Crm and Loyality Program in Iocl (1) (1)

UNIVERSITY OF PETROLEUM & ENERGY STUDIES College of Management and Economics Studies, Dehradun Dissertation Report On

CRM AND LOYALTY PROGRAMMES IN IOCL

Bachelor of Business Administration (With specialization in OIL and GAS Marketing)

2014-2017

Submitted to:

Submitted by:

DR. ANITA SENGAR Assistant Professor

CHETAN CHAUHAN SAP ID - 500041050 Enrollment No - R170214054

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CERTIFICATE

TO WHOMSOEVER IT MAY CONCERN

This is to certify that the dissertation report on “CRM AND LOYALITY PROGRAMMES IN IOCL” completed and submitted to University of Petroleum and Energy Studies, Dehradun by CHETAN CHAUHAN in partial fulfillment of the provisions and requirements for the award of degree of BACHELORS OF BUSINESS ADMINISTRATION), 2014-2017 is a bonafide work carried by the scholar under my supervision and guidance. To the best of my knowledge and belief the work has been based on investigation made, data collected and analyzed by the scholar, and this work has not been submitted anywhere else for any other university or institution for the award of any degree/diploma.

Dr. Anita Sengar Assistant Professor (Lecturer – CoMES) (UPES, Dehradun)

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ACKNOWLEDGEMENT

First and foremost, I would like to thanks my respective mentor “Dr. Anita Sengar” (AssistantProfessor - CoMES) for his valuable guidance and encouragement throughout my research project on “CRM AND LOYALTY PROGRAMMES IN IOCL”. His expertise, enthusiasm, and dedication for work have been constant source of motivation for me. I would like to express my deep gratitude to “University of Petroleum and Energy Studies” for extending the opportunity of undergoing the project and providing with all necessary resources and expertise needed for completion of the project. I also convey special thanks to “Mr. Nagendra Singh (Sr. Division Retail Sales Manager) IOCLfor his extended support throughout the project.

CHETAN CHAUHAN Enroll no - R170214054 Sap Id - 500041050 BBA (Oil & Gas Marketing)

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Student Declaration I hereby declare that this submission is my own work and that, to the best of my knowledge and belief, it contains no material previously published or written by another person nor material which has been accepted for the award of any other degree or diploma of the university or other institute of higher learning, except where due acknowledgment has been made in the text.

Signature of Student

Chetan Chauhan

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TABLE OF CONTENT

SR. NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

TOPICS About Company Introduction To IOCL Introduction To Project Introduction To CRM Loyalty Programme an Introduction Literature Review Research Methodology CRM & Loyalty Programmes Data Analysis & Interpretation Fleet card other features Recommendations Limitation of the study Conclusion Bibliography Appendixes and Annexure

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PAGE. NO

About Company

Indian Oil Corporation Limited Indian Oil Corporation Ltd (IndianOil) is India's flagship national oil company with business interests straddling the entire hydrocarbon value chain - from refining, pipeline transportation and marketing of petroleum products to exploration & production of crude oil & gas, marketing of natural gas and petrochemicals. The company is the leading Indian corporate in the Fortune 'Global 500' listing, ranked at the 98th position in the year 2011. The company's operations include refineries, pipelines and marketing. Their portfolio of brands includes Indane LPGas, SERVO lubricants, XTRAPREMIUM petrol and XTRAMILE diesel and Propel Petrochemicals. In exploration and production, Indian Oil’s domestic portfolio includes 11 oil and gas blocks and two coal bed methane blocks while the overseas portfolio consists of 10 blocks spread across Libya, Iran, Gabon, Nigeria, Timor-Leste, Yemen and Venezuela. Indian Oil Corporation Ltd was established in the year 1959 as Indian Oil Company Ltd. In the year 1964, Indian Refineries Ltd merged with Indian Oil Corporation Ltd. Indian Oil Blending Ltd a wholly owned subsidiary was merged with IndianOil on May 2006. The company transferred their entire equity holding in Indian Strategic Petroleum Reserves Ltd (ISPRL) to the Oil Industry Development Board, a government body functioning under the Ministry of Petroleum & Natural Gas. Consequently, ISPRL ceased to be a wholly owned subsidiary in May 2006. The company formed one subsidiary company, namely IOC Middle East FZE, in Jebel Ali Free Trade Zone Dubai, with the objective of marketing lubricants and other petroleum products in Middle East, Africa and CIS regions. In June 2006, they incorporated a joint venture company namely, Indo-Cat Pvt Ltd with Intercat.Inc of USA for manufacture and marketing of FCC catalysts and additives. In the year 2007, the company received plenty of awards, Oil Industry Safety Directorate Awards, 'Most Admired Retailer of the Year' award, 'CIO 100 Award 2007', SAP ACE - Awards for Customer Excellence and the only petroleum company as 'The Most Trusted Brand' in ET's Brand Equity's annual survey. The SERVO acquires prestigious MAN Global approvals, Indian Oil’s R&D Centre gets special recognition for Bioremediation and also SERVO secures entry into NSF White Book - H1 Category during the period. The company won Retailer of the Year - Rural Impact Award and their XtraPower won Loyalty Summit Award during the year 2008. In January 2008, the company and Hindustan 6

Unilever Ltd (HUL) signed a MoU for setting up Kwality Walls Kiosks at select IndianOil petrol stations across the country. Also, the company entered into a MoU with

Transparency International India (TII) for implementing an Integrity Pact Programme focused on enhancing transparency in their business transactions, contracts and procurement processes. In April 2008, the company launched 'LNG at Doorstep' facility at the Pen unit of H&R Johnson, the facility, first of their kind in the country, which are primarily aimed at catering to the needs of Liquefied Natural Gas (LNG) customers who are not located on the main natural gas pipelines. The company was conferred with the 'Maharatna' status by the Government of India which provides enhanced autonomy and larger flexibility for its operation. During the year 2009-10, the company commissioned 238 new retail outlets and 414 Kisan Seva Kendra (KSK) outlets taking their total tally to 18,643. The company's Indane LPG brand earned the coveted status of 'Superbrand'. On the lines of KSK, the Rajiv Gandhi Grameen LPG Vitarak Yojana was launched to penetrate rural markets. During the year, the company was granted the Petroleum Exploration License for one of the two Type-S blocks in Cambay basin for which it is the operator. Upon getting the license, exploration activities were initiated in the block. The company was awarded a project for the development, extraction, up gradation and marketing of heavy oil in Carabobo heavy oil region of Venezuela in consortium with Repsol, Petronas, ONGC Videsh Ltd. and Oil India Ltd. During the year 2010-11, the company enrolled about 46.8 lakh new Indane LPG customers and commissioned 245 new Indane distributors taking their total to 618.3 lakh and 5,311 respectively. The LPG Bottling capacity was enhanced to 5,518 TMTPA with capacity addition of 326 TMT. In order to provide LPG to rural India, the company commissioned 145 distributors under the Rajiv Gandhi Gramin LPG Vitaran Yojana under the auspices of Ministry of Petroleum & Natural Gas. As a part of their CSR activity, 10,052 new connections were released to BPL families. During the year, the company formed a joint venture company was formed with Nuclear Power Corporation of India Ltd (NPCIL) for setting up Nuclear power plants. In July 2010, the company commissioned their first gas pipeline between Dadri and Panipat and thus they commenced gas supplies to Panipat Refinery. In a bid to scale up their gas infrastructure, a 5 MMTPA LNG Import & Re-gasification Terminal Project was planned at Ennore, Tamil Nadu. This LNG Terminal would be the first of its kind on the East coast of India. Furthermore, in consortium with GSPC, HPCL and BPCL, the company won gas pipeline bids for Mallavaram to Bhilwara and Vijaypur via Bhopal, Mehsana to Bhatinda and Bhatinda to Jammu and Srinagar.

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INTRODUCTION TO IOCL OVERVIEW OF INDIAN OIL COROPORATION LTD. Indian Oil Corporation (IOCL), established in 1959, is engaged in exploration and production and marketing of oil. It is India’s largest company sales wise with a turnover of Rs2,47,479 crore ($ 59.22 billion).IOCL has sub diaries namely Indian

oil Technologies, Chennai Petroleum

Corporation, Bongaigaon Refinery & Petrochemicals, Indian Oil (Mauritius) and LankaIOCL. Out 19 refineries, IOCL owns and operates 10 with a combined capacity of capacity of 60.2 million metric tons per annum (MMTPA), i.e. 1.2 million barrels per day. It has 166 bulk storage terminals and depots, 101 aviation fuel station and 89 Indane bottlingplants. The refining major has a countrywide network of petrol and diesel stations with 17,600 retail outlets. Its Indane cooking gas network has apresence in 50 million households through its distribution network of 5,000 distributors. It provides spectrum of petroleum products through its retail outlets like Xtra Care (Urban), Swagat (Highway) and Kisan Seva Kendras (Rural). IOCL provides auto gas, aviation turbine fuel, bitumen-a binder used for road construction, high speed diesel, bulk industrial fuels like furnance oil, Indane gas, Servo Lubricants and greases and special products like benzene and sulphur. It has created brands like Indane LPG, Servo Lubricants, Auto gas LPG, Xtra Premium Branded Petrol, Xtra Mile Branded Diesel, and Xtra Power Fleet Card. IOCL and GAIL have signed a memorandum of understanding for cooperation in setting up a Rs10,000 crore petroleum plant at Barauni in Bihar.Indian Oil launched its lubricant brand Servo in Oman. Servo has 500 different grades and 1200 varied formulations.IOCL is the highest ranked Indian company In Fortune ‘Global 500’ list. It is 18th largest petroleum company in the world. It is India’s most trusted fuel pump brand as per the survey conducted by ET brand equity and AC Nielsen. It has received National Award for “Innovation in Implementing Business Continuity for SAPR/3 Environment “from the Government ofIndia. 8

VISION AND MISSION OF INDIAN OIL CORPORATION LTD

Vision: A major, diversified, trans-national, integrated energy company, with national leadership and a strong environment conscience, playing a national role in oil security & public distribution Global Compact Principles addressed in our MISSION statement: 

To foster a culture of participation and innovation for employee growth andcontribution.



To cultivate high standards of business ethics and Total Quality Management for a strong corporate identity and brandequity.



To help enrich quality of life of the community and preserve ecological balance and heritage through a strong environmentconscience.

Mission: 

To achieve international standards of excellence in all aspects of energy and diversified business with focus on customer delight through value of products and services, and costreduction.



To maximize creation of wealth, value and satisfaction for thestakeholders.



To attain leadership in developing, adopting and assimilating state-of- the- art technology for competitiveadvantage.



To provide technology and services through sustained Research and Development. 9



To foster a culture of participation and innovation for employee growth and contribution.



To cultivate high standards of business ethics and Total Quality Management for a strong corporate identity and brandequity.



To help enrich the quality of life of the community and preserve ecological balance and heritage through a strong environmentconscience.

1) INDANEGAS:Indane is today one of the largest packed-LPG brands in the world and has been conferred the coveted ‘consumer super brand; status by the super brands council of India.

Bringing about a kitchen revolution spreading warmth and cheer in millions of households with the introduction of the clean and efficient cooking fuel. It has led to a substantial improvement in the health of women, especially in rural areas by replacing smoky and unhealthy chulha, indane is today an ideal fuel for modern kitchens. With the status of an exclusive business vertical within the corporation the indane network delivers 1.2 million cylinders a day of the doorsteps of the over 53 million households, making Indian oil the second largest markets of LPG globally, after SHV gas of the Netherlands, indane is available in compact 5kg cylinders for rural, hilly and inaccessible areas, 14.2kg cylinders for domestic use, and 19 kg and47.5kg for commercial and industrial use. 1) AUTOGAS:

Auto Gas (LPG) is a clean, high octane, abundant and eco-friendly fuel. It is obtained from natural gas through fractionation and from crude oil through refining. It is a mixture of petroleum gases like propane and butane. The higher energy content in this fuel results in a 10% reduction of CO2 emission as compared toMS.

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Auto Gas is a gas at atmospheric pressure and normal temperatures, but it can be liquefied when moderate pressure is applied or when the temperature is sufficiently reduced. This property makes the fuel an ideal energy source for awide range of applications, as it can be easily condensed, packaged, stored and utilized. When the pressure is released, the liquid makes up about 250 times its volume as gas, so large amounts of energy can be stored and transported compactly. The use of LPG as an automotive fuel has become legal in India with effect from April 24, 2000, albeit within the prescribed safety terms and conditions. Hitherto, the thousands of LPG vehicles running in various cities have been doing so illegally by using domestic LPG cylinders, a very unsafe practice. Using domestic LPG cylinders in automobiles is still illegal. The fuel is marketed by Indian Oil under the brand name ‘Auto Gas’"Indian Oil has setup 350 Auto LPG Dispensing Stations (ALDS) covering 192 cities acrossIndia 1) Naturalgas:

Drawing on its vast experience and carefully nurtured skill sets, Indian Oil has made successful forays in diverse areas such as Natural Gas, Petrochemicals, Exploration & Production, Renewable Energy, etc. Over the years, Natural Gas has emerged as the 'fuel of choice' across the world. It is steadily replacing traditional fossil fuels due to its environment friendly characteristics which help in meeting the stipulated automobile emission norms. Natural Gas has significant cost advantages over fuels such as Naphtha and commercial LPG. Demand for Natural Gas in India is primarily driven by the fertilizer and power sectors, which account for almost two-third of the country’s gasconsumption.

Automotive gasoline and gasoline-oxygenate blends are used in internal combustion sparkignition engines. These spark ignition engine fuels are primarily used for passenger cars. They are also used in off-highway utility vans, farm machinery and in other spark ignition engines employed in a variety of service applications Gasoline is a complex mixture of relatively volatile hydrocarbons that vary widely in chemical & physical properties and are derived from fractional distillation of crude petroleum with a further treatment mainly in terms of improvement of its octane rating. The hundreds of individual hydrocarbons in gasoline range from c4 to c11. 11

1) DIESEL/GASOIL:

Diesel is used in diesel engines, a type of internal combustion engine. Rudolf Diesel originally designed the diesel engine to use coal dust as a fuel, but oil proved more effective. Diesel engines are used in cars, motorcycles, boats and locomotives. Automotive diesel fuel serves to power trains, buses, trucks, and automobiles, to run construction, petroleum drilling and other off-road equipment and to be the prime mover in a wide range of power generation & pumping applications. The diesel engine is high compression, self-ignition engine. Fuel is ignited by the heat of high compression and no spark plug isused. 2) ATF/JETFUEL:

Indian Oil Aviation Service is a leading aviation fuel solution provider in India and the mostpreferred supplier of jet fuel to major international and domestic airlines. Between one sunrise and the next, Indian Oil Aviation Service refuels over 1500 flights – from the bustling metros to the remote airports linking the vast Indian landscape, from the icy heights of Led (the highest airport in the world at 10,682 ft) to the distant islands of Andaman & Nicobar. Jet fuel is a colorless, combustible, straight-run petroleum distillate liquid. Its principal uses are as jet engine fuel. The most common jet fuel worldwide is a kerosene-based fuel.

IOCL SERVICES Indian Oil has wide-ranging expertise in setting up and operating Greenfield refineries and Brownfield expansions. It has pioneered pipeline transportation know how in India, and has over four decades of experience in putting up marketing infrastructure across the sub-continent, to reach petroleum products to millions of people every day. Backed by cutting edge R&D that offers innovative products, technologies and services covering the entire gamut of downstream operations. Indian Oil has been lending its expertise for nearly two decades to various countries in several areas of refining, marketing, transportation, training and R&D. These include Sri Lanka, Kuwait, Bahrain, Iraq, Abu Dhabi, Tanzania, Ethiopia, Algeria, Nigeria, Nepal, Bhutan, Maldives, Malaysia and Zambia. Indian Oil’s capabilities in the downstream sector of operations in

the oil sector include; Technical and Consultancy Services, Operation & Maintenance,

Techno-Economic feasibility/special studies, Turnaround Maintenance – planning, monitoring & execution, Inspection, Quality Control: benchmarking, Shipping and Commercial, Logistics, 12

Research & Development, Safety and Industrial hygiene, Quality Auditing/ Management, Materials Management, Training.

Indian Oil's Retail Brand template of Xtra Care (Urban), Swagat (Highway) and Kisan Seva Kendras(Rural) are widely recognized as pioneering brands in the petroleum retail segment. Indian Oil's leadership extends to its energy brands - Indane LPG, SERVO Lubricants, Autogas LPG, XtraPremium Branded Petrol, Xtra Mile Branded Diesel, Xtra Power Fleet Card, Indian Oil Aviation and Xtra Rewards cash customer loyalty programme.

SWOT ANALYSIS Strengths:-



IOCL controls 10 refineries, by virtue of which it has total share of around 47% of India overall refiningcapacity.



Has around 50% petroleumproducts

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Huge distribution network throughretailing

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Accounts for a 47% share in the petroleum products market, 34.8% share in refining capacity and 67% downstream sector pipelines capacity inIndia.



Has over 35,000employees



Loyalty programs like XTRAPOWER Fleet Card Program is aimed at Large FleetOperators.

Weakness:-

The company is the market leader in the industry, but still it had many weaknesses the list is givenbelow. 

Legalissues



Employeemanagement



Bureaucracy



Volatility in the crude market & subsidyburden 13

Opportunity:-

The IOCLL has much opportunity in the present market condition. This is because the petroleum products have become a need for everyone and still contains a lot of scope for customization. Thevariousopportunitiesarelistedbelow. 

Increasing fuel/oilprices



Increasing natural gasmarket



Expand export market

Threats:-

Sincethecompanyisthemarketleaderinthefield,sohavemaximumthreatsfromtheother players and many other issues. The lists of threats are given below. 

The foreign players with more advanced technology are the biggest threat for the company.



The crude oil supply is also a big issue in front of the company, because the company cannot fix its price and so, some time had operated in loss also It is the biggest problem because the maximum part of their crude is been imported.



In future the market will welcome more private players, which will eat up its market share.



If the Govt. Policies allow the private players to set their own price, the private player can seriously harm the market share ofIOCL.

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Introduction to the project:

In the present world where there is intense competition, it becomes very necessary to retain loyal customers. The commercial benefits of loyal customer are well known by the brand managers the cost of acquiring a new customer is always more than retaining an old customer. Loyal customer are also important because they provide the consistency of volume critical for stocking and managing just in time inventory to maintain the consistency of customer demand during crisis which is required to run any retail business. There are also customers. Which are strong advocates of brand and are always willing to forgive an occasional lapse all of these are compelling reasons that retailers are on a quest for customer loyalty and are increasingly looking at implementing loyalty programs or loyalty cards of some from? With increasing oil price and competition increasing at a rapid pace, many oil- marketing companies are finding it difficult to operate profitable in India. Indian oil corporation ltd, is no exception to this reality, thus to reaction its existing customer, many new imitative have been adopted by the organization. One such big idea is extra power loyalty program. In this project I have been assigned IOCL, which are participating in the extra power loyalty program, my task is to check what customer relationship management strategies are used by IOCL and at the same time obtain the customer opinions and suggestion about loyalty program.

MAJOR OBJECTIVE OF THE PROJECT ARE To provide the effectiveness of loyalty program adopted by IOCL retail outlet.  To understand and identify the CRM practices followed by the IOCL retail outlet.  To study the loyalty between the local customer and the company.  To study the benefit provided by IOCL to the local or loyal customers.  To obtain customer opinions and suggestions at IOCL retail outlet and give recommendation to IOCL to improve the implementation.

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INTRODUCTION TO CRM CUSTOMER RELATIONSHIP MANAGEMENT CRM Business objectives

Single source for customer information by account type (distributor, dealer, wholesaler, retailer)

Partner Relationship Management

Call Centre

Managing sales representatives’ network

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A CRM is a collection of people, processes, software, and internet capabilities that helps an enterprise manage customer relationship effectively and systematically. The goal of CRM is to understand and anticipate the needs of current and potential customer to increase customer retention and loyalty while optimizing the way product and services are sold. CRM stands for Customer Relationship Management. It is a strategy used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. After all, good customer relationships are at the heart of business success. There are many technological components to CRM, but thinking about CRM in primarily technological terms is a mistake. The more useful way to think about CRM is as a process that will help bring together lots of pieces of information about customers, sales, marketing effectiveness, responsiveness and market trends The objective is to capture data about every contact a company a company has with a customer through every channel and store it in the CRM system to enable the company to truly understand customer action. CRM software helps an organization build a database about its customer that management, sales people, customer service provider and even customer can access information to access customer needs with product andoffering.

Marketing Automationis the most comprehensive campaign management solution available. It provides everything needed to turn raw, disparate customer data into profitable marketing campaigns – all the way through inception, execution andmeasurement.

Marketing Optimizationapplies sophisticated mathematical approaches to optimize marketing campaign ROI given limited budgets, channel capacities and other organizational constraints. The idea of CRM is that it helps businesses use technology and human resources to gain insight into the behavior of customers and the value of those customers. If it works as hoped, a business can: 

Provide better customerservice 17

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Make call centers moreefficient

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Cross sell products moreeffectively

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Help sales staff close dealsfaster

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Simplify marketing and salesprocesses

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Discover newcustomers

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Increase customerrevenues

ARCHITECTURE OF CRM There are three parts of application architecture of CRM: 1. Operational-automationtothebasicbusinessprocesses(marketing,sales,service) 2. Analytical - support to analyze customer behavior, implements business intelligence aliketechnology 3. Collaborative - ensures the contact with customers (phone, email, fax, web, sms, post, inperson)

Operational CRM Operational CRM means supporting the so-called business processes, which include customer contact (sales, marketing and service). Tasks resulting from these processes are forwarded to employees responsible for them, as well as the information necessary for carrying out the tasks and interfaces to back-end applications are being provided and activities with customers are being documented for further reference. According to Gartner Group, the operational part of CRM typically involves three general areas of business:



Sales Force Automation ( SFA): SFA automates some of the company's critical sales and sales force management functions, for example, lead/account management, contact management, quote management, forecasting, sales administration, keeping track of customer preferences, buying habits, and 18

demographics, as well as sales staff performance. SFA tools are designed to improve field sales productivity. Key infrastructure requirements of SFA are mobile synchronization and integrated product configuration. 

Customer Service and Support (CSS ): CSS automates some service requests, complaints, product returns, and information requests. Traditional internal help desk and traditional inbound call-center support for customer inquiries are now evolved into the "customer interaction center" (CIC), using multiple channels (Web, phone/fax, face- to-face, kiosk, etc). Key infrastructure requirements of CSS include computer

telephony

integration(CTI)whichprovideshighvolumeprocessingcapability,andreliability. 

Enterprise Marketing Automation (EMA): EMA provides information about the business environment, including competitors, industry trends, and macro environmental variables. It is the execution side of campaign and lead management. The intent of EMA applications is to improve marketing campaignefficiencies. Functions include demographic analysis, variable segmentation, and predictive modeling occurs on the analytical (Business Intelligence)side.

Analytical CRM In analytical CRM, data gathered within operational CRM and/or other sources are analyzed to segment customers or to identify potential to enhance client relationship. Analysis of Customer data may relate to one or more of the following analyses: 1. Contact Channel Optimization 2. ContactOptimization 3. CustomerSegmentation 4. Customer Satisfaction Measurement /Increase 5. Sales CoverageOptimization 6. PricingOptimization 19

7. ProductDevelopment 8. ProgramEvaluation Data collection and analysis is viewed as a continuing and iterative process. Ideally, business decisions are refined over time, based on feedback from earlier analysis and decisions. Therefore, most successful analytical CRM projects take advantage of a data warehouse to provide suitable data.

Collaborative CRM Collaborative CRM facilitates interactions with customers through all channels (personal, letter, fax, phone, web, e-mail) and supports co-ordination of employee teams and channels. It is a solution that brings people; processes and data together so companies can better serve and retain their customers. Collaborative CRM provides the following benefits: 

Enablesefficientproductivecustomerinteractionsacrossallcommunicationschannels

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Enables web collaboration to reduce customer servicecosts

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Integrates call centers enabling multi-channel personalcustomer interaction

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Integrates view ofthe customer while interaction at the transaction level

BENEFITS OF CRM SYSTEM Give customer-facing employees the best tools available Give your sales and service professionals the chance to deliver stellar customer service every time they are in a call or at a customer site. With optimally configured software solutions from Microsoft Business Solutions, they can find information quickly, answer customer questions satisfactorily, and ensure that your business fulfills or exceeds customer commitments.

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CRM IMPLEMNETATION & RESULTS

C R M

C s

u

t

o

m

e e

r

l

o y

a

y

Increase revenue and profitability

Reduce cost

With membership rewards strategy instead of mass marketing

With up selling and closeselling

l t

Improving customer services

Source positive

world of mouth

Market share and growth

Understandin g-customer requirement.

Complain request

Reduce internal cost

Personalizatio n Reduce marketingCost

Customer support and services

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LOYALITY PROGRAMME AN INTRODUCTION

Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyalbuyingbehavior.

Behaviorwhichispotentiallyofbenefittothefirm.Earningcustomer

loyalty

goes

beyond gaining customer satisfaction. Loyal Customers evangelize the brand by sharing their satisfactory experience with their friends and colleagues. A great product or service is the starting point for customer loyalty. Great marketer’s architect loyalty programs from day one. Loyalty programs are initiated by businesses with two main goals. The primary goal for most loyalty programs is the acquisition of information relating to their customers' spending habits, while the secondary goal is to actively cultivate loyalty amongst customers to ensure they continue patronizing the business. While some companies do reverse these priorities, the above hierarchy holds true for most. Loyalty programs may offer benefits in a number of different ways. Many loyalty programs offer sustained discount (such as 10%) for a period of time - perhaps a year, perhaps for the life of the business. Others offer a discount once certain criteria have beenmet. For example, a 20%discount on a single purchase once a customer has spent Rs 2000 at the business. Still others offer points which may then be redeemed for products which may or may not be directly related to the business. Loyalty cards are the most common form of loyalty programs found throughout the world today. Some of the first loyalty programs were instituted by airlines in the 1970s in the form of frequent flyermiles.Intheseloyaltyprograms,oneaccruespointsbyflyingontheairlineandthen’cashes in' the points in exchange for tickets, upgrades, or even third-party benefits. In the past decade, many nonairline businesses have combined their own loyalty programs with those of the airlines, offering frequent flyer miles in exchange for everything from telephone usage to purchasinggasoline. Loyalty programs have gained in popularity immensely in the past fifteen years, in no small part due to the development of a culture of entitlement, in which consumers feel that they deserve special treatment. Businesses have capitalized on this when designing their loyalty programs, often offering benefits that cost little,

but

carry

with

them

an

assumed 22

prestige,

suchasaccesstofaster

–

movinglinesorspecialparkingspaces. Ultimately,thesuccessofloyaltyprogramsdependsonhowwellthebusinessusesthedatait gathers to further refine its policies and loyalty programs. Many businesses find little profitinthe use of loyalty programs, while others, such as eBay, attribute much of their financial success toawellexecuteduseofsuchprograms. An Integral part:-

The immense competition is making the loyalty programs an integral program of business of day to day functioning of petro-retailing. Right now many such loyalty programs are run by the petro-retailers like XTRAPOWER (IOCLL), EXTRAREWARDS (IOCLL), SMART FLEET (BPCL),PETRO CARD (BPCL), and DRIVE TRACK (HPCL). However, these programs are mainly focused at the bulk consumers. But the small consumers are being also provided these types offacilities.

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LITERATURE REVIEW CRM CRM has been one of the most talked subjects recently in corporate circles. It is a strategy used to learn more about customers‟ needs and behaviors in order to develop stronger relationships with them. Over all good customer relationships are at the heart of business success. The concept of CRM has been a core concept which has attracted all facts of business. CRM has relevant and demanding applications in service marketing. Retail banking and financial services have also not been an exception to this phenomenon. CRM in the field of retail banking has attracted much of researchers and practitioners. There has been continuous research in the field of CRM and its applications in banking and financial services. But in India, research in the field of relationship marketing has not taken off to the expectation and is still in the infant stage when compared to other countries in the west. However, the available contribution from the following authors and researchers in India and other parts of the world in the area of CRM in retail banking is worth mentioning. Hence, the empirical works relating to relationship management of the review is presented in this chapter.

Jagan Mohan Rao (1993)in ‘Financial appraisal of Indian Automotive Tyre Industry’ studied the financial appraisal of Indian automotive tyre industry. The study was intended to probe into the financial condition-financial strength and weakness-of the Indian tyre industry. To this end a modest attempt has been made to measure and evaluate the financial performance through inter-company and inter-sectoral analysis over a given period of time (1981-1988). The main findings are that fixed assets utilization in many of the tyre undertakings was not as productive as expected and inventory was managed fairly well. The tyre industry’s overall profit performance was subjected to inconsistency andineffective.

Kallu Rao (1993)has made a study intercompany financial analysis of tea industry-retrospect and prospect. An attempt has been made in this study to analyze the important variables of tea industry and projected future trends regarding sales and profit for the next 10 year periods, with a view to help the policy makers to take

appropriate decisions. Various financial ratios have been calculated for analyzing the financial health of the industry. The forecast of sales and profits of tea manufacturing companies shows that the Indian tea industry has bright prospects. The recent changes in the Indian economic policies will boost up the foreign exchange earnings, which will benefit those companies, which are exporting to hard currencyareas.

Vijayakumar and Venkatachalam (1995)in ‘Working Capital and Profitability - An Empirical Analysis’ studied the impact of working capital on profitability in sugar industry of Tamil Nadu by selecting a sample of 13 companies; 6 companies in co-operative sector and 7 companies in private sector over the period 1982-83 to 1991-92. They applied simple correlation and multiple regression analysis on working capital and profitability rations. They concluded through correlation and regression analysis that liquid ratio,inventory turnover ratio, receivables turnover ratio and cash turnover ratio had influenced the profitability of sugar industry in TamilNadu.

Pai, Vadivel and Kamal (1995)studied the diversified companies and financial performance: A study. An effort was made to study the relationship between diversified firms and their financial performance. Seven large firms having different products-both related and otherwise-in their portfolio and operating in diverse industries were analyzed. A set of performance measures/ rations and employed to determine the level of financial performance. The results reveal that the diversified firms studied have been healthy financial performance.

However, variation in

performance from one firm to another has been observed and statisticallyestablished.

Vijayakumar (1996)in ‘Assessment of Corporate Liquidity – a discriminate analysis approach’ has revealed that the growth rate of sales, leverage, current ratio, operating expenses to sales and vertical integration are the important variables which determine the profitability of companies in the sugar industry. Further, the author has studied the short-term liquidity position in twenty-eight selected sugar factories in co-operative and private sectors. A

discriminate analysis has been undertaken to distinguish the good risk companies from poor risk companies based on current and liquidity rations. Discriminating ‘Z’ scores have been calculated with the help of discriminate function and according to the ‘Z’ scores the companies are ranked in the order ofliquidity.

Sidhu and Gurpreet Bhatia (1998)studied the factors affecting profitability in Indian textile industry. In this study an attempt was made to identify the major determinants of profitability in Indian textile industry with the help of empirical data taken from Bombay Stock Exchange Directory for the year 1983. To find out the factors affecting profitability, regression analysis had been applied. From the analysis, there was no clear-cut relationship between current profitability and capital intensity. The age of the firm was having generally negative but statistically insignificant relationship with current profitability which points towards the fact firms in Indian textile industry are absolute and need modernization.

Vijayakumar (1998)has examined the determinants of corporate size, growth and profitability - the Indian experience. To meet the objectives of the study, Indian public sector industries were selected. The date relating to size, growth and profitability were collected from their annual reports published by the Bureau of Public Enterprises (BPE), Government of India. The study covers the period from 1980-81 to 1995-96. The technique of average, correlation and linear and linear and multiple regression analysis has been used in this study. Inter - industry analysis reveals that the growth is positively and significantly associated with the size in all the industry groups excepttextiles.

Govinda Rao and Mohana Rao (1999)in ‘Impact of working capital on profitability in cement industry – A correlation analysis’, analyze the impact of profitability on working capital in cement industrial units in India. Ten variables on working capital ratios have a close interaction with profitability measures viz.,

current ratio, debt equity ratio, cash position ratio, working capital turnover ratio, inventory turnover ratio, debtors turnover ratio, cash turnover ratio, current assets turnover ratio and average collection period are selected for analysis. The interrelationship are to be studied with the help of Karl-Pearson’s co-efficient of correlation technique, by arranging the correlation of one variable with each other variable in the form of matrices which are a triangular and symmetrical about the principal diagonal. On overall basis out of 10 variables with PBDIT, 3 variables showed a significant co-efficient and seven exhibited insignificant relationships. Out of the 10 variables, 5 variables showed negative association which the others showed positiverelationships.

Sudarsana Reddy (2003)studied the Financial Performance of Paper industry in AP. The main objectives set for the study are to evaluate the financing methods and practices to analyze the investment pattern and utilization of fixed assets, to ascertain the working capital condition, to review the profitability performance and to suggest measures to improve the profitability. The data collected have been examined through ratios, trend, common size, comparative financial statement analysis and statistical tests have been applied in appropriate context. The main findings of the study are that A.P. paper industry needs the introduction of additional funds along with restructuring of finances and modernization of technology for better operating performance.

Ram kumar Kakani, Biswatosh Saha and Reddy (2003) attempts to provide an empirical validation of the widely held existing theories on the determinants of firm performance in the Indian context. The study uses financial statements and capital market data of 566 large Indian firms over a time from of eight years divided into two sub-periods (1992-96 and 1996- 2000) and to study Indian firm’s financial performance across various dimensions viz., shareholder value, accounting profitability and its components, growth and risk of the sample firms. The study found that size, marketing expenditure and international diversification had a positive relation with a firm’s market valuation. The study also

found that a firm’s ownership compositions, particularly the level of equity ownership by domestic financial institution and dispersed public shareholders, and the leverage of the firm were important factors affecting its financialperformance.

.

RESEARCH METHODOLOGY RESEARCH PROBLEM: Every project work is based on certain methodology, which is a way to systematically solve the problem or attain its objectives. It is a very important guideline and lead to completion of any project work through observation, data collection and data analysis.

PROBLEM FORMULATION: To study the CRM AND LOYALITY PROGRAM IN IOCL

RESEARCH OBJECTIVE: The study is conducted with the following objectives:  To provide the effectiveness of loyalty program adopted by IOCL retail outlet.  To understand and identify the CRM practices followed by the IOCL retail outlet.  To study the loyalty between the local customer and the company.  To study the benefit provided by IOCL to the local or loyal customers.  To obtain customer opinions and suggestions at IOCL retail outlet and give recommendation to IOCL to improve the implementation

DATA COLLECTION: Data collection has been done through: Primary Data, which includes: 

questionnaire



interviews



observations

Secondary Data, which includes: Secondary data is collected from previous researches and literature to fill in the respective project. The secondary data was collected through:  Text Books  Articles  Journals  Websites RESEARCH DESIGN: Descriptive research design has been used as it includes various types of fact-findings and inquiries which are done through survey which includes questionnaire, interviews. SAMPLING DESIGN: Sampling is the process of selecting a small number of elements from a larger defined target group of elements such that the information gathered from the small group will allow judgments to be made about the larger groups. Non-probability sampling/ Judgemental sampling is used as it is very convenient, takes less time, and it is of low cost. Judgmental sampling is a form of convenience sampling in which the population elements are selected based on the judgment of the researcher.

SAMPLING TECHNIQUE Convenience Sampling has been used as it attempts to obtain a sample of convenient elements and respondents are selected because they happen to be in the right place at the right time.

SAMPLE SIZE:The sample size determines the number of respondents required for the survey. The sample size for this survey is 100.

Research Instrument A questionnaire was the instrument used in this study to collect data. The questionnaire employed the typical form of fixed-response alternative questions that require the respondent to select from a predetermined set of answers to every question. According to Malhotra and Birks (2003, pp. 224), this survey approach is the most common method of primary data collection in marketing research and the advantages are simple administration and data consistency. The survey questionnaire is administered on the streets (mode of data collection): the questionnaires are filled out mostly by the people themselves.

Area of operation The area of operation is Dehradun 

PANWAR FILLING STATION



AASHIRWAAD FILLING STATION

Following software’s has been used during analysis and compilation of data: Microsoft Excel  SPSS

CUSTOMER RELATIONSHIP MANAGEMENT AND LOYALTY PROGRAMMES Customer relationship management (CRM) can be widely defined as: Company activates related to developing and retaining customers. It is a blend of internal business process: sales ,marketing and customer support with technology and data capturing techniques, customer relationship management is all about building long term business relationship with customer loyal customer more profitable ,any company will like its mindshare status to improve from being a support to being an advocate, company has to invest in term of its product and service offering to its customers, it has to innovate and meet the very needs of its clients/customers so that they remain as advocates on loyalty curve.

With growing competition in the petro-retailing sector, today‘s consumer is becoming more andmoredemanding.Theemergenceofnew psychographicsegments inpetro-retailmarket bears the testimony to this fact. A closer look at these segments tells us what exactly a consumer is looking for whenever he goes to a fuel station to purchase fuel. He looks for-Quality &Quantity assurance Quick filling and

efficient

forecourt

service

fuelservices.Theimmensecompetitionwill

rewarding

loyaltyPremiumfuelsCashlesstransactionsNon-

makeloyaltyprogramsanintegralprogramoftheday-to-

dayfunctioningofpetro-retailing. Of course, rightnow many such loyalty programs are being run by the petro-retailers like Secunderabad, with plans to reach other cities soon. The loyalty programme rewards customers paying by cash, credit and debit cards. Each transaction is confirmed online through a charge slip and customers can earn points on fuel/lube purchases at participating Indian Oil retail outlets. Additional points can also be earned outside the Indian Oil network, covering prominent FMCG, Food, Automobile, Travel, Entertainment, Apparel and Hospitality sectors. Apart from redeeming the accumulated points instantly on fuel / SERVO lubricants at participating retail outlets, card-holders can also redeem the points to get exciting gift items from a catalogue. The redemption on gifts can be registered either from the participating retail outlets or from the comfortable confines of one's home through the 24x7 IVRS Help Line (1800 22 4111). The programme continuously provides the cardholder with privileges, benefits and

offers from a large number of alliance partners, including restaurants, pizza companies, automobile service stations, jewelers, and online shoppingcompanies.

Indian Oil's XTRAPOWER Fleet Card Program is a complete Fleet Management Solution for the Logistics Industry. With more than 23 lakh vehicles covered so far by the fleet card program, XTRAPOWER is the ideal choice for large logistics service providers, small fleet operators and corporate customers who needcomplete control over their fleet. XTRAPOWER is a smart chip based fleet card program, where you get a smart chip fleet card for each of your vehicle. This smart chip based fleet card comes as Pre Paid or Credit depending on your choice. Purchase fuel through cashless transaction from the largest fuel retail network in India. Exercise complete control of your fleet through XTRAPOWER FleetCard.

Extra power fleet card 

Largest Network of Retail Outlets pan India (Including very remoteand rurallocations)



Cashlesstransactions



InstantMIS



Easy Online FleetManagement



Easy Cash Flow Management – CCMSRecharge



RTGS / NEFT / Online funds transfer or Pay atPump



SMS Alerts fortransactions



Manage fleet account bySMS



24 X 7 Toll freeHelpline



24 X 7 XTRAPOWER Service Centers to assist yourcrew



Generic CardOption



No need to wait – Ready to use - OTC Cards available for instantfleet management.

DATA ANALYSIS AND INTERPRETATION

Q1- Doyouvisit theIOCL fuelstationregularly? o Yes

50

o No

30

o Sometimes

20

o   Yes

o   No

Q2- What is the usual mode ofpayment? o Cash

70

o Xtra power fleetcard

25

o Credit/debitcard

05

o   Sometimes

o   Cash

o   Xtra power fleet card

Q3- Do you know about the Xtra Power fleetcard? o Yes

60

o No

40

o   Credit/debit card

o   Yes

o   No

Q4- From where did you come to know about the fleet cardprogram? o Advertisement

45

o Newspaper

25

o IOCLL retailoutlet

15

o Magazine

9

o Other

6

o   Advertisement

o   Newspaper

o   Magazine

o   Other

Q5- Areyousatisfiedwiththeserviceoffleetcard? o Yes

55

o No

35

o Partlysatisfied

10

o   IOCLL retail outlet

o   Yes

Q6- Doyou useyour fleetcardregularly? o Yes

68

o No

20

o Sometimes

12

o   No

o   Partly satisfied

o   Yes

o   No

o   Sometimes

Q7- What improvementsdo you wantinthe fleetcard loyalty program? o Betterservicestothecard holders

45

o More attractiveoffers

35

o Others

20

o   Better services to the card holders o   More attractive offers o   Others

Q8- Segment asking for different facilities?

ATM

Service Station

Departmental store

Food Joint 0%

20%

40%

60%

80%

100%

120%

Fleet card other features

Easy Fleet Management:-

 Limits available in XTRAPOWER Fleet Program like Transaction, Daily and Monthly and One Time limits on Fleet Cards help you gain total control over the fuel spend of your fleet thereby ensuring total peace ofmind.  You can also exercise more control on Products that can be purchased through your fleet card or Retail Outlets where your fleet shouldpurchase.  Should you lose your fleet card, you can instantly block the card for further transactions giving you totalsecurity Rewards - Free Fuel & Gifts:-

Every time you buy fuel / lubes through fleet card from select retail outlets of Indian Oil, you earn incentives in the form of XTRA points. You can accumulate these reward points and redeem for free fuel instantly at our retail outlets or for other gift items. Only the customer can redeem the rewards through a special Control Card Number andPIN. Tracking:You can keep track of your fleet by logging on to our website www.IOCLxtrapower.com. As XTRAPOWER member you can view the tracking report for your vehicles as well as transactions made on each of your fleet cards for anyperiod. Easy Cash Flow Management:-

 XTRAPOWER offers you an excellent tool for enhancing your cash flowutilization.  Through CCMS recharge, cash deposited at our retail outlet by your representative in any location will be available for use for any of your vehicles instantly. For example, your driver can deposit the cash collected at Delhi in nearest Indian Oil Retail Outlet with Fleet Card facility, you can utilize the same funds instantly for any of your vehicle anywhere.

Insurance Benefits:-

XTRAPOWER Fleet Program offers Insurance benefits like -

 Road Personal Accident Insurance of Rs.50,000 per card to fleet owner up to a maximum of Rs.20,00,000/-; For Drivers – Rs.1,00,000; Helper - Rs.50,000/ Road Accident related Medical Insurance during the period of Insurance coverage* (a) Owner: Rs.10000/- per card subject to maximum of Rs.1, 00,000/-, (b) Driver:Rs.10000/-, (c) Co-Driver: Rs.10000/- and (d) Helper-cum-cleaner: Rs.10000/-. This benefit is available only for hospital expenses incurred for injuries arising from road accidents only. (*Terms and conditionsapply.)

 DRIVER CARDS: DRIVERS are insured against enrolled Driver cards. Drivers must have a Valid Driving License and should be driving at least an LMV involved in a road accident to be eligible for theclaim.  So far, about Rs.2, 00, 00,000 of benefits have been settled rendering financial and social security to the kin of truck crew. This kind of claim settlement is unique and unmatched in theindustry.

Care for your Truck Crew:-

 The Program's Driver specific initiatives like Doctor at Door step offers free health checkup to driving members during special occasions when they come for refueling their vehicles .  With tie up from reputed hospitals, the program offers free health checkups at our retail outlets for your drivingmembers.  During such health checkup programs, General Health Check Ups like free identification of blood group, blood pressure, blood sugar levels, General counseling by expert doctors with provision of free medicines areadministered.  Eye Check Ups are also conducted in association with reputed Eye Hospitals and provide free spectacles and also free cataract operations where everrequired.

RECOMMENDATIONS



The Indian Oil should try to reduce the waiting time period for customers either by increasing efficiency or increasing the staff



Operators should try to make the website layout as simple and easy as they can, so that each and every person may access it



Indian Oil should work upon the quality of distribution network, schemes as well as CRM activities to increase their customer base



Customers of Dehradun mostly prefers to buy Indian Oil products from retail outlets, so Indian Oil should open more of retail outlets and it can make a direct relation with customers.

For effective implementing CRM The key thing to remember here is that CRM is not a computer system, it isn't a line item in a marketing budget and certainly is not a fad: CRM is an approach

to the customer that involves and embraces the hotel guest, making them want to be the guest of your property or your brand forever. If hoteliers want to be successful in implementing CRM generally they should use all types of CRM in right place. Each segment should be used in the following ways: In general guidelines in below will help hotels in successful implementation different aspect of CRM: 1-Customer classification - Customer should be analysed through the corporation's data mining tool and put in special segments. Segmentation will help Sector manage their customer as individuals or small groups become fluent in analysing customer data. 2-Services segmentation - Part of your CRM strategy needs to be a means of ranking your guests to identify the most valuable (according to guest classification) and then servicing them differentially. According to your service classification with help of Services classification hotels must focus their services on Customer Cycles and needs also one to one marketing, upselling, cross selling and follow-up sale could be done easily. 3-Data Capture and Maintenance (data warehousing) - Data warehouses and data mining are the most popular and highly needed systems for providing CRM capabilities or else for defining, developing and managing ""the segment of one'' .Collection of information should be used for further analysis of the guest structure. In this way the analytical approach should be use as an essential tool for moving beyond a 360- degree view of the guests and providing greater predictability into behaviour. This data should be gathering via interacting of customer with hotels in many ways and that would generate a whole new collection of data but useful data that useful things could be done with them. Informed investments in a portfolio of customer should include knowledge about: • Customers' behaviour (such as preferences, priorities, and activities) • Customers’ value in terms of customer profitability, customer lifetime value, and potential. A clear understanding of the composition of a customer portfolio and how you can optimize it 4-Customer complaints - An effective CRM system should have numerous mechanisms for

identifying customer problems. Complains should be considered as opportunities of getting closer to customers. 5-Making relationship with customers (collaborative) - A goal of CRM is to manage the various stages of the relationship systematically and proactively.

Customer relationship

processes should incorporate a means of determining how much customers are costing a hotel so that the more profitable relationships should be targeted. To broadening customer relationships these issues should be measured • Determine among existing customers, which particulars should be kept • Determine which customers will drive most of the company's profits. • Determine which customers might switch to competitors and the reasons.

LIMITATIONS OF THE STUDY 1.

All the information, which is taken, is based on primary and secondary data that has its own limitations.

2.

There may be a possibility of biasness in the response of some respondents, due strong brand loyalty toward any particular petroleum company i.e. IOCL brand but utmost care has been taken to make this report unbiased.

3.

Some respondents may not have given the correct information and views due to their lack of interest and shortage of time. However proper care is taken to avoid such respondents

4.

Time constraint, within a period of few week whole study and research is conducted.

6.

Most of the respondents especially female respondents are reluctant to share some personal information like contact details. They sometime fill the questionnaire after discussing with their acquaintance

7.

This research is conducted in IOCL petroleum retail outlets of Dehradun, but it is very difficult to judge the whole of Uttarakhand consumer behavior and perceptions on the bases of only small sample and that too of only few areas.

CONCLUSION It is concluded that there is competition among the service provider to capture new and retain existing customers. The services provided by most of oil and petroleum products giants are satisfactory but there is large scope of improvement. CRM activities and value creation (loyalty programmes) is key for retaining customers. In this area most of oil and petroleum product has already started most leadership working, companies are now designing way of offering schemes for value creation. Employee behavior plays a vital role in CRM execution of every company. Customer touch points like website, customer care, authorized retail outlet is now becoming a portal for creating relationship. Though the customers are highly unsatisfied with long waiting time ad it shows that there is lack of efficiency or representative. This can lead to feel of dissatisfaction among the customers. Indian Oil must target to sort out the urgent issues of customer with in short span of waiting as well as problem resolving time to build trust and sustainable relation. On the various parameter taken for satisfaction, distribution network and quality services of Indian Oil is most important for customers so oil and petroleum companies are focusing on these parameters for competitive advantage. Based on the empirical data and analysis we found that petroleum company like IOCL is experiencing increased globalization, competition, higher customer turnover, growing customer acquisition costs and rising customer expectation meaning of petroleum company performance and competitiveness is significantly dependent on their ability to satisfy customer efficiently and effectively. To enhance customer satisfaction and profitability Petroleum Company must focus on implementing Customer Relationship Management strategies that aims to seek, gather and store the right information, validate and share it throughout the entire organization and then use it throughout all organizational levels for creating personalized relationship and unique customer experience. According to the result of testing our hypothesis implementing CRM in the form of gathering information for personalization of services, using one to one marketing plans, improving customer services and benefits will increase customer satisfaction, retention and loyalty.

Customer satisfaction will increase customer loyalty and customer retention. Customer retention is really important and good for both business and customers for business since customer stay longer, buy more and more frequently it increase wallet share also it is cheaper to keep existing customer happy rather than to attract new ones. Dyche stated that five percent increase in customer retention results in a 25 to 95 percent increase in profits. A successful implementation of CRM with more satisfied and loyal customers have a lot of benefits for FMCG industry such has increase revenue and profitability, reduce internal costs, reduce marketing costs, improving customer services, positive word of mouth, market share growth, improving marketing methods, streamlined business process, better understanding/ addressing customer requirements, higher employee productivity and protect marketing investment with maximize returns. All these benefits for Petroleum Company can be source of long term and sustainable competitive advantage.

BIBLIOGRAPHY Books & Journals 1

Philip Kotler, “Marketing Management”, Eleventh Edition; Printace Hall, India.

2

Harper W. Boyd Jr., Westfall & Stanley; “Marketing Research”; Seventh Edition; AITBS.

3

C.R.Kothari, “Research Methodology”, Twenty second Editions; WishwaPrakashan.

4

Daadlani, M., Shanker, R., Chopra, P. (2010). Benefits of implementing a CRM system in oil and petroleum service provider, In Sheth, J. N., Parvatiyar, A. &Shainesh. G (Eds.) Customer Relationship Management, Emerging Concepts, Tools And Applications, Tata McGraw Hill Education Private Limited.pp 424-433

5

Ling, C. E., Run, E.C. (2009). Satisfaction and Loyalty: Customer Perception of petroleum service providers. ICFAI, University journal of service marketing, Vol.VII, No. 1.

6

Bose, R. 2002. “Customer Relationship Management: key components for IT success”, Industrial Management & Data System, Vol 102 No. 2, pp. 89-97

Websites www.iocl.com  www.crm-petrol-products.org 

www.retailoutlets-petroleum.com

Appendixes and Annexure QUESTIONNAIRE

The purpose of this questionnaire is to find out your perception

towards

this

subject.Your

cooperation

to

answer the questions is very much appreciated. Please feel free to give out your views as the questionnaire will be carried out anonymously. Name_________________________

Age __________________

Gender________________________

Contact Number________________

Q1-Do you visit the IOCL fuel station regularly? A. Yes

50

B. No

30

C. Sometimes

20

Q2-What is the usual mode of payment? A. Cash

70

B. Xtra power fleetcard

25

Credit/debitcard

05

Q3-Do you know about the Xtra Power fleetcard? A Yes BNo

60 40

Q4-From where did you come to know about the fleet cardprogram? A. Advertisement

45

B. Newspaper

25

C. IOCLL retailoutlet

15

D. Magazine

9

E. Other

6

Q5-Are you satisfied with the service of fleetcard? A. Yes

55

B. No

35

C. Partly satisfied

10

Q6- Do you use your fleet card regularly? A. Yes

68

B. No

20

C. Sometimes

12

Q7-What improvements do you want in the fleet card loyalty program? A. Better services to the card holders

45

B. More attractive offers

35

C. Others

20

Q8- Segment asking for different facilities? A. ATM

B. Service Station C. Departmental Store D. Food Joint Q9- Do you have any further comments or suggestions on any aspects of a retail outlet and facilities which can be improved? ______________________________________________________________________________ ________________________________________________________________________