“The Dynamic Nature of CRM and its Implications in Marketing Management”, Research Paper. Presented in National Conference on “Marketing: Yesterday-Today-Tomorrow” held at Asia Pacific Institute of Management, New Delhi, India, on 13 – 14 January, 2011 Authors: Hardeep Singh and Bikram Pal Singh

1. NATIONAL CONFERENCENATIONAL CONFERENCE
ONON
MARKETING:YESTERDAY-TODAY-TOMMORROWMARKETING:YESTERDAY-TODAY-TOMMORROW
““THE DYNAMIC NATURE OF CRMTHE DYNAMIC NATURE OF CRM
AND ITSAND ITS
IMPLICATION IN MARKETING MANAGEMENT”IMPLICATION IN MARKETING MANAGEMENT”
Authored & Presented By:Authored & Presented By:
Hardeep Singh & Bikram PalHardeep Singh & Bikram Pal SinghSingh
Punjab Technical UniversityPunjab Technical University

3. What is CRM ?What is CRM ?
““Ability of an organization to effectively identify,Ability of an organization to effectively identify,
acquire and retain loyal profitable customers”acquire and retain loyal profitable customers”

4. NEED OF THE STUDYNEED OF THE STUDY
Need is to retain customers, satisfy customers so as toNeed is to retain customers, satisfy customers so as to
increase the growth and develop the business.increase the growth and develop the business.

5. OBJECTIVES OF THE STUDYOBJECTIVES OF THE STUDY
•
To realize the importance of CRM in the present scenario.To realize the importance of CRM in the present scenario.
• To excite awareness about the role of CRM.To excite awareness about the role of CRM.
• To realize the role of CRM in creating a good pubic image of theTo realize the role of CRM in creating a good pubic image of the
company.company.
• To realize the role of CRM to increase sales, profit and marketTo realize the role of CRM to increase sales, profit and market
share of a company.share of a company.
• To highlight the role of CRM in effective marketingTo highlight the role of CRM in effective marketing
management.management.

6. RESEARCH METHODOLOGYRESEARCH METHODOLOGY
Questionnaires, Telephonic interviews andQuestionnaires, Telephonic interviews and
Personal interviews.Personal interviews.

7. SURVEY RESULTS………SURVEY RESULTS………

8. Do you think that CRM is an effective tool to satisfyDo you think that CRM is an effective tool to satisfy
the needs of external as well as internal customers?the needs of external as well as internal customers?
77%
19%
4%
Yes
No
No Response

9. Do you think that CRM can significantly affect aDo you think that CRM can significantly affect a
company’s public image?company’s public image?
79%
12%
9%
Yes
No
No Response

10. Do you think that appropriate CRM can increaseDo you think that appropriate CRM can increase
profits an market share?profits an market share?
73%
19%
8%
Yes
No
No Response

11. Do you think that CRM acts as an effective tool to minimizeDo you think that CRM acts as an effective tool to minimize
the risk of customer loss in tough competition?the risk of customer loss in tough competition?
43%
38%
19%
Yes
No
No Response

12. FINDINGS OF THE STUDYFINDINGS OF THE STUDY
 CRM is an effective tool to satisfy the needs o external asCRM is an effective tool to satisfy the needs o external as
well as internal customers leading to customer loyalty.well as internal customers leading to customer loyalty.
 In the globalize business, CRM can significantly affect aIn the globalize business, CRM can significantly affect a
company’s public image.company’s public image.
 Appropriate CRM at all levels can increase profits and marketAppropriate CRM at all levels can increase profits and market
share.share.
 CRM acts as an effective tool to minimize the risk ofCRM acts as an effective tool to minimize the risk of
customer loss in tough competition.customer loss in tough competition.
 Still there is a great need to create awareness about CRM inStill there is a great need to create awareness about CRM in
India.India.

13. CONCLUSIONCONCLUSION
CRM integrates management of customer groups,CRM integrates management of customer groups,
enhance and support the efforts of the company asenhance and support the efforts of the company as
a whole by organizing and analyzing informationa whole by organizing and analyzing information
thereby leads to the corporate profitability andthereby leads to the corporate profitability and
customer satisfaction.customer satisfaction.