CUSTOMER RELATIONS AND CRM IMPLEMENTATION- A STUDY OF MANUFACTURING AND SERVICE SECTORS

sudhir bodduluri

Abstract



Abstract

Customer Relationship Management (CRM) is a concept that enables an organization to provide specific services to each individual customer and as a result, create customer intimacy. CRM may be used to create personalized one-to-one experience that will give the individual customer a sense of being cared for, thus opening up new marketing opportunities based on the preferences and history of the customer. The goals of management of customer relationships have shifted towards achieving higher purchase volumes, increasing purchase frequency, cross-selling possibilities, cost savings due to more effective customer service and the additional possibility of higher prices resulting from decreasing price elasticity. To get loyal customers the company has to exceed their customers’ expectations frequently. The aim of this paper is to identify the relationship between customer relations and implementation of CRM. Manufacturing and service sectors have been selected. Competitive advantage, integrated functions and share information are the three factors identified by the respondents to have influence on customer relations while implementing CRM. Customer relations will be increased with the usage of CRM in organizations.


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ISSN : 2251-1555