Research Proposal: Evaluating Clipping Path House Marketing and CRM

This research proposal investigates the marketing and customer relationship management (CRM) strategies of Clipping Path House Graphics Studio, an outsourcing company based in Bangladesh. The study aims to assess the effectiveness of current marketing and delivery methods in attracting customers and explores potential CRM software solutions to manage existing and prospective clients. The research identifies the problem of whether current marketing and delivery methods used by Clipping Path House attract more customers, and if not, what CRM software can be utilized to manage the customers. The research will address the impact of changing technology and increasing awareness of competitors. The proposal outlines a mixed-methods approach, including both qualitative interviews with customers and a quantitative survey of employees. The ethical considerations, including informed consent and data privacy, are also addressed. The literature review covers various aspects of CRM, customer retention, and the importance of understanding customer needs. The research questions focus on how Clipping Path House can attract more customers, the feasibility of current methods, potential CRM software solutions, and the impact of technological changes.

Research Proposal
on
Student Name
Student Number

Clipping Path House
Graphics Studio
• Clipping Path House Graphics Media Was originally a Australia Based
company (Clippings Path House Graphics Media, 2019a).
• Main production house is in Bangladesh.
• Primary motive was to incur cheaper labor cost and take advantage of
Bangladesh Government's IT freelancing outsourcing field facility.
• Management of the company comprises of trusted and reliable people.
• Provides four main professional services and two additional services
(Clipping Path House Graphics Media, 2019b).
• Provide high quality and fast service at affordable prices to the clients.
• Providing services to all over the world including countries like
Australia, USA, Denmark, Germany, Russia, Canada, France and Italy.

Research Problem
• The research problem identified is-
• ‘Is current marketing and delivery method used by Clipping Path House
attract more customers. If not, what CRM software can be utilized to
manage the customers of Clipping Path House’.
• Second problem identified- ‘Since technology is changing and are
aware of multiple companies doing the same work, what impact it is
going to have on Clipping Path House.
• Provided multiple services since 2011 in the field of graphics media.
• Continuous efficient management will be able to build long-lasting
relationships with customers.
• Current marketing and product delivery method requires a consistent
effort.

Research Problem
• As times changes, customers are in need of better services.
• Customer relationship management is strategy to manage an
organization's relationship with its existing and potential customers.
• CRM helps holding relevant information between the organization and
its end users.
• CRM allows easy availability of customer records in real-time.
• It is however not suggested that customer relationships will be
managed with the use of CRM software.
• Modern customers are more focused on getting experience rather than
getting being managed by companies without knowing their
expectations.

Research Aim
• The aim of the research is to identify the feasibility of
current marketing and delivery methods used by
clipping path house to attract its customers.
• The aim of the research is closely related to the
research problem as it will help to identify the ways in
which the company will manage its customers.
• The aim will be to identify customer relationship
management software that can be utilized to manage
the existing and potential customers.

Literature review
• As opined by Nyadzayo and Khajehzadeh (2016), Customer relationship
management comprises of various techniques and strategies used by
companies to maintain healthy relations with both existing and potential
clients.
• Responsibility of organizations to satisfy them with their products in order to
retain them for lifetime.
• As identified in the research problem, Clipping Path House Graphics Studio is
willing to attract its customers through brand awareness thereby creating a
wider customer base.
• Emerging need for customer retention and after services.
• As per Girchenko, Ovsiannikova and Girchenko (2017), a company must
understand the needs and expectations of its customers and provide
necessary solution whenever required.
• There are several ways apart from utilizing marketing over the internet and
using product delivery methods.
• As suggested by Medrano, et. al. (2016), personal attention can be a game
changer in terms of staying ahead of the customer retention game.

Literature review
• The primary motive of customer relationship management
involves strengthening ties with customers.
• Currently, as opined by Pearson (2016), the definition of
customer relationship management has changed significantly.
• CRM software generates sales, helps in marketing products,
and provide support services.
• Currently, as identified by Rogers (2015), CRM software holds
the position of largest software market around the globe.
• Companies are spending huge amounts on procuring the best
technological software to provide customer service and
consistency in customer relations.
• Till the time it is not implemented, a company will never know
the advantages it has to provide.

Literature review
• A CRM software is utilized for managing customers of the
organization alongside providing them with multiple benefits.
• As opined by Ohiomah, Benyoucef and Andreev (2016), Lead
Management provides such benefits. It helps in converting potential
customers to sales qualified leads.
• The customers are categorized into different segments before
moving them down in the sales funnel.
• The availability of real time data of customers through CRM.
• Will be able to track down current as well as past customer
information by the help of the CRM Software.
• Siu (2016) suggest that Email management is one of the most
important functions of any business and CRM software allows
businesses to control their emails.
• Easy availability of emails of previous customers to contact them
when required.

Literature review
• Email management allows to give priority to only
relevant mails and accordingly respond to them.
• Customers can be contacted through direct mails, calls
or follow up on social media platforms.
• Helps in automating the systems to reduce the workload.
• Mundane tasks are no longer taken ahead by using CRM
software to process only relevant data from sources in
order to convert them to useful data.
• Provides advanced analytics to gain a competitive
position in the industry.
• The marketing efforts are directed towards earning
return on investment.

Literature review
• However, there have been arguments about the failure
of CRM systems.
• The reason behind such failure is lack of strategic
planning prior to implementation of the system.
• When organizations lack integration and customer
orientation, the contribute to the failure.
• As opined by Jacobs (2016), when CRMs are poorly
designed, without appropriate use of technology and
unclear goals with improper management practices,
they tend to capture wrong customers and fail to
maintain healthy relations with the existing customers.
• Therefore, it is advised to businesses to look out for the
unsatisfactory outcomes of utilizing a CRM.

Research Questions
1. What are the ways in which Clipping Path House will be able
to attract more customers?
2. Are the current marketing and delivery methods feasible to
grab the attention of customers?
3. If the current marketing and delivery methods used by the
business are failing to attract customers, what CRM software
can be used to manage the existing and potential customers
of Clipping Path House?
4. What is the impact of changing technology and awareness
about clipping path companies on the customers?
5. These research questions will be able to answer the research
problems identified and help to understand the ways in
which the business can improve its current position in the
market and build healthy relationships with its customers.

Research Design
• Research Design refers to the methods and techniques to be utilized
during the research in order to provide a solution to the research
problem and achieve the research aim.
• It helps to identify the way in which the research will be conducted
using specific methodology. In this research, the research questions
will be assessed to derive relevant answers from them.
• For this research, both quantitative and qualitative research design
will be implemented.
• Further, a descriptive research design will be utilized where the data
will be collected by conducting a survey on the customers for the
research study.
• The reason of using quantitative research design in this research is
to provide recommendations for the growth of the business as any
conclusions drawn will be on the basis of numbers and these can be
effective for the business.