Assignment Task :
Q.1 Kaveri Corporation is a full service distributor of industrial specialty products with three divisions: food ingredients, specialty chemicals, and personal care. Founded in 1968, the company has established itself as a preferred supplier to a large base of customers with a presence in 19 states in India. Over the years the company has grown organically and set up multiple systems for managing their order fulfillment processes. Nearly 65 percent of their clients are large dominant players in their respective verticals. In their annual assessment this year the management has concluded that while the growth prospects are very encouraging for the next three years, there is an increasing need to identify sources of inefficiencies in their systems and put the customer in the driver’s seat so to say. However, they have no clear ideas on how to operationalize this. As a first step can you support the management in framing some objectives for becoming customer centric? How will you operationalize this? Suggest a plan. -ANL
Q.2 A chain retail store dealing in branded hardware products in India has a customer base of 3.67 Lacs. The management is focused on achieving efficiency in its operations and has recently discovered that the percentage of unprofitable customers in its database has gone up beyond desirable norms. Suggest ways in which these customers could be handled to ensure profitability. Also discuss the kind of CRM architecture that would be needed to support these strategies.
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Get Help Now!Q.3 The owners of a retail petrol pump in a suburban area of Mumbai are wondering how they could attract more customers to their outlet and get them to keep coming back. Though the pump has been operational for nearly eight years now, their volume growth for both petrol and diesel is growing only in single digits and is lower than their immediate competitors in the area. The owners are convinced that their customers are satisfied particularly since their employees have been trained to strictly follow all the statutory guidelines of the public oil company they represent. What approaches could be fruitfully followed in this situation? How can the owners assess if these approaches are working or not?
Q.4 The The management of a 600 bed multispecialty hospital located in India’s metros plans to design and implement a CRM program. The objective is to improve satisfaction among its patients and also to ensure increase in repeat business and referrals. For this they plan to use the customer satisfaction —profit chain framework as a guide. Discuss how useful this framework would be in achieving their stated objectives. Elaborate the challenges they may face and some broad guidelines on addressing them.
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