TITLE OF THE STUDY

A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT WITH REFERENCE TO THE

STARTEGIES IMPLEMENTED AT MOTILAL OSWAL SECURITIES LIMITED

INTRODUCTION

The goal of CRM is to bring together all of the company’s relevant departments so they can
work together to maintain customer relationships. This, of course, does not mean that
departments take on the roles and functions of other departments (e.g. sales will not initiate
marketing measures). CRM can be broadly subdivided into the following three areas/
processes:

• Marketing

• Sales/distribution

• Customer service

The task of marketing is to use CRM data to address existing customers individually using
various measures. Depending on the size of the target group, this could be via direct contact
but may also include newsletters, customer brochures, surveys and similar methods. And
because new customer data can be collected using CRM software, customer relationship
management is, of course, a particularly helpful tool for communicating information in both
directions. Marketing is tasked with winning new customers and uses CRM data to do so.
This data also keeps the marketing department informed about which measures and which
marketing channels are the most promising.

Following these marketing efforts, the sales department is committed to selling to new and
existing company contacts through direct and individual communication. This can be
achieved, for example, by means of a conversation in which the exact needs and wishes of a
customer are established, but custom deals and special conditions for certain orders are also
possible.
For CRM purposes, it is important that this ongoing communication continues to gather even
more customer data so that customer requirements are increasingly better defined and thus
better fulfilled. As a result of this CRM process, the customer feels well-looked-after and is
therefore more inclined to place further orders.

In customer relationship management terms, customer service can only apply to existing
customers, but it can make a significant contribution to customer loyalty. During after-sales
service, employees can demonstrate that they are truly interested in a customer’s needs or
problems, which can thus show that the company is not just focused on sales alone.

INTRODUCTION OF THE COMPANY

Motilal Oswal

The association was confined in 1987 by Motilal Oswal and Raamdeo Agrawal after they
picked up enlistment on the BSE. Motilal Oswal was picked official and joined the Governing
Board of the BSE in 1998.

Motilal Oswal securities is a sheltered individual from NSDL and a protected individual from
central store organizations obliged, (CSDL) in 2000. The association started offering
Derivatives things and cautioning organizations on both BSE similarly as NSE in 2001.

In 2006 the association entered private esteem and adventure banking. Around a similar
time Motilal Oswal Group secured south Indian agent firm peviwular capital markets. The
association tied up with SBI and Punjab National bank in 2006 and 2007 to offer web trading
to its customers, 2008 saw the association make one of India's Largest Equity Dealing and
cautioning rooms, spread more than 26000 sq ft, (2400m2)in malad, Mumbai.

In Jan 2010 Motilal Oswal Financial organizations (through its reinforcement Motilal Oswal
security ltd) got the Final confirmation of enlistment underwriting from SEBI to set up a
typical hold business in the country.

MOAMC is a 100% reinforcement of Motilal Oswal Securities Ltd it gives hypothesis the
board and Advisory organizations to money related masters based with in and outside India
and having portfolio the board organizations business. ETF's and Mutual Funds. Motilal
Oswal Assets Management Company Ltd. One of the speediest creating Assets Management
Companies in India. Moreover, has starting late crossed the $1 billion in Equity Assets
Management (AUM) Mark in June 2015.

Point Home Finance Corporation compelled (AHFCL) is an expertly Managed hotel Finance
association. AHFCL is a reinforcement limited (MOSL) which is a bit of MOFSL.
Motilal Oswal Financial Services Ltd.(MOFSL)

Motilal Oswal Financial Services Ltd. ( BSE, NIFTY, NASDAQ, Hang Seng) is an Indian
upgraded Financial Services firm offering an extent of Financial Products and Services.

REVIEW OF LITERATURE

1. Jensen (1968)

Jensen (1968) measured the efficiency of mutual dollars with a mannequin that
statistically measured the fund performance relative to a benchmark. John and Donald
(1974) analyzed the risk and return of 123 American mutual dollars throughout 1960-
1969 by relating Sharpe, Treynor and Jensen measures. Authours concluded that more
aggressive portfolios outperform the less aggressive one.

2. Busse (2001)

In an additional be trained , Busse (2001) examined 230 equity mutual funds in

the course of the interval January 2, 1985 to December 29, 1995 and it was concluded
that every day estimates have been extra specified relative to monthly estimates. Within
the equal 12 months, Gupta (2001) evaluated the performance of s3eventy three Indian
mutual dollars over an interval April 1994 to March 1997. He used seven efficiency
measures and discovered that the efficiency of sample schemes had proven blended
results. Next year.

3. Cai et al.(1997)

Examined sixty four open- ended eastern cash over an interval of January, 1918 to
December, 1992 making use of Jensen’s measure and also employing value weighed
single index beanchmark and Fama French three Component model. They concluded that
most of the mutual fund underformed their benchmark.

4. Agrawal, D. (2007)

Since the improvement of the Indian capital Marketand de-rules of the economy
in 1992 it has gained significant ground with clusters of good and awful occasions. There
have been fundamental changes in both basic and assistant markets since 1992 yield the
where the no decline to the base and was fearlessly made due in ICU. Shared resources
are key contributorstothe globalization of cash related markets and one of the rule
wellsprings of capital streams to creating monetary issues. Despite their essentialness in
creating markets, little is contemplated their theory part and frameworks. This article
gives a blueprint of shared store activity in creating markets. It depicts their size, asset
alloication.
 5. Ranganathan, k.(2006)

Driven an examination on counsumer lead from the advancing scene andfinancial

monetary issues has joined to surface an empowering zone for studing and research
;social cash. The affirmation this is a certified subject is, regardless, carely drawing. With
the difference in current methodology, open fragment, financial section and the various
progression in the Indian cash Market and capital market, shared finances which has
transformed into a basic portal for the little examiners, is in like manner influenced by
their cash related lead. Hence,this consider has made an atemot to assess tne related
pieces of the store decision direct of individual monetary masters towards Mutual
Funds, in the city of Mumbai. From the experts and academician viewpoint, such will
help in making ans expanding knowedge in this field.

6. Factory administrator, Ross M. (2005)

Coordinated an examination In Recent years have seen a passionate move from

shared resources into theoretical stock speculations regardless of the way that common
finances charge the board costs that have been censured as absurd. While wants for
unrivaled returns may be accountable for this move, this article shows that mutual
resources are more exorbitant than typically acknowledged.

7. Kamiyama, T. (2007)

It has driven an investigation on the assts managed by India's regular

sponsors have demonstrated incredible advancement and had total 3.3 trillioon rupees as of
the end walk 2007. India's salaried class, who are fast approaching theorists in shared hold,
has been creating, and we would like to see further advancement in the normal store
publicize pushing ahead. In this paper, we at first give a diagram of the assests managed
inside India's shared hold exhibit, both now and under the watchful eye of, and of the legal
framework for basic resources, and a while later discussion about the current situation and
despise design in financicial things., course channel ans assest the administrators.

8. Kumar and Ramani (2004)

It viewed Customer Relationship Management (CRM) as the process of
achieving and maintaining an ongoing relationship with customers across multiple
customer touch points through differential and tailored treatment of individual
customers based on their likely responses to alternative marketing programs, such
that the contribution of each customer to the overall profitability of the firm is
maximized. There is a growing recognition among firms of the importance of shaping
customer-to-customer interactions.
 9. (Sweeney Group, 2000).
CRM is a business strategy that goes beyond increasing transaction volume,
its objectives being to increase profitability, revenue and customer satisfaction. To
achieve these goals a company needs to use a wide set of tools and technologies and
adopt various procedures aimed at promoting its relationship with the customer in
order to increase sales

10. Bajaj (2000) He analyzed related issues due to adoption of CRM in banking. He
explained ecommerce, payment system, smart card, electronic check etc. He
explained that IT has made for big CD’s to raise money in capital market than from
banks. He conclude that electronic payment system are emerging and getting
acceptance in market place as it help to cut cost by producing check ways of
delivering products to customers and to see it that whether technology create new
opportunities for banks or they become extinct .

RESEARCH GAP

The purpose of the study to “A study on customer relationship management with

reference to the strategies ”Hence descriptive research gap is used for this study. A
survey was conducted through which an analysis was drowned.

STATEMENT OF PROBLEM

The better a business can manage the relationships it has with its customers the more
successful it will become. Therefore IT systems that specifically address the problems of
dealing with customers on a day-to-day basis are growing in popularity.
Customer relationship management (CRM) is not just the application of technology, but is a
strategy to learn more about customers' needs and behaviours in order to develop stronger
relationships with them. As such it is more of a business philosophy than a technical solution
to assist in dealing with customers effectively and efficiently. Nevertheless, successful CRM
relies on the use of technology.

OBJECTIVES OF THE STUDY

• To study the current practices of CRM strategies.

• To find out the impact of CRM strategies on the profitability with help of the organization.
• To study the factors affecting the CRM practices.

• To study the role of information technology in CRM.

HYPOTHESIS
The rationale for hypotheses considered for the present study stems from the extant
literature on the subject, outcome of previous studies, from reasoning and the objectives of
the study. This study will address the following research hypothesis:

Category I HI: The CRM initiatives and strategies .

Category II H2: Significant differences of the customer relationship management in
implementing the strategies.

RESEARCH METHODOLOGY

A research methodology is the detailed blue print used to guide a research study
towards its objectives. It helps to collect, measure and analysis of data.
The present study seeks to find out the CRM towards strategies. The study also aims at
findings out the drawbacks of the marketing set up of motilal oswal. So this makes the study
a descriptive one

Type of Study

Descriptive Research:
Descriptive Research does not fit neatly into the definition of either
quantitative or qualitative research methodologies, but instead it can utilize
elements of both, often within the same study. The term descriptive research refers
to the type of research question, design and data analysis that will be applied to a
given topic. Descriptive statistic tells what is, while inferential statistics try to
determine cause and effect. Here, I’m using descriptive research to my project.

METHODS OF DATA COLLECTION

Sources of data.

 Primary data
 Secondary data
  Primary Data:
The primary data collected through questionnaires administered to a
sample of 100 consumers selected from Bangalore the Questionnaire was
pre-Designed and pre-tested before it was administered.

 Secondary Data :
Secondary data was collected through various publications of
newspapers, magazines, books and magazines websites of motilal
oswal securities.

METHOD OF SAMPLING

Sample Design :
A total of 100 consumers were selected from the twin cities of Bangalore for
this study to analyze the customer relationship management wit reference to the
stratregies.

Sample size:-

For the purpose of proper survey, there is need of perfect research

instruments to find out sample size for more accurate result about the customer
relationship. The sample size is 100 respondents

Sample Extent

The sample extent is limited to Bangalore city.

DATA ANALYSIS PROPOSED

1. DATA PROCESSING
After collecting data, the researcher organized well-answered questionnaires;
data was edited and sorted to ensure completeness and accuracy of the data.

2. DATA ANALYSIS
The data collected was classified and analyzed using frequency tables and
percentages. Regression analysis model was used in establishing the relationship
between the variables

3. DATA PRESENTATION

Data was presented in tabular form, with frequencies and percentages.

Limitation of Study

1. The study was only on a homogeneous population, viz., students and teachers and
therefore cannot be generalised across heterogeneous groups.
2. Inadequate disclosure of information is also the problem.
3. The project is limited to 45 days.

CONCLUSION

From this study it can be concluded that the customer relationship management in
Company is satisfactory. The company is using various CRM practices like customization of
the product, maintaining interaction with the customers regularly and providing good quality
product etc. Customer relationship management has a certain impact on the profitability of
the company. Average sale per customer has increased 15% over the last two years. Customer
response rate towards marketing activities is also improving. There are various factors
affecting the customer relationship management like working environment of the company,
support from top management and coordination among the departments of the company.
Information technology is not used as much as it should be. The company is using traditional
tools of CRM like quantitative research, personal interviews. The company should modern
tools like data mining, contact center, e-CRM and web based survey tools