acknowledge sincere gratitude towards MR. Rajan Baya(Manager ) Kotak Securities ltd. ,Udaipur, for the Completion of the project work. I would also like to acknowledge to my sincere gratitude to our Principal Mrs. Amita Singhvi Mem and my project guide Miss Ankita Lakhani Mem for helping me in this project work. I am thankful to all of my friends and batch mates for their help in completing this project work. Finally, I am thankful to my entire family members for their great support and encouragement. Mahendra Singh Rajput BMS-IV SEMESTER

Just for example

2.Contents- as per attached file 3.List of tables/graphs/charts/diagram I think not required 4.List of Abbreviations I think not required 5.Statement Problem Importance of Customer Relationship Management in todays Business world. With studying one of the research already studied by one of the student of the 6.Introduction The essence of the information technology revolution and, in particular, theWorld Wide Web is the opportunity to build better relationships with customers than has been previously possible in the offline world. By combining the abilities to responddirectly to customer requests and to provide the customer with a highly interactive,customized experience, companies

have a greater ability today to establish, nurture, andsustain long-term customer relationships than ever before. The ultimate goal is totransform these relationships into greater profitability by increasing repeat purchase ratesand reducing customer acquisition costs. Indeed, this revolution in customer relationship management or CRM as it iscalled, has been referred to as the new mantra of marketing. The need to better understand customer behavior and focus on those customerswho can deliver long-term profits has changed how marketers view the world. Traditionally, marketers have been trained to acquire customers, either new ones whohave not bought the product category before or those who are currently competitors customers. This has required heavy doses of mass advertising and price-orientedpromotions to customers and channel members. Today, the tone of the conversation haschanged from customer acquisition to retention. This requires a different mindset and adifferent and new set of tools. A good thought experiment for an executive audience is toask them how much they spend and/or focus on acquisition versus retention activities.While it is difficult to perfectly distinguish the two activities from each other, the answeris usually that acquisition dominates retention. A problem is that CRM means different things to different people. For some, CRM means direct e-mails. For others, it is mass customization or developing productsthat fit individual customers needs. For IT consultants, CRM translates into complicatedtechnical jargon related to terms like OLAP (on-line analytical processing) and CICs (customer interaction centers). A necessary first step to a complete CRM solution is the construction of a customer database or information file. This is the foundation for any customerrelationship management activity.

CRM OVERVIEW

7.Reviwes of previous studies & literature like any other reference research

8.Scope& Limitations of study Customer Relationship Management can be defined as companyas activities related to increasing the customer base by acquiring new customers and meeting the needs of the existing customers. CRM is about building partnerships with your customers. It uses internal business processes from Sales, Customer Service and Marketing.

Scope of Customer Relationship Management Helping an enterprise to enable its marketing departments to identify and target their best customers, manage marketing campaigns with clear goals and objectives, and generate quality leads for the sales team. Assisting the organization to improve telesales, account, and sales management by optimizing information shared by multiple employees, and streamlining existing processes (for example, taking orders using mobile devices) Allowing the formation of individualized relationships with customers, with the aim of improving customer satisfaction and maximizing profits; identifying the most profitable customers and providing them the highest level of service. Providing employees with the information and processes necessary to know their customers, understand their needs, and effectively build relationships between the company, its customer base, and distribution partners.

Limitations of Customer Relationship Management Function CRM helps a business acquire customer information, such as purchase habits and marketing strategies. However, limitations can cause a CRM to fail, including company employees who do not commit to a CRM, poor communication of the system to the employees or strict rules that do not allow for flexibility or changing of the CRM when necessary. Considerations Every CRM system has limitations that could include the functionality of a product, the cost to implement it, or whether it fits a particular business model. When selecting a particular CRM, a business must

consider how long it will take to configure and setup the CRM, and how complex it is for end users. Types An outsourced CRM solution allows a company to quickly implement a system, but it may not work for larger companies with the in-house skills and time to develop a CRM solution. Off-the-shelf CRM solutions integrate into an existing business, but the system may not have all of the functionality a business requires. Custom CRM software can be tailored to specific company needs, but is often the most expensive CRM. Implementation Implementing CRM in a holistic way is no sinecure. Investments Making large CRM investments and converting them into profits is very difficult. Competition Achieving a Sustainable Competitive Advantage with CRM is even more difficult as compared to Profit making.

9.Objectives of study Increase in Customer Service : Establishing customer loyalty as one of your top CRM goals is absolutelyfundamental to CRM successful implementation .For this task it is essential thatthe whole organization realize that they play a part in this goal. This objectivecannot be achieved with the help of a few employees only. Customers need tofeel that they have received excellent service. This ensures their continued patronage. This is by far one of the most essential goals of customer relationshipmanagement. Customer retention and brand loyalty is absolutely essential toensure success. Undoubtedly it is far harder to gain a new customer than

toactually keep one. Customer service is the pivotal point around which CRMrevolves. Increasing Efficiency One of the most important goals of CRM is the increase in organization efficiencyand effectiveness. This is almost always adopted by every organization. It isnecessitated by the fact that increase in efficiency is required to boost success.CRM achieves this through cost reduction and customer retention. AdequateCRM training achieves this goal. Lowering Operating Costs CRM goals also include the reduction of costs of operation. This goal should beclearly established and conveyed to all those involved in the CRM implementation process. CRM manages to reduce operating costs through a workforce managementsystem. This helps to maximize skills and thus reduce cost. These reduced costs enable anorganization to achieve greater efficiency. If cost reduction is management's objectivethen the CRM implementation should be carried out in such a way that this is achieved.Throughout the process maximum reduction in costs should be adhered to in order tomeet this particular CRM goal.

Aiding the Marketing Department Another goal of CRM is generally aiding the marketing department in all itsefforts. This includes marketing campaigns, sales promotions etc. If this is fixated as oneof the goals of CRM, then it should be communicated to those involved. This goal isfundamental as it boosts sales indirectly thereby increasing the profitability 10.Hypothesis to be tested If we are good to customer, they will be good to us. Changing form the current strategic discipline towards a customer intimate discipline is possible.

11.Research Methodology adopted Exploratory research and Descriptive research Why and how do CRM initiatives succeed or fail? In order to answer this question, the following research questions were formulated and answers were deduced from the findings and results of the qualitative analysis conducted: What are the critical success factors of CRM initiatives? The answers received resulted in the emergence of some critical success factors, such as: 1. Senior Management Support 2. Business Plan and Vision 3. Making the Change in Small Steps 4. Inter Departmental Collaboration 5. Clear Ownership of Data 6. Training for End-users 7. End Users' Acceptance of Change 8. Degree of Analysis and Customer Segmentation 9. Degree of Alignment 10. Language Considerations 11. Internet Presence What are the common difficulties when adopting a CRM initiative? The answers came up with the following common difficulties: 1. Resistance to Change 2. Human Errors in Feeding the System

3. Governmental Legislation 4. Cultural Barriers What does CRM mean for different organizations? The answers exposed a common interesting finding that different organizations considered CRM to be different things. Some considered CRM to be branded CRM software, others as call-centres, yet others as loyalty programs and/or simple tools tomanage and satisfy customers. This confirmed that CRM meant different things to different organizations. Is CRM the right solution for every organization? The answers proved that if branded software from recognized vendors only was to be recognized as CRM, then this standard and rigid kind of CRM could not always be implemented by all organizations. On the other hand, if the managerial concepts behind CRM were to be taken into consideration, then CRM could indeed be implemented by every organization.

12.Sampling/Sample Design Please write just general about sampling/sampling with respect to CRM

13.Tools & methods of data collection Please write just general about Tools & methods of data collection with respect to CRM

14.DataAnlaysis& Interpretation

Please write just general about DataAnlaysis& Interpretation with respect to CRM

15.Conclusion& suggestions or findings/recoomendations Please write just general about Conclusion& suggestions or findings/recoomendations with respect to CRM

Actual example of research methodology/

Study of published paper on CRM 3.1 PROJECT PROFILE

The objective of the project was to analyze Effective Customer Relationship Management for Kotak Securities Ltd., Udaipur for that we have to understand current CRM System and Services provided from the company and its effect on Customer Needs, Satisfaction Level, their response and emotions. The objective of this study to analyze existing customer satisfaction as those customers are the key sources to new customers with respect to the performance, sales efforts and sales service. As the company stands first in India in aspect of turnover. its clear that it has very strong Customer Relationship Management System and perfect people to handle it properly for the benefit of customers and company as well. Actual and personal meeting with existing customers and employees has brought me to the reality of the effectiveness of the system and their success. For analyzing the same factor, I staked my whole duration of the project and simultaneously for internal study and market watch and other group assignments. Scope the this study is it will assist Kotak Securities ltd to get its own Customer Relationship Management system mirror well and it will get all the important things before eyes to apply all the possible ways to provide a superb service to the customers and accordingly make them loyal and retain them long lasting and to get new customers to be served. I have chosen to do research project on customer relationship management with Kotak securities because we can find problem and solutions of customers problem. We all know that research work is better then you write a project in training. Reason behind choosing this topics was as followsMaintain current / existing customers. Achieve new potential customers. Retain all the customers. Profitability Increment Reputation and credibility Increment, etc.

RESEARCH MEHODOLOGY 4.0.RESEARCH METHODOLOGY

A research design is simply a plan for study in collecting and analyzing the data. It helps the researcher to conduct the study in an economical method and relevant to the problem. Research methodology is a systematic way to solve a research problem. The methodology should combine economy with efficiency.

4.1 PROBLEM DEFINITION

How companies makes relationship with customers and what they do for achieve more and more customers.

4.2 OBJECTIVES OF THE STUDY

This study has been conducted with crystal clear objectives and with a view to learn a few things that are listed below: 1. To study the customer relationship of company 2. To have a good experience in marketing department 3. To know how company make new-new innovation for achieving customer 4. To know the corporate world

4.3 RESEARCH DESIGN

The study conducted here is exploratory cum descriptive.

4.4 METHODOLOGY OF THE STUDY

The sources for the information and data in this report have been classified into two broad groups: Primary data - I used a well-devised Questionnaire, to try to attempt to get to the crux of what consumer expects. For our research, we used the following methods to get Information. - I have developed a questionnaire to collect the demographic data (ordinal category) & nominal data about their preference about Customer Relationship. In my questionnaire, there are 13 questions. Some are dichotomous and have multiple choices. the customer of Kotak securities ltd and from some professionals of different organizations. My area of research is limited to Udaipur city only. Secondary data - As for the secondary data, I got hold of some of the Research Reports available on different well-known websites to understand some complex issues. I also found very good information on the Internet from various sites and different magazines.

4.5 SAMPLING PLAN

Sample Type I have selected people of the Udaipur Society and some professionals of different organizations as a sample population. Sample Size Our sample size is 100, which comprises of persons of the two age groups 20to 40and 41 to 75 (Both Male and Female). Sample Frame Since our Research is being conducted on a small scale and the population is considerably large, we could not obtain the Sample Frame. Area of Research Our Area of Research is Udaipur city only. Time Period The Time Period of our Research is July-August 2011. Sampling Technique I have used convenience-sampling technique.

4.6 SCOPE AND LIMITATIONS OF THE STUDY

The Scope of the project is limited to Udaipur, as the research has been carried out on the customers residing in Udaipur only. The various constraints or limitations, which may have affected our project, can be summarized as follows: 1. Some kind of misled or misguided information may have adversely affected our findings. 2. Sample size is very small(only 100). 3. The scope of the project is limited to Udaipur. 4. Though the sample has been taken from different regions but doesnt represent the complete Indian scenario. 5. The time for study and survey was very limited. 6. The population could not represent the people from various occupations and cultures. 7. Inadequate disclosure of information is also the problem. 8. Financial problem is also there in completing this project in a proper way.

4.7 QUESTIONNAIRE DESIGN

What comes to our mind initially is that we could have selected just one survey for consumers. The survey questions have been designed taking into consideration that the data collected should answer questions mentioned in Objectives of this research project. We have selected all questions that would directly answer those questions in Objectives and questions, which are close but not directly answering questions in Objectives. All of our questions are both multiple choices and open-ended questions. The questionnaire used was a printed, well structured formalized schedule to obtain and record specified and relevant information with fair accuracy and completeness. The questioning process was face to face interviews and the questionnaire was design in such a way that it could be understood and answered easily by the respondents.

DATA INTERPRETATION AND ANALYSIS Age Group

1. Age group Age 20 to 30 year 31 to 40 year 41 to 50 year Above 51 year Frequency 15 40 30 15

Age Group
Interpretation: According to the above diagram, 40% customer comes into age group 31 to 40 who deals more in stock broking. Followed by 30% customer whose age 41 to 50 and 15% customer are age of 20 to 30 and above 51 year.

2. Gender compositions:
Gender Male Female Total
male 95% female 5%

Frequency 95 5 100

Gender composition
Interpretation: It is evident from the above graph that out of the sample of 100 respondents 95% were males and 5% female. This reflects a male majority in the sample taken.

3. Respondents Occupations:
Respondents Business Man Proprietor HNIs Individuals
Business Man 30% Proprietors 24% HNIs 8% Individuals 38%

frequency 30 24 8 38

Interpretation: Above pie chart represents that research contains 100 respondents which are Businessmen, HNIs, Proprietors and Individuals and they are 30, 8, 24, 38 respectively in numbers and percentages. 4. Monthly Income: Monthly Income

Frequency

Less then RS 10,000 Rs 11,000-Rs 20,000 Rs 21,000-Rs 30,000 Rs 31,000-Rs 40,000 Above Rs 41,000
Less then RS 10,000 15% Rs 11,000-Rs 20,000 35% Rs 21,000-Rs 30,000 30% Rs 31,000-Rs 40,000 13% Above Rs 41,000 7%

15 35 30 13 7

Monthly Income
Interpretation: Above pie chart represents that the research contained 100 investors and customers of Kotak Securities Ltd. All the people were from different Income group, which are in numbers shown above. W e can clearly see sample includes more customers from second income group i.e. INR Rs 11,000 to Rs 20000. 5. Company Interaction via Email and Telephone Calls: Degree frequency Poor 2 Fair 11 Good 59 Very Good 18
Poor 2% Fair 12% Good 66% Very Good 20%

Interaction via E-mail and Phone Calls

From the above result of Company Interaction via Email and Telephone calls, we can imagine the satisfaction level of customers and accordingly Customer Relationship is managed through electronic media to maximize the wealth of customers. In Kotak Securities ltd, mostly dealers are in touch of regular traders / customers and customers also get loyal to the company through this practice. Every call is taped by default for the evidence of orders to buy or sell the stocks and Emails too. 6. Do you find companys investment tips useful and beneficial? Response Frequency Yes 96 No 1 Can't Say 3 When it was asked sudden and on the time answer was the same of maximum people, it means the credibility and trustworthiness of the company is on the height. It is nothing but the result of Relationship Management. It is said that Share Market means Well of Loss, nevertheless Kotak Securities ltd Customer dont have any tension in investing because they believe in Companies Researchers and Analysts and their investment tips too. 7. Where do you rate Kotak Securities Ltd in terms of Services? Scale of 1 to 10 Frequency Poor 4 Fair 14

Good Very Good

Poor 4% Fair 14% Good 40% Very Good 42%

40 42

Rate Kotak Securities on the Scale of 10 in terms of service

Interpretation: From the above answers Customer Relationship can be very well highlighted because out of 100, 43 people have rated Kotak Securities ltd on the scale of 1 to 10 and again in remaining maximum customers say that they rate Kotak Securities ltd at on the scale of 1 to 10. Every customer has his own value and consideration about Kotak Securities ltd because they invest their Hard Earned money and take risk to earn more cause of Kotak Securities ltds Services and Attachment and it is all the output of Customer Relationship Management. 8. Where do you invest/ trade mostly? Where Customer invest Frequency Mostly? Equity 66 Commodity 19 Currency 15
Equity 66% Commodity 19% Currency 15%

Invest/Trade mostely
Interpretation: One general question was asked in questionnaire to know the investment flow of customers towards Kotak Securities ltds Services. When it was asked why they invest in specific area mostly then it was answered by many people that liquidity market is easy to make money out of investment and take money out whenever we feel not to put. Moreover, other reason many customers do not want to invest for long time. In addition, about currency some people were not interested. 9. Where do you trade mostly? Trade Mostly Frequency Intraday 48 Delivery 37 Both 15
Intraday 48% Delivery 37% Both 15%

Where do you trade mos

Interpretation: From the above view of graph we come to know that maximum people, 61% customers trade in Intraday Trading. On this, customers say they like to trade in Intraday because of Short-term investment and high level of excitement and sometimes they feel their money seems to sink. In Delivery, people say here is No / Low Risk, More Money , in this people say if scrip goes down like Satyam, then also we get chance to book profit buying current stocks in low price

and putting old stock aside temporarily. Here we find people hesitate to invest in Intraday and confident to trade in Delivery trading. Very less traders population do trade in both area, for few people its nothing but fund managing, if one finds difficulty in making money in Intraday, they simultaneously manage their fund for Delivery, but very few people feel do this type of management. Eventually Kotak Securities ltd is the Broking firm and it does not lose its attention from making money for its customers and lose its attention from Customer Relationship Management.

10. Do you trade in any other broking firm? Response Frequency Yes 69 No 27 Can't Say 4 Interpretation: Above pie chart represents, the maximum people have their Dmat A/c and Trading A/c somewhere else also nevertheless they say they trade from Kotak Securities Ltds only and few of their other A/Cs are put Non-Operating by them. Here we get a fact that Kotak Securities Ltds Customer Relationship Management really has something very attractive and attachable to emotions cause of services. Few of them were hesitating while answering this question. 11. Are you satisfied with the services provided by Kotak Securities ltd? Satisfying Level frequency Strongly Yes 64 Slightly yes 35 No 1 Slightly No 0 Strongly NO 0 Interpretation: Above chart represents us the output of Customer Relationship Management with the help of the services and customers satisfaction can show a mirror of the efforts of the company towards making their customers loyal to them. Here 64% customers have selected and stated that they are fully satisfied with the services that they are getting from Kotak Securities Ltd.

Observations
1) Many consultants, vendors, and analysts today define CRM in terms of being a customercentric business strategy that is enabled by a set of applications that support customer-facing functions and management decision making. That may capture the essence of what CRM is, but while it does not concentrate on the extra expenses occurring on Companies A/c due to increment in expenses in serving customers all the ways and Return on investment means consideration may not be more than expected. Customer may not give that much business transactions, which is estimated or expected. 2) It needs specific staffs to handle all the tasks of Customer Relationship Management because the data that is feed in system cannot be handled merely by Relationship Managers who has to make new customers and take care of their dealings and also to accomplish their additional responsibilities.

Findings
Many consultants, vendors, and analysts today define CRM in terms of being a customercentric business strategy that is enabled by a set of applications that support customer-facing functions and management decision making. That may capture the essence of what CRM is, but while it does not concentrate on the extra expenses occurring on Companies A/c due to increment in expenses in serving customers all the ways and Return on investment means consideration may not be more than expected. Customer may not give that much business transactions, which is estimated or expected. It needs specific staffs to handle all the tasks of Customer Relationship Management because the data that is feed in system cannot be handled merely by Relationship Managers who has to make new customers and take care of their dealings and also to accomplish their additional responsibilities. It empowers management with a real-time pipelines and forecasting so they can build and focus on high profit, sustainable relationships. It increases customers acquisition, retention, loyalty, and profitability by integrating information across the enterprise. It enables executive and management to gain customer insight. Generally people whom I have contacted they were from different domains like Business, Proprietors, High Net worth Income Group (HNIs) and students. Their responses may not be proper because of their Busyness in Dealing Room. This data is called Primary Data, which is considered very genuine but is this case it misrepresents the Reality and Credibility. Some people, its felt that they gave fake response, with impression that this questionnaire is from Kotak Securities internal. Some people did not take it serious because this was not important to them, as they are busy for trading at dealing Room. Every data interpretation and statistics cannot be think worthy from their results because this study is for only two months altogether.

Conclusions
From this study, it can be concluded that the customer relationship management in Company is satisfactory. The company is using various CRM practices like customization of the product, maintaining interaction with the customers regularly and providing good quality product etc. Customer relationship management has a certain impact on the profitability of the company. Average investment per customer has increased 15% over the last two years. Customer response rate towards marketing activities is also improving. There are various factors affecting the customer relationship management like working environment of the company, support from top management and coordination among the departments of the company. Information technology is not used as much as it should be. The company is using traditional tools of CRM like quantitative research, personal interviews. The company should modern tools like data mining, contact center, e-CRM and web based survey tools. Customers are encouraged to give suggestions and complaints so that the company can improve its working and services. If the customers complaints are not resolved, the customers will be dissatisfied and the company may lose its customers. Different customers have different requirements. Therefore, the company customizes its product accordingly to satisfy the customers. It also gives more choice to the customers. To get the information about the customers and to measure the satisfaction the company conducts surveys. Because of the expertise needed in the research, the company should give this work to research agencies like AC NILSON. The company maintains frequent communication with the customers. As soon as the product is ready or a new service is launched the information is provided to the customers. Communication is also necessary to maintain the interest of the customers in the company.

Learning Outcome
Learning any thing in our life is such an amazing experience, which give us a self-confident feeling when we learn by practically doing a work. In working life, we meet everyday to many new people and share our information always inspire us to do something more well in future. While doing a work we already decide which type of work we are going to do after finishing the collage because now we have collected lot of practical idea about doing a work. In collage, we always set in the class and passed our time by talking to our friends and making fun of other persons, but we always have some fear from our future because we were not sure that what we have to do in our future. That types feeling I felt while doing summer internship. Some learning outcomes are as follows The right way to approach different consumer classes. The beginning one and after that gradually telling the customer about the product and convinced them. The perfect way to solve the queries of the customers. The sincerity of doing work, in the right time by which creating a good impression to staff persons as well as high-level executives. I got clear idea to attend customers by telephone, by appointments. I would be able to know the working condition and practical knowledge of completing work. I got a clear idea about the complaints handling. I got a clear view of how to interact with other people, customer. I got a clear idea about problems faced by the organization.

I got a clear idea about problems faced by the customer. I got a clear idea about how to solve these problems

16.Appendix 17.Biblography/references http://www.scribd.com/doc/54186184/43082494-Project-on-Crm-inBanks#download http://www.12manage.com/methods_customer_relationship_managem ent.html http://managementfunda.com/customer-relationship-managementnature-and-scope/ https://dspace.stir.ac.uk/bitstream/1893/796/1/Customer%20Relationsh ip%20Management%20A%20Qualitative%20Crosscase%20A.pdf

http://www.crm-software-guide.com http://www.ezinarticles.com http://www.stockbroking.co.in http://www.gasci.com http://www.aumassociate.co.in http://www.indiacom.com http://www.stockbroking.co.in http://www.eHow.com http://www.dnb.co.in Http://www.indianstockmarket.org http://www.icicisecurities.com http://www.kotaksecurities.com http://tradingsim.com http://finance.indiamart.com http://en.wikipedia.org http://www.allbankingsolutions.com http://www.hedgefund-index.com http://www.scribddocuments.wordpress.com

LINKS TO REFER
http://www.scribd.com/doc/86549524/Customer-Relationship-Management#download http://www.samplequestionnaire.com/customer-relationship-questionnaire.html http://www.samplequestionnaire.com/customer-relationship-management-questionnaire.html https://dspace.stir.ac.uk/bitstream/1893/796/1/Customer%20Relationship%20Management%20A%20 Qualitative%20Crosscase%20A.pdf http://www.cs.uwaterloo.ca/~apidduck/CS330/W04/Seminars/jenkins.pdf