customer relationship management of the mobile store

8/9/2019 Customer Relationship Management of the mobile store

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INTRODUCTION ABOUT TELECOMMUNICATION

Telecommunication is the assistedtransmissionof signals over adistance for the purpose of communication. In earlier times, this may haveinvolved the use of smoke signals, drums, semaphore, flagsor heliograph.In modern times, telecommunication typically involves the use of electronic transmitters such as thetelephone, television, radio or computer . Early inventors in the field of telecommunication includeAlexander Graham Bell, Guglielmo Marconiand John Logie Baird.Telecommunication is an important part of the world economy and the

telecommunication industry's contribution was estimated to be $1.2trillion in 2006.

The word telecommunication was adapted from the French wordtelecommunication. It is a compound of the Greek prefix tele- (-),meaning 'far off', and the Latin communicare, meaning 'to share'.[1] TheFrench word tlcommunication was coined in 1904 by French engineer and novelistdouard Estauni.

When discussing any modern telecommunication system thefollowing elements are helpful to understand:

Basic elements: A basic telecommunication system consists of threeelements:

a transmitter that takesinformationand converts it to asignal; a transmission mediumthat carries the signal; and,

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http://en.wikipedia.org/wiki/Transmission_(telecommunications)http://en.wikipedia.org/wiki/Signal_(electrical_engineering)http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Smoke_signalhttp://en.wikipedia.org/wiki/Drum_(communication)http://en.wikipedia.org/wiki/Semaphore_linehttp://en.wikipedia.org/wiki/Flag_signalshttp://en.wikipedia.org/wiki/Heliographhttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Computerhttp://en.wikipedia.org/wiki/Alexander_Graham_Bellhttp://en.wikipedia.org/wiki/Guglielmo_Marconihttp://en.wikipedia.org/wiki/John_Logie_Bairdhttp://en.wikipedia.org/wiki/Telecommunications#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/%C3%89douard_Estauni%C3%A9http://en.wikipedia.org/wiki/Transmitterhttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Signal_(electrical_engineering)http://en.wikipedia.org/wiki/Transmission_mediumhttp://en.wikipedia.org/wiki/Transmission_(telecommunications)http://en.wikipedia.org/wiki/Signal_(electrical_engineering)http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Smoke_signalhttp://en.wikipedia.org/wiki/Drum_(communication)http://en.wikipedia.org/wiki/Semaphore_linehttp://en.wikipedia.org/wiki/Flag_signalshttp://en.wikipedia.org/wiki/Heliographhttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Computerhttp://en.wikipedia.org/wiki/Alexander_Graham_Bellhttp://en.wikipedia.org/wiki/Guglielmo_Marconihttp://en.wikipedia.org/wiki/John_Logie_Bairdhttp://en.wikipedia.org/wiki/Telecommunications#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/%C3%89douard_Estauni%C3%A9http://en.wikipedia.org/wiki/Transmitterhttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Signal_(electrical_engineering)http://en.wikipedia.org/wiki/Transmission_medium


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a receiver that receives the signal and converts it back into usableinformation.

Definition of telecommunication:-

The following is the definition of telecommunication from the NewOxford American Dictionary (in full and unedited):

Telecommunication

Communication over a distance by cable, telegraph, telephone, or broadcasting.

( telecommunications) [Treated as sing. ] The branch of technologyconcerned with such communication.

Formal a message sent by such means.

ORIGIN 1930s: from French telecommunication, from tl- at a distance+ communication communication.

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http://en.wikipedia.org/wiki/Receiver_(radio)http://en.wikipedia.org/wiki/Receiver_(radio)


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INTRODUCTION ABOUT RETAILING:-

Definition of retail:-

1. To sell in small quantities, as by the single yard, pound, gallon,

etc.; to sell directly to the consumer; as, to retail cloth or groceries.

2. To sell at second hand. -Pop.

3. To distribute in small portions or at second hand; to tell again or tomany (what has been told or done); to report; as, to retail slander. ``Towhom I will retail my conquest won.'' -Shak.

Definition of retailing:-

Retailing is the set of business activity that adds value to the products and services sold to consumers for their personal or family useoften people think of retailing only as the sale of products in stores. Butretailing also involves the sale of services: overnight, lodging a motel, a

doctors exam, a haircut, a videotape rental, or a home-delivered pizza. Not all retailing is done in stores. Examples of non-store retailing are

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Internet sales of records album by CDNOW, the direct sales of cosmetics by Mary Kay, and catalog sales by L.L. Bean and Patagonia.

Scenario of Retailing in India:-Retailing is the most active and attractive sector of last

decade. While the retailing industry itself has been present since ages inour country, it is only the recent past that it has witnessed to muchdynamism. The emergence of retailing in India has more to do with theincreased purchasing power of buyer, especially post-liberalization,

increase in product variety, and increase in economics of scale, with theaid of modern supply and distributions solution.

Indian retailing today is at interesting crossroad, the retailsale are the highest point in history and new technologies are improvingretail productivity. Though there are many opportunities to start a newretail business, retailers are facing numerous challenges.

Retailing in India is gradually inching its way toward becoming thenext boom industry. The whole concept of shopping has altered in term of format and customer buying behavior, Ushering in a revaluation inshopping in India. Modern Retail has entered India as scene in sprawlingshopping center, multi store malls and huge complexes offer shopping

Entertainment & food all under one roof.

India has topped the AT Kearneys annual Global Retail

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Development Index (GRDI) for the third consecutive year, maintaining its position as the most attractive market for retail investment. Modern retailaccounts for about 4 percent of the total retail market in India. This share

is expected to increase to abort 15-20 percent with the entry of a number of corporate into the segment. Modern retail format have grown by 25-30 percent in India in the last year and could be worth US$ 175-200 billion by 2016.

The Indian retail sector is at inflexion point where the growth of

organized retailing in growth consumption by the Indian population isgoing to take a higher growth trajectory . The Indian population iswitnessing a significant changing its demographics. A large youngworking population with median age of 24 years, nuclear families in urbanarea, along with increasing working woman population & emergingopportunity in the service sector are going to be the key growth drivers of the organized retail sector in India.

Retail in India picked up in the 1980s, when the country startedto open its economy. Today, the Indian retail industry is evolving at a fast pace. Potential Goldmine-India ranks first in the 2005 Global RetailDevelopment Index (GRDI) released by AT Kearney, and is rated the fifthmost attractive emerging retail market.

At Kearny has projected Indias total retail market togrowth at a compounded 30 percent over the next fiveyears.

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With the organized retail segment growing at 25-30 percent p.a., revenues may triple from the current US$ 7.7 billion toUS$ 24 billion by 2010.

The share of modern retail is likely to grow from its current& 2 percent to 15-20 percent over the next decade, analystsfeel. No wonder a heavyweight like reliance is planning todo a Wal-Mart in India.

In the next few years, India will see at least two domesticretail businesses attain the magic figure of US$ 218 million

in sales.Wal-Mart is moving a senior official from its headquarters(US),to head its market research and business developmentfunction pertaining to its retail plans in India.

The New York based high-end fashion retailer Saks FifthAvenue has tied up with realty major DLF Properties to setup shop in a mall in New Delhi.

Mukesh Ambani has announced a separate company,Reliance Retail Limited, which would be 100 percentowned and would invest Rs. 25000 crore in the retail business over the years. Stores will be set up in phase andaround 1600 stores will be placed by 2010.

Internet retailing will thrive in the coming decade.

Several 24-hour retail stores would emerge to cater toconsumer.

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Fast Facts:-

Current Status Expected GrowthOverall retail growth Rs.5,88,000 crore Rs.14,79,000 crore

Growth in organizedretail

Rs.5,000crore Rs.1,60,000 crore

Booming sector Food & Grocery Food & Grocery,Apparel

Employment Trends 21 Million Increase by 8 million

RETAIL PHILOSOPHY:- By the people, For the people and Of the people.

Retailing involves selling products and services to consumer for their individual or family use. As the final link between consumer and manufacturers, Retailers are a vital part of the business world.Retailers add value to products by making it easier for manufactures tosell and consumers to buy.

THE INDIAN RETAIL SECTOR CAN BE BROADLYCLASSIFIED INTO:

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HISTORY OF THE MOBILE STORE:

About The Mobile Store:-

Mr. Rajiv Agarwal, CEOand Director, The Mobile Store Limited,heads India's first countrywide chain of telecom retail outlets. "The Mobile Store" isan Essar Group venture, set to introduce a pan-Indian network of retail telecom outlets.

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Indian Retail Sector

Food retailer

Home Furniture& HouseholdGoods

Clothing &Footwear

Leisure &PersonalGoods

Healthy &Beasty Products

TechnologicalGoods

DurableGoods


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The Mobile Store offers a world class shopping environment, with state of the art technology.

The Mobile Store format is a one stop mobile solution shopthat provides, multi brand handsets, accessories, connections, repairs,VAS etc all under one roof.

The Mobile Store currently has more than 1050 outlets andthe vision is to have a network of 2500 stores by 2010 across 650 cities,thus covering virtually every major town in every state across India.

The Mobile Store outlets are in three formats: Large - 1000-1500 square feet, Medium- 800-1000 square feet and Corner-150-200square feet, with smaller formats located primarily in large malls.

Key thrust areas for the retail format are: ComprehensiveProduct Range, Knowledgeable Store Staff & Interactive Environment,

Competitive Prices and Handset Repairs.The Mobile Store caters to the Indian consumer's choice of

the widest and most comprehensive range of mobile phones with specialoffers from all the key brands available across the globe. The MobileStore offers complete telecom solutions right from handset purchase to thechoice of service operator and miscellaneous services like monthly bill

collections etc., the stores also offer connections (prepaid and postpaid),accessories and VAS including the latest ring tones, wallpapers and

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gaming and prompt after sales service, available not only in the city of purchase but in all The Mobile Store outlets across the country.

The Mobile Store hasundertaken an extensive training program to equip all itsemployees with in-depthknowledge of the products and brands available at the store,thereby allowing them to provide

the right kind of guidance to the customer.

The Mobile Store has categorized its mobile device offerings intoconsumer segments keeping in mind the profiles and needs of differentconsumers. The unique segments available in The Mobile Store TheMobile Store are: Business - PDA & Smart phones, Emails, data transfer etc., Lifestyle - Fashion phones, Look and elegance, Fun - Multimedia &music, camera, games, wacky ring tones and wallpapers, Value for Money- Special offers, discounts and budget phones.

All major handset brands like Nokia, Sony Ericsson, LG,Samsung, Motorola, Fly, Sagem, HP, iMate, Dopod, HTC and Blackberryare available at the store. The Mobile Store has also tied up with all

leading operators including Airtel, Vodafone, BPL, Idea, MTNL/BSNLand Reliance, Tata Indicom.

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All major handset brands like Nokia, Sony Ericsson, LG,Samsung, Motorola, Fly, Sagem,

HP, iMate, Dopod, HTC andBlackberry are available at thestore. The Mobile Store has alsotied up with all leading operatorsincluding Airtel, Vodafone, BPL, Idea, MTNL/BSNL and Reliance, TataIndicom.

The Objective of The Mobile Store:-

The brand values:-

Heres the Brand Values and some of the ways that deliver thesevalues by The Mobile Store are:-

Trustworthy/Credible:-

We will be always clear, transparent and honest. Keep promises and be honest. (we will not try to maximize own profit at customers cost)

Curious/Inquisitive:-

Our store will be a place where questions are answered. Wewill solve difficult problems and help in taking a purchasedecision. We will not try to be a preacher.

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Fun:-

The customers experience of shopping at our store will be

mixed with an ambience of fun. It will also be a great placefor our people to work.

Value for Money:-

We will provide more value for same price or lesser price.Our pricing will be competitive. We will drive offers anddeals to our customers.

Target Audience:-

- 8-45 years- Mass Market-Functionality & aspiration driven- Value for money, deal seekers- Mobile is a way of life, an integral part of their lives-

personal and professional- Has tested new age retailing

Youth form the core within this audience

Brand Benefits:-

Get more:-

o Widest variety

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o Best value/Deals of mobile products & services + After Sales

Service & Support.

Explore more:-Getting to learn how to make the most of the mobile.

Do more:-Value added service like photo printing, gaming, downloads.

Availability:- My neighborhood store.

Understand basic human needs:- Need to understand Need to feel welcome Need to feel important Need for comfort Need for quality

Displaying Customer Srevice Attitude:-

Trained staff Using Positive Language Go an extra mile

Exceeding Customer Expectations:-

Promises of quality product, process & service Tariff & after sales service Discounts & Schemes.

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COMPANY PROFILE

COMPANY NAME:- THE MOBILE STORE

-powered by ESSAR & VIGIN.

COMPANY LOGO:-

COMPANY PUNCHLINE:- one stop mobile solution shop.

TOTAL EMPLOY STENGTH:- 4000 employs.

PRODUCT/SERVICE:- Mobile Phones, Mobile Connections,

Mobile Accessories, Music & Gaming Devices, Mobile Repairs,

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Value Added Services.

CHIEF EXECUTIVE OFFICER:- Mr. Rajiv Agarwal

MANAGING DIRECTOR:- Mr. Rajiv Agarwal

NETWORK:- 1050 outlets,650 cities

Product & Service at TheMobile Store:-

Mobile Phones BenQBlackberry Bleu Cool Pad DopodFly

HP HTC iMateLG Motorola Nokia O2 Palm Porsche

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Samsung Sony Ericsson Spice

Tata Indicom CDMA Virgin Mobile CDMA

Mobile Accessories Car Accessories Data Devices Headsets

Other Power

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Handset Repairs

About repairs Mobile Phone Tips

Repairs & Services

CUSTOMER RELATIONSHIP MANAGEMENT

(CRM) refers to the methodologies and tools that help businesses managecustomer relationships in an organized way.Customer relationshipmanagement (CRM ) are methods that companies use to interact withcustomers. The methods include employee training and special purposeCRM software. There is an emphasis on handling incoming customer phone calls and email, although the information collected by CRM

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software may also be used for promotion, and surveys such as those polling customer satisfaction. Customer Relationship Management (CRM)is an information industry term for methodologies, software, and usually

Internet capabilities that help an enterprise manage customer relationshipsin an organized and efficient manner. Those aspects of a business strategywhich relate totechniques and methods for attracting and retainingcustomers. CRM is the common terminology used to describe themanaging of prospects all the way through the entire sales process. CRMis often an entire data system that can either be manipulated manually,

such as an index card system or a computer automated system. There isspecially designed software for customer Information-technologyenabledstrategyaimed at identifying, targeting, acquiring, and retaining the bestmix of customers. CRMhelps in profiling prospects, understanding their needs, and in building relationshipswith them by providing the most-suitable productsand a veryhighlevel of customer service. It is a strategyused to learn more about customers' needs and behaviors in order todevelop stronger relationships with them. Good customer relationships areat the heart of business success. There are many technological componentsto CRM, but thinking about CRM in primarily technological terms is amistake. The more useful way to think about CRM is as a strategic process that will help you better understand your customers needs andhow you can meet those needs and enhance your bottom line at the same

time. This strategy depends on bringing together lots of pieces of information about customers and market trends so you can sell and marketyour products and services more effectively. Stands for "Customer

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Relationship Management." This is a business term that startedsomewhere in the deep abyss of the IT (Information Technology) world.CRM refers to solutions and strategies for managing businesses'

relationships with customers. (I suppose that's why they call it customer relationship management). With the advent of Web retailing, companieshave found it hard to develop relationships with customers since the e-commerce interface is so impersonal. After all, don't you miss the firmhandshake and sparkling smile of the salesperson who just sold you themost expensive computer system in the store? Well, whether or not you

miss the personal experience of the retail store, the goal of CRM is to giveyou that feeling when you buy products over the Internet. When it comesto CRM, customer service is the number one priority. Yes, all companiesseem to make that claim, but when online businesses create CRM models,CRM entails all aspects of interaction a company has with its customer,whether it be sales or service related. Computerization has changed theway companies are approaching their CRM strategies because it has alsochanged consumer buying behavior.

CRM AT THE MOBILE STORE:

1. CUSTOMER LOYALTY:

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They send sms to their customers where in there is a secret couponno. in that sms with the help of which they can get discount of certain amount.

They also organize various events & shows where they promotetheir store with the help of Rolls Royce Car.

They also give special coupons where customers can avail discounton their next purchase in the mobile store.

They try to give new offers to their customers. For e.g . recenty theyhave offered movie card where in customers were getting free

couple movie tickets every month for one year.

2. SUCCESS FACTORS

There main strength is there software which they are are using i.e.JDA & WINDSS

They keep the track of each & every transaction that happens in thestore.

This helps in avoiding malpractises at the store.

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SUGGESTIONS

(1) The company should professionalize its staff. Somehow thecustomers have occasionally suggested this.

(2) The company should try to maintain the stock of mobile phones properly because the customer has to go without the product when they arrive at the store.

(3) Customers are more price conscious rather than the feature

conscious, so that they should need moderate price.(4) THE MOBILE STORE should try to put more emphasis onthe promotion by taking more exercise on print advertisementand try to aware more & more people about their services.For that they arrange Road Show in posed area and awarethe customer through newspaper, television & through other media.

(5) The THE MOBILE STORE has to provide the more &more attractive scheme for attract the customer toward TMS by provide free repair & servicing scheme of mobileinstrument for few days and company should try to provideexchange offer of the mobile phone.

(6) Majority THE MOBILE STORE suffering from the

problems of After Sales Service, thus I suggest him to try provide more after sales service by providing home deliveryand establish more authorized service centers in Surat city.

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(7) According to my point of view, in todays competitivemarket company should analyze strategy of other retail store before making our strategy.

BIBLIOGRAPHY

www.google.com

www.themobilestore.in

www.books.google.in

www.wikipedia.com

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customer relationship management of the mobile store

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