A STUDY ON CUSTOMER CONVERSION STRATEGIES TOWARDS BUSINESS DEVELOPMENT WITH REFERENCE ACSASS

Authors:

Dr. Jayasree k¹, Sumitha S M²

¹DR. K. Jayasree, Assistant Professor, Master Of Business Administration & Panimalar Engineering College, Chennai -600123

²Sumitha S M, Student, Master Of Business Administration & Panimalar Engineering College, Chennai -600123

Abstract -: This study focuses on customer conversion strategies used by IT service companies, highlighting the importance of converting potential leads into actual clients in a highly competitive environment. Primary data was collected from 143 respondents through structured questionnaires to understand views on lead generation, digital marketing, and customer engagement practices. Statistical tools such as percentage analysis, chi-square test, correlation analysis, Mann–Whitney U test, Kruskal–Wallis test, and weighted average method were used to analyze the data and identify relationships between variables. The results show that effective lead generation sources and digital marketing techniques significantly influence conversion rates, while demographic factors like age and gender also impact customer behavior. However, issues such as lack of personalized communication, delayed responses, and poor follow-up systems reduce conversion efficiency. The study emphasizes the strong link between digital strategies, customer engagement, and business growth, and concludes that IT service companies can achieve better results by adopting advanced digital tools, improving customer relationship management, and maintaining consistent communication, along with continuous innovation in marketing strategies.

Key Words: Customer conversion strategies, IT service companies, Lead generation, Business growth, Competitive advantage Customer engagement.