A PROJECT REPORT

On
Strategies For Customer Relationship Management
At
Vibgyor Advisor
Submitted to
Jiwaji University, Gwalior
For the partial fulfilment of the award of Master of Business Administration
Batch: 2020-22
Submitted by:
Anand Singh Sengar

PRESTIGE INSTITUTE OF MANAGEMENT, GWALIOR (M.P.)

 Declaration

I hereby declare that the training report entitled, “Strategies For Customer Relationship
Management at Vibgyor Advisor” submitted by me to Prestige Institute of Management,
Gwalior in fulfilment of the requirement for the award of Masters of Business Administration
is a record of my original work carried out by me under the guidance of Asst. Prof. Kalpana
Tomar I, further declare that the work reported in this report has not been submitted, and will
not be submitted, either in part or in full, for the award of any other degree or diploma of this
University or to any other institute or university.
Date: Signature of candidate
Place: Gwalior (Anand Singh Sengar)
MBA(BA)
 Certificate

This is to certify that Mr. Anand Singh Sengar Student of MBA(BA) 2nd semester program has
completed her summer training of 45 days from 19.04.2021 to 03.06.2021 and prepared this
report entitled “Strategies For Customer Relationship Management at Vibgyor Advisor”
under my guidance.
Her performance during the training was excellent.

Date:
(Signature of Faculty Guide…………………………….)
Asst. Prof. Kalpana Tomar
 ACKNOWLEDGEMENT

I Anand Singh Sengar, extend my sincere thanks to our Director Sir Dr. Nishant
Joshi for providing me a platform to perform, learn and implement. My sincere
thanks are due to Prof. Abhay Dubey, Prof. Shikha Sharma and Prof. Ashwani
Gupta for giving me an opportunity to learn by doing together on this project.

I would like to take this opportunity to express our deep sense of gratitude to
Asst. Prof. Kalpana Tomar for mentoring and guiding me at each step.

My thanks to my parents, friends and all those who have helped me in the
completion of this project. At last, I would also like to thank all those who helped
me directly or indirectly in this project.
 CONTENTS

Sr. No. Content Page No.

1 Introduction 1
1.1 History of the organization 1
1.1.1Objectives of the Organization 2
1.1.2 Mission of the Organization 2
1.1.3 values of the Organization 2
1.2 Organizational Structure 3
2 2.1 Distribution of financial services 4
2.1.1 Vibgyor advisor company metrics 4
2.1.2 Wealth management services 5
2.1.3 Investor relations 5
2.2Recruitment process 5
2.2.1 Personnel Policies 6
2.2.2 Training and Development and welfare activities 6
2.3 Services offered. 6
2.4 Marketing 7
2.4.1 areas of operations 7
2.4.2 competitors 7
2.4.3 market share 8
2.4.4 advertising, sales promotion 8

3 3.1Strengths and weakness of the organization

3.1.1 Strength 9
3.1.2 Weakness 9
3.1.3 Opportunities 9
3.1.4 Threats 9
3.2 Any other special point observed by you 10
4 4.1 Introduction 11
4.1.1 Techniques Strategies For Customer Relationship 11
Management 11
 4.1.2 How to introduce Strategies For CRM in the 11
company? 12
4.1.3 Importance of Strategies for CRM
4.1.3.1 Run a complete audit 12
4.1.3.2 Outline your sales process 12
4.1.3.3 Define your CRM goals 13
4.1.3.4 Leverage data to improve productivity 13
4.1.3.5 Deliver personalized customer experiences 13
4.1.3.6 Reduce costs with automation 13
4.1.3.7 Track campaign performance
4.1.4 Limitations of Strategies for Customer Relationship 14
Management 14
4.2 Application of the customer Customer Relationship 14
Management in Vibgyor advisor 15
4.3 Suggestions and Implication 15
5 5.0 Conclusion 17
6 Daily Report 18-19
7 Weekly Report 20
8 Student Evaluation form for faculty guide 21-22
 CHAPTER-1

Introduction:
Vibgyor Advisors is a first-generation firm focusing on financial services. It works across
various segments of the financial services and provides a wide range of services to its esteemed
clients. It advises individuals as well as corporates on their various requirements with a client
centric approach. We believe in excellence in everything that we do. Our endeavour to be
detailed in our work speaks volumes about our focused approach. We have a knack of providing
solutions which are valuable and of enduring and sustainable nature.

1.1 History of Vibgyor Advisors:

Vibgyor Advisors is a first-generation firm focusing on financial services.
It works across various segments of the financial services and provides a wide range of
services to its esteemed clients.
It advises individuals as well as corporates on their various requirements with a client
centric approach.
We have a knack of providing solutions which are valuable and of enduring and sustainable
nature, besides being of the highest quality to the client. Seeking client delight is our natural
instinct.
Vibgyor Advisor is founded by Mr. Sachin Neema.
He is a management graduate from JBIMS, Mumbai and a mechanical engineer from VJIT,
Mumbai.
He has about 24 years of experience in equity markets and has worked as an Analyst, Head
of Research, Fund Manager and has been instrumental in running business segments for
some of the leading companies in the industry like HDFC Sec, IIFL and TATA.

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1.1.1 Objectives of Vibgyor Advisors:
Following are the objectives of Vibgyor Advisor:

The main objective of Vibgyor Advisor is profit maximization.

To increase profit maximization.
To provide the wealth management services with some services equity advisory services,
research analysis, project investments.
Distribution of financial services with providing some other facilities like – PMS,
Insurance products, Loan products, other products.
Investment banking is primary objective – fund raising, corporate advisory, Project
advisory.
Providing effective solutions to the other business-like investors, real estate, Trading and
proprietary investment.

1.1.2 Mission of Vibgyor Advisors:

We at have Vibgyor Advisors stayed true to our mission: To help people feel confident about
their financial future.
Company’s mission statement is clear and thoughtful which guide geographically dispersed
employees to work independently yet collectively towards achieving the organization’s goals.

1.1.3 Values of Vibgyor Advisors:

Vibgyor Advisors with its client centric approach doing valuable quality work in the field that
it operates, is a preferred partner of choice for its clients looking for excellence.
1. Integrity
2. Responsibility
3. Trust
4. Unity
5. Dedication
6. Creativity
7. Client Centric Approach

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1.2 Organizational Structure of Vibgyor Advisors:

CEO

Manager

City Head Seniors IT Dept.

Employees

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 CHAPTER-2

2.1 Distribution of Financial Services:

The quality of being honest and having strong moral principles. Financial products and services
are distributed (sold) through a combination of personal and direct marketing. In other words,
you can buy financial services from a representative in a face-to-face interaction, or you can
'go direct' and buy over the internet, or through the mail.
1. Mutual Fund
2. Equity Broking
3. Structured Products
4. Life & Vehicle Insurance
5. Personal & Business Loan

2.1.1 Vibgyor Advisors Company Metrics:

2.1.2 Wealth Management Service:

Wealth management is a branch of financial services dealing with the investment needs of
affluent clients. These are specialised advisory services catering to the investment management
needs of affluent clients.
1. Equity Advisory Services
2. Option Strategies
3. Trading Portfolios
4. Portfolio Construction and Evaluation

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 5. Research and Industry Analysis
6. Start-up Investments
7. Real Estate
8. Debt Investments and Lending
9. Project Investments

2.1.3 Investor Relations:

Investor Relations (IR) combines finance, communication, and marketing to effectively control
the flow of information between a public company, its investors, and its stakeholders. Investors
play a major and vital role in the success and growth of a company.
1. Corporate Advisory
2. Investor Relations
3. Assignment based projects

2.2 Recruitment process:

The Vibgyor Advisor company hire people by conducting the test on the basis of insurance and
loans and after that those who cleared the test are eligible for interview. The candidate is
selected on the basis of interview result.

2.2.1 Personnel Policies:

Policy is a written set of ideas or plans used to make decisions. Following are the personnel
policies of Vibgyor Advisor:
1. Division of duties
2. Authorization
3. Receipt/ Disbursement procedures
4. Payroll
5. New vendors
6. Channel partner (CA, RTO, Real Estate, Research)

2.2.2 Training and Development and Welfare activities:

Vibgyor Advisor provides following training and welfare activities:

1. To call CA to convince them for being a channel partner of the company

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 2. To call RTO Agents to convince them for being a channel partner of the company
3. To call Real Estate Agents to convince them for being a channel partner of the
company
4. To call various colleges to ask them about interns to do internship in company

2.3 Services of Vibgyor Advisors:

1. Distribution of Financial Services
2. Wealth Management Service
3. Investment Banking
4. Investor Relations
5. Real Estate
6. Trading and Proprietary Investment.

2.4 Marketing:
Marketing is the promotion of business products or services to a target audience. Marketing
includes advertising, selling, and delivering product to consumers or other businesses. Vibgyor
Advisor do marketing through interns. Interns call various persons to explain about our
company facilities and to convince them for being channel partner and to refer clients to
company who wants loan or insurance so that company will advise and provide loan or
insurance to the client.

2.4.1 Areas of operations:

Following are the areas of operation of Vibgyor Advisor:
1. Risk identification and defining loses.
2. Claim payouts.
3. Return on investment.
4. Fitch rating.
5. Cyber crime
6. Business continuity planning.
7. Build digital capabilities.

2.4.2 Competitors:
Following are some of the competitors of Vibgyor Advisor:

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 1. Sundaram Finance
2. India bulls Home loan
3. LIC Housing Finance Ltd.
4. IIFL Home Loan
5. Muthoot Homefin (India) Ltd.

2.4.3 Market share:

Market share is the percent of total sales in an industry generated by a particular company. The
Vibgyor Advisor is not providing us the inside and crucial information of the company. As
they are very sensitive in nature. So that’s why they are not providing us the information.

2.4.4 Advertising Promotion:

The objective of advertising of Vibgyor Advisor is to create awareness about services of
Vibgyor Advisor among people. Company doesn’t give advertisement in media like TV,
Newspapers, and Magazines etc.

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 CHAPTER-3

3.1 Strengths and weakness of the organization:

3.1.1 Strength:

1. Employees are highly empowered.

2. Strong Communication Network.
3. Good co-operation between employees.
4. Number Registrar and Transfer agent in India.
5. Number dealer of Investment Products in India.

3.1.2 Weakness:

1. High Employee Turnover.

2. Very Low Gross margin.

3.1.3 Opportunities:

1. Growth rate of mutual fund industry is 40 to 50% during last year.

2. It expected that this rate will be maintained in future also.
3. Marketing at rural and semi-urban areas.

3.1.4 Threats:

1. Increasing number of local players.

2. Past image of Mutual Fund.

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3.2 Any other special points observed by you:
Following are the special points:

1. Vibgyor advisor provides loan at cheap rate of interest to the customer

2. Vibgyor advisor provide free channel partnership to the RTO Agents, Real Estate
Agents and CA
3. Vibgyor advisor give 40% margin to CA, RTO Agent and 30% margin to Real estate
agent partners after company get the profit from the bank after the loan approved. It
gives margin to the partners after their client’s loan get approved by the bank and after
they get the profit from the bank.

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 CHAPTER-4

4.1 Introduction:
The biggest management challenge in the new millennium of liberalization and globalization
for a business is to serve and maintain good relationship with the king – the customer. In the
past producers took their customers for granted, because at that time the customers were not
demanding nor had alternative source of supply or suppliers. But today there is a radical
transformation.
The changing business environment is characterized by economic liberalization, increasing
competition, high consumer choice, demanding customer, more emphasis on quality and value
of purchase etc.
All these changes have made today’s producer shift from traditional marketing to modern
marketing. Modern marketing calls for more than developing a product, pricing it, promoting
it and making it accessible to target customer. It demands building trust, a binding force and
value added relationship with the customers.

4.1.1 Techniques Strategies For Customer Relationship Management:

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 client 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.
Thus in CRM the key performance figure is not just current market share but share of life time
value by converting customers into partners. In CRM the company tries to identify that small

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percentage (20%) of key account holders who’s contribution to the company revenues is high
(80%). So from this point of view, CRM is also known as KEY ACCOUNT MANAGEMENT.

4.1.2 How to introduce Strategies For CRM in the company?

There are four key steps for putting one to one marketing program to work:

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.

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.

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.

Step 4: Customize your enterprise’s behaviour:

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
4.1.3 Importance of Strategies for CRM:

Now that you know what a CRM strategy is and why it’s important, this section will walk you
through how you can create and run one for your organization.
Below are 7 CRM strategies to get the most out of your CRM tool and ensure CRM
implementation is a success.

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4.1.3.1 Run a complete audit:
The first step is to do a complete audit of your business.
This includes reviewing external and internal processes, studying the market, analyzing the
competition, and conducting a SWOT analysis — an analysis of your company’s strengths,
weaknesses, opportunities, and threats. This step also involves checking whether you have all
the resources required to implement a CRM system, such as available team members for testing
the CRM, and a dedicated training budget.

4.1.3.2 Outline your sales process:

Next, you map your customer journey, identify the different pipeline stages your prospects pass
through, and find out who is responsible for what on your sales and marketing teams.
Here’s a sales pipeline template to help you visualize your current business process from the
first customer interaction all the way to customer acquisition.
This template enables you to zoom out and get a bird’s eye view of your existing sales process
so you can understand exactly how a CRM application would help you optimize sales funnels.

4.1.3.3 Define your CRM goals:

Once you’re done studying your own business, think about what you want to achieve with a
CRM system.
Setting goals ahead of time is a crucial part of your CRM strategy as it keeps you focused on
the features that actually affect your business and its bottom line.

4.1.3.4 Leverage data to improve productivity:

With a CRM platform, you can consolidate customer data collected from different departments,
such as marketing, sales, and customer service, and let your team access all data from a single
dashboard.
Making data available to all departments involved in the CRM process also ensures
communication is streamlined and made transparent at all times. This way, the sales team for
example never double handles data or waste time asking customers the same questions twice.

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4.1.3.5 Deliver personalized customer experiences:
A solid CRM strategy ensures that all your business processes, from marketing to sales to IT,
work together in a systematic and organized way.
This helps you build a better picture of who your potential customer is and what they need.
And delivering personalized experiences is much easier when you have access to detailed
customer and lead data at your fingertips.
Personalization improves the customer experience. And improved customer experience drives
revenue and customer loyalty.

4.1.3.6 Reduce costs with automation:

With a CRM, you can save a whole lot of time and money by automating repetitive,
administrative tasks, such as feeding lead data into your pipeline.
For example, instead of manually typing in data, you can set up your lead capture forms to
automatically sync with your pipeline.
Automating your sales processes will free up additional time for your sales reps. They can
invest this time in nurturing leads and closing more deals, ultimately reducing your costs.

4.1.3.7 Track campaign performance:

Finally, monitor your team’s performance to ensure the CRM solution is helping them hit their
individual targets and meet the larger goals set out by your CRM strategy.
You can easily track performance with the help of reporting and analytics features that come
built-in with most CRMs.
This will help you consistently learn from your mistakes, improve customer experiences, and
optimize your sales processes.

4.1.4 Limitations of Strategies for Customer Relationship Management:

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.

4.2 Application of Strategies for Customer Relationship Management:

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Vibgyor Advisor provides loans and insurance policy to the customer. It first advice customer
about loans and insurance and then help them to get loan and to insured policy. Vibgyor
Advisor helps its customer financially by advising and providing loan and insurance.

4.3 Suggestion and Implication:

Following are some of the suggestion:

1. Vibgyor advisor must try to build strong relations with the customer.
2. Vibgyor advisor must try to sort out the queries of the customer as early as possible and
must follow up the customer to know about their queries and problems.
3. Vibgyor advisor must try to make their customer happy by providing them benefits in
loan and policies.

Following are some of the Implication:

1. For the students- The students can use the study for academic purpose.
2. For the organization- The organization can use the study for checking the effect of
variables useful to them

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 CHAPTER-5

5.0 Conclusion:

1. The study we had conducted on the topic ”Strategies For Customer Relationship
Management at Vibgyor Advisor” s has lead to the fact of relationship between the
Independent and dependent variable.
2. Companies are moving to more precision marketing designed to build strong customer
relationships. Company must try to keep the customer happy so that customer can come
again to buy.
3. Company must try to keep the customer happy so that customer can come again to buy.
Company must try to respond promptly to the customer. From this study it can be
concluded that the customer relationship management in Company is satisfactory.
4. The company is using various CRM practices like customization of the product,
maintaining interaction with the customers regularly and providing good quality
product etc. Customer response rate towards marketing activities is also improving.
5. There are various factors affecting the customer relationship management like working
environment of the company, support from top management and coordination among
the departments of the company. Information technology is not used as much as it
should be.
6. The company is using traditional tools of CRM like quantitative research, personal
interviews.
7. The company should modern tools like contact center, e-CRM and web based survey
tools.

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DAILY REPORT

Anand Singh Sengar

MBA(BA) 2nd Semester Business Analytics

2020-2022

Specialization: Marketing & Sales intern.

Name of Summer Training Organization: Vibgyor Advisors

Day Description of Work Remark

1. Self-introduction.
2. Introduction of their organization.
3. Holiday.
4. Told us about internship.
5. Learning on topic of Home loan.
6. Practice of Home loan.
7. Sunday.
8. Training about our internship.
9. Holiday.
10. Holiday.
11. How to fill form
12. Asking the query about the task.
13. Started my task.
14. Sunday.
15. Called to RTO Agent.
16. Called to RTO Agent.
17. Called to RTO Agent.
18. Called to RTO Agent.
19. Called to RTO Agent.
20. Called to RTO Agent.
21. Sunday.
22. Called to RTO Agent.

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 23. Called to RTO Agent.
24. Called to RTO Agent.
25. Called to RTO Agent..
26. Holiday (EID)
27. Called to RTO Agent.
28. Sunday.
29. Called to RTO Agent.
30. Called to RTO Agent.
31. Called to RTO Agent.
32. Called to RTO Agent.
33. Meeting with company.
34. Holiday.
35. Sunday.
36. Called to Colleges.
37. Called to Colleges
38. Called to RTO Agent.
39. Called to RTO Agent.
40. Called to RTO Agent.
41. Meeting with company.
42. Sunday.
43. Called to RTO Agent.
44. Called to RTO Agent.
45. Called to RTO Agent.

Name of the Faculty Guide: Asst. Prof. Kalpana Tomar

Signature of Faculty Guide:

Remark:

17
Weekly Report Format

Name of the Student: Anand Singh Sengar

Course and Section: MBA(BA)
Weekly report for (Duration of Week): Sunday-Saturday
WEEK FROM TO DESCRIPTION OF WORK
1. 19-04-2021 25-04-2021 Introduction of the company, About our Internship
2. 26-04-2021 02-05-2021 Training, Allocated the task
3. 03-05-2021 09-05-2021 Called to RTO Agent
4. 10-05-2021 16-05-2021 Called to RTO Agent

5. 17-05-2021 23-05-2021 Called to RTO Agent

6. 24-05-2021 30-05-2021 Called to Colleges
7. 31-05-2021 03-06-2021 Called to RTO Agent

Thanks, and Regards,

Yours Sincerely
(Anand Singh Sengar)

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STUDENT EVALUATION FORM FOR FACULTY GUIDE

Name of the Student: Anand Singh Sengar

Course: MBA (BA)
Specialization: Business Analytics
Section: A
Batch: 2020-2022
Date and Day when student reported first time:
Kindly give feedback for the following points
1. Whether the student have reported before he/she proceeded for summer training.
a. YES
b. NO

2. Whether the Student get the approval for Topic of Summer Training
a. YES
b. NO

3. Kindly mark the performance of the student for following Parameters on a scale of 1 to
5

a. Regularity and Punctuality during training including reporting and submission of

Weekly wok report

1 2 3 4 5

b. Openness for Learning and Acceptability of task allotted

1 2 3 4 5

c. Able to work in team

1 2 3 4 5

d. Behaviour

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 1 2 3 4 5

e. Quality in work allotted

1 2 3 4 5

Overall Remark on Student performance

…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
………………

Date:

Place:

Signature of Faculty Guide

Asst. Prof. Kalpana Tomar

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