Synopsis of Dissertation on

Use of Digital Marketing for Effective CRM for

Oil and Gas in INDIA(Dehradun)

Under the guidance of

Dr.Karunakar Jha
Professor (Marketing)
COMES.UPES. Dehradun

Submitted by

Sameer Vaishnav
SAP ID: 500043221
Enrollment Number: R020215073
Master of Business Administration - Oil and Gas
2015-2017
College of Management & Economics Studies
University of Petroleum & Energy Studies
INTRODUCTION

What is CRM

Customer relationship management (CRM) is an approach to managing a

company's interaction with current and potential future customers which tries
to analyze data about customers' history with a company, to improve business
relationships with customers, specifically focusing on customer retention, and
ultimately to drive sales growth.

One important aspect of the CRM approach is the systems of CRM that
compile data from a range of different communication channels, including a
company's website, telephone, email, live chat, marketing materials and social
media. Through the CRM approach and the systems used to facilitate CRM,
businesses learn more about their target audiences and how to best cater to their
needs. However, adopting the CRM approach may also occasionally lead to
favoritism within an audience of consumers, resulting in dissatisfaction among
customers and defeating the purpose of CRM.

TYPES OF CRM
Operational
Analytical
Collaborative

What is Digital CRM

Digital CRM puts the customer in the spotlight. It essentially integrates digital
channels such as social media or apps into the traditional CRM system, thus
enabling companies to generate new customer data through methods such as social
listening. This delivers several advantages:
CRM and campaign management processes are created from the customers point
of view, enabling a focus on seamless user experience across all channels.
Digital CRM enables companies to better understand the specic context
customers are in, and to efciently launch CRM activities in real-time.

Collecting and storing all customer data in one system (event data lake) enables
companies to communicate with customers with one voice across all channels.

Before implementing Digital CRM, it is important to understand the impact this

will have on your organization as a whole. This means an overall strategy and
vision need to be created, which identify the objectives and how these are to be
obtained. This includes the identication and prioritization of use cases by means
of business cases, translated into a roadmap.

With Digital CRM ideally all data is stored in a unied data warehouse to which all
departments have access. IT plays an integral part in the successful deployment
and serves an important enabling function. It needs to coordinate the collaboration
and alignment of all customer-facing entities so that all relevant data is collected
correctly and use cases are connected across all customer interactions.
Implementing dynamic rule and offer engines permits an automatic response to
issues. This enables companies to react to customer issues quickly and proactively
and makes real-time and contextual customer interactions possible.

Benefits of Digital CRM

The benefits of joining up digital, mobile, social and offline CRM data:
No duplication

Businesses that have integrated all touchpoints into a single view CRM system are
outperforming those that arent because they dont duplicate messages.

1-2-1 conversations

Data drawn from Facebook, email and other social media channels means large
multinationals now have an opportunity to have a 1-2-1 conversation with their
customers.

Increasing real-time relevance

Using mobile as a channel to collect and harness data has allowed companies to
create specific, targeted and personalized offerings such as e-coupons triggered
by geo data.

Agile customer service

Companies that have embraced, and not shied away from social media, now
respond to conversations with customers instantly. This demonstrates agile
customer service.

Greater opportunity for personalization

By tracking offline and online activity organizations can personalize content to

offer the greatest reward to the customer.

Tracking consumers once theyve left you

Data created by mobile payment from the digital wallet and passbook technology
allows you to track the consumer once theyve left your site.

IT COMPANIES PROVIDEING DIGITAL CRM SOLUTIONS TO

OIL AND GAS COMPANIES

IBM
ACCENTURE
TECH MAHINDRA
DELOITTE
WIPRO
TCS
INFOSYS
BUSINESS PROBLEM IN INDIA
Recent technical and social shifts have led to drastic changes to the way customers
and companies interact. Specically, the rise of social media and digital channels
has provided companies with the opportunity to learn more about their customers
and to contact them more quickly and directly. At the same time, customers
expectations of companies with regard to customer management, customer service,
and marketing have evolved.

This study analyzes how companies adapt their customer relationship management
to deal with the challenges and opportunities that have come with this change. It
provides evidence that companies are transitioning their customer relationship
management to focus more on individual customer interactions and real-time
engagement but that there are differences in maturity levels, both between and
within industries.

The energy sector has witnessed a highly entertaining scenario in the past few
years especially the oil and gas industry with Crude oil prices falling from an all-
time high at $145 to an all-time low at $30.28. This has led to the industry making
drastic decisions such as reduction of workforce, optimizing its assets and try being
as efficient as possible. The Digital revolutions are upon oil companies and
industries are adopting digital technologies to improve their operations and
Customer relationship management. The technology to use the full potential of the
data had not been developed until now. The use of digital Marketing for effective
CRM will help oil and gas companies to make optimum use of data generated and
in turn enhance the business decision process which would improve the efficiency
of the company with healthier customer relations. This would change when oil and
gas companies enhance and boost their digital capabilities and reform the way they
connect these insights to their operating models and enhance their customer
services. They have started to leverage technology to move beyond meeting
traditional demand at lowest cost.
Its time for oil and gas leaders to recreate or redefine the business digitally to
enhance the business processes and to help create competitive advantage.

Is it actually improving the Customer Relationship which will be beneficial

for oil and gas companies for after sales service?

Is it helping the oil and gas companies to address the exact needs and wants
of the customer?

Is it providing oil and gas companies with the flexibility in the model
according to the customer demand?

What are the benefits and challenges of Digital Marketing to manage CRM
for oil and gas industry?
LITERATURE REVIEW
TITLE
Driving Digital transformation in
oil and gas.
Accenture helps a Large
Multinational Oil and Gas
Company strengthen profitability
and facilitate growth with an
integrated Customer Relationship
Management (CRM) platform.
White Paper
Evaluation Framework:
To Build or to Buy CRM
Software?
AUTHOR FINDINGS
Atos Digital transformation has a
massive and positive impact across
the oil and gas sectors. For this to
happen, we must have a working
framework a means to match
potential digital benefit to actual
industry needs and aspirations
leading with business rather than
technology.
Accenture Implementing a new Meter Data
Management (MDM) and billing
solution to build a new CRM
platform and assuming
responsibility for the ongoing
maintenance and development of
this new platform helped create a
new metrics based performance
model that improved customer
satisfaction and sales.
Surya Prakash An evaluation framework can be
Sastry Gorthi preparing to decide between buying
Vijay Kiran a packaged CRM application and
Nagalingam build a new one. This evaluation
will also let you kick off the
strategy for CRM implementation,
Preparation of the high level
requirements, and choosing the
right vendor to develop CRM
application for you or your
organization.
 Digital CRM Deloitte Deloitte Digital CRM study
Digital

The role of Digital Marketing in Insights Digital Marketing Strengthens

CRMEFF Customer Relationship
Management Efforts
LITERATURE GAP

The oil and gas companies in India are not optimizing the use of digital
technologies for maintaining the data digitally for Customer Relationship
Management for developing the business and enhancing the after sales service to
target the needs and wants of the customer from the company.

The massive development of digital has caused the customer to seize greater
power. From now on, he wants to have an overall brand experience, that is to say, a
customer relationship which is Omni channel, consistent, homogenous and
transparent on all channels. It has thus become imperative for the enterprise to
achieve convergence.
In this context, the digital enterprise must improve the customer experience,
simplify customer journeys and make them more fluid by undertaking specific
actions:

Putting in place 360 vision of customers and prospects, in order to better

understand the contributions made by each of the channels

Having better knowledge of its customers, in order to develop greater

personalization of the customer relationship

Improving marketing actions to increase commercial effectiveness

Taking better control of interactions with customers through unified

management and the more effective integration of social media, in order to
improve the customer relationship and customer satisfaction

TO INCREASE INTERNAL EFFICIENCY AND COST REDUCTION.

OBJECTIVE

The Use of Digital Marketing for effective CRM for oil and gas companies will be
highly efficient, managing costs despite the unpredictability of energy and input
costs and product prices, satisfying customer orders according to plan, and
operating with standardized processes and visibility into the business and
operational performance to target the customer for value added services.

The objective is:

To study and analyze the use of Digital marketing for effective CRM for oil
and gas companies in India.
To study the effect of digital data for CRM to enhance the service in the field
of oil and gas.
Promotion through digital media for enhancing Brand image for oil and gas
companies to focus customer service in India.

The main motto is to increase the use of Digital Marketing for increasing the
effectiveness of Customer Relationship Management to enhance the after sales
service being provided by oil and gas companies in India and to make it cost
effective with the help of digital technologies and digital data management.

RESEARCH METHODOLOGY

The type of research involved in the dissertation is primary and secondary research
as this process involves study, analysis and findings both of the objectives can be
achieved through different statistical tools like Pie Chart, Graphical representation,
Bar Charts, which are different for both traditional CRM and Digital CRM.

Batch size: oil and gas companies and dealers in Uttarakhand area.
Data sources: Questionnaire, Observations, Articles, Websites, Interview
Sample Type: Stratified Random Sampling (Urban and Literate Population,
Equipped with E-Payment and Internet Access)
Sample Size: 200 respondents

CHAPTER OUTLINE

Chapter 1: Introduction
Chapter 2: Industries
Chapter 3: Literature Survey/Review
Chapter 4: Business Problem
Chapter 5: Objective
Chapter 6: Scope of the study
Chapter 7: Research Methodology
Chapter 8: Data Analysis & Interpretation (Observations and Finding)
Chapter 9: Limitations
Chapter 10: Conclusion & Suggestions
Bibliography
References/Annexure
Glossary