Primary data so collected will be critically analyzed and appropriate recommendations will be given if required. .
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Introduction - Customer Relationship Management .
Customer can be defined as the strategic process of selecting the customers which the organization feels most profitable to serve and managing the interactions between the organization and these customers. The goal is to optimize the current and future value of the customers for the organization. Buttle(2000) defines Customer Relationship Management as developing and maintaining of mutual benefits of long term customer relationships with strategically significant customers. These strategically significant customers are those customers which are most profitable customer. Customer relationship management is an integrated approach which identifies, acquires and retains customers. Identify people who can be profitable, make them your customers and then retain them. The relationship must be such that both the sides, that is, the customer and the organization is satisfied and maintain the relationship. The cost incurred in the customer relationship activities must be cost effective. The profit the organization get out of it must be more than the cost incurred. And organization need to have watch on those customers which are not very profitable and should discontinue the relationship retention activities as the return coming out of these activities are not more than or proportional to that of cost incurred. Customer Relationship Management is a corporate level strategy which focuses on creating and maintaining lasting relationships with its customers. Although there are several .
commercial CRM software packages on the market which support CRM strategy, it is not a technology itself. Rather, a holistic change in an organization's philosophy which places emphasis on the customer. A successful CRM strategy cannot be implemented by simply installing and integrating a software package and will not happen overnight.