Professional Documents
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Introduction: ........................................................................................................................................... 2
Research Methodology:........................................................................................................................... 5
Conclusion:............................................................................................................................................ 12
Recommendations: ............................................................................................................................... 12
Bibliography: ......................................................................................................................................... 12
Nokia vs Sony Ericsson – Customer Relationship Management CRM
Executive Summary:
The report studies about Customer Relationship Management(CRM) and Electronic-Customer
Relationship Management(E-CRM) with respect to two companies – Nokia and Sony Ericsson in
India mainly Lucknow, Uttar Pradesh. Both the companies are producers of mobile phones. The
report highlights what are methods both use to build up CRM and throws a light on the
comparative study of both the companies with reference to the methods and technologies
adopted.
Introduction:
About CRM:
About E-CRM:
eCRM Electronic CRM concerns all forms of managing relationships with customers making use
of Information Technology (IT).
As the internet is becoming more and more important in business life, many companies consider
it as an opportunity to reduce customer-service costs, tighten customer relationships and most
important, further personalize marketing messages and enable mass customization. Together
with the creation of Sales Force Automation (SFA), where electronic methods were used to
gather data and analyze customer information, the trend of the upcoming Internet can be seen as
the foundation of what we know as eCRM today. We can define eCRM as activities to manage
customer relationships by using the Internet, web browsers or other electronic touch points. The
challenge hereby is to offer communication and information on the right topic, in the right
amount, and at the right time that fits the customer’s specific needs.
Channels through which companies can communicate with its customers, are growing by the
day, and as a result, getting their time and attention has turned into a major challenge. One of the
reasons eCRM is so popular nowadays is that digital channels can create unique and positive
experiences – not just transactions – for customers. An extreme, but ever growing in popularity,
example of the creation of experiences in order to establish customer service is the use of Virtual
Worlds, such as Second Life. Through this so-called vCRM, companies are able to create
synergies between virtual and physical channels and reaching a very wide consumer base.
However, given the newness of the technology, most companies are still struggling to identify
effective entries in Virtual Worlds. Its highly interactive character, which allows companies to
respond directly to any customer’s requests or problems, is another feature of eCRM that helps
companies establish and sustain long-term customer relationships.
Personalized Web Pages where customers are recognized and their preferences are
shown.
CRM programs should be directed towards customer value that competitors cannot match.
However, in a world where almost every company is connected to the Internet, eCRM has
become a requirement for survival, not just a competitive advantage.
About Nokia:
and messaging through its Ovi platform. Nokia's subsidiary Nokia Siemens Networks produces
telecommunications network equipment, solutions and services. Nokia is also engaged in
providing free digital map information and navigation services through its wholly-owned
subsidiary Navteq.
Sony Ericsson is a joint venture established on October 1, 2001 by the Japanese consumer
electronics company Sony Corporation and the Swedish telecommunications company Ericsson
to make mobile phones. The stated reason for this venture is to combine Sony's consumer
electronics expertise with Ericsson's technological leadership in the communications sector. Both
companies have stopped making their own mobile phones.
The company's global management is based in Hammersmith in London, United Kingdom, and it
has research & development teams in Sweden, Japan, China, Germany, the United States, India
and the United Kingdom. By 2009, it was the fourth-largest mobile phone manufacturer in the
world after Nokia, Samsung and LG. The sales of products largely increased due to the launch of
the adaptation of Sony's popular Walkman and Cyber-shot series.
To know how different companies compete on the basis of CRM and E-CRM
To know how CRM can help to retain and attract new customers in a better way
Only 2 companies are taken into consideration. May be some other companies are
following some different methods. But scope is covering mobile industries because Nokia
and Sony Ericsson are big market players.
Research Methodology:
Primary Data:
Personal Interview
Secondary Data:
Internet
Journals
Magazines
Newspapers
Subjective nature of the study may affect its interpretation by different individuals.
Regional differences, area differences may change the scope of study also
CRM Implementation:
By Nokia:
Nokia gives full software support. One can download required software from the website
By Sony Ericsson:
It has also service centers all over the world but it is more technology oriented
Online Support as well as offline Sony Ericsson being new and technology oriented
2) support to Indian people because 2) gives more importance to online problem solving
Nokia is carried by many people. techniques of different customers
Nokia ranges from very low Sony Ericsson mobile are for middle and upper class
price to very high price so it people who love music and sound quality. So little
4) 4)
implements CRM for a common higher level of CRM is maintained which is
person technology oriented.
Similarities:
Both have a link to social networking sites Facebook, Twitter etc. so that fans can follow
them there and ask questions, give suggestions and comment.
Both use Flash pages a lot to attract the customer to use the online services and better
look over the information present on internet
Major Findings:
CRM is very important to attract new customers and to retain its old customers.
PRAVAH SHUKLA @ IISE 11 | P a g e
Nokia vs Sony Ericsson – Customer Relationship Management CRM
Today, all companies follow CRM strategies along with the use of E-CRM
Conclusion:
CRM and E-CRM is a very important subject to study and implement. Today, CRM and E-CRM
has evolved totally as a new subject due to its increased importance. Nokia and Sony Ericsson
are also thinking of ways how CRM and E-CRM can be implemented in a better manner.
Recommendations:
Companies must try to build CRM strategies for every type of customer. For example, if
a customer is not having a IT background then he may not use websites and forums to
solve the problem. So, many methods should be present to solve the actual problem
otherwise customer may shift to another brand
CRM should be attached with marketing which the customer can see or feel while buying
the product. If customer will know that the company has best policies and framework
then the customer will get attracted towards the brand.
Bibliography:
Customer relationship management: concepts and technologies By Francis Buttle
http://www.nokia.co.in
http://www.sonyericsson.com