This project was made as a part of Symbiosis Institute of Distance Learning. PGDBA in Customer Relationship Management

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“THE CUSTOMER RELATIONSHIP
MANAGEMENT SYSTEM IN AN
ORGANIZATION -
A DETAILED ANALYSIS”
GAGANDEEP KAUR
Reg. No. 201304856
Guide: DR. RAJAT CHAUHAN,
DIRECTOR, BACK 2 FITNESS
SCDL 2013-2015

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NO OBJECTION CERTIFICATE
This is to certify that Gagandeep Kaur is an employee of Back 2 Fitness for the past 4 years
and 3 months. We have no objection for her to carry out a project work titled “The CRM
system in an organization - a detailed analysis” in our organization and for submitting the
same to the Director, SCDL as a part of fulfillment of the Post Graduate Diploma in
Business Administration, specialization – Customer Relationship Management Program.
We wish her all the success.
Place: New Delhi
Date: 2nd May 2016

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Declaration of Originality
This is to declare that I have carried out this project work myself in part fulfillment of the
Post Graduate Diploma in Business Administration, specialization – Customer
Relationship Management Program of SCDL. The work is original, has not been copied
from anywhere else and has not been submitted to any other University/Institute for an award
of any degree / diploma.
Date: Signature:
Place: New Delhi Name: Gagandeep Kaur

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Certificate of Guide
Certified that the work incorporated in this Project Report “The CRM system in an
organization - a detailed analysis” submitted by Gagandeep Kaur is her original work and
completed under my supervision. Material obtained from other sources has been duly
acknowledged in the Project Report.
Date: Place: New Delhi Signature of Guide:

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INDEX
S. No. Particulars Page Number
1 Introduction to CRM 6
2 Goals, Objectives and Scope of CRM 8
3 Benefits of CRM 10
4 Aim of CRM 22
5 Types of CRM 26
6 Nature & Scope of CRM 29
7 CRM & ITES 31
8 Theoretical Perspective 33
9 Methodology and Procedure of Work 35
10 Analysis of Data 59
11 Limitations 60
12 Findings, Inferences and Recommendations 65
13 Conclusion and suggestions for improvement in the organization 66
14 Summary of the Project Report 66
15 ANNEXURES
1. References
2. List of Figures, Charts, Diagrams
3. List of Tables
67

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INTRODUCTION TO CRM – CUSTOMER RELATIONSHIP MANAGEMENT
Customer Relationship Management term was first coined in the 1990’s. It simply means
managing the relationship with your customer.
Customer Relationship Management is a system which aims at improving the relationship with
existing customers, finding new prospective customers, and winning back former customers.
CRM is the principles, practices, and guidelines that an organization follows when
interacting with its customers.
Customer is the king, old or new. And if the customer is loyal to your business it works
wonders to the profit of your business.
The entire relationship is not only about direct interaction of sales or service but also in
forecasting and analysis of customer trends and behaviors, which increases the customer’s
overall experience.
Employees have to be trained to give complete information about the products or services with
the goal of improving business relationships with customers, assisting in customer retention
and driving sales growth.
Figure-1: Customer
Relationship Management
consists of

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Why did CRM develop?
CRM developed for a number of reasons:
 The 1980’s onwards saw rapid shifts in business that changed customer power .
 Supply exceeded demands for most products.
 Sellers had little pricing power.
 The only protection available to suppliers of goods and services was in their relationships with
customers.
Figure-2 :Summary of Customer Relationship Management

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GOALS, OBJECTIVES & Scope of CRM
CRM enables the company to analyze the behavior
of customers and their value. The main areas of
focus are as the name suggests: customer,
relationship, and the management of relationship.
Figure-3: Objectives of CRM
The CRM processes should fully support the basic steps of customer life cycle. The basic
steps are:
 Attracting present and new customers
 Acquiring new customers
 Serving the customers
 Finally, retaining the customers.

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Figure-4: Consider the Customer Lifecycle
Figure -5: Perfect Customer Lifecycle
One size doesn't fit all. There is no single
CRM software or formula which will give
instant success to all companies. For
small or medium enterprises, the
requirement is different from that of big
firms.

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BENEFITS of CRM
Implementing a CRM strategy is advantageous to
both small-scale and large-scale business ventures.
Some of the key benefits are:
1. Improved customer relations Figure:6 - Benefits of CRM
One of the prime benefits of using a CRM is obtaining better customer satisfaction. You can
provide better services to customers through improved understanding of their issues and this in
turn helps in increasing customer loyalty and satisfaction. You may also receive continuous
feedback from your customers regarding your products and services and they may recommend
you to their acquaintances.
Figure-7 : Importance of
Communication

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Figure-8: Ways to communicate better with Customers
Listening is the most powerful tool. If you listen fully and properly, then only you are able to
execute the task in the correct manner. Always listen first to your customers for better
communication.

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Step 1: Identify your customers
To launch a one to one initiative the company must be able to locate and contact a fair number
of customers or at least a substantial portion of its valuable customers. It is crucial to know the
customer details as much as possible, not just their names or address, but their habits,
preferences and so forth.
Figure-9: Identify your customers
Step 2: Differentiating your customers
Customers are different in two principal ways. They represent different levels of value and
have different needs. Once the company identifies its customers differentiating them will help
the company to focus its efforts to gain the most advantage with the most valuable customers.
Figure-10: Differentiating your customer

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Step 3: Interacting with the customer
Interaction is also a crucial component of a successful CRM initiative. It is important to
remember that interaction just not occur through marketing and sales channels, customer
interact in many different ways with many different areas of the organization so to foster
relationship all the areas of the organization must be accessible to the customer.
Figure-11: Ways of Interacting with customers

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Step 4: Customize your enterprise’s behavior
Ultimately to lock a customer into a relationship a company must adapt some aspect of its
behavior to meet customer’s individually expressed needs this might mean mass customizing a
manufactured product or it might involve tailoring some aspect of the service surrounding the
product.
Figure-12: Prioritizing enterprise behaviour

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2. Increase customer revenues
By using a CRM strategy for your business you will be able to increase the revenue of your
company to a great extent. Using the data collected, you will be able to popularize marketing
and can ensure that the product promotions reach a different and brand new set of customers,
and not the ones who had already purchased your product, and thus increasing your customer
revenue.
Figure-13 : Showing how revenue is generated

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3. Maximize up selling and cross selling
Selling to your existing customers is far easier (and cheaper) than selling to new ones. A CRM
system allows up-selling which is the practice of giving customers premium products that fall
in the same category of their purchase. It also facilitates cross selling which is the practice of
offering complementary products to customers, on the basis of their previous purchases. The
executives can promote their products to the customers, thus maximizing up-selling and cross
selling.
Figure:14 - showing an example of Cross Selling

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Figure-15:- showing example of Up Selling
Figure-16: Difference between Cross Selling & Up-Selling

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4. Better internal communication
CRM has a direct relation with both internal communication and also the working of an
organization. CRM forces communication (both reporting as well as coordination) to be more
formal and also maintains a track of all such communications. This forces individuals to be
more accountable. Following a CRM strategy helps in building up better communication
within the company. The sharing of customer data between different departments will enable
you to work as a team as it will help in increasing the company’s profitability and enabling
better service to customers.
Figure-17 : In-house meeting

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5. Optimize marketing
With the help of CRM, you will be able to understand your customer needs and behavior,
thereby allowing you to identify the correct time to market your product to the customers.
CRM will also give you an idea about the most profitable customer groups, and by using this
information you will be able to target similar prospective groups, at the right time.
Figure-18: Targeting your customers

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Figure-19: Benefits of CRM
The following are the benefits of adopting CRM process:
 Develop better communication channels
 Collect customer related data
 Create detailed profiles of individual customers
 Increase customer satisfaction

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 Identify new selling opportunities
 Increase market share and profit margin
 Improve customer service and support
 Enhance customer loyalty
 Improve ability to meet customer requirements and quality communication
 Reduce costs of buying and using product and services
 Better stand against global competition
Figure-20: Functional & Unique benefits of CRM

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Aims of CRM
The CRM is a new technique in marketing where the marketer tries to develop long term
relationship with the customers to develop them as life time customers. CRM aims to make the
customer climb up the ladder of loyalty.
The company first tries to determine who are likely prospects i.e. the people who have a strong
potential interest in the product and ability to pay for it. The company hopes to convert many
of its qualified prospect into first time customers and then to convert those first time customers
into repeat customers. Then the company tries to convert these repeat customers into clients –
they are those people who buy only from the company in the relevant product categories. The
next challenge for the company is to convert these clients into advocates. Advocates are those
clients who praise the company and encourage others to buy from it.
The ultimate challenge is to convert these advocates into partners where the customers and the
clients work actively together to discover ways of getting mutual benefit.
Why – customer relationship management
 A satisfied customer in 10 years will bring 100 more customers to the company.
 It costs 7 times more to attract a new customer than to serve an old one.
 20% of the company’s loyal customers account for 80% of its revenues. (Pareto’s
principle).
 The chances of selling to an existing customer are 1 in 2, the chances of selling to a
new customer are 1 in 16.

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Figure-21:Marketing & Sales

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Figure-22 Customer Service & Support

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Eight ways to keep customers for life
1. Every part of the company’s marketing effort should be geared towards building lifetime
relationships.
2. People want to do business with friendly people. To have effective relations a friendly
attitude must permeate in the organization.
3. Information technology developments should be positively used to serve the customers.
4. The company should always be flexible to bend its rules and procedures in the client’s
favor.
5. The company should communicate with its customers even when it is not trying to sell
something.
6. The company can communicate and develop stronger customer bonding by providing
financial and social benefits.
7. The company should try to know all its customers including their lifestyles, hobbies, likes
and dislikes etc.
8. The company should make it a point to deliver more than what is promised.

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Types of CRM
Several CRM systems assist the company in its daily activities. They include:
1. Operational CRM
It concentrates on three areas of business processes: the computerization, enhancement and
improvement of services. These areas are based on offering customer support mostly.
There are major automation applications, which support the CRM systems that aid in the
computerization of marketing, selling and services process. These applications are:
o Marketing automation: It concentrates on automating the marketing processes
o Sales force automation: CRM systems are used in acquiring new customers and dealing with
existing customers. The system identifies a customer and maintains all the data
o Service automation: This application deals with managing. Examples of the operational CRM
are the actual interactions with customers like websites, direct sales, call centers and blogs.
2. Analytical CRM
This is a CRM type that maintains the analysis and operations of an organizational back-
office. Here, the sales are not done directly to the customers. Analytical CRM is designed to
analyze deeply the customer’s information and data and disclose the intension of behaviour of
customers on which capitalization can be done by the organization. The sole aim of analytical
CRM towards the organization is developing, supporting and enhancing the decision-making
in the organization.

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3. Strategic CRM
The role of this CRM type is to focus and improve the knowledge of the customer and utilize
it in enhancing and customizing the customers’ interactions in sustaining a strong relationship
with them. Strategic CRM is experienced in all business departments of the organization like
distribution, marketing, finance and sales. It is very important to have the customer support
and feedback to help them in determining the strategies. The strategy concentrates and focuses
on the actual requirements of business. This activity is very important in developing
successful CRM systems that help in business goal achievement.
4. Collaborative CRM
Collaborative CRM is an approach to(CRM) in which the various departments of a company,
such as sales, technical support, and marketing, share any information they collect from
interactions with customers. For example, customer feedback gathered from a technical
support session could inform marketing staff about products and services that might be of
interest to the customer. The purpose of collaboration is to improve the quality of customer
service, and, as a result, increase customer satisfaction and loyalty. The interaction of all
persons that are involved in the process. The collaboration can be within the company and of
course across organizational boundaries.
Figure-23 Types of CRM process

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Summary is as below:
Figure-24: Types of CRM

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Nature and SCOPE OF CRM
The philosophy of CRM is the recognition that your long-term relationships with your customers
can be one of the most important assets of an organization, providing competitive advantage
and improved profitability
The most important part of CRM is the “customer-focus“.
Customer Relationship Management consists of:
 Identifying and target their best customers, manage marketing campaigns and generate quality
leads for the sales team.
 Assisting the organization to improve telesales, account, and sales management by optimizing
information shared and streamlining existing processes (for example, taking orders
using mobile devices)
 Forming individualized relationships with customers, with the aim of improving customer
satisfaction and maximizing profits; identifying the most profitable customers and providing
them the highest level of service.
 Providing employees with the information and processes necessary to know their customers,
understand their needs, and effectively build relationships between the company.

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The top four reasons for implementing CRM are:
 Gaining customer confidence and loyalty
 Providing personalized service to customers
 Acquiring better knowledge of customers and their buying habits
 Differentiating themselves from the competition
It seems that the customer has finally become King!!!

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CRM and ITES
Technology and the Internet have changed the way companies approach to customer
relationship. Advances in technology have changed consumer buying behavior, and today
there are many ways for companies to communicate with customers and to collect data about
them. Customer relationships are being managed electronically by Web and smart phones.
The biggest benefit most businesses realize when moving to a CRM system comes directly
from having all your business data stored and accessed from a single location. Storing all the
data from all departments (e.g., sales, marketing, customer service and HR) in a central
location gives management and employees immediate access to the most recent data when
they need it. Departments can collaborate with ease,
Other benefits include a 360-degree view of all customer information, knowledge of what
customers and the general market want, and integration with your existing applications to
consolidate all business information.

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Figure-25: 360 degree view of customer
The Customer is King! This credo is more powerful, relevant and true today than ever
before. In a truly customer driven economy, success depends on a company’s ability to be
with the customer on a round the clock basis satisfying all their product and service specific
needs. Simply stated, Customer Relationship Management (CRM) is about finding, getting,
and retaining customers.

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Theoretical Perspective
CRM allows the companies to emphasize on the areas that are important for the customers by
monitoring their behaviour as it gives insights about their varying needs, demands and
preferences. When a valuable pool of data is gathered, an organisation can successfully offer a
service to a customer that exceeds their expectation level; in order to make successive
progression, the company will have to employ the mechanisms that will improve the service
excellence such as using multiple communication channels like sales and marketing.
There are two theoretical perspective of CRM:
 Technical or technological perspective and
 Business i.e. customer-centric perspective.
o From technical aspect, CRM is important both for operational and analytical purposes that
implies that proper systems need to be implemented in the organization so that they can
provide proper foundations for analysis of different customer segments.
o While, business perspective of CRM emphasizes that relationship marketing should be
integrated with marketing mix (product, price, place and promotion) so that a valuable
outcome is achieved i.e. customer satisfaction, loyalty and value creation.
Since CRM is among the vital constituents of the organizational processes as it supports
identification of the customers, knowledge creation, development of relationships with the
customers and incorporating their demands in the company's product or service offering, it
helps in ensuring that the marketing mix is designed in accordance with the customer
requirements
CRM in Service Industry (Healthcare)

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The health care industry is one of the world's largest and fastest-growing industries. Health
care can form an enormous part of a country's economy.
Hospitals or clinics in healthcare industry have to maintain good relations with its patients.
They have to retain the customers for a long time to avail the benefit of their relations. The
customer relationship management is one of the effective tool to identify, establish and
maintain relationship with the customers. With the help of this research we are going to
identify the importance of CRM in healthcare industry.
Figure-26: CRM in Service Industry

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Methodology and Procedure of Work
CRM is defined as a set of skills, technologies and methods that allow enterprises to profitably
manage its customer relationships
Customer Relationship Management (CRM) is a business strategy to select and manage
customers to optimize long-term value. CRM requires a customer-centric business philosophy
and culture to support effective marketing, sales, and service processes. CRM applications can
enable effective Customer Relationship Management, provided that an enterprise has the right
leadership, strategy, and culture.
The CRM customization methodology has always come from traditional suite suppliers. The
relevance of business and return on investment (ROI) figures and the installed applications
have fully justified this circumstance.
Another remarkable player in the operational CRM solutions market is SAP. The German
company proposes the ASAP methodology (for Accelerated SAP) to support their customers
in transferring their solutions with competitive costs and time constraints.
Independently to the existence of a method for the adoption of CRM capabilities in an
organization, the need to rely on a common and unified methodology for software design and
transfer in the scope of an organization is out of question. Even if a company based the
complete set of software solutions in ERP-like commercial solutions, it would be required to
establish a number of procedures, provided the traditional mobility of IT work market is
maintained. These procedures would enable knowledge transfer and management as well as
risk and investment management, among others.
Healthcare organizations are facing new challenges. Aging populations are straining resources
across the continuum of care. New regulations and technologies are giving patients more
control over their own care, and the freedom to choose innovative providers able to deliver
personal service.

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Patient satisfaction is top concern. A ‘Hospital Management System’ is computerized
management system. This management system has been developed to form whole
management system including Employees, Doctors, Nurses, Patients, Bills and complaints etc.
This system also keeps the records of hardware assets besides software of this organization.
The proposed system will keep a track of Employees, Doctors, Patients, Accounts and
generation of report regarding the present status.
Introduction
Health of citizen is the wealth of Nation. India has contributed the most ancient Medical
Science ‘Ayurveda’ to the world besides other Medical sciences. With the advent of 21st
century, Healthcare has become an industry having tremendous potential.
This century witnessed a giant leap information technology. Computers are not only used to
diagnose the illness or for doing surgery with one hundred percent accuracy, but also they are
used to increase the efficiency in all fields ranging from fixing the appointment with the
Doctor to keeping the record of the Patient.
Anytime anywhere facilities of the Internet have helped the Medical fields to integrate into a
single unit. Various hospitals across the globe can be connected together. They can share
information and even services. Details of the patients, their previous visits etc. are totally not
perceptible without a computer. Relevant informations are always stored in the computer, and
are available instantly.

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Objective of the Research
To study the working patterns in a small healthcare organization i.e. the hierarchy, patients
conditions and expectations and meeting the standards.
Research Methodology
A research design is simply a plan for study in collecting and analyzing the data. It helps the
researcher to conduct the study in an economical method and relevant to the problem.
Research methodology is a systematic way to solve a research problem. The methodology
should combine economy with efficiency.
Collection of the data
There are two types of data:
Primary data – primary data is that data which is collected for the first time. These data are
basically observed and collected by the researcher for the first time. I have used primary data
for my project work.
Secondary data – secondary data are those data which are primarily collected by the other
person for his own purpose and now we use these for our purpose secondly.
Data collection
Data is collected through Practo (online software).

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Company Profile
Back 2 Fitness specializes in Musculo-Skeletal and Sports Exercise Medicine. They have a
‘Conservative Pro-Active' approach to managing
pain.
Back 2 Fitness is not limited to being a Sports-
Exercise Medicine and Musculo-Skeletal Medicine
clinic, but is a movement to enable people from all
walks of life (young to the elderly, and sedentary to
the elite athlete) to participate in the creation of a
healthier and active lifestyle ‘with their pro-active
involvement’, and get them back to fitness!
 Founder
Dr Rajat Chauhan is a Sports – Exercise Medicine and
Musculoskeletal Physician. He is an ultra runner and has done over 100
official or unofficial marathons (42.195 km).
 GOAL
Our goal is to GIFT or ‘Get India FiT’.
We aim to make people more fitter and active by making them
MOVE. This movement is to indulge them in physical activities
such as sports, walking, running and any other physical activity.
We focus on getting people back to fitness and helping them to
perform at their optimum levels.

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India has the largest unfit workforce and it is high time we changed that if we are to keep up
with China and other close competitors. The employees are a lot more productive if they are
fitter, and not only disease free, which is all that seems to be addressed currently.
Assessment of patient is done by Dr Rajat
Chauhan and history is taken care. Diagnosis
and treatment plan is discussed with the
patient. Our team member, a physiotherapist
takes care of the treatment by doing Manual
Therapy and muscle manipulation and teaching
them right technique for exercises to be done.
This helps in making the patient better.
Patients suffering from muscle pain, any sports injury or for muscle strengthening visit here.
They come here with an expectation of getting better as Dr Rajat Chauhan is very popular
among people doing any sports activity. They expect to get better as soon as they meet him.
We simply teach the patients some home based exercises and muscle releases (whenever
required) as we want them independently doing necessary stuff at home. It’s more of their
hard work they need to put in rather than us.
We make them understand their muscles better and how they can make them strengthen.
 Existing System
Practo software (online) is used to maintain patients appointment & their records of Dr Rajat
Chauhan and every physiotherapist. Patients’ records are also maintained manually in their
respective files (hard copy). Administration work is done manually by maintaining an excel
file. Banking work is done online.

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 Why this system?
In this fast and no time world, everyone is become digital. Maintaining work digitally makes it
easy to use the data anywhere and anytime. Internet has become a basic need for every
growing organization. We use a internet website to maintain patients records and their
appointments. This website name is ‘www.ray.practo.com’. ‘Practo Ray’ is specially designed
for doctors and patients.
We can maintain the patient’s history, their treatment plan and appointments. SMSs reach
patients a day prior to appointments. If they wish to cancel or reschedule, they can do it.
The advantage of this software is it can be accessed from anywhere and anytime with internet
connection.
Figure:27 – Practo online software overview

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Figure-28: Search on Practo
This software is a complete solution for any healthcare organization at minimal cost. Here
patients meet doctors online, choose the doctor and book appointments online according to
their convenience.
Doctors can very well note down a patient’s history, treatment plan and follow up. A reminder
sms would go automatically to patients regarding their follow up visit with the doctor.
After an appointment with a new patient, a sms or an email is sent automatically from the
software regarding their feedback for the visit.
This ultimately helps in making any improvement if required.
Doctors from everywhere can register themselves on Practo free of cost. They can add their
qualification, experience, awards and recognitions etc to their profile. As patients are getting
more aware about everything with the help of internet and off course education, this helps in
selecting the best doctor which would suit their needs.

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Hierarchy at Back 2 Fitness
Diagram-1: Showing hierarchy at Back 2 Fitness
We are a small team but really dedicated towards our work. Everyone’s role is very important.
We work as a team and want our patients to get better soon.
We do not do any advertisement for our clinic. Patients come to us by word of mouth
(references).
Dr Rajat Chauhan
Medical Director
and CEO
Chetan Sehgal,
Events & PR
Manager
Dr Kunal Vashisht
(PT), Senior
Physiotherapist
Dr Ritika Chawla
(PT),
Physiotherapist
Gagandeep Kaur,
Clinic Incharge
Sushil Kumar, Driver
Babu Lal,
Housekeeping and
Office Boy
Bishwajet Bhuiya,
Housekeeping and
Office Boy
Dr Viswanathan
Sridharan (PT),
Senior
Physiotherapist
Dr Karishma
Rathore (PT),
Physiotherapist

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Dr Rajat Chauhan:
Ultra Runner (>42 km)
MBBS
MSc Sports-Exercise Medicine (Nottingham, UK)
M.L.C.O.M. Musculo-Skeletal Medicine (London)
P.G.Dip. Musculo-skeletal Mesotherapy (Paris)
P.G.Dip. Medical Acupuncture / Dry Needling
Founder, Back 2 Fitness
Founder, La Ultra – The High (world’s highest ultra marathon of 222 km in Leh Ladakh)
Associate Editor, British Journal of Sports Medicine
Columnist, Mint newspaper
Blogs for Forbes India
Dr. Rajat is one of the rare doctors in India who specializes in the whole spectrum of
conservative management of musculo-skeletal pain, esp. back pain. He believes that educating
the person with pain, is the most empowering tool. For this reason he writes in Mint
newspaper and Forbes India extensively about latest medical research, so the common man is
better informed. He is also an Associate Editor of British Journal of Sports Medicine, one of
the most respected Sports Medicine and science journals in the world.
After MBBS,Dr. Rajat went on to specialize in Sports – Exercise Medicine from Nottingham
University, UK, where he realized that ‘Exercise as Medicine’ is a very powerful tool, which
has been understood very little by both the ‘medical’ and ‘fitness’ industry. Another thing that
struck him was that doctors are ill-equipped when it comes to understanding patients with
back pain, because the text-book of medicine spent less than a page on it, even though 80% of
the population would experience back at some stage of life.

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For over 2 years, Dr. Rajat was heading medical strengthening therapy department of Kieser
Training (http://www.kieser-training.com/en/therapy/), a Swiss-German centre that focuses on
using exercises to address back pain. He then came down to India to start from scratch India’s
first comprehensive state-of-the-art Sports-Exercise Medicine department at Manipal Hospital,
Bangalore.
In mid 2008, he started Back 2 Fitness, first in Bangalore and then moved to Delhi in 2009.
The approach we have towards patients and clients at ‘Back 2 Fitness’ is pioneering work in
the field of ‘Healthcare Industry’, where patient / client is yet again, put at the centre
He is the organizer of many Marathons. Some of them are:
1. La Ultra – The High
“World’s cruelest Ultra”
333 Kms | 3 x 17, 500 ft passes | 3 days - Himalayas, India
La Ultra – The High is an ultra marathon like no other. Never before was something labeled
so cruel seeing the elements around it. When someone takes away 50 % of oxygen around
you, decreases the pressure where it’s difficult for your body to adapt, and asks you to run 333
Kms under 72 hours, the idea surely seems insane.

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No other race gives you temperature variation like La Ultra. Ladakh, a Trans Himalayan
region in northern India is a cold high altitude desert. Temperatures here in August can
fluctuate from 40 Degree C hot to MINUS 12 C cold in matter of 6 hours. You will touch
altitudes of 17,500 feet 3 times in the 333 Km category, 2 times in 222 Km & once in the 111
Km category.
This is redefining the limits of human endurance, mental & physical. Only a few in the world
of ultra running dare to take up this challenge. In the past 6 years, 59 runners from 22 different
countries have participated and 30 have finished?
Route Map

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2. Garhwal Runs
This run will put you through testing ascent throughout the distance, running through lush
green forests and countryside of Himalayan foothills. Finishing point will be same as last year,
Dhanaulti TOP. The route will go through the villages of Kokriyal, Dubhra, Sakalana and
Daulagiri.
Race details are shared below.
DESCRIPTION DETAILS
Race Date February 20, 2016
Start Point Raipur Circle, Dehradun
Finish Point Dhanolti Top, Uttarkhand
Route Dehradun-Maldevta- Dhanolti
Distance 76 Kms (47.2 miles)
Start Time 6:00 AM
Finish Time
12 hour cut-off : 6:00 PM 10 hour cut-off :
4:00 PM (La Ultra qualifier)
Altitude Gain 7,300 feet

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3. WynbergAllenHalf Marathon
Wynberg-AllenHalf Marathon(WAHM) is a jointinitiative betweenthe organizersof LaUltra – The
High& Garhwal Runs alongwithWynberg-AllenSchool.
One will geta chance to be introducedtothe pleasuresof runninginthe hillsandcarryingonrunning
for life.
In 2012 we (La Ultra – The High organisers) broughtyouthe Mussoorie Half marathon thatwasloved
by runningenthusiastsfromall overIndiaand manyschool studentsfromMussoorie andDelhi who
got introducedtorunninghalf marathons(21 kms). We now bringyou the Wynberg-AllenHalf
Marathon witha brand newroute that will cool youinthe summerheatof June.
CATEGORIES
 Half Marathon – 21.1 Kms – Ex Students & Opencategory(Individual)
 10 Km Run – Open, Ex students (Individual) & School TEAM
 5 Km Run – Open (Individual).

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4. Earth Day: Crawl Walk Run
SIX CO2 TAGS DONE IN INDIA ON EARTH DAY:
Bangalore, Delhi, Mumbai, Hyderabad, Pune, Bhopal
Bangalore route map of CO2

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5. Himalayan Rush, Begnas, Nepal:
Maneesh, Pawan and Rajat started this event in 2012 with a simple objective to add an
interesting to sporting event to the adventure / sporting calendar in Nepal and have a
positive impact in the local community surrounding Begnas Lake.

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STAFF
Dr. Kunal Vashisht, PT
Qualification: BPT, MPT (Ortho)
He is working at B2F from past 6+ years. He uses very conservation and simple approach
towards managing patients’ pain and condition. Over more than 8 years of his total experience,
he is an expert in Manual Therapy and Muscle Strengthening, Dry Needling etc. His
responsibility also includes training the new joiners and getting them well versed with every
necessary thing.
Dr. Viswanathan Sridharan, PT
Qualification: BPT
He is working at B2F since its inception i.e. 2009. He was earlier at B2F, Bangalore with Dr
Rajat Chauhan where Dr Rajat established the centre at Manipal Hospital. They gave
physiotherapy a more powerful and meaningful definition. He is too an expert in in Manual
Therapy and Muscle Strengthening, Dry Needling etc. His responsibility also includes training
the new joiners.
Chetan Sehgal, Events and PR Manager
Qualification: B.Com, MBA
His role is to take care of everything for Marathons organized by Dr Rajat in Leh, Mussoorie,
Garhwal, in Pokahara (Nepal) etc. He needs to handle the registrations, sponsorships, travel
arrangements, trophies and banners, T-shirts of the event, Flags of the participant’s countries
etc. He himself is a runner.

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Dr. Karishma Rathore, PT
Qualification: BPT
She has a total experience of 5 years. She is working at B2F from past 3 years. She manages
her patients well. She is always keen to learn new things regarding her work. Weekly
presentations are done from the research article for improving knowledge of the staff.
Dr. Ritika Chawla, PT
Qualification: BPT, MPT (Sports)
She has a total experience of 4 years. She is working at B2F from past 3 years. Patient dealing
and handling is the utmost priority for her. Her patients are always happy with her treatment.
She is an expert in Manual Therapy techniques and dry needling.
Gagandeep Kaur
Qualification: B.Com, Pursuing PGDBA from Symbiosis (SCDL)
My role here is to take care of all clinic’s activities, starting from appointments, managing
patients and their records, cleanliness of the premises, inventory management, banking work
etc. My responsibilities also include HR activities i.e. hiring new employees, salary
generation, working on feedback received from the patients towards betterment of clinic’s
activities. It’s been more than 4 years I have been working here. Even now, a new thing is
always learnt by me every day.

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Bishwajet Bhuiya & Babu Lal (Housekeeping and Office Boy)
Their work is to take care of cleanliness of the clinic. Laundry, kitchen, office material, water
and all the related activities are done by them very nicely and as a team work.
Sushil Kumar (Driver)
He needs to take Dr Rajat in car for his meetings outside. He is very punctual and dedicated
towards his work.
Our team number is small but we all are truly dedicated towards our responsibilities. We work
as a team and manage things by coordinating with each other.
Everyone’s job is important be it a Physical Therapist or Housekeeping or a Driver.
We respect everyone’s work and also respect each other.
Working environment is very professional at the time of work and friendly at off hours

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Significance of the study
The CRM (customer relationship management) is an integrated effort to strengthen the
network of relationship for the mutual benefit of both, patients and the management. The
biggest management challenge in the new millenium of liberalization and globalization for a
business is to maintain good relationship with the king – the customer (patients). This study is
of great significance because
 A 10% increase in the patient retention will increase the profit up to 125%.
 It costs ten times more to attract a new customer than to serve an old one.
 20% of the company’s loyal patients account for the 80% of its revenues.
 To study on customer relationship management would enable the researcher to know
about the CRM practices adopted in the healthcare industry.
Conceptualization
A firm in healthcare industry has to cure the patients’ ailment and maintain good relations
with them. They have to follow up with the patients in future to check whether they doing well
with their exercise routine. It benefits the clinic to maintain a long time healthy relation with
its patients. The customer relationship management is one of the effective tools to identify,
establish and maintain relationship with the customers. With the help of this research we are
going to identify the importance of CRM in healthcare industry.

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Focus of the problem
The healthcare industry is basically patient care industry. Through this study we are going to
identify the importance of CRM in the healthcare industry. How it is benefited from CRM? Is
there any relevance of implementing CRM? And what role does information technology can
play in CRM?
Research design
The study conducted here is exploratory cum descriptive.
Study of Number of Patients from January ’15 to March ’16 is conducted:
The following graphs show:
Graph – 1: The total number of new patients visited the centre between this period.
Graph – 2: The total number of patients visited the centre between this period.

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Graph – 1: New patients in 2015-2016

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Graph- 1
Total number of new patients in 2015 – 2016
This graph shows the variations in the total number of new patients visited the centre. It is not
consistent.
Highest being in December, 77.
Lowest in February, 46.

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Graph – 2: Total patients in 2015-2016

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Graph - 2
Total number of patients seenin 2015 – 2016
This graph shows the variations in the total number of new patients visited the centre. It is not
consistent.
Highest being in April, 744.
Lowest in January, 447.
The graphs show inconsistency in the number of patients seenin a month in the year
2015 – 2016.

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Clinic’s more focus should be on increasing the number of patients, whether it’s new patients
or old patients.
Methods of increasing the patients:
1. Follow up with old patients: A follow up call, sms or email could be sent to old
patients asking them “How are you?”, “Are you better with the exercises taught in the
session?” This communication will help in building the relation and trust with your
patients as only money was not the concern you visited here, it’s because we care for
them. It is the most simplest and cost effective way of getting new patients as these are
your clients who would spread good words about you amongst people.
2. Coming up with new things: Suppose, summer holidays are approaching for kids. A
new program for kids or housewives can be organized related to health and fitness to
make them more educated. You can inform your old patients with an email or sms, and
you need to advertise for new clients through FB or any other social media.
3. Offers or discounts: An offer or discount can be issued to attract new or old clients
regarding any fitness program initially.
4. Advertise: Advertisements can be paid or free. Free advertisement can be done
through posting in social media about your services. Paid advertisement can be through
newspaper, magazine, etc.
5. Articles: Dr Rajat writes articles for Mint Newspaper, Hindustan Times etc. People
who read them, also comes to us for treatment.

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Analysis of Data
The patients come to Dr Rajat Chauhan to get cured. It is the trust that makes them come here
as they know they would get treatment here and will get better without a surgery.
There are many of our competitors in the market. But our patients come to us because of
mouth of word spread by our old patients. The trust factor plays an important role here.
Patients are encouraged to give suggestions and feedback so that the clinic can improve its
working and services. We also tell them the action took by us regarding their feedback.
People come here to get treatment for their n number of pains. Most common of them are back
pain, knee pain, neck pain, hip pain, ankle or foot pain etc. We make them well and make
them aware of the advantages of exercises and physical activity. We make them understand
their body well and how can they remain fit. We give them home exercise plan to make them
independently do exercises at home.
Our clinic gives credit to its patients for spreading a word about us to people.
We maintain frequent communication with the patients about their well being. This helps in
building trust with them. Communication is also necessary to maintain the interest of the
patient in the clinic.
The company gives concession to its regular customers so as to retain its most valuable and
old patients.

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Limitations
1. Time constraint is unavoidable limitation of my study.
2. Financial problem is also there in completing this project in a proper way.
3. As no work has been done earlier in this regard so scarcity of secondary data is also there.
4. Inadequate disclosure of information is also the problem due to security issues.
5. Unable to study patient’s whose feedback is not received.
6. Unable to read behavior and emotions of all patients as face to face interview could not
happen due to large number of patients data.
7. Patients were not contactable sometimes due to their work schedule. They were called
several times and repeated reminders were given to give feedback online.
Questionnaire for Interviewer
1. Who are your Patients?
a) Sports Personalities
b) Regular people
c) Both
2. Are your patient’s needs clearly defined?
a) Yes
b) No
3. Do you conduct patient satisfaction surveys?

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a) Yes
b) No
4. Do you communicate results of your patient satisfaction surveys regularly throughout the
clinic?
a) Yes
b) No
5. Do you actively seek out patients’ comments and complaints?
a) Yes
b) No
6. How do you get patients’ comments and complaints?
a) Face to face interview.
b) Toll free numbers, formal surveys.
c) Others means
7. How do you get information about the patients?
a) Face to face interviews
b) Surveys.
c) Any other means.
8. Do you analyze channel effectiveness? i.e. which channel is most effective in serving the
patient?
a) Yes
b) No
9. Do you provide credit facility to your patients?
a) Yes
b) No

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10. Do you give concessions to your regular patients?
a) Yes
b) No
11. Do you take feedback from your patients?
a) Yes
b) No
12. Do you customize your services according to the patient?
a) Yes
b) No
13. Do you have a concept of “internal service”?
a) Yes.
b) No.
14. Do you communicate with your patients frequently?
a) Yes
b) No
15. Do you regularly review the business activities to improve patient satisfaction?
a) Yes
b) No
16. Is the working environment is favorable to the well-being and morale of all employees?
a) Yes
b) No

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17. How much is the role of computers in serving the patients?
a) Plays a big role
b) Not much role to play
c) No role to play.
18. Do you have centralized database for patient information?
a) Yes
b) No such database.
19. Does the staff have access to the patient database?
a) Yes
b) No
20. Is there commitment from top management to support the patient-focused service concept?
a) Yes
b) No
21. Is there any improvement in average increase in number of patients?
a) Yes
b) No
22. Is there any improvement in patient response rate to advertisements?
a) Yes
b) No
23. Is there any improvement in patient retention and loyalty?
a) Yes
b) No

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Findings, Inference and Recommendations
The patients of the clinic are distributors and attract new clients to us. The needs of the
patients are clearly defined and treatment & exercises taught to them are customized. Patients
comment, suggestions and complaints are welcomed and resolved quickly and are taken in
positive sense for the betterment of the clinic.
The clinic conducts patient satisfaction survey by taking their feedback. The clinic gives
discounts to the needy and old patients. Team maintains cordial and healthy communication
with patients. Quick and informative communication helps in building trust with the patients.
By this, patients are retained for long term and they also refer other people who are suffering
with pain to us. Word of mouth is the most trusted referring advertisement without any cost to
the clinic.

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Conclusion
From this study it can be concluded that the customer relationship management in Clinic is
satisfactory. The clinic is using various CRM practices like maintaining interaction with the
customers regularly, educating them about physical activities and teaching them exercises to
do them independently etc.
Customer Relationship Management has a certain impact on the profitability of the clinic.
Average increase in number of patients has increased 15% over the last two years. Patients’
response towards doing physical activities is also improving.
There are various factors affecting the Customer Relationship Management like keeping track
of the patients who did not come after a consultation and are not contactable and coordination
among the physiotherapists and admin staff regarding reply received from patients, etc.
Information technology is not used as much as it should be. The company is using traditional
tools of CRM like quantitative research, personal interviews.
Suggestions for Improvement
 There should be more and more emphasis given by the clinic for satisfying the patients and
maintaining the follow ups.
 There should be more use of information technology and online maintenance of the
patients records fully.
 The company should be flexible to bend its rules and procedures in the patients favor.
 More emphasis towards doing physical activity stuff outside the clinic premises like
organizing an event for all ages.
 Workshops can be done to educate school kids, college students, etc.
 Advertisement should be done through more effective channels.

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ANNEXURES
I) References:
 www.en.wikipedia.org
 www.youtube.com
 www.webopedia.com
 SCDL book Research Methodology and Statistical Quantitative Methods
II) List of Figures, Charts, Diagrams
Figures:
 Figure-1: Customer Relationship Management consists of
 Figure-2 :Summary of Customer Relationship Management
 Figure-3: Objectives of CRM
 Figure-4: Consider the Customer Lifecycle
 Figure -5: Perfect Customer Lifecycle
 Figure:6 - Benefits of CRM
 Figure-7 : Importance of Communication
 Figure-8 : Ways to communicate better with Customers
 Figure-9: Identify your customers
 Figure-10: Differentiating your customer
 Figure-11: Ways of Interacting with customers
 Figure-12: Prioritizing enterprise behaviour
 Figure-13 : Showing how revenue is generated
 Figure:14 - showing an example of Cross Selling
 Figure-15:- showing example of Up Selling
 Figure-16: Difference between Cross Selling & Up-Selling
 Figure-17: In-house meeting
 Figure-18: Targeting your customers
 Figure-19: Benefits of CRM
 Figure-20: Functional & Unique benefits of CRM

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 Figure-21:Marketing & Sales
 Figure-22 Customer Service & Support
 Figure-23: Types of CRM process
 Figure-24: Types of CRM
 Figure-25: 360 degree view of customer
 Figure-26: CRM in Service Industry
 Figure-27 – Practo online software overview
 Figure-28: Search on Practo
Chart/ Graph
 Graph – 1: New patients in 2015-2016 Pg-54
 Graph – 2: Total patients in 2015-2016 Pg- 56
Diagrams
 Diagram-1: Showing hierarchy at Back 2 Fitness Pg-42
III) List of Tables- with Graph 1 & 2 showing New Patients & Total number of patients seen
in 2015- 2016

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EV-GL-01
TM SYMBIOSIS CENTRE FOR DISTANCE LEARNING (SCDL)
Symbiosis Bhavan, 1065-B Gokhale Cross Road,
Model Colony, Pune-411016
Website: www.scdl.net
Name of the Program: Post Graduate Diploma in Business Administration,
Specialization – Customer Relationship Management
Name of the Student: GAGANDEEP KAUR
Registration Number:
Active Email ID:
Mobile Number:
Assessment Type: Semester I Semester II Semester IV
Project Report Case Study Resource File
Submission: Submission I Submission II