A STUDY ON THE CUSTOMER RELATIONSHIP IN MANAGEMENT

Author (s) : N.Usha & S.Kiruthika, S.Pavithra & S.Manju

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Abstract :
Customer relationship management (CRM) is a combination of people, processes and technology that seeks to understand a company's customers. It is an integrated approach to managing relationships by focusing on customer retention and relationship development. CRM has evolved from advances in information technology and organizational changes in customer‐centric processes. Companies that successfully implement CRM will reap the rewards in customer loyalty and long run profitability. However, successful implementation is elusive to many companies, mostly because they do not understand that CRM requires company‐wide, cross‐functional, customer‐focused business process re‐engineering. Although a large portion of CRM is technology, viewing CRM as a technology‐only solution is likely to fail. Managing a successful CRM implementation requires an integrated and balanced approach to technology, process, and people.

Keywords : Customer relationship management, profitability

Conference Date : 17/09/2021

Pages : 221

Paper ID : IESMDT219