Customer relationship management: An Indian perspective

Customer Relationship Management (CRM) is a combination of people process& technology that seeks to provide understanding of customer needs to support a business strategy and to build long term relationship with customers. Customer relationship management can help organization manage customer interactions more effectively to maintain competitiveness in the present economy as more& more organization realize the significance of becoming customer centric in today's competitive era they adopted CRMas a core business strategy and invested heavily in CRM, an integration of information technology and relationship marketing provides the infrastructure that facilitates long term relationship building with customers at an enterprise-wide level. successful utilization of the integrated technology requires appropriate business processes and organization culture to adequately address human behavioural elements because it is not simply a technology solution success in customer relationship management business revolves largely around people. The main goal of the research is to ensure the principal of customer orientation and utilization of customer relationship management in organizations and industrial and enterprises perspectives. This paper attempts to throw light on the conceptual issues associated with customer relationship management. The paper explains the current framework of organizations and explores the challenges and opportunities businesses have with customer relationship management.