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Preface The Summer program offered by the IBMR College, is anenlightening course for those who are wishing

to master their Businessadministration skills, with their knowledge. This is an unique course which is the collaboration of MBA. It not only developes yourmanagement talent but also develop your technical skill. It imparts thenecessary theoretical knowledge about the field but also provides anopportunity to practically experience the application of the businessadministration fundamentals in the corporate as well as the non-corporate sector.I was unaware about the role of exchanges and depositories inthe secondary market. Here I really got practical knowledge about therole of SEBI, NSE, and BSE etc. in the secondary market. Now I amaware about the buying and selling system in the secondary marketthrough broking firm or sub-broker. I am very much thankful to Mr.Jicky Thomas, Branch & Product Head , main branch Mahalaya complexC. G. Road, Ahmedabad.I therefore have pleasure to present my training report, which, Ihope as per the curriculum requirements.3 Acknowledgement There is no such thing as a self made man, we all are made upthousands of others George Adams. 3 I am indebted to my faculty, the Faculty of Social Work forproviding the students an opportunity to experience the practical working of the knowledge imparted to us theoretically.I am grateful to Angel Broking Limited for allowing me toundertake my summer training in the organization. To mention, I wouldlike to extend my gratitude towards-Mr. Harshit Bhavsar (Business Development Head)Mr. Viral Kapadia (Business Development Manager)They helped me during my entire training program. I would alsolike to thank Mr. Jicky Thomas and Mrs. Pankti shah who facilitatedme in my practical learning.

Introduction to CRM
interactive, customized experience, companies have a greater ability today to establish, nurture, and sustain long-term customerrelationships than ever before. The ultimate goal is to transform theserelationships into greater profitability by increasing repeat purchaserates and reducing customer acquisition costs. Indeed, this revolutionin customer relationship management or CRM. 1 as it is called, has been referred to as the new mantra of marketing. 2

Companies likeSiebel, E.piphany, Oracle, Broadvision, Net Perceptions, Kana andothers have filled this CRM space with products that do everythingfrom track customer behavior on the Web to predicting their futuremoves to sending direct email communications. This has created a worldwide market for CRM products and services of $34 billion in1999 and which is forecasted by IDC to grow to $125 billion by 2004. 3 The need to better understand customer behavior and focus on thosecustomers who can deliver long-term profits has changed how marketers view the world.Traditionally, marketers have been trained to acquirecustomers, either new ones who have not bought the product category before or those who are currently competitors customers. This hasrequired heavy doses of mass advertising and priceorientedpromotions to customers and channel members. Today, the tone of the conversation has changed from customer acquisition to retention.This requires a different mindset and a 3 different and new set of tools. A good thought experiment for an executive audience is to ask them how much they spend and/or focus on acquisition versusretention activities. While it is difficult to perfectly distinguish the two activitiesfrom each other, the answer is usually that acquisition dominatesretention. According to one industry view, CRM consists of: Helping an enterprise to enable its marketing departments toidentify and target their best customers, manage marketing 6 campaigns with clear goals and objectives, and generate quality leads for the sales team.

Assisting the organization to improve telesales, account, andsales management by optimizing information shared by multiple employees, and streamlining existing processes (forexample, taking orders using mobile devices) Allowing the formation of individualized relationships withcustomers, with the aimof improving customer satisfaction andmaximizing profits; identifying the most profitable customersand providing them the highest level of service. Providing employees with the information and processesnecessary to know their customers, understand their needs, andeffectively build relationships between the company, itscustomer base, and distribution partners.CRM-Customer Relationship Management--has entered themainstream. Despite the uncertainty of the economy, CRM is beingthrust into corporate budgets and talked about as a critical initiative by hundreds of Fortune 1,000 and tens of thousands of othercompanies. It has gone from being an important edge in the business world to a necessary tool for survival. The notion of the customer asking or queen is once again the rule. How you treat this is a mission-critical business issue.But, what is CRM and how does it change the way companies do business? The changes in the world have been so dynamic and sodramatic that the path is not necessarily all that obvious. How CRMimpacts that business path is a continuing source of debate in the world of corporate management. . Managing relationships with customers has become a criticalorganizational competency. Get winning strategies for acquiring andretaining customers by leveraging the latest advanced technologies.This course will teach you how to select the right tools for your business-- so it can grow today--

and on into the future. Laggingmeans lost customers, which means damage to the bottom line. Buthow do you not lag when customers are moving lightning fast todemand constant changes in the speed to complete their transactions? How do you keep your customers when the move toanother company is nothing more than a mouse click and a minuteaway? CRM is the answer. Customer Relationship Management, astrategy that leverages very advanced technologies is the way to cut tothe 21st Century business chase. Importance & Needs of Training Optimum Utilization of Human Resources Training helps inoptimizing the utilization of human resource that further helps theemployee to achieve the organizational goals as well as theirindividual goals. 46 Development of Human Resources Training helps to provide anopportunity and broad structure for the development of humanresources technical and behavioral skills in an organization. It alsohelps the employees in attaining personal growth. Development of skills of employees Training helps in increasing the job knowledge and skills of employees at each level. It helps toexpand the horizons of human intellect and an overall personality of the employees. Productivity Training helps in increasing the productivity of theemployees that helps the organization further to achieve its long-termgoal. Team spirit Training helps in inculcating the sense of team work,team spirit, and inter-team collaborations. It helps in inculcating

thezeal to learn within the employees. Organization Culture Training helps to develop and improve theorganizational health culture and effectiveness. It helps in creatingthe learning culture within the organization. Organization Climate Training helps building the positiveperception and feeling about the organization. The employees getthese feelings from leaders, subordinates, and peers. Quality Training helps in improving upon the quality of work and work-life. Healthy work-environment Training helps in creating the healthy working environment. It helps to build good employee, relationshipso that individual goals aligns with organizational goal. Health and Safety Training helps in improving the health andsafety of the organization thus preventing obsolescence. Morale Training helps in improving the morale of the work force. Image Training helps in creating a better corporate image. 47 Profitability Training leads to improved profitability and morepositive attitudes towards profit orientation.Training aids in organizational development i.e. Organizationgets more effective decision making and problem solving. It helps inunderstanding and carrying out organizational policies.Training helps in developing leadership skills, motivation,loyalty, better attitudes, and other aspects that successful workersand managers usually display.

METHODS OF TRAINING The most widely used methods of training used by organizations are classified into two categories: On-the-Job Training& Off-the-Job Training.ON-THE-JOB TRAINING is given at the work place by superior inrelatively short period of time. This type of training is cheaper & lesstime-consuming. This training can be imparted by basically fourmethods: -Coaching is learning by doing. In this, the superior guides his sub-ordinates & gives him/her job instructions. The superior points outthe mistakes & gives suggestions for improvement.Job Rotation: - In this method, the trainees move from one job toanother, so that he/she should be able to perform different types of tasks. E.g. In banking industry, employees are trained for both back-end & front-end jobs. In case of emergency, (absenteeism orresignation), any employee would be able to perform any type of job.OFF THE JOB TRAINING is given outside the actual work place.Lectures/Conferences:- This approach is well adapted to convey specific information, rules, procedures or methods. This method is 48 useful, where the information is to be shared among a large numberof trainees. The cost per trainee is low in this method. Video Clips can provide information & explicitly demonstrate skillsthat are not easily presented by other techniques. Motion pictures areoften used in conjunction with Conference, discussions to clarify &amplify those points that the film emphasized.Simulation Exercise: - Any training activity that explicitly places thetrainee in an artificial environment that closely mirrors actual working conditions can be considered a Simulation. Simulationactivities include case experiences,

experiential exercises, vestibuletraining, management games & role-play.Cases: - present an in depth description of a particular problem anemployee might encounter on the job. The employee attempts to findand analyze the problem, evaluate alternative courses of action &decide what course of action would be most satisfactory.Experiential Exercises: - are usually short, structured learningexperiences where individuals learn by doing. For instance, ratherthan talking about inter-personal conflicts & how to deal with them,an experiential exercise could be used to create a conflict situation where employees have to experience a conflict personally & work outits solutions. Vestibule Training: Employees learn their jobs on the equipmentthey will be using, but the training is conducted away from the actual work floor. While expensive, Vestibule training allows employees toget a full feel for doing task without real world pressures. Additionally, it minimizes the problem of transferring learning to the job.Role Play: - Its just like acting out a given role as in a stage play. Inthis method of training, the trainees are required to enact definedroles on the basis of oral or written description of a particularsituation.Management Games: - The game is devised on a model of a businesssituation. The trainees are divided into groups who represent themanagement of competing companies. They make decisions just like 49 these are made in real-life situations. Decisions made by the groupsare evaluated & the likely implications of the decisions are fed back tothe groups. The game goes on in several rounds to take the timedimension into account.In-Basket Exercise: - Also known as In-tray method of training. Thetrainee is presented with a pack of papers & files in a tray containing,administrative problems & is asked to take decisions on theseproblems & are asked to take decisions on

these within a stipulatedtime. The decisions taken by the trainees are compared with oneanother. The trainees are provided feedback on their performance.

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