Table of Contents

Executive Summary: ............................................................................................................................... 2 Introduction: .......................................................................................................................................... 2 Objective of the Study: ............................................................................................................................ 4 Scope of the Study: ................................................................................................................................ 5 Research Methodology: ........................................................................................................................... 5
Limitations of the Study: .......................................................................................................................... 6

CRM Implementation: ............................................................................................................................. 6

Comparative Analysis of Nokia and Sony Ericsson's CRM: ...................................................................... 11

Major Findings: .................................................................................................................................... 11 Conclusion:........................................................................................................................................... 12 Recommendations: ............................................................................................................................... 12 Bibliography: ........................................................................................................................................ 12

Sony Ericsson Customer Relationship Management

Executive Summary:
The report studies about Customer Relationship Management (CRM) and Electronic-Customer Relationship Management (E-CRM) with respect to two companies Nokia and Sony Ericsson in India mainly New Delhi. Both the companies are producers of mobile phones. The Report highlights what are methods both use to build up CRM and throws a light on the Comparative study of both the companies with reference to the methods and technologies Adopted.

Introduction:
About CRM: Customer relationship management is a broadly recognized, widely-implemented strategy for managing and nurturing a companys interactions with clients and sales prospects. It involves using technology to organize, automate, and synchronize business processesprincipally sales activities, but also those for marketing, customer service, and technical support. 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. Once simply a label for a category of software tools, today, it generally denotes a company-wide business strategy embracing all client-facing departments and even beyond. When an implementation is effective, people, processes, and technology work in synergy to increase profitability, and reduce operational costs. The Goal of CRM is to provide improved services to the customers, and to use customer contact information for targeted marketing.

Options for Implementing CRM:

Increasing customer is not the ultimate objective of any organization but to retain customer and t build long term relationship with them is important. It is only through CRM that a prospect can
be turn into customer and then finally into a client. But to achieve these any organization require

proper implementation.
But at the same time CRM implementation is a challenging task because it ties together many

people, process, technologies within the organization which are separate from each other.

1)

IN HOUSE DEVELOPMENT

This means all the strategies, processes are developed and

implemented within the organization.

Advantage-

1. 2.

It is tailored made according to organization needs and structure thus is flexible as compared to

others.
Avoid dependency on others be it software or outsourcing.

Disadvantage

1. 2.

It is at the same time expensive And comparatively takes longer time depending on the organisation.

2)

BUY LICENSED CRM SOFTWARE This is purchasing software and implementing in organization.

Advantage-

1. Usually the maximum chance of success. 2. It just need to install and trained the workforce accordingly.
Disadvantage-

1. 2.

Again it is expensive because of many costs as license cost, renewal cost etc. associated with it. Adding new software with change is a complex task.

3)

OUTSOURCING A MANAGED SERVICE This means hiring from outside.

Advantage-

1. Most of the times lower cost. 2. Can adopt /pay- as- you go0 approach with visible result.

Disadvantage-

1. 2.

For any new requirement needs to contact the company and pay for the development. Also there is a risk of losing CRM solution investment if outsourcing company goes out of

business

IMPLEMENTING CRM: THE DECISION PROCESS

Decision To Implemen
t CRM

Purchase and install a complete CRM solution from a vendor

YES Entirely outsource

Stage-wise implementation

Implement an enterprise-wide CRM program the CRM application process

NO

In house development

STAGEWISE- In this CRM software is offered in different, independent modules, according to specific department needs. Company buys sales automation software and contact management module from different providers. ENTERPRISE WISE CRM SOLUTION- This is composed of different modules from same providers; it is implemented as a whole by connecting different modules and existing database

About E-CRM: eCRM Electronic CRM concerns all forms of managing relationships with customers making use of Information Technology (IT). As the internet is becoming more and more important in business life, many companies consider it as an opportunity to reduce customer-service costs, tighten customer relationships and most important, further personalize marketing messages and enable mass customization. Together with the creation of Sales Force Automation (SFA), where electronic methods were used to gather data and analyze customer information, the trend of the upcoming Internet can be seen as the foundation of what we know as eCRM today. We can define eCRM as activities to manage customer relationships by using the Internet, web browsers or other electronic touch points. The challenge hereby is to offer communication and information on the right topic, in the right amount, and at the right time that fits the customers specific needs. Channels through which companies can communicate with its customers, are growing by the day, and as a result, getting their time and attention has turned into a major challenge. One of the reasons eCRM is so popular nowadays is that digital channels can create unique and positive experiences not just transactions for customers. An extreme, but ever growing in popularity, example of the creation of experiences in order to establish customer service is the use of Virtual Worlds, such as Second Life. Through this so-called vCRM, companies are able to create synergies between virtual and physical channels and reaching a very wide consumer base. However, given the newness of the technology, most companies are still struggling to identify effective entries in Virtual Worlds. Its highly interactive character, which allows companies to
respond directly to any customers requests or problems, is another feature of eCRM that helps

companies establish and sustain long-term customer relationships. Furthermore, Information Technology has helped companies to even further differentiate between customers and address a personal message or service. Some examples of tools used in eCRM:

1) Personalized Web Pages where customers are recognized and their preferences are
shown.

2) Customized products or services (Dell).

CRM programs should be directed towards customer value that competitors cannot match.
However, in a world where almost every company is connected to the Internet, eCRM has

become a requirement for survival, not just a competitive advantage

About Sony Ericsson: Sony Ericsson is a joint venture established on October 1, 2001 by the Japanese consumer electronics company Sony Corporation and the Swedish telecommunications company Ericsson
to make mobile phones. The stated reason for this venture is to combine Sony's consumer

electronics expertise with Ericsson's technological leadership in the communications sector. Both companies have stopped making their own mobile phones. The company's global management is based in Hammersmith in London, United Kingdom, and it
has research & development teams in Sweden, Japan, China, Germany, the United States, India

and the United Kingdom. By 2009, it was the fourth-largest mobile phone manufacturer in the world after Nokia, Samsung and LG. The sales of products largely increased due to the launch of the adaptation of Sony's popular Walkman and Cyber-shot series. CRM policy of Sony Ericcson can be divided into four major parts, namely; 1) Customer loyalty 2) Customer retention 3) Customer communication 4) Customer gratification There exists a blanket customer relationship programme called the Nokia membership
programme for the purpose of maintaining customer loyalty. The membership programme is a

very simple one where a willing customer is required to fill a form giving personal information and he gets a temporary card which will be made permanent after six months.
On each purchase of rs. 1000 the customer gets one redeemable point on the production of card at billing counter. The collected points can be redeemed in form of discounts on future purchases
on demand of the customer. The members of Nokia get the opportunity of taking part and

winning prizes by the way of lucky draws on regular intervals.

Customer retention policy implementation is at the top level. Generally each state is regarded
as a zone and the offers and discounts in a zone are not available in other zones. Such policy

helps Nokia retail to understand and capture the local markets better.
The products which show improvement due to offers and discounts on them are repeated with

these offers again so as to retain the sales of the customers who bought it the last time.
Also such the days best offers are constantly announced in the store making the regular

customers aware about them.

Maintaining a good store ambiance is also a part of both customer retention policy of Sony &

Nokia retail. Clean and hygienic environment with properly and well spaced products along with a uniform color theme attracts the existing customers to the store again and again.
A fast billing system and good and easy grievance handling system which can be accessed thru customer service desk and company website, ensures that customers feel satisfied with the store

management. Less harassment to customers means better customer retention.

Communication to existing customers takes the form of sms and e-mails, generally sent to
Nokia & Sony members. They get information about ongoing offers and also information and

latest news about their nearest stores and the company in general.
Another source of customer database is the information collected during the organizing of special events in the stores. Customers participating in such events provide their contact

information which are also used in form of database for communication purposes. Thank you and festive cards on special occasions are an innovative way of communicating with the customers.
Trained salespersons make customer gratification very easy. A simple thank you with a smile

goes a long way for the store to keep the customers happy.
The special events organized by the stores across India are also a way to gratify the customers by

allowing them to play and win prizes.

Gift vouchers and discount coupons are an attraction for the customers and give them the feel

that the store cares about them and their money.

The implementation of the policies brings out certain limitations in them. Few major ones are as

follows
The personal contact numbers of Nokia members are open to tele marketing calls from various marketers as they leak out of the reliance retails database, causing unnecessary harassment to

customers.
The customer communication policy is less followed in small towns and cities and is more

concentrated towards the metro cities.

There is a common crm policy for both Nokia & Sony This should not be the case as both the stores offer different kinds of merchandize and generally attract different kinds of customers.

They offer sim card services of different brand to all set of customers. Unmanned billing counters create long queues at the open counters. This creates impatiens in the customers as they expect faster billing at the stores and do not want to stand with too much of goods held in their hands while billing.

Objective of the Study:

1) To know about the latest trends prevailing in CRM and E-CRM 2) To know how different companies compete on the basis of CRM and E-CRM 3) To innovate new ideas for better CRM 4) To know how CRM can help to retain and attract new customers in a better way

Scope of the Study:

1) The study only covers 2 mobile companies here so the scope is limited to mobile
manufacturing industry only. However, the way they exercise CRM may be very similar to other type of industries

) Only 2 companies are taken into consideration. May be some other companies are
following some different methods. But scope is covering mobile industries because Nokia and Sony Ericsson are big market players.

Research Methodology:
Primary Data:

1) Personal Interview 2) By getting repaired a mobile

Sample Area: Ahmedabad, India Secondary Data:

1) Internet 2) Journals 3) Magazines 4) Newspapers

Limitations of the Study: 1) The information given over Internet and other sources may be different from practical
experiences of the customers.

2) At different places, different implementation of applied CRM can be seen. 3) Subjective nature of the study may affect its interpretation by different individuals. 4) Regional differences, area differences may change the scope of study also

CRM Implementation:
By Sony Ericsson:

4 It has also service centers all over the world but it is more technology oriented 4 It has developed a community of developers. 4 Play Now option is present to attract the customer
Comparative Analysis of Nokia and Sony Ericssons CRM:
Nokia Sony Ericsson

1) With respect to many countries the websites are totally customized for the particular
Customer. 1) Less customized interface for different countries. A common site for all. 2) Online Support as well as offline support to Indian people because Nokia is carried by many people. 2) Sony Ericsson being new and technology oriented gives more importance to online problem solving techniques of different customers 3) Nokia purely emphasis on mobile and developing its CRM with customers. 3) Sony has a diversification so adopting its methods from other websites of Sony 4) Nokia ranges from very low price to very high price so it implements CRM for a common

Person. 4) Sony Ericsson mobile are for middle and upper class people who love music and
sound quality. So little higher level of CRM is maintained which is technology oriented.

Major Findings: 4 CRM is very important to attract new customers and to retain its old customers. 4 Today, all companies follow CRM strategies along with the use of E-CRM 4 Today, technology has given a huge support to CRM in form of E-CRM

Conclusion:
CRM and E-CRM is a very important subject to study and implement. Today, CRM and E-CRM

has evolved totally as a new subject due to its increased importance. Nokia and Sony Ericsson are also thinking of ways how CRM and E-CRM can be implemented in a better manner.

Recommendations: 4 Companies must try to build CRM strategies for every type of customer. For example, if
a customer is not having a IT background then he may not use websites and forums to

solve the problem. So, many methods should be present to solve the actual problem otherwise customer may shift to another brand

4 CRM should be attached with marketing which the customer can see or feel while buying
the product. If customer will know that the company has best policies and framework then the customer will get attracted towards the brand.

Bibliography:
4 Customer relationship management: concepts and technologies By Francis Buttle 4 Customer relationship management: organizational and technological perspectives By
Federico Rajola.