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E-business
NMIMS Global Access
School for Continuing Education (NGA-SCE)
1. HDFC bank is
one of the leading financial company in the Indian Banking sector witha huge
range of banking services and products to corporate and retail customers.HDFC
bank is revamping business strategies for achieving „ONE BANK‟ vision withthe
unified banking CRM platform. It implemented CRM to automate the process flowin
tracking the sales processes, generating customized reports, cross selling to
currentcustomers. E-CRM has resulted in a 40% increase in cross-selling,
increase in leadconversion, delivering amazing customer experience with 52%
improvement in servicequality. Based on the above, pls suggest HDFC that how
CRM can increase customerengagement and satisfaction. Also, list down and
explain the various metrics that canbe used by the bank in evaluating e-CRM.
Answer: In all
businesses, Customer is the king as you cannot survive in the market without
good customer base. It is the duty of all service providing companies to take
special care of their customers as sales is not the only motive but there
should be excellent after sales service as well. Companies must do everything
to satisfy their customers as Customer satisfaction is the best
2. Kellogg,
being a leading company in the production of food items and serving itscustomers
worldwide has a sound standing in the market following the supply
chainmanagement system. It possesses an organized and well-equipped
transportation andstorage system, following the lean production system to
streamline processes andeliminate wastes. It uses KPS (Kellogg’s planning
system) to plan and budgetproduction, inventory, and distribution of its
products. The company found the need foran e-business model to integrate its
supply chain management functions to optimizeoperations. You being the consultant
for the company, suggest an e-supply chainmodel along with its features that
best fits for the company’s business operations. Also,narrate the benefits of
using e-SCM over the traditional SCM method.
Answer: E-business
strategies were developed to meet certain expectations like reducing
transportation cost, increasing flexibility and increasing profits in the
business. However, in reality, these expectations are not always met because
the new e-business strategies are not successful in many circumstances. There
are many companies, which are successful in developing new business models to
increase profit and capture market share. It is found that they were using the
Internet as a driver for business communications.
E-business is
the collection of business models and processes developed through the Internet
technology for focusing and improving the performance of extended enterprises.e-business
focuses on extended enterprises; it actually refers to the intra-organisational
business-to-consumer and business-to-
3. Yatra.com,
one of India’s leading online travel portals, has further enhanced its
loyaltyprogram, making it more lucrative for its customers. The e-Cash program,
whichallows customers to save on every booking made on Yatra.com, now gives additionalbenefits
to its users. E-Cash is integrated with the payment process, making
theredemption of e-Cash smooth and easy. There are no blackout dates on usage
of e-Cashand there is no restriction on combining it with other offers. Since
the launch, there hasbeen a very significant year-on-year growth in customers
opting for e-Cash. Theprogram has helped in increasing the customer stickiness
and has helped to build astronger connection with consumers, both new and
old.Yatra.com says, “As customers‟ expectations continue to evolve, we are
focused ondelivering services and experiences that are important to them. Our
e-Cash programhas been a major contributor in driving repeat purchases and
currently over 81% of ourcustomers come back to us for future purchases. We are
confident, that with the launchof these new features, the value of e-Cash has
been significantly enhanced, whichshould further add value to the whole
customer experience on Yatra.com and ensurebrand stickiness and loyalty in the
long run.”With the goal to be 'India's travel planner', Yatra.com has been
providing a 'best inclass' customer experience. Yatra.com has the largest
inventory of over 83,000 hotelsin India and is one of the biggest homestay
aggregators with over 3000 homestaysacross 130 cities within India. Customers
can access Yatra.com in multiple ways:through a user-friendly website, mobile
optimized WAP site and applications, a multi-lingual call center, a countrywide
network of Holiday Lounges and Yatra.com TravelExpress stores.
(Source:https://investors.yatra.com/press-releases/press-release-details/2019/Yatracom-Wins-Industrys-Most-Coveted-Award-for-the-Fourth-Time/default.aspx
)
a. Explain the
impact of e-cash on the business operation.
b. What are the
strategies used by Yatra.com to increase its market share in context ofthegiven
case study.
Answer: a) Building
customer loyalty is the basic platform of relationship formation. In a highly
competitive and challenging business environment, organizations are finding it
increasingly difficult to have loyal customers in their customer inventory.
With a backup of loyal customers, the organization is able to enjoy a number of
advantages. In short, having loyal customers serves as a sustainable
competitive edge for the organization over its competitors. Loyal customers are
assets to an organization. Loyal customers are resources in the sense that the
organization can depend on them with respect to new service brands and brand
extension programs. If there are a number of hardcore loyal customers in the
customer inventory, the risk in relation to all marketing decisions reduces
considerably. The loyal customer provides a simulated experience to prospective
customers and thereby helps companies hone their
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