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

4

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

22

26

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

28

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.