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PROJECT REPORT ON CUSTOMER SATISFACTION AND BRAND LOYALTY OF IT PRODUCTS SUBMITTED BY

Customer Satisfaction and Brand Loyalty of It Products Wipro

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Page 1: Customer Satisfaction and Brand Loyalty of It Products Wipro

PROJECT REPORT

ON

CUSTOMER SATISFACTION AND BRAND LOYALTY OF IT PRODUCTS

SUBMITTED BY

Page 2: Customer Satisfaction and Brand Loyalty of It Products Wipro

Table of Contents

Acknowledgement………………………………………………….3

Company Profile……………………………………………………4

Executive Summary………………………………………………..12

Research Objective…………………………………………………13

Research Methodology……………………………………………..13

Research Findings…………………………………………………..15

Conclusion…………………………………………………………..20

Recommendations…………………………………………………..21

Annexure…………………………………………………………....22

Questionnaire

Bibliography

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Page 3: Customer Satisfaction and Brand Loyalty of It Products Wipro

ACKNOWLEDGEMENT

As I begin to reflect on the magnitude of this project report, I am reminded

of the celebrated quarterback who sprints on to the field in the last quarter of

the game, confers in the huddle, confidently strides out to the line of

scrimmage and throws the perfect spiral pass fifty yards downfield into the

end zone to score the winning touch down. The fans cheer, the coaches are

thrilled and the quarterback joyously revels in the glory of winning the

game. But it was a team effort, for a team makes each individual achieve

more. I have never been known to have words fail me, but as I begin to put

on paper the feelings I have towards the people who changed my heart, soul

& thought, I am overwhelmed. There is a difficulty in assigning a hierarchy

since it has been a true team effort since the beginning.

I wish to acknowledge Mr.Parminder Singh (Regional Head, Channel

Sales) and my project guide Mr. Anil Solanki (Account Manager) for their

unsatiable desire to know what was going on in my projects and for those

millions of opportunities they gave me to share their ideas and knowledge in

a large variety of settings.

I am sincerely thankful to Ms.Priti Kataria (Regional Head, HR) For her

endless support and guidance to persuade this project.

My special thanks to the staff of Wipro Infotech for their cooperation and

camaraderie shown to a trainee.

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Page 4: Customer Satisfaction and Brand Loyalty of It Products Wipro

Company profileWhere did the journey begin? 

 

Wipro was set up in the backdrop of the small town of Amalner in

Maharashtra in 1945. Primarily an oil factory, the chief products were

Sunflower Vanaspati and 787 laundry soap (a by-product of the Vanaspati

operations). The company was called Western India Products Limited, with

a modest presence in Maharashtra and Madhya Pradesh.

It was in the early eighties that Wipro made its foray into the Infotech arena.

An energetic, committed team of professional R & D and marketing

managers came together in Bangalore in 1980. With this began the Wipro

Infotech story. In a small lab at the Indian Institute of Science (IISc), the

team developed the first Indian 8086 chip.

An experience that reads two decades of understanding IT

Wipro Infotech, the domestic and Asia Pacific IT Services, Solutions and

Products division of the Rs 34,926 million (USD 715 million) Wipro

Limited (NYSE:WIT),has etched a trail-blazing path through the Indian IT

industry - fueling the growth of IT in the country, partnering with

organizations into the world of Information Technology.

At every twist and turn of the Indian IT journey, Wipro has contributed its

mite, learning and building on the experience. Today, two decades later, it

stands at the firmament,as a trusted and experienced provider of a

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Page 5: Customer Satisfaction and Brand Loyalty of It Products Wipro

comprehensive range of IT services,solutions and products. An experience

that now spans the globe.

A belief that the Customer is always first

At Wipro, it is understood that IT is a business enabler. Its ability to provide

continued business value to its customers has been due to its single-minded

devotion to Quality through best-of-breed products, global best practices and

best-in-class solutions. This powerful combination has taken it closer to its

customers, helping it become a partner in their success.

A knowledge that Quality means no compromises

The quality journey that saw it endorsing Six Sigma methodology flows

through every aspect of business – products, processes, people, and services.

Its devotion to quality is demonstrated through various initiatives – ISO, P-

CMM, Six Sigma- that ensure it brings you only the best of IT services and

solutions.

Delivering Customer satisfaction through Innovation

Wipro believe it is its ability to innovate that leads to customer satisfaction.

The focus of its Innovation framework is to learn from experience, build on

expertise and create solutions and services that satisfy its customers’ stated

and latent needs.

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Page 6: Customer Satisfaction and Brand Loyalty of It Products Wipro

Its Innovation methodology has seen it launch several new practice

including Storage Consulting, IT Outsourcing and Six Sigma Consulting,

which today is an integral part of its overall consulting framework.

‘TerraNova’,its Center of Excellence is a showcase of its solutions and

integration capabilities. State-of-the-art technologies and their working

across diverse platforms are demonstrated here, through a simulation of the

customer’s business environment. Its innovative e-procurement services are

brought to customers through 01markets. These comprehensive procurement

services enable clients to identify significant savings in the procurement of

direct as well as indirect goods, while substantially reducing sourcing cycle

times.

An expertise that delivers a wide range of solutions...

Backed by over two decades of experience, it brings multi-platform

expertise, global best practices, extensive reach and tested delivery

mechanisms to deliver reliable, high quality, cost-effective IT solutions.

Wipro’s expertise and experience instill in you the confidence to entrust

your entire IT lifecycle to it. It brings you complete IT services that help

plan, architect, implement, integrate, manage and support your IT

infrastructure -services that are backed by two decades of learning and

quality processes.

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...and suggests the right one - Consulting Services

Wipro’s experience with customers has peaked with high-value consulting

skills that are reinforced by a keen understanding of the key role that

technology plays in enabling business. It bring to you its significant

experience in the IT domain, extensive integration skills and sharp insight

into business dynamics - that help it advise you on how best to optimize

your IT investments.

An experience that breeds trust for customers in India and Asia Pacific

Having established itself strongly in the domestic market, it has extended

this leadership to global markets. Today, it has full- fledged business offices

in Dubai and Singapore with presence in Sydney, Taipei, Bangkok, Hong

Kong and Saudi Arabia Marking its early success in the region are several

prestigious project wins, in the high end IT Services that touch the core of its

customers’ business processes. These include end-to-end ERP

implementation, transport optimization, web-based dealer integration and

mediation implementation.

Today Wipro’s customers across India, Asia Pacific and the Middle East

recognize and appreciate its ability to deliver high quality, reliable and cost-

effective IT solutions. And recognize it as a partner in their success.

Now and in the future.

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Page 8: Customer Satisfaction and Brand Loyalty of It Products Wipro

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Page 9: Customer Satisfaction and Brand Loyalty of It Products Wipro

AWARDS & ACCOLADES

Awards and accolades have been a way of life during its two decade long

journey through the world of information technology. Listed below are some

of the more recent feathers in its cap.

Sun Asia South Award-Best Service Sales Partner

Wipro was awarded the Best Service Sales Partner by Sun Microsystems in

Asia South for the Finanical Year 2002.The Wipro Service Sales team has

grown the Sun Spectrum business at 98% over FY01. Wipro continues to be

the dominant partner for providing SUN Services in India.

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Page 10: Customer Satisfaction and Brand Loyalty of It Products Wipro

Business Week Ranking

Wipro was ranked 5th in the world in Business Week's rating of the 'Most

Profitable Global IT Services Companies' (Issue dated June 24, 2002).

Wipro was also rated 98th in a rating of the Top 100 Infotech Companies

worldwide, by Business Week (Issue dated June 24, 2002).

Asia Inc. Rating

Wipro was ranked 10th and was the only IT services company to figure in

Asia Inc's November 2001 rating of the Top 20 corporate brands in Asia.

HP OpenView Olympic Sales Champion

Wipro Infotech was an HP OpenView Olympic Sales Champion for the year

2001. Wipro received this award for achieving the highest sales for the

OpenView product line in India.

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Page 11: Customer Satisfaction and Brand Loyalty of It Products Wipro

Cisco No.1 Partner Award

Wipro received the Cisco Number 1 Partner award in recognition of

significant sales achievement for Cisco, for the financial year 2001.

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Page 14: Customer Satisfaction and Brand Loyalty of It Products Wipro

Executive SummaryIn the ever-competitive IT products market it becomes necessary for each IT

producer to understand what the customer wants. Also an in depth

knowledge of the satisfaction levels and brand loyalty helps them to better

position their product in the minds of the consumer.

The knowledge of the satisfaction levels of its own products helps the

producer to be in tune with the cusumers needs and demands and an idea

about the satisfaction levels of its competitors makes the producer aware of

opportunities lying ahead, if any.

Satisfaction is further directly related to Loyalty. The more the satisfaction

the more the loyalty, the more the sales, the more the profits and that’s what

you are there for.

Thus we conducted a Market Research to reveal the insights of IT Buyers on

the decision-making parameters and their satisfaction levels to different IT

brands and their loyalty towards them.

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Page 15: Customer Satisfaction and Brand Loyalty of It Products Wipro

Objective

The research objective is to study the Brand loyalty and Customer

Satisfaction levels and Rank the attributes in order of preference.

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Page 16: Customer Satisfaction and Brand Loyalty of It Products Wipro

Methodology

A quantitative study had been done which has been layered with

qualitative inputs gathered on the basis of interviews during data

collection

The Sampling technique used has been Stratified sampling To ensure

clear representation of various segments

The Respondent Profile has beenIT managers : Decision makers

The Total Contacts have been: 85

MNC’s - 47

Government Bodies - 10

Educational Institutions - 17

Hotel Industry - 9

SOME RESPONDENTS

Goodyear India

LG Electronics India Ltd

HDFC Bank

HSBC

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Page 17: Customer Satisfaction and Brand Loyalty of It Products Wipro

Nokia

Escorts

Hero Honda Motors

Maruti Udyog

Delhi Public School

Step: 1

Satisfaction levels

The Respondents were made to rate their Product Satisfaction and

After Sales Service Satisfaction levels on a scale of 1 to 5 with 5 being the

highest.

Step: 2

Loyalty

The Respondents were asked weather they were considering

changing their IT Products - why or why not?

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Step: 3

Decision influencing criteria

The Respondents were made to rank the following parameters in

order of preference on a scale of 1 to 5 with 5 being the highest.

Total cost of ownership

After Sales Service

Brand

Performance

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Page 19: Customer Satisfaction and Brand Loyalty of It Products Wipro

The Findings

There has been a wide chasm between Wipro and the leader as far as

brands owned are concerned

HP seems to be a hot favourite followed by IBM, followed by Dell

The gap between the top 3 and the remaining is very wide.

Wipro falls far behind by a large margin

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Page 20: Customer Satisfaction and Brand Loyalty of It Products Wipro

However, it does not seem to reflect in the overall satisfaction levels

After all, Customer Satisfaction is all about managing expectations

Users seem to be satisfied with the brands that they are using

All brands reflect high satisfaction levels.

Surprisingly even assembled products reflect high satisfaction

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Page 21: Customer Satisfaction and Brand Loyalty of It Products Wipro

WHAT IS SATISFACTION:

Satisfaction is the level of a person’s felt state resulting from

comparing a product’s perceived performance (or outcome) in relation to the

person’s expectations.

People have different expectations of the same product or service

experience.

Expectations can become unrealistic.

Most users are also satisfied with the after sales service offered by various

brands

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Page 22: Customer Satisfaction and Brand Loyalty of It Products Wipro

DOES SATISFACTION LEAD TO LOYALTY?

High Satisfaction levels lead to high loyalty which is why just

2 respondents are considering to change their IT Products

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Dissatisfied Satisfied Delighted

Loyalty/ Commitment

Page 23: Customer Satisfaction and Brand Loyalty of It Products Wipro

Also Product performance emerges as the key deciding factor

All the other features are a distant second

Is this why even assembled products enjoy high satisfaction levels?

Is a good brand anyway expected to perform well? Good performance is

implicit in a good brand

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Page 24: Customer Satisfaction and Brand Loyalty of It Products Wipro

Conclusion

The market is ruled by 3 players: HP, IBM, Dell

Very low penetration for Wipro

Market leadership is attributed to their brand strength

Irrespective of the penetration levels, all brands enjoy reasonable

satisfaction

There seems to develop familiarity with one brand which makes the

user resistant to change

Product performance, implicit in a brand with good image, is a

deciding factor for purchase

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Page 25: Customer Satisfaction and Brand Loyalty of It Products Wipro

Recommendations for Wipro

Wipro needs to maximize its best customer

Keep them happy with regular servicing

Offer its present customers an opportunity to purchase more products

from it: up gradation, added features etc.

Experiment with a promotion wherein its existing customer gets

rewarded for recommending Wipro to a friend and the

recommendation getting converted into sales.

Position Wipro as a hardware player

Possibly under a new sub brand, co-branded with Wipro

-To ride on the already established Wipro Brand

Direct marketing Vs Mass Media for salience

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Page 26: Customer Satisfaction and Brand Loyalty of It Products Wipro

- In the immediate future ,get a bigger bang for the buck by directly

contacting the potential TG

- Regular Mailing activity to the decision makers

- With introduction to high end hardware products from Wipro

- For the long term, invest in stronger brand building (may be mass

media?)

Ride on the new wave

Make the emerging IT buyers as the focus in the near future

Tap into Educational institutions and the BPO industry

Also look at PSU’s as focus companies since they are not too brand

conscious

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Page 27: Customer Satisfaction and Brand Loyalty of It Products Wipro

Annexure

QUESTIONNAIRE

Part A

Dear Sir / Madam,

We are conducting a survey and have prepared a questionnaire for that and

would sincerely request you to fill it. We thank you for your co-operation.

To start with, may I have the pleasure to know some details about you.

Respondent’s Name: ____________________________________________________

Respondent’s Designation: _______________________________________________

Company Name and Address:

________________________________________________________________________

Contact No: (O) _______________(R) ______________ (Mob)_________________

Interviewer’s Name: _______________ Date Of Interview: _________________

Thank You

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Page 28: Customer Satisfaction and Brand Loyalty of It Products Wipro

Part B

QUESTIONNAIRE

Question 1: What is the IT Infrastructure that your company has?

Brand Quantity Specifications

a) Desktops

b) Servers

c) Storage Solutions

d) Laptops

e) Any other (please Specify)

Question 2: What would you rate your satisfaction level of the IT Products you are

currently using

IBM HP WIPRO HCL DELL OTHER

(specify)

_______

Very

Satisfied

Almost

Satisfied

Not

Satisfied

Almost

Dissatisfied

Very

Dissatisfied

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Page 29: Customer Satisfaction and Brand Loyalty of It Products Wipro

Question 3: How would you rate the after sales service of the IT Products you are

Currently using

IBM HP WIPRO HCL DELL OTHER

(specify)

_______

Very

Satisfied

Almost

Satisfied

Not

Satisfied

Almost

Dissatisfied

Very

Dissatisfied

Question 4: Rank the factors, which make you, decide on the IT Infrastructure to use

from 1 to 5 with 1 being the lowest and 5 being the highest.

_________Total Cost of Ownership (TCO)

_________After Sales Service

_________Brand

_________Performance

_________Others (Please Specify) ________________

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Question 5: Are you considering to change your IT Products company?

Yes No

Why or Why Not

____________________________________________________________

Question 6: Can you please elaborate on the companies plans to buy more IT

Infrastructure.

Question 7: Other Comments: (If any)

Thank You

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Page 31: Customer Satisfaction and Brand Loyalty of It Products Wipro

BIBLIOGRAPHY

Books

Principles Of Marketing by PHILIP KOTLER

Research Methodology by C.R.KOTHARI

Magazines

Dataquest

Computers today

PC Guide

Websites

www.wipro.co.in

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