crm strategies at pvr

8/3/2019 Crm Strategies at Pvr

1/14

BY: ARPITA ARORADEEPIKA GOEL


2/14

CONCEPT OF CRMThe concept of CRM is premised

on simple logic of business :it mustkeep tracking customer onceattracted; retain them in customer

portfolio and profit from theregrowth.


3/14

What Is So Special In CRM

ProgrammesIt can be better understood from 2

prospective:

Tangible benefit+ Intangiblebenefit=Loyality to brand

The tangible value:Discounts,Offers,Promotion,Payback


4/14

CRM & PVR

PVR is intrigued by the use of CRM tools tohelp them build a loyal customer base andincrease repeat traffic

It looks CRM as a "nice to have" solutionthat might be too costly to adopt given thevolatile state of today's marketplace.


5/14

CRM PROCESS IN

CRM PROCESS ATPVR


6/14

Customer acquisition display movie schedule

flexible show timings

availability of more shows during peak hours better food options

attractive ambience

well groomed GRA and special attention is paid onthe way they talk to the customer


7/14

Customer retention comfortable environment

quick service

best possible offers

combo meals

movie money voucher

specialized team to handle complaints

appropriate compensation given to unsatisfiedcustomers

feedback forms are kept in schedule dispenser andthey are critically evaluated


8/14

Customer extension advertisements

tie up with MTV roadies and other youth oriented shows

association with movies with an aim to make brand morefamiliar

keeping patrons satisfied , as one satisfied patron will sharehis/her experience with 9-10 other people

giving various discount offers on ticket price andorganizing various contests related to movies wheremerchandise of a particular movie is given to the winners


9/14

CRM procedure in PVR customer complaint through feedback form or

personal means Duty officer will try to solve it Cinema manager will try to solve it complaint is forwarded to the CRM department Employees working in that department look into

all the complaints and track down the status

whether they have been solved or not once the problem is solved , the complainant is

called to confirm if he is satisfied or not.


10/14

ROLE OF IT Introduced THXapproved three way surround

sound system with real life sound effects and

projection facility with latest Xenon basedtechnology

First to offer computerized and online ticketing

with kiosks, mobile based ticketing service, andfirst to accept credit card based ticketing incinemas


11/14

Six factors that represent the

study of CRM in any multiplex Factor 1:Ambience: This factor is constituted of level of comfort in

multiplex , fully air-conditioned hall , plush and comfortable chairsattractive interiors ,high quality of sound and picture.

Factor 2:Amenities: This factor constituted customer-friendlyservices food joints , drinking water facilities , neat and clean toilets ,kid zone , play zone. Multiplex theaters have now tied-up with otherservice providers for more amenities of customers under one roof.

Factor 3:Speedy Services: This factor constituted speed of ticket

booking facility for quick location of seats ,speed of services inrestaurant , variety of services. One of the factors that make multiplexbetter than single-screen theaters is the quick response.


12/14

Factor 4:Staff's cooperativeness: This factor constitutedthe friendly behavior by staff their problem solvingattitude This factor becomes crucial in determining thesuperiority of multiplex theaters over single-screen cinemahalls.

Factor 5:Online services: This factor constituted therange of online services provided by multiplex online ticketbooking facilities ), online payment system

Factor 6:Infrastructure: This factor constitutedinfrastructural components like building and otherfacilities . Along with other factors the building, entrance,emergency exit, interiors, parking facilities etc.


13/14

Factor analysis in PVR & INOX

There is no significant difference inamenities, speedy services, staff's

cooperativeness, online services andinfrastructure facilities provided by PVR andInox. However, differences were observed inambience. Viewers perceived PVR as

superior in terms of ambience as comparedwith Inox, though the difference betweenthem was not wide.


14/14

THANK YOU

crm strategies at pvr

Documents