ASSIGNMENT-1

Customer Relationship Management

TOPIC- TOUCH POINTS OF ITC

SUBMITTED TO: SUBMITTED BY:

Mr. AMRISH DOGRA GAURAV SHARMA
RT1902 A(17)
ITC

The company is currently headed by Yogesh Chander Deveshwar. It employs over 26,000
people at more than 60 locations across India and is listed on Forbes 2000. ITC Limited
completed 100 years on 24 August 2010.

ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers,
Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology,
Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products.
While ITC is an outstanding market leader in its traditional businesses of Cigarettes, Hotels,
Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even in its
nascent businesses of Packaged Foods & Confectionery, Branded Apparel, Personal Care and
Stationery.
Touch points used by ITC to create awareness and make relations with
customers.

ITC WEBSITE
http://www.itcportal.com

ITC maintain its website open to all customers to know about the product and services and
other type of knowledge that customer want.

E-Choupal
Today we are a community of e-farmers with access to daily prices of a variety of crops in
India and abroad – this helps us to get the best price. We can also find out about many other
important things – weather forecasts, the latest farming techniques, crop insurance, etc. e-
Choupal has not only changed the quality of our lives, but our entire outlook.

EDUACATION AND STATIONARY

ITC is the manufacturer of India's first Ozone treated environment friendly Elemental Chlorine Free
(ECF) pulp, paper and paperboard. ITC gives 1Rs. of selling of every stationary product to the
education of poor children’s. It also creates awareness about the company and good image as it
maintain CSR.

ITC PRODUCTS IN RETAIL SHOPS

ITC is the market leader in cigarettes in India. With its wide range of invaluable brands, it has
a leadership position in every segment of the market. It's highly popular portfolio of brands
includes Insignia, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, and many other type
of products like foods, lifestyle retailing personal care, education and stationary etc.

ADVERTISEMENTS

ITC Spent lot of Money in advertisement to create more awareness and make strong
relations with customers ,by attracting the customers and also by promoting and match the
products with the brand ambassador they hire.

Deepika Padukone ITC soap's brand ambassador for its Fiama Di Wills soap brand.

Soha Ali Khan as Brand Ambassador of ITC Classmates.

The Purpose and Utility of Existing Touch Points in Terms of

Customer Relations.
Increase loyalty and advocacy: Loyalty and advocacy are lynchpins of strong financial
performance. Touch point Mapping results in insights, recommendations and action items for
improving customer loyalty and advocacy.

Encompasses your whole company: Touch point Mapping highlights how and where the
various components of your company touch your customers, shaping their perceptions of your
company, product and services.
Make a strong relationship among customers: Touch points are very helpful to
make strong relations with customers
Increase in sales as well as in market share : By making good relations with existing
touch points helps to increase the market share as well as the sales also.

Touch pint advantage and disadvantage

Brand image: - ITC has a brand image in the mind of customer. ITC position itself in a
manner that it target all type of customer.

And its disadvantage it does ‘not differentiate the customer because it has product range of all type of
products.

Word of mouth:- As we know that word of mouth is very essential for touch point of costumer
but as it is beneficial for the company, it is harmful too because if u tell anything wrong it harms your
company and it will harm to make the new customer too.

Expertise:- Expertise also generate knowledge about the product to sell his product to their
customer but if he generate something wrong information to their customer then it will cause a
problem due to this some time the customer switched off from there.

SOME OTHER SUGGESSTIONS

1) Make personal phone calls whenever possible. This can be cumbersome, but the rewards
are well worth it. Especially in a service-type business, personal phone calls can be a gold-
mine of opportunity for you.
2) Distribute a newsletter. A newsletter is a wonderful way to stay in touch with clientele. It
keeps your company name fresh in people's minds, provides a forum for you to announce
specials, distribute coupons, and give helpful advice to people who need your services.

3) Acknowledge birthdays and holidays. When we collect information about customer.If a

birth date is not already included in the information they provide, include a line such as,
"May we send you a birthday gift? Month/Day_______." Create a data base with Outlook or
another similar data management system and generate a monthly list of birthdays. Send a
discount coupon or a certificate redeemable for a small gift (a free cup of coffee, for
example), along with a tasteful birthday card. People often make additional purchases when
they redeem their coupons, and you have made someone's day.

4)The winter holidays are an excellent opportunity to remind people that you value their
patronage. Plus, everyone is scurrying for gifts, and people are often too tired to think
creatively about what to buy for their relatives.

5) Give your employees power to make good customer service decisions. Nothing is more
frustrating for your customers than being bounced around from supervisor to supervisor when
they are trying to resolve a dispute. If you're paying your customer service staff to sit in a
chair and say, "no" to everyone who calls, you're spending a lot of money on losing your
customer base. Give your staff latitude and training to make good decisions in order to keep
your customers happy.

6) Offer gift certificates. Your customers will appreciate the convenience of gift certificates.
It allows them to give a customized present to their loved ones and it has the added bonus of
acting as a free advertisement for you.

7) Give to your community. How is this related to customer service? Your potential customer
base is very large. You and your company are members of a community, and that community
is your target market. Like as e choupal.

8) Create a network. Many of your clients and potential clients are business owners. The
scope of your business is finite by nature. If you know of another business that can meet the
specific needs of one of your clients, be sure to make a referral. This can work in your favor,
even if the other business is a competitor.

REFERENCE

1. http://www.itc.com
2. http://searchcrm.techtarget.com/news/1141458/ITC-innovations
3. www.touchpointadvantage.com
4. http://www.article10design.com/error/
5. http://en.wikipedia.org/wiki/Customer_relationship_management