Customer Relationship Management

Customer Relationship Management in

Shaun Filaments

A PROJECT REPORT

Under the guidance Of

Mr. Nilesh Kholkar , Marketing Manager,

Shaun Filaments Pvt. Ltd.

Submitted by

Shweta Naik

in partial fulfillment of the requirement

for the award of the degree

Of

MBA

IN
Marketing Management

July 2011

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 CHAPTER 1
Introduction
1. 1 BACKGROUND
The primary purpose of TQM is to provide excellence in customer
satisfaction through continuous improvements of products and processes by
the total involvement and dedication of each individual who is in any way, a
part of that product / process. The principles of TQM create the foundation
for developing an organization’s system for planning, controlling, and
improving quality (Deming 1993).
Total quality management (TQM) is a philosophy for effective management.
However, the contemporary quality management literature is
overwhelmingly manufacturing oriented and there is a dearth of studies
(from the construction and related industry perspective) addressing the
implementation process of TQM that will depict a holistic TQM philosophy
in construction organizations. The present work is an earnest effort to fill
this void. TQM is a structured approach to improvement. If correctly
applied, it will assist FSPL in improving its performance. It involves a
strong commitment to two guiding principles:
• Customer satisfaction and,
• Continuous improvement.
Customer satisfaction factors for clients of the transportation, food, chemical
and paper, utilities and other miscellaneous industries are timeliness; cost,
quality, client orientation, communication skills, and response to complaints
were most significant.

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In 1992, the Construction Industry Institute, Austin, Texas, published
Guidelines for Implementing Total Quality Management in the Engineering
and Construction Industry. Their results show that TQM has resulted in
improved customer satisfaction, reduced cycle times, documented cost
savings, and more satisfied and productive work forces.
Despite the above, Construction and related industry, generally, has lagged
behind other industries in implementing TQM. The main reason for that has
been the perception that TQM is for manufacturing only (Chase 1993). The
other major factor inhibiting the implementation of TQM in the construction
industry has been the notion that TQM is costly and requires a long time
period for implementation. One aspect of TQM that has frustrated the
construction industry the most has been “measurement” and
“Implementation Procedure” (Hayden 1996).
Many construction companies in the US, Singapore, UK, and other
European countries have been using TQM successfully for a number of
years now and reaping rich rewards in improved client, consultant, and
supplier relations, reduced “cost of quality”, on time and within budget
project completions, and a well informed and highly motivated team of staff.
Inspection traditionally has been one of the key attributes of a quality
assurance (QA) / quality control (QC) system in the construction industry.
Regarding inspection, Deming says, “Routine 100% inspection is the same
thing as planning for defects - acknowledgement that the process cannot
make the product correctly, or that the specifications made no sense in the
first place. Quality comes not from inspection, but from improvement

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ABOUT THE ORGANISATION

When the best names in the Indian corporate arena needs integrated
solutions of fire protection, security and building management systems they
rarely look beyond the name of Firepro Systems Pvt. Ltd. Incorporated in
1992, Firepro has been at the forefront of integrated solutions for fire
protection, security and building management systems. In the short span of
less than two decades, the company has established itself as a 'thought
leader' in the safety and security space.

With a strong backend in place and a sharp customer focus, today Firepro is
not only designing and building safety solutions but is integrating safety into
your life and ensuring that your world is safe. Firepro is therefore creating a
sense of future readiness through automated systems that ensure that we live
and work in spaces that are intelligent and safe.

Today Firepro is a leader in the Infrastructure Protection and Safety (IPS)

space, and offers integrated services and solutions such as Fire Alarm and
Detection, Fire Suppression, Access Control, Video Surveillance, Intrusion
Alarm, Building Management Systems, Consumer Safety and Security along
with complete managed services. The company has a proactive team of over
1,400 people having specialized backgrounds and strong domain expertise
and operating through 14 offices country-wide. Firepro also executes its
operations globally through offices in United Arab Emirates, Australia,
Singapore, Malaysia and Germany. This dynamic company has successfully
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implemented over 1,500 projects that serve as a testimony to the company's
philosophy of engineering excellence.

To maintain its leadership in IPS sector, successful quality and safety

management systems are the requirement of the day. As the organisation
belongs to the construction and related industry, it faces same hindrances as
construction industry in implementing TQM.

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OBJECTIVES OF PROJECT

TQM places emphasis on prevention, not correction. The goal is work that is
100% free of errors, free of accidents, and 100% free of waste. The name of
the game is to do things right the first time, eliminating waste / scrap and
rework. To do this, it is necessary to focus on “processes.” Basically, a
process is a task or a series of tasks. A process might be the bidding for a
project, preparation of drawings, procurement of materials, erection of
system, or a way in which the project manager deals with a client and with
other members of the team.

The primary objective of this study would be to develop a measurement

model - with tools and methodologies for the identification and
measurement of FSPL operational processes for customer satisfaction and
continuous improvement and to develop a procedure for implementation of
TQM. This in turn will lead to an overall improvement of quality,
productivity and the competitiveness of the FSPL. Specifically, the aims and
objectives of this project are to:
a. Determine the processes (“what to measure”) that are most suitable

and appropriate for measurement during the project life-cycle and;

b. Develop a model (“how to measure”) for the measurement and

evaluation of the quality performances of the processes identified in

(b) above as a tool for continuous improvement.
c. Investigate the adoption and implementation of TQM in FSPL.
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4 SCOPE OF STUDY

This project proposes to investigate the adoption and implementation of

TQM in Firepro Systems Pvt. Ltd., and develop a “measurement
methodology” of operational processes for customer satisfaction and
continuous improvement. The main thrust of this project will be to identify
“what” processes can be measured and “how” to measure them. To realize
the above objectives, literature search, questionnaires and interviews will be
used. The tools used in the measurement will be one or several of the “Tools
of Total Quality” such as control and run charts, cause and effect diagrams,
flowcharts, check sheets, Pareto diagrams, and histograms. This project has
the potential of demonstrating tangible benefits of using TQM by showing
that quality improvement efforts can be quantified, measured, and analyzed -
thereby enabling FSPL to continuously improve its projects and services to
meet and even exceed customer requirements.

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5 ORGANIZATION OF THE REPORT [FSPL]

The report is logically organized into seven (7) chapters and appendices:

Chapter 1 is the introduction and is composed of background, introduction

about Firepro, objectives of study and scope of study.

Chapter 2 comprises literature review of all terminologies of TQM, Quality

Evolution, Analysis of Management Characteristics, Historical Perspective
of TQM, Critical Success Factors in TQM, General Model for Implementing
TQM, Other Quality Systems and Quality Improvement Techniques.

Chapter 3 describes in detail the methodology followed in this research

study.

Chapter 4 investigates the adoption and implementation of TQM in FSPL

industry based on the results of the first questionnaire.

Chapter 5 identifies the processes for improvement through a customer

survey. The survey asked the customer to rate (on a scale of 1-5) FSPL on
timely completion of project phases, adequacy of safety program, adherence
to project budget, and quality of workmanship. From these customer
satisfaction ratings, a customer satisfaction index was developed to measure
the company’s overall performance in the eyes of its customers. Based on

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the data obtained in the last step, a graphical tool in the form of a cause and
effect diagram was used in

studying and improving the processes to determine the root cause. Finally, a
questionnaire was prepared to develop an improvement index.

Chapter 6 suggests a procedure for implementing TQM in Firepro Systems

Pvt. Ltd.

Chapter 7 summarizes the conclusions of this study and recommendations

for further research based on the research findings and insight developed
during the course of this study.

The appendices include the questionnaires and bibliography.

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TERMINOLOGIES

2. 2. 1 Quality
ISO 8402 defines quality as the degree of excellence in a competitive sense,
such as reliability, serviceability, maintainability or even individual
characteristics.
2. 2. 2 Quality Systems
Quality systems refer to the organizational structure, procedures, processes
and resources needed to implement quality management.
2. 2. 3 Quality Assurance
Quality assurance is the planned and systematic activities implemented
within quality system and demonstrated, as needed, to provide adequate
confidence that an entity will fulfill requirements for quality.

2. 2. 4 Quality Control
Both ANSI and ISO define quality control as the operational technique and
activity; for example, providing a means to control and measure the
characteristics of a material, structure, component, or system that are used to
fulfil requirements for quality.
2. 2. 5 Quality Management
Quality management refers to all activities of overall management functions,
especially top management leadership, that determine quality policy
objectives and responsibilities for all members of the organization.
2. 2. 6 Total Quality Management

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Total quality management is the management approach of an organization,
which concentrates on quality based on the participation of its members and
aims at long-term success through satisfaction and benefits to all members
of the organization and society (ISO 8402 and Griffin 1990).

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Title of the project.
2. Review of literature and Problem Statement .
3. Objective of the proposed Study
4. Research Methodology (Sources of data, Sampling, Tools of analysis).
5. Scope/ Relevance of Proposed Study.
6. Proposed questionnaire(if any)
7. References.

Introduction - Details about the topic, industry, competitive companies and products,
need of study and some history about the same etc.

Problem Identification and Problem Formulation - Core area of problem and other related
problems and their brief solutions. Same problem if studied prior to student’s study and
its findings and results.

c.

Objective of Study - Objectives of the study shall be mentioned point wise. Student can
also divide the broader and narrow areas of their objectives. The objectives of study must
be near to the solution of the problem.

Hypothesis - Student shall mention the various assumptions to be tested in their Research
Study.

Scope of Study - Student can also mention the scope of study. They can limit the
companies, industry, time period and target group for their study.

Data Collection - Data to be used for the Research Study can be primary or secondary.
Data sources must be defined properly.

Research Tools Applied - Student shall mention the tools and techniques applied to the
study including the statistical tools, techniques and packages to be used to measure the
efficiency, volatility, liquidity and marketability.

Rationale of study. Organization of Study - The chapter wise categorization of study can
be given under this topic.

References and Bibliography - Details about source of material, reference books,

articles, web resources etc. used for your research study.

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