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Customer relationship management (CRM) is a term that refers to practices, strategies and

technologies that companies use to manage and analyze customer interactions and data
throughout the customer lifecycle, with the goal of improving business relationships with
customers, assisting in customer retention and driving sales growth.
Looking at some broader perspectives given as below we can easily determine why a CRM
System is always important for an organization.
1. 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.
2. 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.
3. 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.
4. A CRM system is not only used to deal with the existing customers but is also useful in
acquiring new customers. The process first starts with identifying a customer and
maintaining all the corresponding details into the CRM system which is also called an
Opportunity of Business. The Sales and Field representatives then try getting business
out of these customers by sophistically following up with them and converting them into
a winning deal. All this is very easily and efficiently done by an integrated CRM system.
5. The strongest aspect of Customer Relationship Management is that it is very costeffective. 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.
6. All the details in CRM system is kept centralized which is available anytime on
fingertips. This reduces the process time and increases productivity.
7. 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.
8. 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.

In todays commercial world, practice of dealing with existing customers and thriving business
by getting more customers into loop is predominant and is mere a dilemma. Installing a CRM
system can definitely improve the situation and help in challenging the new ways of marketing
and business in an efficient manner. Hence in the era of business every organization should be
recommended to have a full-fledged CRM system to cope up with all the business needs.

INTRODUCTION TO E-COMMERCE INDUSTRY


India has an internet user base of about 375 million (30% of population) as of Q2 of 2015.
[1]
Despite being the second largest userbase in world, only behind China (650 million, 48% of
population), the penetration of e-commerce is low compared to markets like the United
States (266 M, 84%), or France (54 M, 81%), but is growing at an unprecedented rate, adding
around 6 million (0.5% of population) new entrants every month. [2] The industry consensus is
that growth is at an inflection point.[3]
In India, cash on delivery is the most preferred payment method, accumulating 75% of the eretail activities.[4] Demand for international consumer products (including long-tail items) is
growing much faster than in-country supply from authorised distributors and e-commerce
offerings.
As of Q1 2015, six Indian e-commerce companies have managed to achieve billion-dollar
valuations. Namely, Flipkart, Snapdeal, InMobi, Quikr, OlaCabs and Paytm.

Market size and growth


India's e-commerce market was worth about $3.8 billion in 2009, it went up to $12.6 billion in
2013. In 2013, the e-retail segment was worth US$2.3 billion. About 70% of India's e-commerce
market is travel related.According to Google India, there were 35 million online shoppers in
India in 2014 Q1 and is expected to cross 100 million mark by end of year 2016.CAGR vis--vis
a global growth rate of 810%. Electronics and Apparel are the biggest categories in terms of
sales.
Key drivers in Indian e-commerce are:

Large percentage of population subscribed to broadband Internet, burgeoning 3G internet


users, and a recent introduction of 4G across the country.

Explosive growth of Smartphone users, soon to be world's second largest smart phone
user base.

Rising standards of living as result of fast decline in poverty rate.


Availability of much wider product range (including long tail and Direct Imports)
compared to what is available at brick and mortar retailers.

Competitive prices compared to brick and mortar retail driven by disintermediation and
reduced inventory and real estate costs.

Increased usage of online classified sites, with more consumer buying and selling secondhand goods
Evolution of Million-Dollar startups
like Jabong.com, Saavn, Makemytrip, Bookmyshow, Zomato Flipkart, Snapdeal Etc.
India's retail market is estimated at $470 billion in 2011 and is expected to grow to $675 Bn by
2016 and $850 Bn by 2020, estimated CAGR of 10%. According to Forrester, the e-commerce
market in India is set to grow the fastest within the Asia-Pacific Region at a CAGR of over 57%
between 201216.
As per "India Goes Digital", a report by Avendus Capital, a leading Indian Investment Bank
specializing in digital media and technology sector, the Indian e-commerce market is estimated at
Rs 28,500 Crore ($6.3 billion) for the year 2011. Online travel constitutes a sizable portion
(87%) of this market today. Online travel market in India is expected to grow at a rate of 22%
over the next 4 years and reach Rs 54,800 Crore ($12.2 billion) in size by 2015. Indian e-tailing
industry is estimated at Rs 3,600 crore (US$800 mn) in 2011 and estimated to grow to Rs 53,000
Crore ($11.8 billion) in 2015.
Overall e-commerce market is expected to reach Rs 1,07,800 crores (US$24 billion) by the year
2015 with both online travel and e-tailing contributing equally. Another big segment in ecommerce is mobile/DTH recharge with nearly 1 million transactions daily by operator websites.

Closures
Though the sector has witnessed tremendous growth and is expected to grow, a lot of ecommerce ventures have faced tremendous pressure to ensure cash flows. But it has not worked
out for all the e-commerce websites. Many of them like Dhingana, Rock.in, Seventy MM
amongst others had to close down or change their business models to survive.

Infrastructure
There are many hosting companies working in India but most of them are not suitable for
ecommerce hosting purpose, because they are providing much less secure and threat protected
shared hosting. ecommerce demand highly secure, stable and protected hosting.Trends are
changing with some of ecommerce companies starting to offer SaaS for hosting web stores with
minimal onetime costs.
There could be various methods of ecommerce marketing such as blog, forums, search
engines and some online advertising sites like Google adwords and Adroll.
India has got its own version of Cyber Monday known as Great Online Shopping Festival which
started in December 2012, when Google India partnered with e-commerce companies
including Flipkart, HomeShop18, Snapdeal, Indiatimesshoppingand Makemytrip.
"Cyber
Monday" is a term coined in the USA for the Monday coming after Black Friday, which is the
Friday after Thanksgiving Day. Most recent GOSF Great Online Shopping Festival was held
during Dec 10 to 12, 2014.

In early June 2013, Amazon.com launched their Amazon India marketplace without any
marketing campaigns. In July, Amazon had said it will invest $2 billion (Rs 12,000 crore) in
India to expand business, after its largest Indian rival Flipkart announced $1 billion in funding.
Amazon has also entered grocery segment with its Kirana now in bangalore and is also planning
to enter in various other cities like Delhi, Mumbai and Chennai and faces stiff competition with
Indian startups.

Funding
As of 2012, most of the e-commerce companies are yet to start making money. However, due to
their growth prospects, many venture capital firms such as Accel Partners have invested
considerably. In one of the biggest fund raising,Flipkart.com, till November 2014, has raised
about USD 2.3 billion. Entertainment ticketing website BookMyShow.com raised 100 crores
investment by Accel Partners.
On 10 July 2013, Flipkart announced it had received $200 million from existing investors Tiger
Global, Naspers, Accel Partners, and ICONIQ Capital. New investors making up the additional
$160
million
include
Dragoneer
Investment
Group,Morgan
Stanley
Wealth
Management, Sofina, Vulcan Inc. and more from Tiger Global.
Snapdeal - USD 50 million in 13 April.
In February 2014, online fashion retailer Myntra.com raised $50 million from a group of
investors led by Premji Invest, the investment company floated by Azim Premji, Chairman
of Wipro. May 2014 also witnessed an acquisition of Myntra by Flipkart reportedly for 2,000
crores.
In October 2014, KartRocket, an Indian e-commerce platform, announced granting of a Series A
round led by technology investor Nirvana Venture Advisors and 500 Startups, together with
Tokyo-based Beenos, previously known as Netprice.com.
Started in 2012, Hopscotch India focuses on bringing thousands of brands to moms in India.
They have raised USD 12.8 Million in 2 rounds from 7 investors, including Facebook Cofounder
Eduardo Saverin.
Started in 2011, voylla online first digital fashion jewellery, Jaipur-based fashion jewellery brand
Voylla has raised $15 million (About Rs 98 crore) in funding from private equity firm, Peepul
Capital.

Niche Retailers
The spread of e-commerce has lead to the rise of several niche players who largely specialize
their products around a specific theme. As many as 1,06,086 websites are registered daily and
more than 25% are for niche businesses. During 2014, Royal Enfield sold 200 Bike's of special
series Online. Zepo compiled popular online niche brands in their list of Top 100 Quirky Brands
in India.
Online apparel is one of the more popular verticals, which along with Computers and consumer
electronics make up 42% of the total retail e-commerce sales. Niche online merchandising
brands like Headbanger's Merch, Redwolf and No Nasties partner with and even help sustain
independent musicians. Some of the bigger online retailer like VoxPop Clothing have secured
multiple rounds of funding, the last round raising $1 million from Blume Ventures in 2014.

As these niche businesses get popular, they are slowly getting acquired by the big
players. BabyOye was acquired by Mahindra Retail, part of the $17 billion dollar Mahindra
Group. Ekstop was acquired by the Godrej Group to complement their offline chain of Nature's
Basket stores.

INTRODUCTION TO FLIPKART
In the year 2007, when Flipkart was launched, Indian e-commerce industry was taking its
beginner steps. Sachin Bansal and Binny Bansal, who were working for Amazon.com had an
idea to start an e-commerce company in India.
One can easily call that a risky move. In a country where people have various tastes and
preferences, an ecommerce start-up will always have enormous challenges. In India, people often
prefer to shop in person and buy goods they see and like. Today, thanks to Flipkart, e-commerce
has become one of the fastest growing sectors in India.
Flipkart began selling books to begin with. It soon expanded and began offering a wide variety of
goods. Innovating right from the start, Flipkart has been home to few of the striking features of
Indian e-commerce. Flipkart was the first to implement the popular Cash on Delivery facility,
which every online shopping website in India offers as an option today.
In the first few years of its existence, Flipkart raised funds through venture capital funding. As
the company grew in stature, more funding arrived. Flipkart repaid the investors faith with
terrific performances year after year. In the financial year 2008-09, Flipkart had made sales to the
tune of 40 million Indian rupees. This soon increased to 200 million Indian rupees the following
year. Flipkart targets to hit the one billion mark by 2015. Going by their ever increasing
popularity, it does not seem like a farfetched thought.
Back at the time when Flipkart was launched, any e-commerce company faced two major
difficulties. One was the problem of online payment gateways. Not many people preferred online
payment and the gateways were not easy to set up. Flipkart tackled this problem by introducing
cash on delivery and payment by card on delivery in addition to others.
The second problem was the entire supply chain system. Delivering goods on time is one of the
most important factor that determines the success of an ecommerce company. Flipkart addressed
this issue by launching their own supply chain management system to deliver orders in a timely
fashion.
Flipkart also acquired few companies like Myntra.com, LetsBuy.com etc., to better their
presence in the market. With the entry of Amazon.com in India, the competition between the
companies has seen many takeovers. Flipkarts journey from a small book e-retailer to Indias
largest e-commerce platform inspires a generation of start-ups. In a country where stereotypes
are common, Flipkart managed to break the norm and change the ecommerce industry in India
for ever.

INTRODUCTION TO SNAPDEAL
Snapdeal set a niche for itself in the sphere of e-commerce in India. In 2010, when Kunal Bahl
and Rohit Bansal wanted to start their own business, they chose an offline couponing business
and named it MoneySaver. 15000 coupons were sold in three months and it was time to take the
business to the next level.
It was after they met investor Vani Kola that the venture really took off. The first meeting did not
go well but after another round of discussion, Vani Kolas venture capital firm decided to invest
in Snapdeal. Initially started as an offline business, Snapdeal went online in 2010. It was a
bumpy ride in the first few months. Mistakes were made, but lessons were learnt. It is this kind
of hard work and diligent attempt to offer the best to the customers that gave Snapdeal its initial
success.
However, the biggest decision of the founders came in November 2011. Inspired by the success
of Alibaba.com, Rohit and Kunal wanted to create something on similar lines. The deals business
was shut down and an online marketplace was opened instead.
It was a make or break decision. Snapdeal had a huge market share in the deals business at that
time and starting something new was very risky and the move surprised the investors too. At that
point of time, eBay was the only marketplace in India.
It was a decision that was not for the short term. When RohitBahl managed to gain the nod the
board, the present form of Snapdeal took shape. The very fact that Snapdeal is valued at a billion
dollars today is a testimony to the vision of its founders. Currently, more than 50,000 sellers sell
around 5 million products on Snapdeal. The companys phenomenal growth in a short span has
been a remarkable journey. The company began to concentrate on building scale and improving
speed. When eBay invested in Snapdeal, they brought immense experience to the table.
Snapdeal is one of the fastest growing e-commerce companies in India today with the largest
online market place. In just two years, the company went from scrapping their group coupon
business and starting an online marketplace to become a billion dollar company. Its year on year
growth is almost 600%.The average age of the workforce at Snapdeal is 25. Their values
Innovation, Change, Openness, Honesty and Ownership drive them to press for greater success.
The companys growth had been phenomenal but it is their continued effort to bring the best to
the market and their zeal to succeed as the best B2C (Business to customer) marketplace is what
sets them apart. Great ideas might be important for a business, but it is the confident
implementation of those ideas and the right effort which are more important. It is action and not
mere thought that gives results.