APROJECT REPORT

ON

“CUSTOMER RELATIONSHIP MANAGEMENT OF ANGEL BROKING WITH OTHER”

FOR

(ANGEL BROKING LIMITED ALLAHABAD)BY

ASHWANI DUBEYMBA SEMESTER III

ROLL NO: 1113870008

PROJECT GUIDE BY

" Mr. ASHUTOSH SHUKLA "

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF THE

TWO-YEAR FULL-TIME MBA (MASTER OF BUSINESS ADMINISTRATION)

PROGRAMME

OF BBSCET

ALLAHABAD

A.Y: 2012 – 2013

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ACKNOWLEDGEMENT

I sincerely want to thank all the people who helped me throughout the procedure of 60 days of my summer internship program. It is really has been a learning experience for me.

I specially want to thank my company guide Mr. ALOK SINGH for his guidance form the first day of training till the last. it has been a great experience of working with him. His assistance really helped me in learning and gaining the practical knowledge.

I would also like to thank Mr. ASHUTOSH SHUKLA guide, was there for the guidance and he directed me whenever I was in need of it. I am highly obliged for his assistance.

I would also like to appreciate the help given by the sales team of angel broking and trading person, for giving their valuable time and for sharing their experience with us and I would also like to thank other employee of Angel Broking for guiding us with their valuable practical experience of their working life.

ASHWANI DUBEY

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PREFACE

Theories are being developed, designed and stated on the groundwork of their practical implementation and usage. Work experiences seems to be the most effective and indispensable factor for making and individual an adapt. Training not develops individual’s skill and abilities but also provide proficiency in work performance.

The researcher has done summer training in “ANGEL BROKING LTD, ALLAHABAD”. Which constitutes an essential part of two year M.B.A. program at training period consist of 45 working days. The researcher was provide the project study on the topic “CUSTOMER RELATIONSHIP MANAGEMENT OF ANGEL BROKING AND OTHER”. It was really a great opportunity getting practical insight of the market.

The successful completion of the project was a unique experience for me because by visiting many place and interacting with various persons, I achieved a better knowledge about market.

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DECELARATION

I ASHWANI DUBEY a student of united institute of management (BBSCET)

Allahabad session 2011-2013. Id no. 110110102 and roll no. 1101170114.

Hereby, I declare that the project report entitled “emergence of IPO and investment avenue”.

Angel broking private limited Allahabad.

Date:

Place:

ASHWANI DUBEY

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EXECUTIVE SUMMARY

The research work executed by the team had an object oriented and realistic approach

towards the online share trading scenario in India as well as covering the globe by and

large, precisely speaking economic giants. The team did follow Market Research

procedure to get an extensive idea about the general perception in the mass when online

share trading considered, the exact figures are involved in share trading online. To

acquire customers in favor of ANGEL was also an integral part of the job. The team

members covered Allahabad and U.P for this purpose. A brief profile about the

organization was also intimated to each and every respondent in order to increase the

popularity of Angel Broking.

The next phase was all about to have an international look in this field of online

share trading. The team examined thoroughly areas such as the number of players,

technology they are offering, their customer base, whether this is appealing to the

common people or not, how they market their services etc.

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Index

Particular : Page no :

Company Certificate

College Certificate

Acknowledgement Preface Declaration Executive summary

2-5

Introduction 8

Project Objective 9

INDUSTRY OVERVIEW :13-15

Brief history of organization

A Brief History of stock exchange

Online Trading process.

COMPANY PROFILE :16-45

Introduction and history

Introduction to Angel Broking

SW0T Analysis

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Customer relationship management 46-69

Introduction to crm

History of crm

Success of crm

Failure of crm

Need of crm

Advantage of crm

Research methodology 70-88

Data sources

Research design

Sample size

Data analysis interpretations

Findings 89

Recommendations 90

Conclusion 91

Bibliography 92

questionnaire 93-96

Introduction

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OBJECTIVE OF STUDY

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Understand customer needs better

Maintain long term customer relationships

To retain profitable customer.

To create competitive advantage

SIGNIFICANCE OF STUDY

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Customer Relationship management is the strongest and the most efficient approach in

maintaining and creating relationships with customers. Customer relationship

management is not only pure business but also ideate strong personal bonding within

people. Development of this type of bonding drives the business to new levels of success.

A CRM system consists of a historical view and analysis of all the acquired or to

be acquired customers. This helps in reduced searching and correlating customers

and to foresee customer needs effectively and increase business.

CRM contains each and every bit of details of a customer, hence it is very easy

for track a customer accordingly and can be used to determine which customer

can be profitable and which not.

In CRM system, customers are grouped according to different aspects according

to the type of business they do or according to physical location and are allocated

to different customer managers often called as account managers. This helps in

focusing and concentrating on each and every customer separately.

The strongest aspect of Customer Relationship Management is that it is very cost-

effective. The advantage of decently implemented CRM system is that there is

very less need of paper and manual work which requires lesser staff to manage

and lesser resources to deal with. The technologies used in implementing a CRM

system are also very cheap and smooth as compared to the traditional way of

business.

Efficiently dealing with all the customers and providing them what they actually

need increases the customer satisfaction. This increases the chance of getting

more business which ultimately enhances turnover and profit.

If the customer is satisfied they will always be loyal to you and will remain in

business forever resulting in increasing customer base and ultimately enhancing

net growth of business.

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EXECUTIVE SUMMARY

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The research work executed by the team had an object oriented and realistic approach

towards the online share trading scenario in India as well as covering the globe by and

large, precisely speaking economic giants. The team did follow Market Research

procedure to get an extensive idea about the general perception in the mass when online

share trading considered, the exact figures are involved in share trading online. To

acquire customers in favor of ANGEL was also an integral part of the job. The team

members covered Allahabad and U.P for this purpose. A brief profile about the

organization was also intimated to each and every respondent in order to increase the

popularity of Angel Broking.

The next phase was all about to have an international look in this field of online

share trading. The team examined thoroughly areas such as the number of players,

technology they are offering, their customer base, whether this is appealing to the

common people or not, how they market their services etc.

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INDUSTRY OVERVIEW

A BRIEF HISTORY OF STOCK EXCHANGES :-

Do you know that the world's foremost market place “New York Stock

Exchange” (NYSE), started its trading under a tree (now known as 68 Wall Street) over

200 years ago? Similarly, India's premier stock exchange Bombay Stock Exchange (BSE)

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can also trace back its origin to as far as 125 years when it started as a voluntary non-

profit making association.

You hear about it any time it reaches a new high or a new low, and you also hear

about it daily in statements like 'The BSE Sensitive Index rose 5% today'. Obviously,

stocks and stock markets are important. Stocks of public limited companies are bought

and sold at a stock exchange. But what really are stock exchanges? Known also as News

on the stock market appears in different media every day. The stock market or bourse, a

stock exchange is an organized market place for securities (like stocks, bonds, options)

featured by the centralization of supply and demand for the transaction of orders by

member brokers, for institutional and individual investors. The exchange makes buying

and selling easy. For example, you don't have to actually go to a stock exchange, say,

BSE - you can contact a broker, who does business with the BSE, and he or she will buy

or sell your stock on your behalf. All stock exchanges perform similar functions with

respect to the listing, trading, and clearing of securities, differing only in their

administrative machinery for handling these functions. Most stock exchanges are auction

markets, in which prices are determined by competitive bidding. Trading may occur on a

continuous auction basis, may involve brokers buying from and selling to dealers.

In certain types of stock or it may be conducted through specialists dealing in a

particular stock.

But where did it all start? The need for stock exchanges developed out of early

trading activities in agricultural and other commodities. During the middle Ages, traders

found it easier to use credit that required supporting documentation of drafts, notes and

bills of exchange. The history of the earliest stock exchange, the French stock exchange,

may be traced back to 12th century when transactions occurred in commercial bills of

exchange.

The first stock exchange in India, Bombay Stock Exchange was established in

1875 as 'The Native Share and Stockbrokers Association' and has evolved over the years

into its present status as the premier stock exchange in the country. It may be noted that

BSE is the oldest stock exchange in Asia, even older than the Tokyo Stock Exchange,

which was founded in 1878. The country's second stock exchange was established in

Ahmedabad in 1894, followed by the Calcutta Stock Exchange (CSE). CSE can also trace

its origin back to 19th century. From a get together under a 'Neem Tree' way back in the

1830s, the CSE was formally established in May 1908.

India's other major stock exchange National Stock Exchange (NSE), promoted by leading

financial institutions, was established in April 1993. Over the years, several stock

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exchanges have been established in the major cities of India. There are now 23

recognized stock exchanges — Mumbai (BSE, NSE and OTC), Calcutta, Delhi, Chennai,

Ahmedabad, Bangalore, Bhubaneswar, Coimbatore, Guwahati, Hyderabad, Jaipur,

Kochi, Kanpur, Ludhiana, Mangalore, Patna, Pune, Rajkot, Vadodara, Indore and

Meerut. Today, most of the global stock exchanges have become highly efficient,

computerized organizations. Computerized networks also made it possible to connect to

each other and have fostered the growth of an open, global securities market.

Realizing there is untapped market of investors who want to be able to execute their own

trades when it suits them, brokers have taken their trading rooms to the Internet. Known

as online brokers, they allow you to buy and sell shares via Internet.

Online Trading is a service offered on the Internet for purchase and sale of shares. In the

real world, you place orders on your stockbroker either verbally (personally or

telephonically) or in a written form (fax). In Online Trading, you will access a

stockbroker's website through your internet-enabled PC and place orders through the

broker's internet-based trading engine. These orders are routed to the Stock Exchange

without manual intervention and executed thereon in a matter of a few seconds.

There are 2 types of online trading service: discount brokers and full service online

broker. Discount online brokers allow you to trade via Internet at reduced rates. Some

provide quality research, other don’t. Full service online brokerage is linked to existing

brokerages. These brokers allow their clients to place online orders with the option of

talking/ chatting to brokers if advice is needed. Brokerage rates here are higher.

Indiainfoline.com, ICICIDirect.Com, IndiaBulls.Com, AngelBroking.com, Angel

broking.Com, HDFCSecurities.Com is some of the online broking sites in India.

COMPANY PROFILE

INTRODUCTION AND HISTORY :-

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“Angel Broking” is the retail broking arm of SSKI, an organization with more

than eight decades of trust & credibility in the stock market. It is India's leading retail

financial Services Company with We have over 250 share shops across 115 cities in

India. While our size and strong balance sheet allow us to provide you with varied

products and services at very attractive prices, our over 750 Client Relationship

Managers are dedicated to serving your unique needs. Angel Broking is lead by a highly

regarded management team that has invested crores of rupees into a world class

Infrastructure that provides our clients with real-time service & 24/7 access to all

information and products. Our flagship Angel Broking Professional Network offers real-

time prices, detailed data and news, intelligent analytics, and electronic trading

capabilities, right at your fingertips. This powerful technology complemented by our

knowledgeable and customer focused Relationship Managers. We are creating a world of

Smart Investor. Angel Broking offers a full range of financial services and products

ranging from Equities to Derivatives enhance your wealth and hence, achieve your

financial goals. Angel Broking' Client Relationship Managers are available to you to help

with your financial planning and investment needs. To provide the highest possible

quality of service, Angel Broking provides full access to all our products and services

through multi-channels.

INTRODUCTION TO ANGEL

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In a shot span of 22 years since inception, the Angel Group has emerged as one of the top

five retail stock broking houses in India, having membership of BSE, NSE and the two

leading Commodity Exchanges in the country i.e. NCDEX & MCX. Angel Broking is

also registered as a Depository Participant with CDSL.

The group is promoted by Mr. Dinesh Thakkar, who started this business as a sub-

broker in 1987 with a team of 3. Today the angel group is managed by a team of 1937

direct employees and has a nationwide network comprising of 21 Regional hubs, 124

branches and 6810 sub brokers & business associates. Angel is 100% focused on retail

stock broking business unlike any other larger national broking house. The group

currently services more than 5.9 thousand retail clients.

Angel habitually generates value added features without the cost burden being passed on

to the clients as they strongly believe that better understanding of client’s needs and

wants is their top priority. Their e-broking facility is one such effort, which gives the

client a platform to access state of the art trading facility at the click of a button.

Angel has always strived for delivering customer delight and developing strong long term

bonds with its clients as well as channel partners. Angel thrives on a vision to introduce

new and innovative products and services constantly. Moreover, Angel has been among

the pioneers to introduce the latest technological innovations and integrate them

efficiently within its business.

About the Angel

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Angel Booking’s tryst with excellence in customer relations began more than 20 years

ago. Angel Group has emerged as one of the top 3 retail broking houses in India and

incorporated in 1987. Today, Angel has emerged as a premium Indian stock-broking and

wealth management house, with an absolute focus on retail business and a commitment to

provide "Real Value for Money" to all its clients.

It has memberships on BSE, NSE and the leading commodity exchanges in India

NCDEX & MCX. Angel is also registered as a depository participant with CDSL.

Angel Group Companies

Angel Broking Ltd. Member on the BSE and Depository Participant with

CDSL

Angel Capital & Debt Market

Ltd.

Membership on the NSE Cash and Futures & Options

Segment

Angel Commodities Broking

Ltd.

Member on the NCDEX & MCX

Angel Securities Ltd. Member on the BSE

Incorporated :1997

BSE Membership :1997

NSE membership :1998

Member of NCDEX and MCX

Depository Participants with CDSL

Angel’s presence :-

Nation- wide network of 21 regional hubs

Presence 124 cities

6800 + sub brokers & business associates

5.9 lakh + clients

Management

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S.No Name Designation & Department

1. Mr. Dinesh Thakkar : Founder Chairman & Managing Director

2. Mr. Lalit Thakkar : Director – Research

3. Mr. Amit Majumdar : Executive Director – Strategy and Finance

4. Mr. Rajiv Phadke : Executive Director – HR & Corp

5. Mr. Vinay Agrawal : Executive Director – Equity Broking

6. Mr. Nikhil Daxini : Executive Director - Sales and Marketing

7 Mr. Hitungshu Debnath : Executive Director - Distribution & Wealth Management

8. Mr. Mudit Kulshreshtha : Executive Director – Operations

Milestones

Awarded with 'Broking House with Largest Distribution Network' and 'Best Retail Broking House' at Dun & Bred street Equity Broking Awards 2009

August, 2008 Crossed 500000 trading accounts

November, 2007 ‘Major Volume Driver’ for 2007

December, 2006 Created 2500 business associates

October, 2006 ‘Major Volume Driver’ award for 2006

September, 2006 Launched Mutual Fund and IPO business

July, 2006 Launched the PMS function

October, 2005 ‘Major Volume Driver’ award for 2005

September, 2004 Launched Online Trading Platform

April, 2004 Initiated Commodities Broking division

April, 2003 First published research report

November, 2002 Angel’s first investor seminar

March, 2002 Developed web-enabled back office software

November, 1998 Angel Capital and Debt Market Ltd. Incorporated

December, 1997 Angel Broking Ltd. Incorporated

ANGEL’S LOGO

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ANGEL’S VISION

To provide best value for money to investors through innovative products, trading/investments strategies, state of the art technology and personalized service.

Our moto

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To have complete harmony between quality-in-process and continuous improvement to deliver exceptional service that will delight our Customers and Clients.

Our CRM Policy: Customer is King

A Customer is the most Important Visitor on our premises. He is not dependent on us,

but we are dependent on him. He is not an interruption in our work. He is the purpose of

it. He is not an outsider in our business. He is part of it. We are not doing him a favour by

serving him. He is doing us a favour by giving us an opportunity to do so.

Mahatma Ghandi.

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ANGEL’S BUSINESS PHILOSOPHY

Business Philosophy

Ethical practices & transparency in all our dealings Customers interest above our own Always deliver what we promise Effective cost management

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Products of Angel Broking

1. Online Trading

2. Commodities

3. DP Services

4. PMS (Portfolio Management Services)

5. Insurance

6. IPO Advisory

7. Mutual Fund

8. Personal loans

9. Quality assurance

Online- Trading

Specially designed for the net savvy traders and investors who prefer operating from their

home or office through the internet. The investor can access state of the art Technology

with three different e-broking products and voila trading on BSE, NSE, F & O, MCX and

NCDEX.

ANGEL DIET

Application based product for Traders.

Application based ideal for traders.

Multiple exchanges on single screen

Online fund transfer facility

User friendly & simple navigation

BSC, NSC, F&O, MCX & NCDEX

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ANGEL ANYWHERE

Application based product for Traders with Charts.

Application-based platform for day traders

Intra-day/historical charts with various indicators

Online fund transfer facility

BSC, NSC, Cash & Derivatives

ANGELTRADE

Browser based product for Active Investors.

Browser based for investor

No installation required

Advantage of mobility

Trading as simple as internet surfing

BSC, NSC, F&O, MCX & NCDEX

ANGEL INVESTOR

User-friendly browser for investors

Easy online trading platform

Works in proxy and firewall system set up

Integrated Back office: Access account information – anytime, anywhere

Streaming quotes

Refresh static rates when required

Multiple exchanges on single screen

Online fund transfer facility

Investment Advisory Services

To derive optimum returns from equity as an asset class requires professional guidance

and advice. Professional assistance will always be beneficial in wealth creation.

Investment decisions without expert advice would be like treating ailment without the

help of a doctor.

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Expert Advice: Their expert investment advisors are based at various branches

across India to provide assistance in designing and monitoring portfolios.

Timely Entry & Exit: Their advisors will regularly monitor customers’

investments and guide customers to book timely profits. They will also guide

them in adopting switching techniques from one stock to another during various

market conditions.

De-Risking Portfolio: A diversified portfolio of stocks is always better than

concentration in a single stock. Based on their research, They diversify the

portfolio in growth oriented sectors and stocks to minimize the risk and optimize

the returns.

Commodities

A commodity is a basic good representing a monetary value. Commodities are most often

used as inputs in the production of other goods or services. With the advent of new online

exchange, commodities can now be traded in futures markets. When they are traded on an

exchange, Commodities must also meet specified minimum standards known as basic

grade.

Depository ParticipantAngel Broking Ltd has started its depository services by registering with CDSL. There are various benefits of holding clients demat account with angel but the biggest advantage is that a client shall be ensured of a risk free, prompt and efficient depository process.

esTypes of Commoditi

Precious Metals : Gold and Silver

Base Metals : Copper, Zinc , Steel and Aluminum

Energy : Crude Oil, Brent Crude and Natural Gas

Pulses : Chana , Urad and Tur

Spices : Black Pepper, Jeera, Turmeric , Red Chili

Others : Guar Complex, Soy Complex, Wheat and Sugar

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Benefits at Angel

Three different online products tailored for traders & investors.

Single Screen customized market-watch for MCX / NCDEX with BSE / NSE.

Streaming Quotes and real time Rates. Intra-day trading calls.

Research on 25 Agro Commodities, Precious and Base Metals, Energy products

and Polymers.

An array of daily, weekly and special research reports.

Highly skilled analysts with professional industry experience.

Active relationship management desk.

Seminars, workshops and investment camps for investors

Depositary Participant Services

Angel Broking Ltd. is a DP services provider though CDSL. We offer depository services

to create a seamless transaction platform to execute trades through Angel group of

companies and settle these transactions through Angel Depository services.

Wide branch coverage

Personalized/attentive services of trained a dedicated staff

Centralized billing & accounting

Acceptance & execution of instruction on fax

Daily statement of transaction & holdings statement on e-mail

No charges for extra transaction statement & holdings statement

Portfolio Management Services

Successful investing in Capital Markets demands ever more time and expertise.

Investment Management is an art and a science in itself. Portfolio Management Services

(PMS) is one such service that is fast gaining eminence as an investment avenue of

choice for High Net worth Investors (HNI). PMS is a sophisticated investment vehicle

that offers a range of specialized investment strategies to capitalize on opportunities in

the market. The Portfolio Management Service combined with competent fund

management, dedicated research and technology, ensures a rewarding experience for its

clients.

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Angel PMS brings with it years of experience, expertise, research and the backing of

India's leading stock broking house. At Angel, experienced portfolio management is the

difference. It will advise you on a suitable product based on factors such as your

investment horizon, return expectations and risk tolerance.

PRODUCT & SERVICE DETAILS AND PORTFOLIO

REPORTS :

Market Outlook at 9:15 a.m.

Technical Report at 6:00 p.m.

Derivative Analysis Report at 9:15 a.m.

FUNDAMENTAL RESEARCH SERVICES :

The Sunday Weekly Report :

This weekly report is the ace of all reports. It offers a comprehensive

market overview and likely trends in the week ahead. It also presents few top

picks based on an in-depth analysis of technical and fundamental factors. It gives

short term and long term outlook on these scrip’s, their price targets and trading

strategies. Another unique feature of this report is that it provides an updated

view of about 70 prominent stocks on an ongoing basis.

The Industry Watch :

This report provides an in-depth analysis of specific industries which are

likely to outperform others in the economy. It analyzes their strengths and

weaknesses and ascertains their future outlook. The final view is arrived at after

thorough interaction with industry experts. Also comparative performances of

various companies in the sector are evaluated and top picks are recommended.

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Stock Analysis :

Angel’s stock research has performed very well over the past few years

and the Angel Model Portfolio has consistently outperformed the benchmark

indices. The fundamentals of select scrip are thoroughly analyzed and an

actionable advice is provided along with investment rationale for each scrip.

Flash News :

Key developments and significant news announcements that are likely to

have an impact on markets / scrip are flashed live on trading terminals. Flash

news keeps the market participants updated on an online basis and helps them to

reshuffle on their holdings.

TECHNICAL RESEARCH SERVICE :

Nifty Tracker :

Nifty Futures is the most traded instrument with highest volumes in F

& O and excellent liquidity. The team tracks the Nifty Future and generates

calls based on unique trading system which is a result of their focused research

over the past few years. The objective is to generate positive returns for traders

who are looking for a high risk / high reward product.

Online Chart :

An online forum to help clients, specifically day traders in judging the

directions of the market and stocks which are in the limelight.

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Intraday Calls :

For day traders, Angel provides intra-day calls with entry, exit and stop

loss levels during market hours. These calls are flashed on their terminals. Their

analysts continuously track the calls and provide recommendations according to

the market movements.

Position Calls :

Angel’s “Position Trading Calls” are based on thorough analysis of the

price movement in select scrip’s. These calls are for a 10-15 day time span with

stop loss and target levels. These calls are flashed on their terminals during

market hours.

Derivative Strategies :

Their analysts take view on the Nifty and select stocks based on the

derivatives data and technical tools. Suitable “Derivative Strategies” are devised,

which are flashed on their terminals and published in their reports.

Futures Calls :

A customized product for HNIs to help them trade with leveraged

position; wherein clients are advised on the stocks with entry, exit and stop loss

level for short term benefits. Over and above this, financial status of the calls is

monitored at all times.

INVESTMENT ADVISORY DESK :

At Angel, they have a dedicated Investment Advisory Desk :-

To help manage client’s equity portfolio and create wealth

To help client understand their risk profile and define investment goals

realistically

To minimize client’s risk and maximize their returns

To help client decide what to buy / sell and when to buy / sell

To help client’s understand macro-economic trends and sectoral / company

developments

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To help client restructure their portfolio based on sound research

PORTFOLIO MANAGEMENT SERVICES :

Angel offers discretionary PMS to investors in order to assist them in

managing their funds amidst continuous changing market dynamics and increasing

complexities of investing. Investing in equity market requires in-depth knowledge

and thorough analysis coupled with clear understanding of domestic and

international economies. Investors need the services of an expert to manage their

funds and deliver good returns in diverse market conditions. Continuous wealth

creation with and emphasis on capital preservation is essential in today’s complex

markets.

In order to systematically diversify the holdings of clients across varied

sectors and with and intention to give them handsome returns, Angel devised the

concept of the Model.

Portfolio :-

Angel came out with its first Model Portfolio in August 2002

Since then it has come out with Model Portfolios which have consistently

outperformed the Sensex YOY

In fact the latest model portfolio by Angel has successfully outperformed

the Sensex by a whopping 80%

Angel’s Portfolio Advisory Team had a successful track record of assisting its clients in

managing their portfolios for over 4 years.

The Portfolio Management Process starts with understanding each investor’s risk appetite

and return expectations. The Portfolio Management Team not only draws support from

Angel’s in-house research team for new investment ideas but also has its own stocks

picking by adopting bottom up research.

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Salient features of PMS schemes are 100% discretionary, time horizon 12-18 months and

Wealth creation at minimum risk.

PMS SCHEMES @ ANGEL

Scheme 1: Angel OYSTER

Description :

The main objective of the scheme is wealth generation by delivering superior returns over

long term through investments and equity related instruments.

Investment Strategy :

To generate wealth on consistent basis rather than outperform by taking higher

risk.

Logic works well and thus will be given weight age along with financials

Early identification of stocks to ride through the entire investment cycle

Timing of investment is important to generate superior returns

Bottom –up approach

Parameters Driving Investment Decision :

Blend of growth and value stocks

Investments in companies regardless of market capitalizations

Keen selection of stocks based on potential for value unlocking based on key

events

Focus on companies which display

Scalable business potential

Large market opportunity

Beneficiary of favorable economic cycle

Valuation at steep discount to asset value

Sectoral Composition :

May include under- researched companies

Portfolio could invested in liquid funds

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Investor Profile :

Safety of capital will be of utmost importance

The scheme would be suited for investors having medium to long term

perspective (i.e. 12-18 months)

Scheme 2: Angel BLUE- CHIP

Description :

The objective of the scheme is to generate capital appreciations in the medium to long

term through investments in equities and equity related instruments comprising

predominantly large cap companies.

Investment Strategy :

The scheme will seek to achieve returns through brand based participants in

equity markets by creating a diversified equity portfolio. The portfolio will be

overweight on large cap companies.

The portfolio strives at all time to achieve an 80% allocation to large cap

companies.

The allocation of sectors and stocks in the portfolio may be dynamically

structured in tune with changes in broader market conditions

Overweight on large cap stock. However quality mid cap stocks may also be

considered for investment.

Portfolio to comprise of a combination of growth & value stocks.

The portfolio strives to limit the exposure to any sector to less than 25% of the

portfolio size

The portfolio strives to limit the exposure to any stock to less than 10% of the

portfolio size

The allocation and composition of medium capitalized stocks to vary based

market conditions

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Investor Profile :

The scheme would be suited for investors with low to moderate risk appetite

The scheme would be suited for investors having medium to long term

perspective.

Benefits of Angel PMS :

Understanding risk : At Angel, utmost emphasis is given to understanding the risk

profile of an investor.

Periodic Evaluation : Periodic evaluation of the Model Portfolio is carried out and

market movements are cashed upon.

Administrative Convenience : Angel focuses on providing hassle free

administrative / operational support and customized services.

Transparency : Regular statements and updates as well as online access to

information required for investment.

Regular Analysis and Monitoring : Investments undergo regular monitoring and

analysis to check any deviation from the structured goal ensuring creation of

wealth over a period of time.

Professional Management : PMS is provided to professional management by

experts on equity with an aim to optimize returns.

Angel PMS – Ideal For :

Portfolio Management Services from Angel are essential for investor who needed

Long term wealth generation

Personalized service

Investment opportunities in Indian equities

Fundamental research based investment decisions

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In essence, all investor who have faith and belief in the Indian growth story and robust

corporate performance would find Angel PMS most suitable to meet their objectives.

ANGEL GOLD :

In a volatile market it is very difficult for an investor to pick up value stocks

which will give decent returns in the long run. We at Angel Gold realize your need for a

professional financial advisor and hence are here to assist you in making wise and

profitable decisions.

We strongly believe that right decisions taken at the right time are always

beneficial and that's why our entire research team comprising of 12 sector specialists

along with our research head will understand your need, return expectation, risk profile

and time horizon to design your portfolio accordingly. This portfolio will be tracked

regularly and our efforts would be to optimize your returns in the long run.

Features of the Angel Gold :

A premium service for clients who need professional guidance on long term

investments.

Minimum fund / portfolio of Rs. 1 lakh and maximum of Rs. 4 lakh eligible for

Angel Gold.

Appropriate risk profiling before taking investment decisions

Periodic group meetings and seminars in branches.

Monthly Newsletter from the desk of “Angel Gold” .

Browser based back-office software.

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COMMODITIES SERVICES :

Agro Tech Speak :

Mainly gives the investors insight into and a forecast for agro

commodities viz. pulses (urad, channa etc); reports on oil complex (soybeans

castor etc.) along with spices with reports on kapas guar seed.

Call Evaluation :

A report designed for evaluating the calls given by the angel research

team where the reports are classified in 3 broad categories viz. achieved,

triumph, not achieved along with the trade recommendations.

Commodities Tech Speak :

This report mainly equips the investors dealing in MCX segment in

commodities like gold, silver, crude oil, copper etc with the market insight and

expert recommendation on the trading strategies

Angel Commodity Advantages :

Top Quality Research :

Professionally qualified analysts with rich industry experience

Research on 25 agro commodities, precious metals, base metals, energy

products and polymers.

E-Broking :

Single screen customized market watch for MCX / NCDEX with

BSE / NSE

Streaming quotes and intraday calls

DP Facilities in Commodities Trading on CDSL

24x7 Online Back-office

Efficient Risk Management

Page | 35

Competitive Brokerage Rates

MUTUAL FUND DISTRIBUTION AND ADVISORY :

To enable clients to diversify their investment in the right direction, Angel Broking

has added another product in its range with mutual funds :

Customized investment solutions based on specific individual’s financial goals

aligned with client’s risk appetite.

Access to in-depth research and proper selection from diversified funds based on

client’s preferred criteria.

Customized reports at desired frequency.

Rating and Rankings of all Mutual Funds from in-house expert analysts.

Current and historical performance of different funds enabling comparisons.

News and alerts for client’s Mutual Fund Portfolio and performance tracking with

watch lists.

Online Mutual Funds applications (NFO or existing) / Online order status tracking

/ online updating of unit holdings at latest NAV / Online dividend payout and re-

investment facility.

Single point customer query handling.

IPO DISTRIBUTION AND ADVISORY :

Wide network of branches for better customer reach.

Dedicated Research Teams generating sector related reports.

Ease in investing with informed decision making.

Advisory Help Desk for all IPO related queries.

DEPOSITORY PARTICIPANT SERVICE :

Angel Broking Ltd. is a DP Service provider through CDSL. They offer

Depository Services to create a seamless transaction platform to execute trades

through Angel Group of Companies and settle these transactions through Angel

Depository Services.

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Hassle free automated pay-in of client’s sell obligations by Angel Broking Ltd. /

Angel Capital & Debt Market Ltd.

Instant disbursement of non-cash benefit like bonus and rights

Wide Branch coverage

Personalized / Attentive services of trained and dedicated staff

Centralized billing and Accounting

Acceptance and Execution of instructions on “fax”

“Zero” upfront payment and lowest transaction charges

Daily statement of transactions and holding statements on e-mail

No charges for extra transaction statement and holding statement

BROKERAGE

Following schemes are available for trading Account :

Prepaid Scheme A Rs 2000/- per Annum

Scheme Type A Table A Table B

Brokerage Rate

(for AMC Scheme

Account)

Brokerage Rate

(for non AMC Scheme

Account)

AMC AMC Rs. 2,000 pa Nil

Account opening Charges (one time) Speed Trade A/c

Rs. 1,000

Classic Account Rs.

750

Offline Account

Speed Trade Account

Rs. 1,000

Classic Account Rs.

750

Offline Account

Percentage Min. Paisa Percentage Min. Paisa

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Cash Segment

Trading

First Leg 0.07% 05p 0.10% 10

Second Leg 0.07% 05p 0.10% 10

Delivery

Delivery Brokerage 0.40% 10p 0.50% 50

Other charges Cash segment (Trading and Delivery)

Stamp Duty Y Y Y Y

Turnover Tax Y Y Y Y

Service tax Y Y Y Y

Default Brokerage — —

Futures & Options Segment

First Leg 0.07% 01p 0.10% 10

Second Leg (same day) 0.02% 01p 0.0% 00

Next day 0.07% 01p 0.10% 10

Other charges F&O Segment

Stamp Duty Y Y Y Y

Turnover Tax Y Y Y Y

Service tax Y Y Y Y

Default Brokerage — —

Prepaid Scheme Rs 6000/- per Annum

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Scheme Type B Table A Table B

Brokerage Rate

(for AMC Scheme

Account)

Brokerage Rate

(for non AMC Scheme

Account)

AMC — AMC Rs. 6,000 pa Nil

Account opening Charges (one

time)

— Speed Trade A/c Rs.

1,000

— Classic Account Rs.

750

— Offline Account

— Speed Trade Account Rs.

1,000

— Classic Account Rs. 750

— Offline Account

Percentage Min. Paisa Percentage Min. Paisa

Cash Segment

Trading

First Leg 0.05% 05p 0.10% 10

Second Leg 0.05% 05p 0.10% 10

Delivery

Delivery Brokerage 0.25% 10p 0.50% 50

Other charges Cash segment (Trading and Delivery)

Stamp Duty Y Y Y Y

Turnover Tax Y Y Y Y

Service tax Y Y Y Y

Default Brokerage — —

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Futures & Options Segment

First Leg 0.05% 01p 0.10% 10

Second Leg (same day) 0.02% 01p 0.0% 0

Next day 0.05% 01p 0.10% 10

Other charges F&O Segment

Stamp Duty Y Y Y Y

Turnover Tax Y Y Y Y

Service tax Y Y Y Y

Default Brokerage — —

Along with these above schemes many other competitive schemes are available

for customers depending on their volume of trading.

OTHER FEATURES :-

1. Angel Broking First step Program :-

What is:-

In the complex world of investing in shares in India, interested beginners didn't

have any place they could start out from. This is why Angel Broking started the

First Step program - to assist and guide new investors when they take their first

steps into the world of investing in shares. This program is explicitly designed

for beginners. You will not feel unintelligent when asking questions like "Who

owns the Stock Market?" or "What is a stock-split?" since Angel Broking people

are trained to assist those taking their first step in the market.

Consist of:-

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The Angel Broking First Step program is a special, never-been-done-before

program created by Angel Broking for new investors to the stock market.

Despite being a beginner with a small amount to invest, they will still be able to

benefit from Angel Broking experience, technology-based tools and research. In

fact, Angel Broking have created special versions of all of these for clients -

clear and simple information tools for there understanding, demonstrations to

help them get started and research re-written in easier language. See how Angel

Broking friendly assistance empowers them to become a 'Stock Market ka Sher'.

2. Angel Broking Value line :-

A monthly investment report based on fundamental research with Stock ideas,

Stock Updates, Earning Guide, Stock Recos, Mutual Fund Guide , Market Outlook,

Sector Updates.

SWOT Analysis :-

A SWOT analysis focuses on the internal and external environments, examining strengths

and weaknesses in the internal environment and opportunities and threats in the external

environment.

PROCEDURE OF CLIENT ACQUISITION :-

In the first phase we are given training and we are explained about different things

of market about Angel Broking Ltd, its introduction, products and services

offered by Angel Broking Ltd. We have been trained by their well experienced

Staff.

After that we are trained to cope up with the customers, through there well

experienced Sales Executives.

They provide us leads and we make calls. Three types of leads are provided to

us :-

People who registers themselves on Angel Broking website willing

to be client of Angel broking and want to know about its product.

People who have Demat account already with any another broker.

(competitors Data)

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People who are totally unknown to this market.

Then after that we have to provide details of product and convince them. People

who have already demat account; we have to convince them by giving

information about Angel Broking services & benefits.

And people who are unknown to share market, we tell them about Angel Broking

first step program for fresher.

Then we have to visit them and get the formed filled from them.

We collect all-important documents from client.

PROCEDURE FOR OPENING A DP ACCOUNT WITH ANGEL BROKING :-

You can open a Depository Participant (DP) account, either through an Angel

Broking branch or through an Angel Broking Franchisee center.

There is no fee for opening DP accounts with Angel Broking. However a nominal

deposit (refundable) is charged towards services which will be adjusted against

all future billings.

All investors have to submit their proof of identity and proof of address along

with the prescribed account opening form.

IN DP ACCOUNT OPENING FORM :-

1. Minor details like name of the branch, name of the client & address and

other details of the client required to be mentioned in the form and

Agreement.

2. Signatures are required on all pages of the agreement.

3. All the details (Name & address of the client) must be filled.

4. Name, Address & signature of the witness are compulsory. (Please note

that 1 witness is required to sign on behalf of the client)

5. Please note that if the signature on the form & the proof provided differs,

the form will be liable for rejection. In such cases the client has to get his

signatures verified by the banker.

6. Nominee details must be supported by 2 witnesses (Name, Address &

signature).

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7. Minor accounts, HUF accounts, Corporate accounts, and Accounts having

3 holders cannot have nominees in a DP account.

8. Please note that joint accounts cannot be opened in case Minor accounts

and HUF accounts.

9. In case of any corrections on the application form & agreement holders

have to counter sign at place of the correction.

ACCOUNT OPENING REQUIREMENTS UNDER VARIOUS HEADS :-

(i) Proof of Identity (Any one of the following) :-

1. Photocopy of Valid Passport (Page containing the date of expiry also to be

attached)

2. Photocopy of Voters Identity card.

3. Photocopy of Valid Driving License (Page containing the date of expiry also to be

attached).

4. Photocopy of Pan card

5. Photocopy of MAPIN card

6. Identity card/document with applicant’s Photo, issued by

a) Central/State Government and its Departments,

b) Statutory/Regulatory Authorities,

c) Public Sector Undertakings,

d) Scheduled Commercial Banks,

e) Public Financial Institutions,

f) Professional Bodies such as ICAI, ICWAI, ICSI, Bar Council etc., to their

Members; and

g) Credit cards/Debit cards issued by Banks.

(ii) Proof of Address (Any one of the following) - (Provided the entire

address written on the form matches with the proof):-

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1. Photocopy of Ration card.

2. Photocopy of Valid Passport (Page containing the date of expiry also to be

attached). (Copy of expiry date also to be submitted)

3. Photocopy of Voters Identity card.

4. Photocopy of Valid Driving License (Page containing the date of expiry also to be

attached). (Copy of expiry date also to be submitted)

5. Photocopy of Telephone or Electricity bill. (Government entity only & should not

be more than 3 months old)

6. Photocopy of Leave-License / Purchase Agreement.

7. Photocopy of Voters Identity card.

8. Photocopy of Bank Passbook or latest Bank statement.

9. Self-declaration by High Court & Supreme Court judges, giving the new address

in respect of their own accounts.

10. Identity card/document with address, issued by

a) Central/State Government and its Departments,

b) Statutory/Regulatory Authorities,

c) Public Sector Undertakings,

d) Scheduled Commercial Banks,

e) Public Financial Institutions and

f) Professional Bodies such as ICAI, ICWAI, Bar Council etc., to their

Members.

(iii) Photocopy of cheque leaf of bank account number mentioned on the form to

verify the Bank MICR No.

(iv) Latest photograph signed by the client.

FOR H.U.F ACCOUNT OPENING REQUIREMENTS :-

1. Signed Photograph of the Karta is required.

2. Proof of Identity of the Karta

3. Pan card of HUF

4. Proof of Address

5. Photocopy of cheque leaf of bank account number mentioned on the form to

verify the Bank MICR No.

Page | 44

6. HUF Stamp is required wherever the client signs on the agreement.

7. Letter from the Karta operating the Demat account with the two witnesses of

coparceners.

8. No joint names & nominees allowed for HUF accounts.

FOR MINOR ACCOUNT OPENING REQUIREMENTS :-

The account opened in the name of the minor cannot have second and third

holders. Further there can be no nominee for minor account. The Guardian has to sign on

behalf of the Minor.

1. Birth Certificate of the Minor.

2. Guardian’s Proof of Address.

3. Guardian’s Proof of Identity.

4. Photograph of the Minor & Guardian.

5. Photocopy of cheque leaf

FOR N.R.I. (NON RESIDENT INDIAN) CLIENT :-

1. Latest photograph signed by the client.

2. Photocopy of Valid Passport (Page containing the date of expiry also to be

attached)

3. Proof of Local Address

4. Proof of Foreign Address

5. Photocopy of cheque leaf of bank account number (NRE or NRO) mentioned on

the form to verify the Bank MICR No.

FOR PARTNERSHIP FIRM :-

The account cannot be opened in the name of a partnership firm. It has to be opened in

the name of the partners, as an individual account. Maintaining dairy of clients and

contacting them at regular basis. To get feedback from them about Angel Broking

services.

Page | 45

Customer Relationship Management

(CRM)

Customer Relationship Management (CRM) is one of those magnificent concepts that swept the business world in the 1990’s with the promise of forever changing the way businesses small and large interacted with their customer bases. In the short term,

Page | 46

however, it proved to be an unwieldy process that was better in theory than in practice for a variety of reasons. First among these was that it was simply so difficult and expensive to track and keep the high volume of records needed accurately and constantly update them. In the last several years, however, newer software systems and advanced tracking features have vastly improved CRM capabilities and the real promise of CRM is becoming a reality. As the price of newer, more customizable Internet solutions have hit the marketplace; competition has driven the prices down so that even relatively small businesses are reaping the benefits of some custom CRM programs.

In the beginning…

The 1980’s saw the emergence of database marketing, which was simply a catch phrase to define the practice of setting up customer service groups to speak individually to all of a company’s customers. In the case of larger, key clients it was a valuable tool for keeping the lines of communication open and tailoring service to the clients needs. In the case of smaller clients, however, it tended to provide repetitive, survey-like information that cluttered databases and didn’t provide much insight. As companies began tracking database information, they realized that the bare bones were all that was needed in most cases: what they buy regularly, what they spend, what they do.

Advances in the 1990’s

In the 1990’s companies began to improve on Customer Relationship Management by making it more of a two-way street. Instead of simply gathering data for their own use, they began giving back to their customers not only in terms of the obvious goal of improved customer service, but in incentives, gifts and other perks for customer loyalty. This was the beginning of the now familiar frequent flyer programs, bonus points on credit cards and a host of other resources that are based on CRM tracking of customer activity and spending patterns. CRM was now being used as a way to increase sales passively as well as through active improvement of customer service.

Introduction Customer Relationship Management - CRM

The generally accepted purpose of

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Customer Relationship Management

(CRM) is to enable organizations to better serve its customers through the introduction of reliable processes and procedures for interacting with those customers .In today's competitive business environment, a successful CRM strategy cannot be implemented by only installing and integrating a software package designed to support CRM processes. A holistic approach to CRM is vital for an effective and efficient CRM policy. This approach includes training of employees, a modification of business processes based on customers' needs and an adoption of relevant IT-systems (including soft- and maybe hardware) and/or usage of IT-Services that enable the organization or company to follow its CRM strategy. CRM-Services can even redundantize the acquisition of additional hardware or CRM software -licences. The term CRM is used to describe either the software or the whole business strategy oriented on customer needs. The second one is the description which is correct. The main misconception of CRM is that it is only software, instead of whole business strategy.

Major areas of CRM focus on service automated processes, personal information gathering and processing, and self-service. It attempts to integrate and automate the various

customer serving

processes within a company.There are three parts of application architecture of CRM:

operational - automation to the basic business processes (marketing, sales, service)

analytical - support to analyse customer behaviour, implements business intelligence alike technology

co operational - ensures the contact with customers (phone, email, fax, web...) Operational part of CRM typically involves three general areas of business. They are (according to Gartner Group) a Enterprise marketing automation (EMA), Sales force automation (SFA) and a Customer service and support (CSS). The marketing information part provides information about the business environment, including competitors, industry trends, and macro environmental variables. The sales force management part automates some of the company's sales and sales force management functions. It keeps track of customer preferences, buying habits, and demographics, and also sales staff

Page | 48

performance. The customer service part automates some service requests, complaints, product returns, and information requests. Integrated CRM software is often also known as "front office solutions." This is because they deal directly with the customer. Many call centers use CRM software to store all of their customer's details. When a customer calls, the system can be used to retrieve and store information relevant to the customer. By serving the customer quickly and efficiently, and also keeping all information on a customer in one place, a company aims to make cost savings, and also encourage new customers.CRM solutions can also be used to allow customers to perform their own service via a variety of communication channels. For example, you might be able to check your bank balance via your WAP phone without ever having to talk to a person, saving money for the company, and saving you time.

Improving customer service

CRMs are claimed to improve customer service. Proponents say they can improve customer service by facilitating communication in several ways:•

Provide product information, product use information, and technical assistance on web sites that are accessible .

Help to identify potential problems quickly, before they occur

Provide a user-friendly mechanism for registering customer complaints (complaints that are not registered with the company cannot be resolved, and are a major source of customer dissatisfaction)

Provide a fast mechanism for handling problems and complaints (complaints that are resolved quickly can increase customer satisfaction)

Provide a fast mechanism for correcting service deficiencies (correct the problem before other customers experience the same dissatisfaction)

Identify how each individual customer defines quality, and then design a service strategy for each customer based on these individual requirements and expectations

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use internet cookies to track customer interests and personalize product offerings accordingly

use the internet to engage in collaborative customization or real-time customization

Provide a fast mechanism for managing and scheduling follow up sales calls to assess post-purchase cognitive dissonance, repurchase probabilities, repurchase times, and repurchase frequencies

Provide a fast mechanism for managing and scheduling maintenance, repair, and on-going support (improve efficiency and effectiveness)

Provide a mechanism to track all points of contact between a customer and the company, and do it in an integrated way so that all sources and types of contact are included, and all users of the system see the same view of the customer (reduces confusion)

The CRM can be integrated into other cross-functional systems and thereby provide accounting and production information to customers when they want it

Improving customer relationships

CRMs are also claimed to be able to improve customer relationships . Proponents say this can be done by:

CRM technology can track customer interests, needs, and buying habits as they progress through their life cycles, and tailor the marketing effort accordingly. This way customers get exactly what they want as they change.

The technology can track customer product use as the product progresses through its life cycle, and tailor the service strategy accordingly. This way customers get what they need as the product ages.

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In industrial markets, the technology can be used to micro-segment the buying centre and help coordinate the conflicting and changing purchase criteria of its members

When any of the technology driven improvements in customer service (mentioned above) contribute to long-term customer satisfaction, they can ensure repeat purchases, improve customer relationships, increase customer loyalty, decrease customer turnover, decrease marketing costs (associated with customer acquisition and customer ?training?), increase sales revenue, and thereby increase profit margins.

Technical functionality

A CRM solution is characterised by the following functionality:

scalability - the ability to be used on a large scale, and to be reliably expanded to what ever scale is necessary.

multiple communication channels - the ability to interface with users via many different devices (phone, WAP, internet, etc)

workflow - the ability to automatically route work through the system to different people based on a set of rules.

database - the centralised storage (in a data warehouse) of all information relevant to customer interaction

customer privacy considerations, e.g. data encryption and the destruction of records to ensure that they are not stolen or abused

Privacy and ethical concerns

CRMs are not however considered universally good - some feel it invades customer privacy and enable coercive sales techniques due to the information companies now have on customers - see persuasion technology. However, CRM does not necessarily imply

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gathering new data, it can be used merely to make "better use" of data the corporation already has. But in most cases they are used to collect new data.

CRM Planning

CRM Planning: Keys for Project Success

Whether you're updating, upgrading, jump-starting, or restarting your CRM efforts, some basic steps will help keep you on the path to a positive ROI.Thinking about the potential ROI of your customer relationship management (CRM) project should start during the selection process. Before you write an RFP or start talking to vendors, you need to do some homework to ensure that you're on the right track to maximize ROI.

Identify the Problem — and the Solution

Before you start thinking about vendors, you should define your problem in clear business terms. Do you need to improve management visibility into the sales pipeline? Reduce customer support costs or improve customer support? Reduce customer-related administrative overhead? Making your CRM challenges specific will help you determine which technologies or components are most likely to deliver ROI and how you can prioritize your development and deployment plans. Most companies' CRM goals fall into a couple of main categories:•Improved sales performance •Improved management visibility •Improved customer support •Improved marketing •Reduced costs If your CRM goals fall into more than two of these categories, you'll likely want to prioritize one over the other and plan a phased deployment. It's also a good idea to know at this point what your likely budget is, how flexible it is, and what your procurement officer or CFO will be looking for in terms of business justification. If you know walking into the project that you'll need to show a six-month payback period, for example, you can plan accordingly.

Make the Short List

Regardless of your relationship with existing vendors, previous experience, and technology environment, you should make a short list of potential vendors and give them a fair evaluation before you make a decision. Your short list should be easy to define based on these factors:•Your CRM goals. The vendors whose functionality meets your needs will depend on whether you're looking for improved sales, improved reporting and forecasting, improved support, improved marketing, or a combination of different customer-related technology. •Your existing environment and IT philosophy. Do you have existing databases, order systems, or contact lists that will need to be integrated or migrated into your CRM solution? Do you expect to do your own development or use

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consultants or systems integrators? Are you comfortable outsourcing your sales and marketing data in its entirety - or in part? Answering these questions will help you determine whether a large-scale CRM infrastructure, a hosted solution, a point solution, or a broad solution is likely to deliver maximized ROI. •Your user dynamics. Are the employees you expect to use the solution technology savvy and open to change, or are they the ones still using pencils and paper to track leads? The greater the magnitude of the change you expect them to make, the greater the risk that adoption will slow the ROI of your project. •Your budget. CRM solutions such as Siebel and SAP can cost millions of dollars to deploy and require a team for ongoing support and maintenance. On the other end of the spectrum, Microsoft CRM and Front Range (for example) can cost considerably less. You can expect a hosted solution to have a minimal upfront investment and from $500 to $1,500 per user per year. Clearly defining your requirements and characteristics in each of these key areas will prepare you for the next step - evaluating each individual solution's ability to deliver returns based on the costs and benefits associated with a deployment.

Check Resumes

Once you've identified the likely vendors to deliver the best solution for you, you'll want to check their references - and this doesn't mean just reading case studies on their Web sites. Look to independently developed case studies and your own interviews with references to learn about their decision process, project successes and challenges, and whether or not their spending - and benefits - met expectations.

In the CRM world, few companies will deploy a solution without some help from external consultants or systems integrators. Selecting and planning how you work with consultants is just as important to your project's success as the technology you choose.

Justify Your Investment

Once you've identified your goals and selected a short list of vendors, you can use a structured evaluation of costs and benefits to determine the best solution in terms of ROI and build the business case for moving forward. On the costs side, you'll want to consider the initial and ongoing software, hardware, consulting, internal personnel, and training costs associated with the project. Here are a few guidelines to keep the ROI from your CRM project on track:•You should spend less on software and consulting than 70 percent of expected annual direct benefits. •You should be able to deploy and achieve some returns in fewer than six months (even if it's only a pilot). •For a hosted solution, you should see benefits in fewer than 60 days. •Consulting costs should not be more than twice your initial software investment. •Training users should take fewer than four hours. On the benefits side, you'll want to consider both direct and indirect benefits. Prioritize your expected benefits from most direct to most indirect, and then work on your

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estimates, using internal surveys, case study data, and reliable benchmarking information as a starting point for quantifying expected benefits for your company.

Key Decision Factors

By and large, there's no such thing as a bad CRM solution. Most solutions deliver value when they're chosen based on clear business needs and deployed correctly. Once you've identified your CRM needs and your short list, there are a number of factors to consider to help you make the right solution decision.

User Adoption

In evaluating the type of CRM solution that will be best for your organization in terms of user adoption, you'll want to consider two key factors:•The willingness of users to adopt the application. Adoption can often be as much about politics and culture as it is about technology. Successful adoption will also depend on how much users will have to change their normal way of doing work to use the solution. •The technology ability of potential users. Many CRM solutions are complex and difficult to use; others have a more intuitive look and feel. Choose a solution that fits the abilities of your users. Once you've determined where your organization fits, you'll want to consider both the complexity of the solution and ease (or difficulty) involved in adding and evolving functionality over time as your needs change and your users become more comfortable with the solution. Here are some red flags you should look out for in evaluating solutions in terms of user adoption:•Plans for extensive customization •Multiple components that will be integrated to meet your needs •Lack of a track record supporting "your kind" of sales reps •Functionality planned "for the next release" •An extensive training program •Ongoing consulting requirements for any changes or updates

Cost

In CRM, "you get what you pay for" isn't always true. In fact, many companies in the past have overspent on CRM components and features that never delivered value to their users - if they even made it out of the box. You'll have the most success with a measured approach that doesn't have to include a hefty initial license fee.

Existing Environment

What other solutions and data sources do your sales or customer support representatives use today, what solutions are they most comfortable using, and what will need to be integrated in some way into the CRM solution you choose to deliver value? How you integrate existing resources and applications into a CRM project should not be an afterthought. In selecting a vendor, you'll want to explore how it can integrate with your

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existing environment. Demand to see a track record with reference customers in a similar situation.

Best Practice: Make a Match

One company chose Microsoft CRM because it would easily integrate with back-end office applications, because the sales force was already familiar with the Microsoft interface look and feel, and because the design of the application closely matched its existing business processes. It achieved a payback of five months.

Flexibility

In addition to the initial development, integration, and deployment, when selecting a solution, you should consider how easy it will be to make changes over time as your needs change. In all likelihood, the way you use CRM will change over time - and the flexibility of the application to enable you to support those changes can have a significant impact on the ongoing cost of the solution.

Best Practices

Once you've determined which solution is right for you and built the business case, you'll want to make sure you have the key checkpoints in place so that the project delivers on your ROI expectations. Pricing and Purchasing Before you sign on the dotted line, make sure you've done due diligence on your contract with the vendor. Double-check the following:•Is the initial license price per user in line with industry benchmarks?

Are you paying less, more, or the average annual industry maintenance? If you decide to stop paying maintenance in the future, does your contact support that? •If you're purchasing multiple modules at the same time, do you have a clear view of the cost of each item? Are you sure you should be buying them all now, or would a phased approach be better? •What commitment has the vendor made to your deployment time line? If a third party is involved, how are the deployment risk and responsibility being shared?

Deployment

Piloting a CRM solution can be a great way to judge both whether or not the solution will work for you and how flexible and agile the solution (and vendor) is in responding to specific needs. Most hosted solution vendors offer a free or nearly free pilot option today; depending on the level of customization and integration needed, a pilot of an internal solution before you buy may or may not be possible.

Best Practice: Pilot First

One company deploying an People CRM solution used an initial pilot at one location to evaluate the application and get valuable feedback on how and when the software should

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be expanded to other locations. Even after you've made the commitment, piloting to a select group of users before you complete customization is a good way to determine whether or not the solution works - and to gain valuable feedback on how and with what changes the solution should be rolled out to the broader population.

Best Practice: Phase In Functionality

One company deploying a JD Edwards CRM solution found that while it achieved a positive ROI, it could have accelerated user adoption and thus shortened its payback period by introducing functionality to users in phases. A phased approach would have reduced initial customization costs and the need to train users, who were somewhat overwhelmed by the features of the solution.

Fine-Tuning Your ROI

If you've picked the right vendor, planned a deployment with clear milestones, and gotten users on board, you've probably received 70 percent of the ROI you can expect. The trick to really successful CRM is continuing to evaluate and evolve your solution to deliver greater value. You'll also want to keep track of potential upgrade opportunities and take a close look at the business case - both the benefits of upgrading and the time and pain associated with the upgrade - before you make a change.

CRM in Business

Introduction

In this day and age the use of internet sites and specifically e-mail, in particular, are touted as less expensive communication methods, compared to traditional methods like telephone calls. This revolutionary type of service can be very helpful, but it is completely useless if you are having trouble reaching your customers. It has been determined by some major companies that the majority of clients trust other means of communication, like telephone, more than they trust e-mail. Clients, however, are not the ones to blame because it is often the manner of connecting with consumers on a personal level making them feel as though they are cherished as customers. It is up to the companies to focus on reaching every customer and developing a relationship.CRM software can run your entire business. From prospect and client contact tools to billing history and bulk email management. The CRM system allows you to maintain all customer records in one centralized location that is accessible to your entire organization through password administration. Front office systems are set up to collect data from the customers for processing into the data warehouse. The data warehouse is a back office

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system used to fulfill and support customer orders. All customer information is stored in the data warehouse. Back office CRM makes it possible for a company to follow sales, orders, and cancellations. Special regressions of this data can be very beneficial for the marketing division of a firm.

CRM Software: A key to scalability and efficiency

CRM Software provides added strength to your existing plan.

CRM software is not a "cure-all" for the CRM program in your business. Successful launch of a CRM software campaign requires a strong CRM plan for your business, with complete objectives and clear priorities. CRM software can offer incredible accuracy, track-ability and detailed follow-up capabilities.

How do you choose CRM Software?

Does the emphasis of the CRM software package match the emphasis of your CRM objectives? Identify your specific objectives and verify your CRM software can meet those needs.

Is your software user friendly? If you can't effectively use the software why use it? CRM software training is usually available by contacting the vendor and asking for recommended referrals.

How do other companies feel about the software? Call the provider company and ask for a number of preference (preferably three or four companies in similar size and scope).

What are some key components of CRM software?

History and Trend Management

History Tracking - get instant perspective into all customer interactions

Trend Management- see the status of all pending sales and potential revenue of entire pipeline

CRM Software Automated Processes

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Remote Web Synchronization- automatically follow-up with leads generated from your site

Automated Process Management - allows consistent communication with customer based on user-defined criteria

CRM software Data-base Information

Centralized Information - centralize, manage and simplify access to critical business information

Industry Templates and Form s- allows access to a database of industry specific CRM forms

CRM Software Sales and Marketing Analysis

Sales & Quota Analyses - view forecasted sales, closed sales, and comparisons between sales and quota

Leads Analysis - track responses to identify effective campaigns

CRM Software Mobil Technology Capabilities

Synchronization Wizard - keep calendar and contact information up-to-date on your PDA or laptop while you travel

Remote Access Capabilities - access your CRM software through the internet. Not all CRM software packages are the same. They will greatly range in price and capabilities. CRM Advisor suggests a thorough evaluation is done comparing multiple CRM software packages.

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Analytic CRM

The Retailers Data Challenge

Today’s retail environment includes increased competition among stores, a general economic downturn, rising interest rates and higher gas and heating oil prices. All of these factors have reduced the disposable income available to many retailers, core customers. In this economic environment, retailers must learn to generate more business from their existing customers. To do this they must first mine the data they have collected on customer purchases and loyalty programs. Still, retailers are drowning in customer data.

Critical customer information is inaccessible and underutilized.

More decision-makers need more access to consistent corporate data about their customers.

Loyalty program, POS, and demographic databases exist, yet are not integrated within a retail corporation.

Merchandisers and direct marketers lack expertise in the standard analysis applications sold by business intelligence vendors today.

Current retail data analysis systems require heavy IT resources to maintain and utilize. According to The Marriage of Category Management & Customer Management, written by Gary Robins and published in RIS, July 1999, .Category Management and promotion management need to include analyses of loyal customers. Failure to consider the effects on loyal customers’ means resources spent on category management and promotion might be and probably is in some or many cases harming your business. Combining category and loyalty data analysis has been done before, but with great difficulty. The biggest hurdle now is getting robust, fast databases to handle the huge amount of integrated data.

Customer view was designed to address these retail data challenges. CustomerView supports the retailers. Top marketing objectives to solve these problems:

Reward loyal shoppers and get them to buy more

According to Robert Blattberg, director of the Center for Retail Management at North eastern . Kellogg Graduate School of Business, a study of a chain drug retailer showed a 30%/70% split, meaning the top 30% of their customers generated 70% of their revenues. It also revealed which categories were more important to top and bottom level customers.

In another example, a small regional chain with seven stores targeted 18,000 of their best customers based on recently and overall dollar amount spent. Of the 18,000 customers

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mailed, 921 responded, generating a 5.1% response rate. Total revenue brought in from this particular promotion was in excess of $227,000 generating more than $22 for every dollar spent on the promotion. The events average transaction was $24744 an almost $50 increase from their normal average transaction.

If your firm is not the lowest cost producer in the category and your switchers are price sensitive, the best marketing strategy for addressing price-sensitive purchasers is to attempt to change their preference structure by raising their awareness of, and preference for, specific brand/product attributes, whether they are tangible or intangible. Then try to persuade these Price Sensitive Purchasers that your offering has the better value, all things considered. The goal is to increase sales and market baskets of top switchers.

Optimize trade areas and improve assortments store-by-store

A leading supermarket chain recently used data from loyalty programs to edit which products to delist in a category. .It is not just sales, it is how it is affecting loyal customers,. was the mantra from the chain. In a test of the carbonated

. beverage category, the chain did not lose customers even after eliminating 26% of the category. SKUs.

Cross-sell the most profitable products and increase the average basket size

A leading beverage company, which has been working with over 40 retailers, says that use of loyalty data does help retailers increase basket size. According to a senior category manager, .we did a presentation with a small chain in Houston, Texas, and this company had a 6.5% increase in dollars per basket and a 9.8% gain in total dollars among their best shoppers.

Maximize ROI for programs funded with manufacturer co-op funds

A national retailer recently completed a targeted promotion with a leading CPG company. 350,000 pieces were mailed bringing the retailer an additional $124,000 of co-op dollars. The piece featured 10 different products, received 16.4% response rate, and the market basket of the responders was 40% greater than the non-responders.

Who can benefit by using Customer view?

Customer view is targeted at five key audiences within the retailer’s organization:

Financial

Customer view enables retailers to take existing customer data and use it to drive revenue, increase market basket size, and build market share with no additional capital

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expenses and labor costs. It enables the CFO to show increased margins on current capital and enables profitable growth.

Merchandisers

Customer View enables merchandisers to improve the effectiveness of their staff. Using Customer view, merchandisers can quickly see how certain products can increase market basket size. Using Customer view they can see how merchandise mix

affects customer loyalty and adjust their assortment accordingly. Customer view can help merchandisers measure and build retention. It can show market basket value of loyal vs. non-loyal customers. Customer view can quickly help identify the value of a consumer that shops in critical categories vs. the shopper that does not.

Operators

Customer view can help Operations Executives make changes in an intelligent way. Using Customer view a retailer can keep labor constant while increasing margins. CustomerView can help increase the depth of category purchases by turning cherry pickers into buyers, increasing a loyal customers shopping trips to a category and increasing overall market basket size.

Consultants

Loyalty and POS databases tend to be stand-alone systems not integrated with category management systems. Most data is un cleansed and hosted in many locations. This leads to many opportunities for consultants to create systems to clean the data, aggregate the data, de-duplicate the data, household the data, etc. before the data enters the Customer view system. There are also many opportunities for consultants to use Customer view to help the retailers interpret, translate, and develop strategies based on the information and provide business practice recommendations.

Vendors

Customer view can help CPG manufacturers build category/brand sales by using real retail data. Customer view can help them build their share of market by identifying customers buying a particular category of products, but not their brands. Customer view

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can show the CPG manufacturer how to increase multi-segment sales by identifying likely purchase behavior across divisions, departments or categories.

Optimizing Customer Interactions and Marketing Analytics

Customer conversations and new analytical marketing techniques make dynamic customer relationship optimization a new top priority.

Business competence comes down to a company’s ability to generate value by using meaningful propositions, relevant interactions, messaging, information, and conversations that

customers find compelling. The most important thing that CRM can do for you today and tomorrow is help you create effective conversations that are crafted with credible, holistic intelligence and delivered to the right customer on the right channel at the right time. Businesses need to create economic value, which requires understanding customers and then engaging them with value propositions. The single most important event that happens in business is a customer conversation. The conversation is where economic value begins – revenues, activity, paychecks, and shareholder value. Every company should make the composition of those “value props” its highest priority. But are they doing so? How well do businesses create conversations? How much do firms optimize opportunities? What are some of the best firms driving new customer value? This latest management challenge is being addressed by the best of- breed CRM analytical tools that provide marketers with the intelligence to understand customers so that value propositions are relevant and arrive at the most opportune time for the customer. The new analytics provide capabilities for companies that wish to make it a business priority to create uniquely effective value propositions. The interesting thing is that customers expect it. Yes, customers expect you to know them – and to treat them as persons and remember every contact and transaction they’ve ever made. This idea has been in existence for a decade, since database marketing began to grow in popularity and use. B2B or B2C or B2B2C buyers now instinctively believe that their providers should know them.

“Initially flattered by being treated less as a number and more as an individual with distinct requirements, consumers are now communicating their demands back to their suppliers. Where once they would not consider the idea of bargaining, they now tell the managers of brand retail chains what they are prepared to pay and specify how they want products sourced, designed, styled, combined, assembled, delivered, and maintained.” Accelerating Customer Relationships

, Swift As Internet communities of practice have grown, people have become more vocal about what they expect from providers in many consumer serving industries. More than two years ago, the book

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The Cluetrain Manifesto: The End of Business as Usual

discussed the new realities of value propositioning and marketing techniques for the new millennium.

Here are the pertinent highlights:• Marketing is really various types of interaction or conversations.• Technology is enabling conversations among human beings that were not possible in the era of mass media.• These networked conversations are enabling powerful new forms of social organization and knowledge exchange.• As a result, markets are getting smarter, more informed, and more organized.•Already, companies that speak in the language of the pitch are no longer speaking to anyone.• Companies can now communicate with their markets directly.If they blow it, it could be their last chance. The opportunities for companies that leverage CRM to interactively communicate with relevance and timeliness are enormous. Yet intelligence from across the enterprise is required to understand and predict what customers will want to know about and demand. The potential to generate dramatic ROI on such an investment is worth five to 10 to 100 times the investment.

“Focusing on and predicting customer demand and making decisions both proactively and scientifically is an opportunity worth hundreds of millions, if not billions, of dollars of incremental revenue… starting with segmentation and improved forecasting, then shifting to integration and alignment of functions based on demand, and finally reaching optimization, which is the application of advanced mathematics to dramatically improve decisions.”

Manage Your Value Propositions to Better Manage Your Brand and Your Business

A value proposition may be articulated in text on a Web site, catalog, or direct mail piece, or in a telephone conversation. This is where brand differentiation first appears: the proposition is the first impression of the brand and its value to customers. Thus it is critical in initiating conversations, transactions, and relationships. But a value proposition is so much more than a message. The value proposition drives the organization’s core logic for creating value.

Although it’s true that value propositions will naturally evolve over time as markets and competitive conditions change, the competitive advantage belongs to companies that can proactively and quickly adapt their value propositions for optimal business results. Professor Ari Ginsberg of New York University’s Stern School of Business insists that companies can better invent and reinvent value propositions by analytical means that center on customer behavior, in his words, “analyzing dimensions of value.” It is specifically in this area – exploring dimensions of value – that customer analytics can make an enormous difference in understanding customers well enough to generate more effective value propositions.For managing value propositions effectively, companies need

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to first understand what customers value – by using analytical tools integrated with marketing automation systems for creating and acting on customer intelligence. And to take this a step further, the analytics and automation are best supported by an enterprise view of the business and customers, driven in real-time for capturing, managing, and delivering data to marketers and analysts for decisioning.

CRM Success

Seeing CRM initiatives take hold and begin to pay off is often a waiting game. It’s not a “flip-the- switch” product that automatically spits out results or something that will take affect overnight and cause profits to skyrocket while you sleep. The puzzle must be completed and time must play its part before true success will be seen. However, through dedicated and smart planning, businesses should see markedly increased profits, as satisfied customers will continually re-visit them. Gradually, as businesses get to know their customers, their customers get to know them, and a closely aligned partnership is formed. This one-to-one relationship is the catalyst that sparks both lifetime customer loyalty and revenue increase.

In the true spirit of thinking outside of the box, experts at the Gartner Group believe “the most successful organizations will be those who, through innovation and focus on business effectiveness rather than merely efficiency, manage to break the mold of

traditional business thinking”. Being effective is paramount. The end goal of better serving customers and enabling a high percentage of customer retention cannot be met with out creative thinking and effective planning and actions. The task of perfecting the relationship between business and customer is always on going and requires special dedication and innovation as the commerce markets continually change and fluctuate. And over time, customers change, as does their behavior and needs, and business must be able to respond to that.Being on the cusp of the industry and always having a hand on the pulse of the customer is key for success. As the CRM initiative begins to take hold, key players will soon see patterns emerge among customers, will discover what a productive strategy is and what is not. This is the essence of a successful CRM project: being able to really know what will work for your customers, what satisfies them, and what keeps them loyal. The ability to get an accurate gut feeling about the marketing campaigns, new products, and the type of policies customers will respond to is invaluable. This kind of customer knowledge only comes from really digging in and being savvy about how you go about understanding the people that you hope will continually call on the services and products of your business. The ROI in this case would be compelling indeed.

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Advice for Breeding CRM Success:

1. Buy the best package you can afford. Choosing a high-end system that allows for growth is key, Monster.com's Liddell says. Monster.com has rolled out Siebel Systems' sales force automation software to 800 users since implementing the software in November 1998. Where low-end packages break down is in their ability to handle complex definitions of customers, he says. Monster.com established formal guidelines for defining customers across divisions and applications so salespeople can access clean, consistent data.2. Choose wisely. Figure out who you need to reach and then find the software that will help you accomplish that. Before settling on RightNow, USF scrapped a previous CRM project a month into the implementation after concluding the software didn't work the way the university wanted. Too often companies choose software before they have defined the problem, Akin says.

"I've seen it lots of times - 'Hey, this is a neat application. Let's buy it and then figure out how we can use it here.'"USF tapped Right Now Technologies' e-mail management software to help the IT department, financial aid office and other administrative groups that were bogged down with customer service inquiries from 40,000 students and staff. 3. Build and maintain a relationship with quality consultants. Consultants are important not only in an initial deployment, but also as project parameters change - which they will, Liddell says. Monster.com works with CRM consultant Akibia, which lets the company quickly expand its CRM resources when necessary. Each time Monster.com acquires a new company, Liddell's priority is to quickly get those new team members up and running with Siebel sales tools - a process that sometimes requires extra hands.4. Rely on internal resources. Consultants are helpful, but it's important to maintain ownership of a CRM project. "Nobody's more interested in our success than the team at Monster.com," Liddell says. Plus, somebody has to run the software once the consultants are gone.5. Make sure everyone is onboard. It's important to have buy-in throughout the organization, Akin says. Financial support is necessary, he says, "but more important is an agreement to use the product universally." It's frustrating for end users if they expect to find a single source of customer service information online and it turns out a key department is missing from the site.6. Align your project goals and implementation schedule. Berkson and his team at Thomson Financial try to stick to eight- to 12-week projects, rather than rolling out everything to everyone at once. Plus, no department is going to need every function in every application; users would be overwhelmed, Berkson says. Thomson Financial is in the process of upgrading its Vantive applications to PeopleSoft 8 CRM - the new Internet-based suite from PeopleSoft, which acquired Vantive in 1999. "We tend to implement in small, manageable phases," he says. Companies should identify their biggest pain points and greatest opportunities for return on investment, and make those an implementation priority.7. Start with a low-risk pilot. One project up and running quickly can validate your CRM concepts, Berkson says.

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Choosing a relatively simple, straightforward project - such as outfitting a department that doesn't require integration with other back-end

systems - is important. If you start with a complex trial, it can really drain momentum, he says.8. Aim for configuration, not customization. Take advantage of today's CRM tool sets, Berkson says. Vendors have built more robust configuration flexibility into CRM applications and recommend that users minimize customizations. So if you can break the habit of writing custom code to accommodate unique business processes, it will be well worth the effort when it comes time to upgrade, Berkson says.9. Don't underestimate data requirements. The time and resources needed for data conversion and cleanup will always be more than you think, Berkson says. 10. Provide adequate training. "If you have the time and the resources, train in advance of rollout," Akin says. The university departments that are least enthusiastic about the RightNow products are the ones that weren't ready for it, he says.11. Set communications standards. In hindsight, Akin wishes his group had set content standards among departments before going live with the project instead of trying to do it later. At USF, e-mail inquiries are routed to as many as 30 different departments. Setting standards for formatting responses can help maintain consistency of service.12. Watch the details. CRM requires a team that is willing to take ownership of even the most minute details. Monster.com has team members who maintain the software, team members who constantly handle requests for changes and team members who police data quality.

Reasons for CRM Failure

The Top 10 Reasons CRM Projects Fail

Depending on which survey you read, you will see comments and statistics such as “over 50% of CRM (Customer Relationship Management) projects fail.” On the other hand, you will also see published results that show double-digit percentage growth in revenue, improved productivity, and increased customer satisfaction from new CRM projects. What drives companies to have such different results from the same initiatives? Before we look at reasons, let’s define the scope of CRM. CRM has been one of the most confusing terms established in eBusiness. In many cases, it has been defined, as what the user of the term is promoting. In the context of this article, we want to look at CRM as the following.

CRM is a strategic approach that combines the business processes, technology, employees, and information across an enterprise to attract and retain profitable customers.

CRM projects are launched to realize the plans and achieve the objectives defined in the CRM strategic plan. Let’s look at why many CRM projects fail and many others achieve great success. Here is CGI’s top-ten list of reasons CRM projects fail.

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1. CRM initiatives launched without a strategy.

Simply stating “We’re going to do CRM this year” is not a strategy. A CRM strategy needs to clearly define how you will be viewed by and manage all touch points with your customers. It should also define how you plan achieve this result.

2. The CRM strategy is not integral to the business strategy.

CRM cannot be viewed as a project or solution separate from your overall business plan. How you develop and grow customer relationships is the lifeblood of your company. Customers must be a core part of your overall business strategy.

3. The CRM toolset is based on someone else’s success.

There are many CRM tool offerings in the market place. Typically, these started around a particular process and product offering that was very effective. This offering has since been expanded to offer broader functions through acquisition or system development. Be sure to evaluate tools against your business requirements to get the best product for your highest priority needs. Not everyone serves customers the same way, has the same business processes, or has the same priorities as your business.

4. CRM is launched with no regard for enterprise or customer interfaces.

Can you afford to invest in making one part of the customer experience excellent only to destroy it at another step in the lifecycle? Make sure every touch point you have with the customer provides consistent, knowledgeable, and high-quality service.

5. CRM is launched without customer input.

It is so easy to get caught up in the rush to implement CRM solutions that you forget those people on the outside of your business. Talk with your customers. Find out how they want to be serviced. How can you better meet their needs? How can you collaborate for a true win/win initiative? What are other suppliers doing for them that they like?

6. CRM is considered an IT project – not business initiatives leveraging technology.

Customers interact with your company through people, processes, electronic media, transactions and indirect relationships. They typically will not know what language your tools are written in or what platform they run on. The capability, quality, function and reliability of the systems are critical. But design them to support the best customer processes you can provide. The greatest success will come from the coordinated efforts of business users and technologists in the company.

7. CRM is launched without defined metrics and objectives.

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An important part of any rollout of new processes is the expectation of improvement. If you don’t expect performance to improve, don’t measure it, or manage it. Consequently, you won’t see improvement. Even if you achieve it. Set expectations.

Measure performances improvement. Provide feedback. Reinforce successes. Look for ways to continue the improving trends.

8. CRM is considered a one-time event.

Once your initiative is launched, you’re just getting started. Look at it as an evolutionary development of your organization that will require multiple iterations to implement. You will have some employees who resist the change. There will be bumps in the road. Solicit feedback. Learn from the new data at your disposal. Refine your strategy. Set new goals. Develop plans to achieve these new goals.

9. Assume you have a customer-centric culture because you have customers.

The global economy has broken down consumer barriers, reducing geographic constraints and revealing little difference between the products and prices of one competitor to the next. As a result, quality and service have become driving forces behind brand preference, loyalty and bottom line results. Be sure to look at your company as your customers do. Consider how they want to do business with you. Develop your strategy, design processes, and make decisions looking from the outside in. Measure, analyze and track customer service performance. Solicit input and feedback from your customers. Benchmark with other organizations. Drive this “customer first” culture throughout the organization. Reinforce it with every employee.

10. No top down leadership and employee buy-in for CRM.

Every employee will be affected by fundamental changes in CRM. Appoint an executive sponsor. Communicate vertically and horizontally through the organization. Get employees on board. Get them excited about doing a better job for your customers and making your company more successful. Create momentum toward a competitive customer focus. Provide training so employees know their role and the rationale for change.

11. Altering the CRM solution to accommodate current business process and behavior.

Benefits will accrue from the adoption of new processes that leverage the information, speed, integration, lower operating costs and improved service resulting from new CRM tools. Be sure to take advantage of these revenue, service and productivity enhancements.

.12 CRM is regarded without urgency.

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Your customer’s expectations are increasing. Maybe not from your direct competitors but from other services providers. Will your competitors announce a quantum leap tomorrow? If they do, what will it take to get customers back after you have lost them? How much is it worth to pre-empt your competitors and lock in new customers?

13. Try to implement “everything CRM” at one time.

What about the sense of urgency you ask? It is difficult to change the entire organization overnight and keep it running. Organizations have personalities and need to learn new and adaptive behaviors. Go after your highest leverage, or highest priority areas first. Show successes to bring the rest of the organization along. Move forward in manageable steps.

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Research methodology

Research methodology

Angel broking means basically means business collection of market data bases allows the

managers to see the real scenario and then take a decision as per the data obtained. There

are several implications in this statement: 

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They can examine the available information in the form of data to make a

decision

The information can only be gathered by data collection and then analyzing the

available data.

 

   Therefore, it can be said that the data collection is an important part of the project.  

The projected objectives were considered and as per the requirement a market survey was

done. 

Procedure:    

 The procedure that followed can be enlisted as below: 

Reading about the product

Deciding on the objective to proceed.

Developing Survey instruments

Conducting personal interviews of different age-groups, sex, monthly income and

occupation through a Questionnaire.

 

 Process adopted :  

Steps in the Development of the Survey Instruments

 

          The main instruments required for survey was a well-developed questionnaire. The questionnaire development took place in a series of steps as described below: 

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Customer Survey:

 

     The people play an important part as a clear perception of people about the product can be estimated and known. Studying the need levels of the people regarding the products can be observed. It was very useful in knowing about the requirements of the people.   

 

 Research Design:    

 A two stage Research was conducted:  

 2.  Primary Research:

A Primary Research was conducted:

The questionnaire was prepared for the companies and following areas covered:

competing retail stores

Features offered by different stores

Consumer profile

Satisfaction level

Reasons for their purchase.

Desirable features of the product and service.

 

 Sampling PlanElements:

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The target population of the study included the general population of every age who

enters to online customer relationship management.

 

50 people. (50 people are the respondent people)

SYSTEM OF RESEARCH METHODOLOGY

Instrument Used                              Questionnaire

Technique of Survey                       Personal Interview

Sampling Unit                                   Customer and public

Sampling Extent                            Allahabad, Region

Sampling                        Random

Method Used For Research Survey Method

 

 

 Data Collection  

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The final draft of the questionnaire (see Appendix) was prepared on the basis of the

observations from the pilot study.  These were then finally filled by 50 customer, for the

conclusive study.

Types of Primary Data collected:  

Socioeconomic Characteristics: Socioeconomic characteristics are sometimes called

“states of being” in that they represent the type of people. The factors on which we are

working are occupation. Monthly transaction is also an important parameter but it is

difficult to verify. Although the amount of money that business unit earns in a month is

an absolute, not a relative quantity but it is a sensitive topic in our society and it is

difficult to determine. 

Attitudes/Opinions: Through the questionnaire we have tried to get hold of customers

preference, inclination and requirement. Attitude is an important notion in the marketing

literature, since it is generally thought that the attitudes are related to the behavior of

customer.  

 Motivation: Through the questionnaire we have tried to find the hidden need or want of 

customer and have tried to find if these people can be tapped as the potential customer for

Big Bazaar.

Behavior: Behavior concerns what subjects have done or are doing. Through the

questionnaire we have tried to find out the behavior of the individuals regarding the

product and their responses. If the responses are favorable then the person can be said to

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be our potential customer. The primary data serves as an important tool to measure the

behavioral trend of the customer. It helps in answering some of the vital Questions. 

Obtaining the Primary Data:   The data collection was primarily done through

communication. Communication involves questioning respondents to secure the desired

information, using a data collection instrument called questionnaire. The questions were

in writing and so were the responses. 

Versatility:   It is the ability of a technique to collect the information on the many types of

primary data of interest to marketers. It has also been found that some of the people do

not answer truthfully to all the questions especially in the case of the personal details

Sample design

Universe-all the investors who invest in equities and commodity through angel broking Pvt. Ltd.

Population- all the investors who invest in equities and commodity through angel broking Pvt. Ltd.

Sampling unit –every single respondent who has filled the questionnaire

Sample size -sample size refers to total number of respondent targeted the data for survey conducted is 50 respondent

Sampling techniques- they selection of respondents was done on the basis of convenience sampling techniques

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Limitation of study-the study based on survey through Pre-designed questionnaire suffers from the basis limitation of the possibilities of difference between what is recorded and what is the truth no matter was carefully the questionnaire has been designed and field investigation has been conducted

The sample size was limited Time has played the biggest constraints that the research could not

comprehensively as the duration of the study was only 6 weeks The study is done only Allahabad area As the project is also based on secondary data impossibilities of unauthorized

information can be avoided Close responses

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DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

1- Profeesion in which respondent is engaged-

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Analysis-from the respondent approach 20 % belong to business person who invest in share market

and 40% belong to service person , 10% belong to entrepreneur, who involve were other profession second contribution is 30 % , through Angel broking Pvt. Ltd. People

Interpretation-From the analysis done above it can easily be interpreted that more people from services sector invested in share market .Research being that they think it is good investment it can bring profit and their income

2- Time period for investing

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Analysis-from the above graph it can be easily concluded that 22 respondents (44 %) have been invested through Angel broking Pvt. Ltd. clients from 2 to 4 years . this is maximum % among respondents .next in line are respondents who have been any clients invested time period for 1to 2 years number of respondents is 13 and percentage of respondent is 26% and many 8 investor (16%) invested in duration of 4 to 5 years and 7investor (14%)for the less than 1 years through Angel broking Pvt. Ltd.

Interpretation –the data clearly most people have been Angel clients from 2 to 4 years this more than enough time to judge the company this means clients am are happy with the policies this particular firm and service provide by them . this is the reason why they have been with the company for a considerable time

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3- Reason for investing

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Pareto Analysis: It is clear from the above bar chart that 78% customers are investing to that reason (consumer friendly ,good services and company reputation ) in the Angel broking.

Analysis- from the data is found that as many 17 people have Angel broking clients due to good consumer policies offered by them .As many as 12 respondents think that their service are the reason why they are stocking with the firm .10 are investing through Angel due to it’s reputation in the market. in the market and 7 due to advertisement,4 respondents cited other reasons.

Interpretation- It is clearly understood from the data most of respondents are Angekl clients due to the consumer friendly policies it offers like negotiable, providing updated information accurate solution to their problem…etc.

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4- Awareness of customer relationship marketing policies

Analysis-from the pie chart is depicted it is clearly understood that out of 50 respondents 35 are aware the customer relationship management practices followed by Angel broking Pvt .Ltd. and rest 15 are not aware .

Interpretation-this is the pretty much straight forward question as majourity of respondent are aware of the CRM practice followed .the reason may that they are aware of the term themselves then the rest.

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5- Customer relationship marketing policies

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Analysis-by the studying that we can concludes that out of 50 respondents20thought the customer relationship marketing practices followed by the company is providing updated information of the new launch policies. Next in line are 3 respondents according to whom providing optimum solution to the problem is the major CRM practices followed while remaining were divided among door step services, any other and long term concession.

Interpretation-most of respondents that getting updated information is the best CRM policies Adopted by the company. policies here is the broader ter5m which includes giving them detailed about share market new policies, new SEBI rule of market.

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6-Reason for angel broking to follows these practices

Analysis-above graph shows out of 50 respondents ,mostly customer follow the practices 25 respondent due to retention of customer ,10 respondents are impress brand image, 4 respondents due to the increase sales and profit , and 6 people are due to the word of mouth and rest are people any other reason.

Interpretation-mostly people invest in securities through angel broking due to retention of customer and brand building image of company.

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7- Influence of customer relationship practices in further investing -

Analysis – This pie charts shows the number of respondents who think whether these customer relationship policies are influential in further investing or not after conducting the survey 30 were in favor and 20 were not.

Interpretation –most people respondent in favor because according to them if policies and services are good then they will be satisfied with the company and invest further.

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8-Recommend to other-

Analysis – The above pie chart gives us information about number of people who will recommend Angel broking securities to other recommend ( friends, relative ..etc.) 31 respondent they would suggest angel broking securities and 19 respondents they will not recommend.

Analysis –the people who will recommend are those who are satisfied with angel broking services are in recent time have earned profits.

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9- Experience in stock market-

Analysis-the above graph gives us information about experience o9f respondents stock market. The experience of 18 respondents was average while 10 respondents each were in very good and good categery . the experience of 7 respondents is was excellent and 5 was poor.

Interpretation – the best explanation for this is the share market is very volatile , you are not guaranteed profits every time you invest . that’s the reason why only 7respondents have excellent result and some among them are long term investors. mostly experience has been average as some people have made profit and losses on the same day also ( intraday trading)

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Finding

Better rate and commission. Flexibility in service services providing. Prompt and clean deal. Customized services. Immediate feedback /market information on time. Timely payment of Cheque . Maintenance of personal relationship with customers. Transperancy in operation of business activities. Reputation and good will of firm Credibility of broker. Research back up. Past information /experience Their presence in the market / general response of customer in the market.

Recommendation

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The recommendation which is to be suggested is as follows

Angel securities should enhance the customer care department where queries can be among solved.

Angel securities should provided more securities to the existing and prospective clients

There should be more banner, posters, pamphlet distribute in the market to increase the awareness level among the people.

It should provide regular and update market information. There should be target incentive for executive which will boost up their morale

will give more and more business to Angel broking pvt. Ltd. Special attention need to give to the delivery of monthly & fore nightly report to

the clients. Timely release of brokerage and fast reddresal of clients .not grievance is major

plus point is Angel broking to develop customer relationship with it’s clients.

Conclusion

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In spite of the bleak and grim out look the future of capital market is growing a very pace. Taking these things in to consideration these are lots off opportunity for the broker house . which already exist and which are due to enter in the India market .there are little awareness about equity and mutual funds in India . People have accepted is as one the major investment avenues . as peoples have entered in this particular investment avenues . they have customers money because of movement in the market . which is below the par value and this has shaken

For the faith of investor in this particular avenues . another reason for low investment in this sector is that most are companies are not performing well and also due to the scams that are taking place frequently once people know about the benefit offered by it capital market

Will become one of the sought after investing avenues . the only this which is need to focus on

Is that they should have a strong marketing strategy so that prompt services and availability

Of form is made available to the investor at a short notices that it keep in to mind the traditional base for marketing in India which is a price sensitive we can say that Angel broking has a great future ahead

Angel broking has emerged a very strong player in the field of distribution of financial product with in short period of one year in India Angel is giving strife competition to the entire player in the India .It the progress of Angel broking goes in the same way then, I can say that Angel will be doing to emerge as a major player in the capital market . they have much more potential to expand their business and market in India.

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Bibliography

Magazines

Business World Business Today Business India

Newspapers

Times Of India Financial Express Economic Times

Websites

www.crm2day.com www.salesforce.com www.bitpipe.com www.customerservicemanager.com www.serachcrm.com www.darwinmag.com www.crmassist.com www.google.co.in 87Downloaded from a2zmba.blogspot.com www.yahoo.com

Reference Books

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Questionnaire

Q1. In which profession are you engaged in

A. Businessman

B. Service

C. Entrepreneur

D. Other

Q2. In how many years have been trading through angel broking pvt. Ltd.

A. <1 yearsB. 1 to 2 yearsC. 2to4 yearsD. 4 to 5 year

Q3. What is the reason behind investing through angle broking pvt. Ltd. Securities

A. Reputation of the company B. Consumer friendly policiesC. AdvertisementD. The good servesE. Any other

Q4. Are you aware of the customer relationship marketing policies followed by the company

A. yes

B. no

Q5. What are the customer relationship marketing policies followed by the company

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A. providing optimum solution to customer problem

B. giving updated information of new policies

C. Long term concession

D. door steps services

E. Regular. in touch after selling

D. door steps services

F. any other

Q6. Choose 3 from the mention practices which customer think are important from a company point of view

A. providing optimum solution to customer problem

B. giving updated information of new policies

C. Long term concession

D. door steps services

E .Regular. in touch after selling

F. any other

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Q7. Choose any reason why angle broking should follow the above mention practices

A. Building brand image B. CompetitorsC. Retention of customersD. Increase in sales and profitE. Positive word of mouthF. Any other

Q8. Are these customer relationship marketing policies followed influential in further investing

A. YesB. No

Q9. Will you recommend investing in stock market through Angel to other

A. YesB. No

Q10. Who has been your experience in stock market

A. excellent B. Very goodC. GoodD. AverageE. poor

Personal detailName: -

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Age:-Gender:-Annual income:-

Thank you for cooperation and valuable time

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