PREFACE

As MBA course require equal attention towards practical as well as theoretical aspects of
business, various problems are to be dealt in that course. Thats why research programs are there
to

give deep as well as thorough knowledge of subjects and problems that are practical

whenever one entered in the profession. A research project constitutes the backbone of any
management education programs. A management student has to quite frequently do the research
work during his entire span. Research programs are included the curriculum of various
management courses so as to provide students with practical knowledge and exposure to
professionals life.
My project entitled Customer Relationship Management of Lucas Indian Services. A sincere
effort has been made to bring about clear facts and I hope that this report meets the given
expectations and various requirements of the research. I am highly gratified that I have done this
project and I am highly obliged to those respected persons who chosen us for this work. And I
duly ensure this work as an original work of mine and not a copy work.

ACKNOWLEDGEMENT
Above all I render my gratitude from core of our heart to the almighty god who bestowed
confidence, ability and strength in me to complete this report.
It gives me immense pleasure and search privilege in extending our heartfelt thanks to Mr.
Rakesh Kumar of Lucas Indian Services, Jalandhar for her dexterous guidance, inspirations,
sustained encouragement and keen interest during the course of research project and in
successful completion of the report.
I would like to thanks Mr. Rajesh Bagga, Director of Apeejay Institute of Management
Technical Campus for giving me opportunity for summer training.
I also would like to thank Ms. Neha Kalra (Assistant Professor) for guiding me throughout the
project. I am much beholden and do not find words sufficient enough to express deep sense of
gratitude and appreciations to our respected and loving parents and friend for their forthright,
inspirations and untiring moral support which went a long way in successful completion of the
present report.
No one can be forgotten but everyone may not be mentioned.
Date:

( )

TABLE OF CONTENTS
Certificate

Preface

ii

Acknowledgment

iii

CHAPTER NO.

CHAPTER TITLE

PAGE NO.

Introduction

1-24

Review of Literature

25-29

Need, Scope and Objectives of the Study

30-31

Research Methodology

32-35

Data Analysis and Interpretation

36-50

Findings of the Study

51-52

Conclusion and Recommendations

53-55

References

56-58

Annexure

59-61

A. Questionnaire

LIST OF TABLES
TABLE NO.

TABLE TITLE

PAGE NO.

5.1

Particular Customer

37

5.2

Customer Needs Defined

38

5.3

Customer Satisfaction Survey

39

5.4

Result Of Communication Surveys

40

5.5

Customer Comments And Complaints

41

5.6

Credit Facility To Customer

42

5.7

Concessions To Regular Customer

43

5.8

Internal Service Concept

44

5.9

Role Of Computers

45

5.10

Database Information

46

5.11

Improvement In Average Sale Par Customer

47

5.12

Improvement In Customer Response Rate

48

5.13

Conducive Environment To Employee

49

5.14

Support From Top Management

50

LIST OF FIGURES
FIGURE NO.

FIGURE TITLE

PAGE NO.

1.1

Scenario Usually In Companies

1.2

Information In Customer Focused Company

1.3

CRM Model

12

1.5

Process Of CRM

14

1.6

Customer Retention Programs

17

1.7

A Future Marketing Organisations

22

5.1

Particular Customer

37

5.2

Customer Needs Defined

38

5.3

Customer Satisfaction Survey

39

5.4

Result Of Communication Surveys

40

5.5

Customer Comments And Complaints

41

5.6

Credit Facility To Customer

42

5.7

Concessions To Regular Customer

43

5.8

Internal Service Concept

44

5.9

Role Of Computers

45

5.10

Database Information

46

5.11

Improvement In Average Sale Par Customer

47

5.12

Improvement In Customer Response Rate

48

5.13

Conducive Environment To Employee

49

5.14

Support From Top Management

50