Report On Customer Relationship Management At Café Coffee Day
Submitted By (Group 14)Kaveri Arora Swati Sirohi Vikash Singh Priyanshu Singh Prakriti Srivastava
Café Coffee Day
Café Coffee Day is Rs. 750 crore ISO 9002 certified company. Coffee Day sources coffee from 5000 acres of coffee estates, the 2nd largest in Asia, that is owned by a sister concern and from 11,000 small growers. It is one of India’s leading coffee exporters with clients across USA, Europe & Japan. Café Coffee Day (CCD) pioneered the café concept in India in 1996 by opening its first café at Brigade Road in Bangalore. Till about the late 1990’s coffee drinking in India was restricted to the intellectual, the South Indian traditionalist and the five star coffee shop visitor. As the pure (as opposed to instant coffee) coffee café culture in neighboring international markets grew, the need for a relaxed and fun “hangout” for the emerging urban youth in the country was clearly seen.
Recognizing the potential that lay ahead on the horizon, Café Coffee Day embarked on a dynamic journey to become a large organized retail café chain with a distinct brand identity of its own. From a handful of cafés in six cites in the first 5 years, CCD has become India’s largest and premier retail chain of cafes with 845 cafes in 128 cities around the country.
Internal Customer Management
Recruitment & Selection
Café Coffee Day is expanding at a phenomenal rate. Thus the need for right people, in the right place at right time is also increasing. In order to meet the demand for efficient and effective workforce, Café Coffee Day has adopted the correct recruitment and selection procedures. Sources of recruitment: Café Coffee Day has different sources for recruitment depending on the job profile in demand. For Team Members the sources are: In store Posters Referrals and Walk-ins Recruitment and selection process: For posts of team members the following rounds take place 1.Psychometric tests, Behavioral Intelligence Test, Logical thinking and Comprehension Test.
2. Application blank. 3. Personal Interview, Operations Interview, Regional Manager Interview. For Area Manager: Recruitment and selection process: 1. Collection & review of curriculum vitae 2. Personal interview with Regional HR Manager 3. Personal interview with GM- HR.
Training & Development
To ensure consistent employee performance, training and development policies are very important- even more in service sector organizations. Café Coffee Day has set 12 days rigorous training procedure at their office in Bangalore for all the assistant managers. Whereas all the team members undergo a 3 days training at respective head offices in North or South India.
The working hours are split into convenient shifts spread over 8:30 am to 10:30 pm. Night drops are provided for late evening shifts.
The uniform of all the employees working in café coffee day outlets have uniform of Black and red color combination.
The employees have to work six days a week and are provided with the freedom to select any day of the week as their off day.
Franchisee Management• • • • • Business support helps procuring easy finance Business risks are minimised Reduced cost of business due to economy of scales Training in conduct of business Technology and operating system support
External Customer Management
Cleanliness – The outlets should be clean for the customers Hospitality – They believe in providing family like environment to their customers.
Product Quality – Should be good and should meet customers' expectations. Service – Delivery time should be minimum.
Café Coffee Day uses special ‘Café Citizen Card’ for rewarding Café Coffee Day’s customers. It is a loyalty program to gain new customers and retain the existing ones. The Café Citizens Card entitles members to a 10% discount on all food and beverage...
Please join StudyMode to read the full document