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Crm in Fast Food Industry

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Crm in Fast Food Industry
Institute of Management, Nirma University, Ahmedabad

SERVICE MARKETING

Project Proposal on

“Customer Relation Management Practices in the Indian Fast Food Industry”

Submitted To: Prof. Ashwini Awasthi

Submitted by: Meghna Mavani (091227)

1

Project Title:
Customer relation management practices in the Indian Fast-Food Industry.

Introduction to the topic:
Relationship marketing is emerging as the core marketing activity for businesses operating in fiercely competitive environments. On average, businesses spend six times more to acquire customers than they do to keep them. Therefore, many firms are now paying more attention to their relationships with existing customers to retain them and increase their share of customer‟s purchases. Customer Relationship Management is a process or methodology used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. CRM is a broadly recognized, widely-implemented strategy for managing a company‟s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments. CRM or customer relationship management is a system of processes which businesses use to organize and streamline customer service, give sales staff the customer information they need to achieve higher closure rate, optimize marketing and sales efforts, and help to increase the customer base and revenues.

Rationale of the project:
 Customer Relationship Management is a process or methodology used to learn more about customers' needs and behaviors in order to develop stronger relationships


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