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PROJECT REPORT
“A STUDY OF THE CUSTOMER SATISFACTION
OF BCS SOFTECH”
SUBMITTED IN PARTIAL FULFILLMENT FOR
THE AWARD OF THE
DEGREE OF BACHELOR OF BUSINESS
ADMINISTRATION
UNDER THE GUIDANCE OF
MRS. EKTA DARGAN
ASST.PROFESSOR., MAIMS
SUBMITTED BY:
LOVENISH VERMA
ENROLLMENT NO.07261101711
MAHARAJA AGRASEN INSTITUTE OF
MANAGEMENT STUDIES
(AFFILATED TO GURU GOBIND SINGH
INDRAPRASTHA UNIVERSITY,DELHI)
PSP AREA,PLOT NO-1,SEC-22, ROHINI
DELHI,110086
STUDENT DECLARATION
This is to certify that the project titled ‘A STUDY OF THE CUSTOMER SATISFACTION OF BCS SATISFACTION
PVT LTD’ under the guidance of MRS. EKTA DARGAN has been completed and submitted in partial fulfillment of the
requirement for the award of degree of Bachelor of Business Administration at Maharaja Agrasen Institute of
Management Studies, Delhi . This is an original piece of work & I have not submitted it earlier elsewhere.
LOVENISH VERMA
GUIDE CERTIFICATE
This is to certify that the project titled “A STUDY OF THE RECRUITMENT POLICIES OF KAIMUR MINERELS
PVT LTD ” is an academic work done by LOVENISH VERMA submitted in the partial fulfillment of the requirement
for the award of the degree of Bachelor Of Business Administration from Maharaja Agrasen Institute of Management
Studies, Delhi, under my guidance & direction. To the best of my knowledge and belief the data & information presented
by him/her in the project has not been submitted earlier.
Faculty
ACKNOWLEDGEMENT
I am highly obliged to MRS.EKTA DARGAN (project guide) for his constant and excellent guidance and also his
valuable support without whom this project report could not be successfully completed. I am also thankful to my friends,
my parents, brother-sister for helping me in the completion of this project report.
Signature
“Customer Satisfaction of BCS Softech”
EXECUTIVE SUMMARY
The new millennium has brought us on the brink of the I.T. Revolution. This revolution has been aided by the advent of the Internet in a big way. Internet is fast changing the way people used to do things. Naturally, the same would have an impact on the advertisers. The Internet has been accepted as the most powerful media for advertising due to the absence of geographical barriers. The advent of the Internet and its subsequent acceptance has once again challenged the traditional forms of advertising. Advertisers are trying to use the 'net' to advertise their products and hence 'net' their customers. Thus, with the Internet gaining prominence, advertising equations are fast changing we would like to study the impact of Internet on advertising from the customers as well as advertisers point of view.
There is no question that the growth of Internet advertising is outpacing offline advertising. As more and more companies realize the real value in advertising their goods and services online, they are diverting funds from other forms of offline advertising to compensate. Consequently, the market share of Internet advertising is continually growing while the market share of offline advertising mediums stagnates or declines.
At the current rate of growth, Internet advertising has already overtaken radio advertising in spending and market share. While outdoor advertising is also experiencing growth, it is not growing as rapidly as Internet advertising, and Internet advertising has already overtaken it.
The dominant forms of offline advertising, television, newspapers and magazines, still hold the lion share of the market, but their market share is expected to decrease slowly over the next few years. Some estimations predict Internet advertising will hold as much as 10% of the global advertising market share by 2009.
The growth in Internet advertising is due to two different factors, more advertisers moving promotions online and the growing penetration of the Internet itself. Because the Internet is
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still a relatively new medium when compared to other long established advertising mediums like newspapers and television, advertisers have not yet realized the full potential for gain.
In 2008, if you’re not on a social networking site, you’re not on the Internet. It’s as true for advertisers as it is for consumers. Social networking is the ultimate manifestation of user generated content, and as such, holds more potential for growth than any other form of content on the Web today. User Generated Content (UGC) and Social Networks are transforming the media ecosystem. Gone are the days when power rested in the hands of a few content creators and media distributors. Gone are the days when marketers controlled the communication and path between advertisement and consumer. Today’s model is collaborative, collective, customized and shared. It’s a world in which the consumer is the creator, consumer and distributor of content. Today there are over a billion content creators and hundreds of millions of distributors. The proliferation of quality, affordable technology during the past 5 years, one of the most profound social effects of the Internet has been the democratization of media. Nowadays, anybody with a computer and an Internet connection is ready to start broadcasting to the whole world, for free.
Online tools such as the well known Blogger make publishing on the Internet extremely easy and accessible to people with hardly any technical knowledge.
TABLE OF CONTENTS
S.NO CHAPTER PAGE NO
1. INTRODUCTION 1
1.1 Overview of the industry
1.2 Profile of the company
1.3 Problems of the company
1.4 S.W.O.T. Analysis
1-22
1
6
21
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2. OBJECTIVE AND METHODOLOGY
2.1 Significance
2.2 Managerial Usefulness of the Study
2.3 Objective of the Study
2.4 Scope of the Study
2.5 Methodology
28-33
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28
29
29
30
3. CONCEPTUAL DISCUSSION 34-47
4. DATA ANALYSIS 48-56
5. FINDINGS & RECOMMENDATIONS 57-60
ANNEXURE BIBLIOGRAPHY
Chapter 1
INTRODUCTION
1.1 OVERVIEW OF THE INDUSTRY
The Indian IT industry is growing steadily despite the global meltdown in the year 2009.
When the whole of the world witnessed the negative growth, Indian IT industry still
managed to register a growth of 5.5%. The industry is about to register the historic
landmark of US $ 50 billion exports this year, according to NASSCOM President,
Som Mittal. The domestic market is also slotted to witness 12% growth, this year.
Potential size of India’s off shoring industry is estimated at US $ 120 to 180 billion by
2015. The industry currently employs around 1 million people and provides indirect
employment to around 2.5 million people. It is expected to add another 1, 50,000 jobs
in the next fiscal according to NASSCOM.
Indian IT/ ITes sector is growing substantially with its
expansion into varied verticals
well differentiated service offerings
increasing geographic penetration
The phenomenal success of the Indian IT- ITes industry can be attributed to the favorable
government policies, burgeoning demand conditions, healthy growth of related industries
and competitive environment prevalent in the industry. The interplay of these forces has
led to putting the industry on the global map.
ORIGIN AND DEVELOPMENT OF THE INDUSTRY
The Indian IT industry is growing steadily despite the global meltdown in the year 2009.
When the whole of the world witnessed the negative growth, Indian IT industry still
managed to register a growth of 5.5%. The industry is about to register the historic
landmark of US $ 50 billion exports this year, according to NASSCOM President, Som
Mittal. The domestic market is also slotted to witness 12% growth, this year. Potential
size of India’s off shoring industry is estimated at US $ 120 to 180 billion by 2015. The
industry currently employs around 1 million people and provides indirect employment to
around 2.5 million people. It is expected to add another 1, 50,000 jobs in the next fiscal
according to NASSCOM.
As a human being, we all think about our development. As we plan for our development
we also have to decide our working area, or the most approachable area. Everyone likes
to cover an area as large as he can. Initially we had a small area of operation in each
segment of life. But as the technology developed, we became part of global market and
now we are able to cope with the market development at large.
Information technology has made a tremendous development in respect of our approach
at a mass level. It opens the door for several avenues as well as brings in several threats,
which should be analyzed carefully. Due to development in technology the information
can be transferred from one place to another in very short span of time, earlier which
required a lot of time. Transfer of large information and storing capacity for a long period
also has some draw backs, inherent in the process itself. For example, manipulation of
message is very easy and it requires small level of technical literacy. It is also observed
that master in a subject may not be many times able to express his views effectively as
compared to a person having less knowledge of subject but more computer literacy, who
can make better presentations. Here the knowledge part of the core subject has been
compromised with proficiency with technology.
Now, to teach one subject several teaching methodologies are available. One has to apply
one or two out of them, which suits him the most. If one institute has less number of such
teaching technologies it cannot make it’s place in the market even if it is very sincere and
dedicated for providing a quality education to the students. Here it leads to pomp and
show than the development of value-based teaching.
It is true that the development of information technology made available number of
resources but it also lead to duplicacy as well as piracy. In spite of reading articles or
gathering information from different sources for qualitative research useful for the
society, one would like to cut and paste information and other relevant matter for his
advantage, which discourage the habit of reading, being creative and utilizing brain
storming exercises.
Whole economy of the world is very much dependent upon the technological
advancement. This increased competition in each segment of the market. One very
important aspect is that now people are buying consumer durables not once only but
majority of them are replacing the existing product within very short span of time. Such
type of changes in consumer taste can be seen in the television, air conditioner, washing
machines, automobiles, mobile industries etc. It leads to the product out of market within
very short period of time, and it also increases consumerism, which ultimately decreases
the saving and investment habit of an individual.
This drastic change in the technology has negative impact on society also. Now the theft,
piracy, robbery and other type of hi-tech crimes have grown up very fast. These crimes
are committed by the young professional generation because they need handsome money
through the application of such technically advanced skills. This shows negative picture
of current education system and also of the educated class. It demoralizes the young
generation.
Today's generation is very much choosy than earlier and the reason is that they have more
alternatives in their hands. Certainly, it creates more avenues and dynamism but it also
hampers the mental stability. Today's young generation wants to earn money by hook or
crook. It is immaterial for them, how they earn money. The most important thing for
them is only how much money they have. It reduces the quality of life, which generates
the stress, social unrest and mental tension and ultimately no peace in the life. They are
trying to stretch the period of twenty-four hours of a day in more and more productive
hour at the cost of their health which has disturbed their natural system of digestion and
standard level of health. To improve the health and physical fitness they need a
sophisticated and hygienic environment and medical, psychiatric and surgical
supervision.
Lack of number of people of desired qualification and skill is also a big problem. Due to
fast change in the information technology, several technical qualifications have also
become out of date with in very short period of time.
The technological development especially in information sector requires a large amount
of capital investment, sophisticated environment and increase in dynamic risk. Dynamic
risk means possibility of loss due to change in environmental factors. First it requires
investment in it’s installation, maintenance and then in it’s replacement. It involves cost
of equipment, which is of capital nature as well as remuneration paid to personnel
involved at each stage, i.e. revenue expenditure. Capital expenditure requires it’s
absorption during fixed period of time through depreciation. Likewise the revenue
expenditure also involves some cost of capital, which is made available through own or
borrowed sources of owner. The depreciation and all the revenue expenditure form part
of the annual income statements. Above cost factors play a very crucial role in the
adoption of new technology.
Last but not the least the tendency to adopt new technology is a very typical
psychological tension of mind. With a great pressure one becomes ready to adopt new
technology if he has no choice, otherwise the general tendency is to cope with the old
technology or work with old technology for which people are habitual. So, the adoption
of new technology is also difficult.
All in all, the development of new information technology should be welcomed because
it is the need of the hour. And all of us should prepare ourselves to make it easier for us
and should use it in ethical ways, and then only we would be able to survive in the
market.
GROWTH AND PRESENT STATUS OF THE INDUSTRY
History and Evolution of IT Industry
The evolution of IT industry can be studied in 4 phases:
Phase I: Prior to 1980
The software industry was literally nonexistent in India until 1960. Software used in the
computers till that time, were inbuilt with the systems. Government protected the
hardware industry through high tariff barriers and licensing. However, in the West, the
need for software development was gradually being felt as the software inbuilt in the
system was not sufficient to perform all the operations. The Government of India
therefore, realized the potential for earning foreign exchange.
In 1972, the government formulated the Software Export Scheme. This scheme made the
provision of hardware imports in exchange of software exports. TCS became the first
firm to agree to this condition. The year 1974 marked the beginning of Software exports
from India.
Phase II: 1980- 1990
Despite the government initiatives, the software exports were not picking up because of
two reasons mainly:
The exports of software, was heavily dependent on the imports of hardware, which
was costly as well as the procedure for obtaining the same was very cumbersome.
Secondly, there was a lack of infrastructural facilities for software development.
To counter these, the government formulated a New Computer Policy in 1984, which
simplified import procedures and also reduced the import duty on hardware for
software developers. In an attempt to make software industry independent of the
hardware industry, the government in 1986, formulated Software Policy which further,
liberalized the IT industry. According to this policy, the hardware imports were de-
licensed and were also made duty free for the exporters. This along with the world wide
crash in the hardware prices reduced the entry barriers substantially.
In 1990, government established Software Technology Parks of India. This scheme
was formulated to increase the exports of software and services.
Phase III: 1990- 2000
This decade made several significant changes in the economy, including trade
liberalization, opening up of Indian economy to foreign investment, devaluation of the
rupee and relaxation of entry barriers. These changes attracted many foreign entities
(MNCs) to our nation. These MNCs in India, introduced ‘Offshore Model’ for software
services, according to which, the companies used to service their clients from India itself.
This model further graduated to Global Delivery Model (GDM). Global Delivery Model
is a combination of Onsite and Offshore Model. In this model, the Offshore
Development Centre is located at various locations across the globe.
During this period due to the entry of many players in the Indian market, the competition
got intensified. Therefore, the players started investing in research and development to
distinguish their services from others.
Phase IV: Post 2000
The global problems like the Y2K, the dotcom crash and recession in the US economy,
proved to be a boon to Indian IT industry. The Y2K problem demanded the existing
softwares to be compatible to the year 2000. Due to the shortage of US based
programmers during this period, many mid sized firms were forced to utilize the services
of Indian firms. This had placed the Indian IT industry on the global map.
Post 2002- 03, the industry had registered a robust growth rate because of increase in the
number of clients, large sized contracts and a strong global delivery model.
FUTURE PROSPECTUS
The industry is right now predominantly export oriented. When we look at the growth in
exports and the growth in domestic sales, we can observe that the domestic sales growth
are left far behind. So if the domestic sales increases, growth of the overall industry will
happen. Therefore, the players as well as the government should take initiatives to
increase the domestic consumption.
The Indian IT players are pre dominantly involved in rendering lower end services to
their clients. Therefore, the industry can grow only when it starts moving up in the value
chain. Presently, the Indian IT industry is basically focusing on the Application
Maintenance and Infrastructure Management. But the focus on rendering higher end
services will help in strengthening the brand image of the industry.
1.2 COMPANY PROFILE
BCS Softech is a solutions provider that catalyzes the union of "strategy" with
"execution" to achieve results faster. We persistently strive to accelerate client progress.
Our solutions help bring scalability and sustainability to the growth of businesses through
a super-optimal approach. Processes, Technology and Focus are our core strengths that
help deliver customer satisfaction.
With a strong technology domain expertise, vast experience managing businesses for
global companies and in-depth understanding of the Indian market, we are uniquely
positioned to set-up a strong platform for client growth in emerging markets.
Our goal is to serve as the synergist for global corporations in their pursuit to realize the
full potential of emerging markets to scale their businesses.
ADVANTAGE
At BCS Softech, we are trusted advisors to our clients and a harbinger for their growth in
unchartered territories.
We help our clients set up and run robust Marketing and Sales operations in India in
seamless alignment with their organizational structure, culture and objectives through our
turn-key as well as modular offerings.
Our value proposition is:
"Shortened time-to-revenue, end-to-end ownership and sustainable growth through
technology-centric, process-driven, tailor-made business solutions that integrate into
our client's eco-system in the most seamless way."
We differentiate our partnership with our clients through:
Consultative "Strategy to Results" Approach.
In-depth Eco-System Understanding.
Seamless Integration with Client Eco-system.
SERVICES
BCS Softech offers SaaS, PaaS, IaaS through cloud application development, migration
and testing services for ISVs and Enterprises.
BCS Softech product development genealogy has positioned it as market leader in OPD
delivering world class services for ISVs – cheaper, faster and better. BCS Softech
extensive experience in enterprise application delivery right from architecting to
deployment gives it edge over its competitors when it comes to deliver enterprise class
applications. BCS Softech offers Product and Application Development services on cloud
for ISVs and Enterprises using Amazon Web Services, Microsoft Azure, Facebook F8
engine and Google App Engine.
BCS Softech center of excellence in cloud computing has done extensive work in
developing new cloud applications and migrating legacy applications developed
using .NET, J2EE and LAMP technologies.
CLOUD FOR ISVS
Independent Software Vendors (ISVs) are moving to Cloud rapidly to provide on-
demand software services. BCS Softech rich experience in the domain of product
engineering and SaaS/SOA makes it the preferred choice as technology partner for ISVs.
BCS Softech has expertise across entire cloud stack.
Physical infrastructure and data center: Server consolidation, storage,
backup/recovery, data protection, and virtualization.
Cloud middleware: Platform cloud services consist of the software and services
developers use to build new applications, typically through an API, on the cloud.
Commonly referred to as Platform-as-a-Service (PaaS), these services range from
horizontal platforms that utilize broad programming languages like PHP, Ruby on
Rails to more vertical platforms tied to specific pre-existing services like
NetSuite’s SuiteCloud, Open Nebula, UEC, Scala, Google App Engine,
Salesforce’s Force.com and/or Facebook’s developer platform.
BCS Softech has vast experience and expertise working in various middleware
technologies.
Cloud applications: Cloud applications are on-demand software solutions
designed for enterprises, SMBs, and consumers. They are typically called
Software-as-a-Service (SaaS) and include many of the same applications found in
the traditional software market but are designed for multi-tenant use and run on an
infrastructure cloud environment. Unlike many traditional software products,
cloud applications are subscription based and are updated and maintained by the
provider. Additional cloud based applications for developers are located under
Platforms; and the software for infrastructure operations & security is located
under Compute and Storage.
ENTERPRISE CLOUD COMPUTING
The robust team of Cloud professionals at BCS Softech understands the cloud ecosystem
and methodically carries out end to end cloud assessment and adoption services for our
enterprise customers.
Assessment: Before embarking on a cloud strategy it is essential to weigh the pros and
cons of all IT delivery models that are available. BCS Softech cloud assessment
methodology helps understand strategic impact, risk impact and financial impact of
moving to cloud and provides a detailed cost benefit analysis of enterprise cloud.
Design: Your business and what it demands makes it imperative to decide which design
and architecture model will best fit your enterprise’s cloud needs. While moving to cloud,
‘all-fits-in-one’ model work. The doesn’t selection of cloud is based on many factors
such as
How much processing power will be sufficient?
How many virtual machines (VMs) will be needed?
What level of security will be required?
What kind of billing and metering system will be required?
Will my cloud address to my increasing demands i.e. scalability?
All the above queries need to be answered before modeling any specific architecture for
enterprise cloud.
Deployment: BCS Softech rich experience in the deployment processes will help you
deploy your enterprise cloud from the first stage to full-fledged production environment
seamlessly.
Integration and Customization: BCS Softech rich genealogy of product engineering,
our expertise in SaaS/SOA/Web 2.0 and our understanding of each of the cloud
computing software stack makes us help our customers integrate and customize their
enterprise clouds.
Operations: Ongoing operations management includes data migration, parallel runs,
maintenance (preventative maintenances), security monitoring, risk assessment,
compliance assessment, periodic security audits, support SLAs and helpdesk systems.
BCS Softech follows ITIL service life cycle which implies a service design, service
transition and service optimization.
CLOUD APPLICATION TESTING
Testing cloud applications require probing the functionality, performance and security at
all layers such as SaaS, PaaS and IaaS. It’s very different than testing non-cloud
applications. Ways and approaches usually practiced in testing non-cloud applications
may not be appropriate for testing cloud applications for the obvious reasons that cloud
applications need to be highly scalable, elastic and secure. Moreover, the architecture of
cloud applications may greatly differ than those of non-cloud applications. Even the
deployment model is totally different.
BCS Softech understands the cloud ecosystem thoroughly and hence knows how to test
the cloud application from functional and non-functional perspective. BCS Softech is
adept in validating the architecture alongside proven best practices to design cloud apps,
test the functionality of the cloud apps and baseline the performance and evaluate the
security implementations. BCS Softech has professional experience of testing SOA and
SaaS based applications using open and OTS tools.
BCS Softech provides following cloud testing services for its customers:
End-to-end system testing: Validation of all critical aspects of complex transactions
which may extend through web interfaces, middleware, backend services, databases, and
everything in between.
Load/Performance testing: Verifies application performance and functionality under
heavy load. Existing end-to-end functional tests can be leveraged for load testing,
removing the barrier to comprehensive and continuous performance monitoring.
Security testing: Prevents security vulnerabilities through penetration testing and
execution of complex authentication, encryption, and access control test scenarios.
PROFESSIONAL CLOUD SERVICE
In addition to cloud consulting, cloud application development and cloud testing services;
BCS Softech offers the following Professional Cloud Services:
Cloud assessment services: BCS Softech understands the importance of cloud
computing for business. As it’s true with any other technology, cloud computing is not
for everyone and every need. BCS Softech has done extensive research to understand the
parameters impacting ROI of moving to cloud. Our assessment tool utilizes important
business information from enterprises to generate detailed assessment reports.
Cloud component repository: BCS Softech R&D team designs and develops reusable
cloud components and thus reduces the delivery cycles.
Cloud platform optimizer: Poorly designed cloud applications will not harness the full
potential of underlying platform and infrastructure. BCS Softech has extensive
experience of SaaS, enterprise architecture frameworks like TOGAF, Zachman
Framework etc. Our architects know the capabilities of various cloud platforms and
infrastructures hence are adroit in designing the cloud applications to fully harness the
power of underlying platform services to give your cloud applications optimal
performance level. BCS Softech cloud platform optimizer tests the cloud applications
against the optimal usage of platform services.
CLOUD INFRASTRUCTURE AND ADMINISTRATION
BCS Softech center of excellence in Infrastructure and Application Virtualization
provides Cloud Infrastructure Provisioning and Administration Services through
solutions like VMware and Microsoft. BCS Softech managed services group provides
extremely cost effective and hassle-free remote infrastructure administration services.
Infrastructure virtualization consulting services using VMware and Microsoft Hyper V.
BCS Softech is the leader in outsourced cloud computing services and solutions. With a
strong focus on optimizing costs, reducing CAPEX and providing world class consulting
services, BCS Softech virtualization competency center helps customers shift their focus
from maintenance to efficacy and innovation.
BCS Softech virtualization experts have vast experience of providing solutions to
enterprises in the following areas
Virtualization capacity planning
Datacenter design
Migration planning
Migration from physical to virtual infrastructure
Virtualized infrastructure administration
If you already have your infrastructure virtualized, BCS Softech can still save your cost
of managing virtualized infrastructure simply by taking the end to end administration
responsibility off your IT department, fine tuning the virtualized resources, SLA based
monitoring and performance improvement, implementing risk free risk mitigation
strategies like HA, shared storage, Dynamic Power Management(DPM) etc.
Deployment and on-premise IaaS management service (private cloud)
The first step for enterprises wishing to move on the cloud is to build the private cloud or
on-premises IaaS Services, which provides an abstraction layer over the traditional way
of having the IT infrastructure for business computing needs. This has changed the way
IT delivers to enterprises dramatically. While IaaS is meant to simplify business needs of
enterprises, its deployment is extremely complex. If not planned well, it may prove a
nightmare for administrators and a white elephant for business owners.
BCS Softech has world class Data Center Architects, Virtualization Specialists and hard
core System Administrators having experience of more than a decade in managing large
scale enterprise IT infrastructure. BCS Softech specializes in providing the enterprises
with best of breed on-premises IaaS deployment and management services.
SOA CONSULTING
The enterprises which effectively align technology with business goals achieve
competitive advantage and that is what BCS Softech as software solutions company
tenaciously believes in and implements.
It is a business need today for softwares that we have been using or want to use in future
to intercommunicate with other softwares. BCS Softech is helping enterprises to drive the
compatibility across the application infrastructure through open standards and service-
oriented architecture (SOA).
Service-oriented architecture (SOA) is a software architectural concept that defines the
use of services to support business requirements. In a SOA, resources are made available
to other participants over the network as independent services which can be accessed in a
standardized way.
SOA is a standards-based design methodology that more closely aligns IT with business
processes using a collection of shared services on a network. Using standard interfaces
that help mask the underlying technical complexity of the IT environment, SOA enables
greater re-use of IT assets. This results in more rapid development and more reliable
delivery of new and enhanced business services.
BCS Softech recommends service oriented architectural framework to its customers for
achieving following business and technology benefits.
Business Benefits
Efficiency: Transform business processes from replicated processes into highly
leveraged, shared services that are cost effective in terms of maintenance.
Responsiveness: Rapid adaptation and delivery of key business services to meet
market demands for increased service levels to customers, employees, and partners’
business process consulting, service oriented architecture, SOA web services, SOA
Consulting, web services consulting.
Adaptability: More effectively rollout changes throughout the business with minimal
complexity and effort, saving time and money.
Technology Benefits
Reduced complexity: Standards-based compatibility versus point-to-point integration
reduces complexity.
Increased reuse: More efficient application/project development and delivery through
the reuse of shared services previously developed and deployed.
Legacy integration: Legacy applications, leveraged as re-usable services, lower the
cost of maintenance and integration.
With BCS Softech established strengths in ERP, CRM, Portal and EAI platforms as well
as custom application development using JEE and .NET technologies, we offer the widest
technology portfolio for Web Services and SOA implementation. Rather than focusing on
just the technology layer of Web Services such as SOAP, WSDL, UDDI etc., Cloud BCS
Softech’s approach to SOA revolves on aligning the SOA design with key business
objectives to provide concrete, measurable benefits while simultaneously addressing real
world concerns such as the security and manageability of the implementation.
SAAS CONSULTING
As organizations continue to adopt outsourced models for automating critical business
processes, SaaS is becoming more attractive for many different types of service providers
as well as Independent software vendors (ISVs).
Under this model, software features can be customized by the customer or the user based
on their specific industry, work environment, or other norms, the features can be easily
enabled or disabled as per convenience.
Following compelling business drivers are making SaaS delivery a viable alternative to
traditional licensed based product or application delivery:
Lower cost of ownership of software
Flexibility to change usage commitments as business circumstances change
Economically appealing business cases
Quicker roll outs
Accurately their ongoing expenses with IT budgets being tightened & assessed for
better return on investment (ROI)
Software-as-a-service is undergoing a fundamental shift in how software is acquired,
used and paid for. Emerging SaaS models and offerings are taking the SaaS concept far
beyond first-generation application functionality and deployment, and into mission-
critical business operations for large and small firms.
Software as a service delivery has two major categories:
Line-of-business services, offered to enterprises and organizations of all sizes:
Line-of-business services are often large, customizable business solutions aimed at
facilitating business processes such as finances, supply-chain management, and
customer relations. These services are typically sold to customers on a subscription-
basis
Consumer-oriented services, offered to the general public:
Consumer-oriented services are sometimes sold on a subscription-basis, but are often
provided to consumers at no cost, and are supported by advertising
Be it business-to-business (B2B) or business-to-consumer (B2C) focus, BCS Softech
understands the complexities of developing and delivering Software as a Service (SaaS)
in a multi-customer environment.
Moving from offering on-premise software to software as a service requires software
vendors to shift their thinking in three interrelated areas: in the business model, in the
application architecture, and in the operational structures. Considering this, BCS Softech
SaaS Consulting services focus on the following:
Business model consulting:
Selling SaaS is like selling mobile phone ring tones, or downloadable music-it should
be possible for a customer to visit website, subscribe to service, pay with a credit card,
customize the service, and begin using it, all without human intervention on the part of
the vendor. This doesn’t mean eliminating more personal approach for larger
customers with more extensive needs.
Changing business model could involve one or more of the following:
o Shifting the ‘ownership’ of the software from the customer to an external
provider
o Reallocating responsibility for the technology infrastructure and management
—that is, hardware and professional services – from the customer to the
provider
o Reducing the cost of providing software services, through specialization and
economy of scale
o Targeting smaller businesses, by reducing the minimum cost at which software
can be sold
Realizing the benefits of SaaS requires shifts in thinking on the part of both the
provider and the customer, and it’s up to the provider to help the customer make this
shift.
BCS Softech SaaS business consulting team can help you in devising innovative
business models and educating customers in making business and delivery model
shift.
SaaS application architecture consulting:
A well-designed SaaS application is scalable, secure, multi-renter-efficient, and
configurable.
o Scalability:
It means maximizing concurrency, and using application resources more
efficiently.
o Multi-renter:
It is an architecture that maximizes the sharing of resources across renter, but
that is still able to differentiate data belonging to different customers.
o Configuration:
SaaS application architecture requires ensuring that the task of configuring
applications is simple and easy for the customers, without incurring extra
development or operation costs for each configuration.
o Security:
The nature of SaaS makes security both a paramount concern for customers,
and a high priority for application architects. Along with application data
security, managing authentication and authorization aspects are the key
architecture drivers from SaaS application point of view.
BCS Softech understands these application architecture drivers and can help you in
making critical architecture trade-off decisions which can have long term impact on
technology and business scalability.
BCS Softech has experience in business model and architecture consulting architecting
and deploying Software as a Service (SaaS) applications for its customers across the
globe. Best practices identified by our expert architects have helped customers
successfully architect and deploy robust service oriented solutions.
UNIFIED COMMUNICATIONS AND COLLABORATION
Seamless communication and collaboration among employees, customers, partners and
suppliers are essential in today's highly competitive global marketplace.
BCS Softech Unified Communications and Collaboration Solutions is an innovative
portfolio that enables and enhances your environments for more effective
communications and collaboration across your business processes.
SYSTEM INTEGRATION SERVICES
We develop business networks with a high degree of robustness, consistency and
performance, to ensure we provide the right network solutions and hardware for your
business and IT needs.
We Provide...
Comprehensive service and support facilities
Supply and commissioning of server, network and communication equipment
Analysis of ongoing IT infrastructure costs
Network design and analysis
System Health check services
Design and implementation of VPN services
Installation, configuration and monitoring of firewalls and remote access servers
Comprehensive Microsoft, Juniper, Polycom, Cisco, Adva, HP, Netapp, EMC,
Radware, Dell engineering services
Extensive range of Linux application services
Infrastructure and design implementation
BCS Softech is one of India's fastest growing companies providing Cloud Application
Services, Big Data Solutions and Analytics. We help our clients set up and run a robust
Marketing and Sales operations in India in seamless alignment with their organizational
structure, culture and objectives through our turn-key as well as modular offerings.
1.3 PROBLEMS OF THE ORGANIZATION
Expensive & Unskilled Manpower
IT industries have become expensive due to rapid increase in the cost for the manpower.
There has been regular increase of salaries by 10-20% every year. This increase in the
salaries without correspondent increase in output levels per person is eating into the profit
levels of the Indian IT companies. In the earlier times India provided “less expensive,
highly skilled manpower”; currently it has run out of that “skilled” manpower and
whatever manpower is available is either not skilled enough or highly expensive.
Management
While talking about management skills, questions are raised about the quality of
management in IT sectors due to relatively low levels of skills in manpower and overall
business performance. Managers must possess a combination of specific competences
and softer skills and attributes to manage and motivate employees. Changes in
technology and organizational changes can create a need for managers to continually
develop and enhance their competencies and their personal attributes as part of an
ongoing development process.
Security
The failure to address security problems today is by and large caused by organizational
issues, not technological limitation. The major organizational obstacles to an effective
security program are- when many companies aren’t even aware of the attack, whether
internal or external, the majority of companies with massive security suffer from head in
the sand problem. The other obstacle arises when though you have a good security team
that knows what the issues are, more often than not there are major organizational
obstacles to actually solving the problem. Political battles, turf wars etc, destroy the
effectiveness of more security programs than the lack of any product or technology. To
be an effective part to have a more secured technology, one should have Knowledge-- of
what needs to be done; Empowerment---to make the necessary changes; and Talent- to
execute it properly.
Customer service
One of the challenges faced by IT sector in India is to improve customer service by
listening to and meeting the client’s need. IT has been suffering from bad reputation
when it comes to satisfying customer needs. Many a times, the work is done incorrectly
or not upto the customer’s satisfaction and requirements and it is at the end the customer
who ultimately determines what is good and what not.
Human Resources
There is a high need to develop creative ways to minimize stress, satisfy employee needs,
and match corporate needs to employee goals. Being in the developing country, workload
is increasing day by day, a relaxing break is must- anything that can give IT professionals
a break should be considered to retain valued employees leading towards growth of the
nation.
1.4 SWOT ANALYSIS
Strengths:
Strong brand name.
Highly skilled workforce.
High budget and enough money for business.
Less integrated than other big groups.
Weaknesses:
Lack of competition.
Limited funds.
Opportunities:
Proper advertisement (Direct mail, sponsorships, place mats, radio, television
advertisement, travel and sports magazines, Verizon yellow book etc.)
Better use of database (Identify professionals, use of ACT database).
Threats:
Geographical Disadvantages.
International and Environmental Laws.
Chapter 2
OBJECTIVE AND
METHODOLOGY
OBJECTIVE AND METHODOLOGY
2.1 STATEMENT OF PROBLEM
This topic is about analyzing the satisfaction of the consumers towards the services
provided by BCS Softech. It has come through to give a clear cut idea to the market
strategy, the ways of how the marketing pattern of BCS Softech. Its main aim is to find
out the marketing strategy and pattern of BCS Softech and also how it properly acts to
attract customers to its enterprise.
The comprehensive statement of the problem can be state as “A Study on Consumer
Satisfaction of BCS Softech”.
2.2 MANAGERIAL USEFULNESS OF THE STUDY
Through this project, the sales and operation manager want to know the post sales service
performance and to analyze the satisfaction level by the feedback of the customers. To
know the quality of service and improvement to be made in the service provided by BCS
Softech and to find the problems faced by the customers and to know the new area of
improvement with the help of customer feedback.
2.3 OBJECTIVES
To study the consumer attitude towards BCS Softech.
To know the customer opinion about BCS Softech’s services.
To know influencing factor to buy BCS Softech.
To know the satisfaction level of consumers.
2.4 METHODOLOGY
The objective of the present study can be accomplished by conducting a systematic
market research. Market research is the systematic design, collection, analysis and
reporting of data and findings that are relevant to different marketing situations facing the
company. The marketing research process that will be adopted in the present study will
consist of the following stages:
Research Instruments:
The research instruments generally used to collect the primary data are Questionnaires
and Mechanical instruments.
Questionnaires:
Questionnaires are formal set of questions prepared to collect the required information.
This is one of the most effective and popular techniques used in surveys. However, we
had to be careful when drawing up questionnaires. Before deciding on the questions, it
was important to understand the exact nature of information required and who should be
interviewed. The knowledge level of target respondents was kept in mind, while drawing
of questions. The major junk of the customer was basically from urban background. The
questionnaires were designed in English.
Sampling:
The sample is a subset of a unit of a population, collected as a representation of it. The
proper sample design is essential in marketing research. The sample has to be collected
in such a way, that it represents the population. The sample was taken from all the
segments of the customers.
Sample Size:
The size of the sample is an important element in the research process as it has a direct
affect on the result of the research. As a size of sample increases, accuracy and reliability
of the research results also increases. However, the cost of the research also increases.
Therefore, we need to make a tradeoff between the accuracy and cost of research. Type
of project was another important aspect of deciding the sample size.
During this project we touched 50 customers in Delhi region.
The marketing research process that will be adopted in the present study will consist of
following stages:
* Defining the problem and the research objective:
The research objective states what information is needed to solve the problem. The
objective of the research is to derive the opinion of the users and opinion of the potential
customers.
* Developing the research plan:
Once the problem is identified, the next step is to prepare a plan for getting the
information needed for the research. The present study will adopt the exploratory
approach wherein there is a need to gather large amount of information before making a
conclusion. If required, the descriptive and casual approaches may also be used.
* Collection and Sources of data:
Market research requires two kinds of data, i.e., Primary data and Secondary data. Being
a firm in service industry, data gathering will involve usage of both primary and
secondary data though there will be an extensive usage of primary data. Well-structured
questionnaires will be prepared for both the existing and the potential customers. There
will be personal interview surveys mostly in-home (door-to-door) surveys. The
questionnaires will contain both open-ended and close-ended questions. Secondary data
will be collected from various journals, books and web sites.
* Analyze the collected information:
This involves converting raw data into useful information. It involves tabulation of data,
using statistical measures on them for developing and calculating the averages.
* Report research findings:
This phase will mark the culmination of the marketing research effort. The report with
the research findings is a formal written document.
2.5 LIMITATIONS:-
The main source of data is primary data.
50 samples does not reflect the opinion of customers as whole.
Time limit was another limitation and there may be possibility of committing a
general error.
Chapter 3
CONCEPTUAL
DISCUSSION
Customer satisfaction, a business term, is a measure of how products and
services supplied by a company meet or surpass customer expectation. It is seen as a
key performance indicator within business and is part of the four perspectives of a
Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy.
There is a substantial body of empirical literature that establishes the benefits of
customer satisfaction for firms.
BASICS
Basically, you might look at marketing as the wide range of activities involved in
making sure that you're continuing to meet the needs of your customers and are getting
value in return. Marketing analysis includes finding out what groups of potential
customers (or markets) exist, what groups of customers you prefer to serve (target
markets), what their needs are, what products or services you might develop to meet their
needs, how the customers might prefer to use the products and services, what your
competitors are doing, what pricing you should use and how you should distribute
products and services to your target markets. Various methods of market research are
used to find out information about markets, target markets and their needs, competitors,
etc. Marketing also includes ongoing promotions, which can include advertising, public
relations, sales and customer service.
WHAT IS THE CUSTOMER SATISFACTION MODEL?
The customer satisfaction model from N. Kano is a quality management and
marketing technique that can be used for measuring client happiness.
Kano's model of customer satisfaction distinguishes six categories of quality
attributes, from which the first three actually influence customer satisfaction:
1. Basic Factors. (Dissatisfiers. Must have.) - The minimum requirements which
will cause dissatisfaction if they are not fulfilled, but do not cause customer
satisfaction if they are fulfilled (or are exceeded). The customer regards these as
prerequisites and takes these for granted. Basic factors establish a market entry
'threshold'.
2. Excitement Factors. (Satisfiers. Attractive.) - The factors that increase
customer satisfaction if delivered but do not cause dissatisfaction if they are not
delivered. These factors surprise the customer and generate 'delight'. Using these
factors, a company can really distinguish itself from its competitors in a positive
way.
3. Performance Factors. The factors that cause satisfaction if the performance is
high, and they cause dissatisfaction if the performance is low. Here, the attribute
performance-overall satisfaction is linear and symmetric. Typically these factors
are directly connected to customers' explicit needs and desires and a company
should try to be competitive here.
The additional three attributes which Kano mentions are:
4. Indifferent attributes. The customer does not care about this feature.
5. Questionable attributes. It is unclear whether this attribute is expected by the
customer.
6. Reverse attributes. The reverse of this product feature was expected by the
customer.
Origin of the customer satisfaction model.
The approach towards analyzing customer satisfaction was first published in an
article by KANO, N. SERAKU, N., TAKAHASHI, F. & TSUJI, S. (1984) Attractive
quality and must-be quality, Hinshitsu (Quality, the Journal of Japanese Society for
Quality Control), 14, pp. 39-48.
Usage of the customer satisfaction model.
Besides the obvious quality management and marketing usage, Kurt Matzler,
Matthias Fuchs and Astrid Schubert wonder in their article "Employee Satisfaction:
Does Kano's Model Apply?" (Total Quality Management & Business Excellence,
November-December 2004) whether Kano's model on customer satisfaction factors is
also relevant to describe employee satisfaction. Since employees can be perceived as
internal customers. They reach the conclusion that Kano's theory is indeed useable for
internal customer analysis as well.
Steps in the customer satisfaction model.
Kano developed a questionnaire to identify the basic, performance and
excitement factors as well as the other three additional factors.
1. For each product feature a pair of questions is formulated to which the customer
can answer in one of five different ways.
2. The first question concerns the reaction of the customer if the product shows
that feature (functional question);
3. The second question concerns the reaction of the customer if the product does
NOT show this feature (dysfunctional question).
4. By combining the answers all attributes can be classified into the six factors.
Customer Expectations
Customer is defined as anyone who receives that which is produced by the
individual or organization that has value. Customer expectations are continuously
increasing. Brand loyalty is a thing of the past. Customers seek out products and
producers that are best able to satisfy their requirements. A product does not need to be
rated highest by customers on all dimensions, only on those they think are important.
Customer-driven strategy for improvement – any management activity should
eventually lead to increased customer satisfaction...
The Canon Production System (CPS) is about:
1. Environmentally-conscious manufacturing and logistics.
2. Quality-oriented methods.
3. Lower costs.
4. Shorter deadlines.
5. ... All aim for maximum customer satisfaction...
CUSTOMER LOYALTY
"It takes a lot less money to increase your retention of current customers than to
find new ones-but I know I don't give it as much effort as I should because it does take a
lot of energy and effort!"
Strategize And Plan For Loyalty!
Do we even have a specific plan for building customer loyalty?
We bet ourselves haven't given it as much thought as we should- because to tell
the truth we need to give it more effort also.
If we currently retain 70 percent of our customers and we start a program to
improve that to 80 percent, we'll add an additional 10 percent to our growth rate.
Particularly because of the high cost of landing new customers versus the high
profitability of a loyal customer base, you might want to reflect upon your current
business strategy.
These four factors will greatly affect your ability to build a loyal customer base:
1. Products that are highly differentiated from those of the competition.
2. Higher-end products where price is not the primary buying factor.
3. Products with a high service component.
4. Multiple products for the same customer.
Market to Your Own Customers!
Giving a lot of thought to your marketing programs aimed at current customers is one
aspect of building customer loyalty.
When you buy a new car, many dealers will within minutes try to sell you an
extended warranty, an alarm system, and maybe rustproofing. It's often a very easy sale
and costs the dealer almost nothing to make. Are there additional products or services
you can sell your customers?
Three years ago my house was painted, and it's now due for another coat. Why
hasn't the painter called or at least sent a card? It would be a lot less expensive than
getting new customers through his newspaper ad, and since I was happy with his work I
won't get four competing bids this time. Keep all the information you can on your
customers and don't hesitate to ask for the next sale.
Use Complaints To Build Business!
When customers aren't happy with your business they usually won't complain to you -
instead, they'll probably complain to just about everyone else they know - and take their
business to your competition next time. That's why an increasing number of businesses
are making follow-up calls or mailing satisfaction questionnaires after the sale is made.
They find that if they promptly follow up and resolve a customer's complaint, the
customer might be even more likely to do business than the average customer who didn't
have a complaint.
In many business situations, the customer will have many more interactions after
the sale with technical, service, or customer support people than they did with the sales
people. So if you're serious about retaining customers or getting referrals, these
interactions are the ones that are really going to matter. They really should be handled
with the same attention and focus that sales calls get because in a way they are sales calls
for repeat business.
ER COMPLAINS
Why Tackle Customer Complaints?
Companies find that effectively handling customers with problems is critical to their
reputations as well as their bottom lines. When customers complain and they are satisfied
with the way their complaint is handled, they are more likely to purchase another product
or service from the same company. Companies that resolve complaints on the first
contact increase customer satisfaction and product loyalty, improve employee
satisfaction, and reduce costs. Companies even encourage complaints. Most dissatisfied
customers do not complain. By making it easy for customers to complain, more
customers will come to you with their problems, giving you greater opportunity to correct
your service delivery or production processes. Customers who get their problems
satisfactorily and quickly solved tell their friends and neighbors, and they are not easily
won over by the competition.
There is a bottom-line concern for government as well. As noted above, complaints can
be costly. Repeated hand-offs increase costs and waste precious resources. When
complaints are not promptly resolved, frustrated customers seek redress in different
agencies or at different parts or levels of the same agency, resulting in duplicate effort
and compounding costs.
Just as costs compound when there is a poor complaint system, trust also erodes as
citizens become frustrated with a non-responsive bureaucracy. Indeed, there has been a
cumulative erosion of public confidence in government. Thirty years ago, 70 percent of
Americans trusted the federal government to do the right thing most of the time. In 1993,
only 17 percent of Americans said that they trusted the government.(2) There are many
factors contributing to this decline in trust and confidence, particularly the huge volume
of regulations that did not make sense to the public and the high cost of government.
However, we learned from our benchmarking partners that an effective approach to
resolving complaints is invaluable in winning the trust and loyalty of our customers--the
public.
There are costs associated with a poor complaint system and there are benefits associated
with a good one. Studies have shown that handling customer complaints well can be a
critical part of a turnaround strategy. If a complaint is handled well, it sustains and
strengthens customer loyalty and the company's image as a leader. It also tells the
customer that the company cares and can improve because of their contact. In
government agencies, it promotes public confidence in government services.
Customer complaints also represent valuable information about recurrent problems. They
can point the way to understanding the root causes of customer problems and help an
organization target core processes that need improvement. If acted upon to improve core
processes, customer complaints can be a source of information that can reduce costs as
well as improve services.
Customer Complaints Create Profit
Customer complaints are like medicine. Nobody likes them, but they make us better.
Actually, they are probably more like preventative medicine because they provide
advanced warning about problems. Financial statements, in contrast, provide a historical
perspective. By the time problems manifest in the financial statements, forget the
medicine. It’s time for emergency surgery.
Studies from the Technical Assistance Research Program* in Arlington, VA
suggest that the root cause of customer complaints can be traced back to one of three
areas: individual employees, the company, or the customer, with 80% of complaints
traceable to the last two categories. By listening carefully, we can identify opportunities
for training employees, improving products and services, and educating customers.
Individual Employees
Business is becoming increasingly complex and fast-paced. Customer service
professionals have to know their product or service, their company information, the
technology that supports it, and how to communicate all of this to savvy, demanding
customers. Even a small gap in knowledge or skill could cause huge repercussions in
terms of lost business.
When I first started my seminar business, I received a few complaints about my
individual skills as a speaker. Some customers complained that they didn’t like my
Philadelphia accent, my hairstyle, the way I moved around the room, or the pace of my
delivery. After I cried for a few hours, I decided to invest in voice lessons, an image
consultant, and a video camera. These have been some of the best investments I have
ever made. I never want to get in the way of my own success. Companies should not let
their employees’ lack of knowledge or skill get in the way of their success.
The Company
More often, the culprit is the actual product or service we provide. There may be an
inherent flaw in the design. There could be a glitch in the distribution channel that causes
dissatisfaction. Even if everything is perfect, marketing pieces, advertising campaigns,
and salespeople could inflate value and create customer expectations that are impossible
to satisfy.
Recently, I was providing a service that involved a series of facilitated sessions. I
allowed the customer to choose the dates of our sessions. Even though there were very
few sessions, they occurred over a long period of time and the customer complained that
the project took too long to complete. I made reparations to the client and decided to
restructure the service and the pricing so that in the future I would control the timing of
sessions. Now sessions always happen over a shorter period of time and the service has a
higher value and is more profitable. I have fixed the delivery process of my service.
The Customer
As many of us have always suspected, customers actually cause most of the problems
they complain about. It’s not our fault. It’s not our employees’ fault. It’s the customer’s
fault. Yet even here there is profit to be mined. Customer education and innovation are
the possible solutions.
I always send out a preprogram questionnaire to customers in order to tailor their
seminars. If customers have email, I send the questionnaire via email. Recently, I had a
customer who did not know how to return the email questionnaire to me with responses
filled in. I sent back brief instructions on how to work the email, which could be
classified here as customer education.
Afterwards, I started wondering if there could be a better, easier, cleaner way to collect
information, in other words, innovate. From that complaint, I decided to create hidden
web pages on my website, customized to each customer with their company logo and
questionnaire. Customers just click a link from an email, type their responses into a form
on the web page that appears, and hit a submit button. This approach is much simpler
and more impressive. I do this with all of my customers now and advertise it in my
marketing.
Summary
Customer complaints are never easy to hear. If we shift from being defensive to
opportunistic, complaints can be our best friend. If we do not listen, rest assured, the
financial statement will communicate the news eventually.
MEASURING CUSTOMER SATISFACTION
Organizations are increasingly interested in retaining existing customers while targeting
non-customers; measuring customer satisfaction provides an indication of how successful
the organization is at providing products and/or services to the marketplace.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation
of the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors such as return and
recommend rate. The level of satisfaction can also vary depending on other options the
customer may have and other products against which the customer can compare the
organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort
of quantitative measurement, although a large quantity of research in this area has
recently been developed. Work done by Berry, Brodeur between 1990 and 1998 defined
ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in
2002 and known as the ten domains of satisfaction. These ten domains of satisfaction
include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-
departmental Teamwork, Front line Service Behaviors, Commitment to the Customer and
Innovation. These factors are emphasized for continuous improvement and organizational
change measurement and are most often utilized to develop the architecture for
satisfaction measurement as an integrated model. Work done by Parasuraman, Zeithaml
and Berry between 1985 and 1988 provides the basis for the measurement of customer
satisfaction with a service by using the gap between the customer's expectation of
performance and their perceived experience of performance. This provides the measurer
with a satisfaction "gap" which is objective and quantitative in nature. Work done by
Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the
"gap" described by Parasuraman, Zeithaml and Berry as two different measures
(perception and expectation of performance) into a single measurement of performance
according to expectation. According to Garbrand, customer satisfaction equals perception
of performance divided by expectation of performance.
The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement and
in term of their perception and expectation of performance of the organization being
measured.
LITERATURE REVIEW
CUSTOMER SATISFACTION IN 7 STEPS
It's a well known fact that no business can exist without customers. In the business of
Website design, it's important to work closely with your customers to make sure the site
or system you create for them is as close to their requirements as you can manage.
Because it's critical that you form a close working relationship with your client, customer
service is of vital importance. What follows are a selection of tips that will make your
clients feel valued, wanted and loved.
1. Encourage Face-to-Face Dealings
This is the most daunting and downright scary part of interacting with a customer. If
you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest
assured, though, it does get easier over time. It's important to meet your customers
face to face at least once or even twice during the course of a project.
My experience has shown that a client finds it easier to relate to and work with
someone they've actually met in person, rather than a voice on the phone or someone
typing into an email or messenger program. When you do meet them, be calm,
confident and above all, take time to ask them what they need. I believe that if a
potential client spends over half the meeting doing the talking, you're well on your
way to a sale.
2. Respond to Messages Promptly & Keep Your Clients Informed
This goes without saying really. We all know how annoying it is to wait days for a
response to an email or phone call. It might not always be practical to deal with all
customers' queries within the space of a few hours, but at least email or call them
back and let them know you've received their message and you'll contact them about
it as soon as possible. Even if you're not able to solve a problem right away, let the
customer know you're working on it.
3. Be Friendly and Approachable
A fellow Site Pointer once told me that you can hear a smile through the phone. This
is very true. It's very important to be friendly, courteous and to make your clients feel
like you're their friend and you're there to help them out. There will be times when
you want to beat your clients over the head repeatedly with a blunt object - it happens
to all of us. It's vital that you keep a clear head, respond to your clients' wishes as best
you can, and at all times remain polite and courteous.
4. Have a Clearly-Defined Customer Service Policy
This may not be too important when you're just starting out, but a clearly defined
customer service policy is going to save you a lot of time and effort in the long run. If
a customer has a problem, what should they do? If the first option doesn't work, then
what? Should they contact different people for billing and technical enquiries? If
they're not satisfied with any aspect of your customer service, who should they tell?
There's nothing more annoying for a client than being passed from person to person,
or not knowing who to turn to. Making sure they know exactly what to do at each
stage of their enquiry should be of utmost importance. So make sure your customer
service policy is present on your site -- and anywhere else it may be useful.
5. Attention to Detail (also known as 'The Little Niceties')
Have you ever received a Happy Birthday email or card from a company you were a
client of? Have you ever had a personalised sign-up confirmation email for a service
that you could tell was typed from scratch? These little niceties can be time
consuming and aren't always cost effective, but remember to do them.
Even if it's as small as sending a Happy Holidays email to all your customers, it's
something. It shows you care; it shows there are real people on the other end of that
screen or telephone; and most importantly, it makes the customer feel welcomed,
wanted and valued.
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out
Sometimes this is easier said than done! However, achieving this supreme level of
understanding with your clients will do wonders for your working relationship.
Take this as an example: you're working on the front-end for your client's exciting
new ecommerce Endeavour. You have all the images, originals and files backed up
on your desktop computer and the site is going really well. During a meeting with
your client he/she happens to mention a hard-copy brochure their internal marketing
people are developing. As if by magic, a couple of weeks later a CD-ROM arrives on
their doorstep complete with high resolution versions of all the images you've used on
the site. A note accompanies it which reads:
"Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide
you with large-scale copies of the graphics I've used on the site. Hopefully you'll be able
to make use of some in your brochure."
Your client is heartily impressed, and remarks to his colleagues and friends how very
helpful and considerate his Web designers are. Meanwhile, in your office, you lay
back in your chair drinking your 7th cup of coffee that morning, safe in the
knowledge this happy customer will send several referrals your way.
7. Honor Your Promises
It's possible this is the most important point in this article. The simple message: when
you promise something, deliver. The most common example here is project delivery
dates.
Clients don't like to be disappointed. Sometimes, something may not get done, or you
might miss a deadline through no fault of your own. Projects can be late, technology
can fail and sub-contractors don't always deliver on time. In this case a quick apology
and assurance it'll be ready ASAP wouldn't go amiss.
Customer service, like any aspect of business, is a practiced art that takes time and effort
to master. All you need to do to achieve this is to stop and switch roles with the customer.
What would you want from your business if you were the client? How would you want to
be treated? Treat your customers like your friends and they'll always come back.
Chapter 4
DATA ANALYSIS
AND
INTERPRETATION
Table 1 : How did you come to know about BCS Softech? Options No. of Respondents Percentage
Friends 12 24
Internet. 18 36
Magazines & Newspaper. 5 10
Advertisement 15 30
Total 50 100
Friends Internet. Magazines & Newspaper.
Advertisement
12
18
5
15
Series1
The above table and chart shows that most of the respondents came to know
about BCS Softech through internet i.e. 36%. 30% of respondents came to
know about BCS Softech through advertisement, 24% of respondents came
to know about BCS Softech through friends. Then finally magazines and
newspapers act as a source i.e., 10%.
Table 2: Are you satisfied with the services from BCS Softech?Options No. of Respondents Percentage
Extremely satisfied 20 40
Very satisfied 24 48
Neutral 5 10
Very dissatisfied 1 2
Extremely dissatisfied 0 0
Total 50 100
Extrem
ely sa
tisfied
Very sa
tisfied
Neutra
l
Very diss
atisfi
ed
Extrem
ely diss
atisfied
2024
51 0
Series1
The above table and chart shows that 48% of clients are satisfied with its
services and 40% of clients are extremely satisfied and have no complaints
about BCS Softech’s services. 10% of the clients are both satisfied and
dissatisfied depending upon the situation i.e., they are neutral. Finally 2% of
the clients are dissatisfied with BCS Softech based on some experiences. So
overall the maximum no. of clients are satisfied with BCS Softech’s
Services.
Table 3: What was the quality of service you received from the recent
experience with BCS Softech?
Options
No. of
Respondents Percentage
Excellent service. 18 36
Satisfactory service. 30 60
Unsatisfactory service. 2 4
Total 50 100
Excellent service. Satisfactory service. Unsatisfactory service.
18
30
2
Series1
The above table and chart shows that on the basis of the recent experience
with BCS Softech around 60% of the clients received a satisfactory service
and 36% of the clients received excellent service from BCS Softech. Only
4% of the clients received unsatisfactory service due to some reasons.
Therefore, BCS Softech provides good and commendable service to its
clients.
Table 4: For the future requirements how likely are you going to avail
the services from BCS Softech?
Options
No. of
Respondents
Percentag
e
Definitely would avail. 34 68
Probably would avail. 12 24
Might or might not avail. 4 8
Probably would not avail. 0 0
Total 50 100
Definitely would avail.
Probably would avail.
Might or might not avail.
Probably would not avail.
34
12
4
0
Series1
The above table and chart shows that for the future requirements 24% of the
clients would avail the services of BCS Softech as usual and 68% of the
clients would definitely without any doubts avail the services of BCS
Softech. Only 8% of the clients are not sure whether to avail the services or
not. Therefore maximum no. of the clients are satisfied with the services of
BCS Softech and would like to avail the services in the future too.
Table 5: Did BCS Softech?
A. Quickly identify the problem.
B. Appear knowledgeable and competent.
C. Help you get appropriate result.
D. Handle issues with courtesy and professionalism.Options Respondents Percentage
A & B 9 18
A & C 5 10
A & D 7 14
B & C 14 28
B & D 12 24
C & D 3 6
All of the above. 0 0
Total 50 100
A & B A & C A & D B & C B & D C & D All of the above.
9
5
7
14
12
3
0
Series1
The above table and chart shows that around 28% of the clients feel that
BCS Softech are knowledgeable and competent and help get appropriate
candidates. 24% feel that BCS Softech are along with knowledge and
competency they can handle requirements very well. 18% feel that the BCS
Softech are knowledgeable, competent and quickly understand the job
requirement. 14% feel that they can quickly identify the requirement and can
handle the requirement very well. 10 % feel that they quickly identify the
requirement and help get appropriate candidates. 6% feel that they help get
right candidates and can handle situations well.
Table 6: How much long did it take to get the appropriate result for a
particular Job requirement??
Options No. of Respondents
Percentag
e
Around 15 days. 20 40
Between 15 to 30 days. 20 40
More than a month. 8 16
The job requirement is still not closed. 2 4
Total 50 100
Around 15 days.
Betwee
n 15 to 30 days
.
More than
a month.
The jo
b require
ment is
still n
ot closed
.
20 20
8
2
Series1
The above table and chart shows that 40% of the clients feel it took 15 to 30
days to get appropriate result through BCS Softech. 16% feel that it took
more than a month to get appropriate result. For 4% of the clients the job
requirement is still not closed due some reasons. Therefore overall BCS
Softech is able to provide the service in the time specified by its client.
Table 7: What is your perception about BCS Softech?
Ques a) Are the Teams well trained?Options No. of Respondents Percentage
Strongly Disagree 0 0
Somewhat Disagree 2 4
Neither agree nor disagree 6 12
Somewhat Agree 18 36
Strongly Agree 24 48
Total 50 100
Strongly Disagree
Somewhat Disagree
Neither agree nor disagree
Somewhat Agree
Strongly Agree0
2
6
18
24
Series1
From the above table and chart 36% of clients somewhat agree that BCS
Softech are well trained with their work and 48% strongly agree that the
BCS Softech are very well trained with the work. 12% of the clients are not
sure. Only 4% somewhat disagree that the BCS Softech are very well trained
based on some experiences. Overall, BCS Softech are very well trained by
the company and know their job well.
Ques b) Are the Teams well supervised?
Options No. of Respondents Percentage
Strongly Disagree 0 0
Somewhat disagree 0 0
Neither agree nor disagree 12 24
Somewhat Agree 15 30
Strongly Agree 33 66
Total 50 100
Strongly Disagree
Somewhat disagree
Neither agree nor disagree
Somewhat Agree
Strongly Agree0 0
1215
33Series1
The above table and chart shows that 66% of the clients strongly agree that
the BCS Softech are well supervised and 30% somewhat agree that BCS
Softech are well supervised. 24% of clients are not sure about BCS Softech
Overall, BCS Softech are very well supervised by the management.
Ques c) Do the Teams adhere to professional standards of conduct?
Options No. of Respondents
Percentag
e
Strongly Disagree 0 0
Somewhat disagree 0 0
Neither agree nor disagree 0 0
Somewhat Agree 9 18
Strongly Agree 41 82
Total 50 100
Strongly Disagree
Somewhat disagree
Neither agree nor disagree
Somewhat Agree
Strongly Agree0 0 0
9
41Series1
The above table and chart shows that the 82% of the clients strongly agree
that BCS Softech teams adhere to professional standards of conduct and
18% somewhat agree with the statement. Overall, BCS Softech are true
professionals and adhere to professional and corporate standards of conduct.
Ques d) Overall, I am satisfied with the BCS Softech ?
Options No. of Respondents
Percentag
e
Strongly Disagree 0 0
Somewhat disagree 0 0
Neither agree nor disagree 3 6
Somewhat Agree 5 10
Strongly Agree 42 84
Total 50 100
Strongly Disagree
Somewhat disagree
Neither agree nor disagree
Somewhat Agree
Strongly Agree0 0
35
42Series1
The above table and chart shows that 84% of clients are fully satisfied with
the BCS Softech and 10% are not so satisfied.6% of the clients can’t say
whether they are satisfied or not. Overall BCS Softech keeps their clients
fully satisfied and they truly work for their clients.
Table 8: What degree of confidence did you have in the knowledge/
professionalism of the BCS Softech ?
Options No. of Respondents
Percentag
e
Confident. 43 86
Not Confident. 0 0
Can’t Say. 7 14
Total 50 100
Confident. Not Confident. Can’t Say.
43
0
7
Series1
The above table and chart shows that 86% of the clients have full confidence
in the knowledge/ professionalism of the BCS Softech and 14% of the
clients are not sure about their confidence level. Overall, the clients have full
trust, faith & confidence in the knowledge and professionalism of BCS
Softech.
Table 9: Are you satisfied with the methodology and procedure in which
BCS Softech processes their job?
Options Respondents
Percentag
e
Extremely satisfied. 12 24
Very satisfied. 34 68
Neutral. 4 8
Very dissatisfied. 0 0
Extremely dissatisfied. 0 0
Total 50 100
Extrem
ely sa
tisfied.
Very sa
tisfied.
Neutra
l.
Very diss
atisfi
ed.
Extrem
ely diss
atisfied
.
12
34
40 0
Series1
The above table and chart shows that 68% of the clients are satisfied with
procedure and methodology in which BCS Softech processes the job and
24% of the clients are extremely satisfied and have full confidence in the
way BCS Softech works for them. 8% of the clients are not sure whether and
are neutral about the statement. Overall, BCS Softech works and adopts the
methodology suitable and favorable by its clients.
Table 10: According to you can BCS Softech handles complex Jobs in
easy manner?
Options No. of Respondents
Percentag
e
Definitely can handle. 42 84
Can’t say. 8 16
Surely cannot handle. 0 0
Total 50 100
Definitely can handle. Can’t say. Surely cannot handle.
42
8
0
Series1
The above table and chart shows that 84% of the clients believe that the
BCS Softech can handle any type of job requirement whatever amount of
complexity it may have and 16% are not sure about the handling of complex
requirements by BCS Softech Overall, the clients believe in the capability
and potential of the BCS Softech.
Table 11: Would you recommend BCS Softech to other whom looking
for IT services?
Options No. of Respondents Percentage
Yes. 38 76
No. 0 0
Might or might not. 12 24
Total 50 100
Yes. No. Might or might not.
38
0
12
Series1
The above table and chart shows that 76% of the clients would recommend
BCS Softech to other software companies looking for services and 24% of
the clients are quite not sure whether they would recommend BCS Softech
Pvt Ltd to other companies or not.
Table 12: Overall, how would you rate BCS Softech for its Services?Options Respondents Percentage
Excellent service. 17 34
Good service. 28 56
Average service. 5 10
Unsatisfactory service. 0 0
Total 50 100
Excellent service. Good service. Average service. Unsatisfactory service.
17
28
5
0
Series1
The above table and chart shows that 56% of the clients feel that BCS
Softech provides good service and 34% feel that BCS Softech provide
excellent service as they are fully satisfied with the firm. 10% of the clients
feels that BCS Softech needs little more improvement in their service and
feel that the firm provides average service. Overall, BCS Softech provides
commendable service which is very much satisfied by its clients.
Chapter 5
FINDINGS AND
RECOMMENDATIONS
FINDINGS
1) Maximum numbers of BCS Softech’s clients are satisfied with its
Services and also with standard, quality & professionalism of BCS
Softech.
2) On the basis of the survey and its results BCS Softech still has to
improve its procedure and methodology of undertaking requirements
according to some clients.
3) BCS Softech has to increase the number of its teams as more and
more requirements would come in the future from its clients through
various sources.
4) Some clients who are not so much satisfied with Services of BCS
Softech due to some reasons, for them BCS Softech has to take
necessary measures such as standardization of the service, increasing
the pace of requirements, more effectiveness of the methodology and
procedure used by BCS Softech to close job requirements, ensuring
customer satisfaction to the fullest, ensuring the capability of the team
to undertake complex job.
5) Enhancing the level of training and development of the teams in BCS
Softech.
RECOMMENDATIONS
The promotional activities taken by the company need to be more effective. If
the firm promotes their services rigorously and effectively then the customers
will get more information regarding their services.
Few of the practices are listed below.
Opening a 24hrs or 12 hrs Toll-free numbers to register customer
complaints.
Attending the customer’s complaints in the least possible time by
having service points.
Adopting techniques like Six-Sigma to reduce the repetitions of the
errors.
BIBLIOGRAPHY
BIBLIOGRAPHY
Books Referred
Marketing Management, 13th edition - Philip Kotler.
Survey Research Method - Charles Babbie.
Websites Referred
www.bcssoftech.com
ANNEXURE
Dear Customer: Please help us serve you better by taking a couple of
minutes to tell us about the service that you have received so far. We
appreciate your business and want to make sure we meet your
expectations.
1. How did your company come to know about BCS Softech?
o Friends
o Internet
o Magazines & Newspaper
o Advertisement
2. Are you satisfied with the services from BCS Softech?
o Extremely satisfied
o Very satisfied
o Neutral
o Very dissatisfied
o Extremely dissatisfied
3. What was the quality of service you received from the recent
experience with BCS Softech?
o Excellent service.
o Satisfactory service.
o Unsatisfactory service.
4. For the future requirements how likely are you going to avail the
services from BCS Softech?
o Definitely would avail.
o Probably would avail.
o Might or might not avail.
o Probably would not avail.
5. Did BCS Softech?
o Quickly identify the problem.
o Appear knowledgeable and competent.
o Help you get appropriate result.
o Handle issues with courtesy and professionalism.
6. How much long did it take to get the appropriate result for a
particular Job requirement?
o Around 15 days.
o Between 15 to 30 days.
o More than a month.
o The requirement is still not closed.
7. What is your perception about BCS Softech?Strongly Disagree
Somewhat Disagree
Neither Agree or Disagree
Somewhat Agree
Strongly Agree
Team is well trained.
[] [] [] [] []
Team is well supervised.
[] [] [] [] []
Teams adhere to professional standards of conduct.
[] [] [] [] []
Overall, I am satisfied with the Cloudatix
[] [] [] [] []
8. What degree of confidence did you have in the knowledge/
professionalism of the BCS Softech?
o Confident.
o Not Confident.
o Can’t Say.
9. Are you satisfied with the methodology and procedure in which
BCS Softech processes their job?
o Extremely satisfied.
o Very satisfied.
o Neutra
o Extremely dissatisfied.
o l.
o Very dissatisfied. According to you can BCS Softech handle
complex Jobs in easy manner?
o Definitely can handle.
o Can’t say.
o Surely cannot handle.
10. Would you recommend BCS Softech to another whom looking for
IT services?
o Yes.
o No.
o Might or might not.
11. Overall, how would you rate BCS Softech for its Services?
o Excellent service.
o Good service.
o Average service.
o Unsatisfactory service.
Thank you for your feedback. We sincerely appreciate your honest
opinion and will take your input into consideration while providing
services in the future. If you have any comments or concerns about this
survey please let us know.
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