*Associate Professor, Department of Commerce and Management Studies, Maharajah's Post Graduate College, Phool Baugh, Vizianagaram – 535002, Andhra Pradesh, India.
Online published on 29 September, 2017.
CRM implementation differs from organization to organization but there are a few common steps one needs to follow to ensure a successful implementation. There are many factors that could influence the success of CRM implementation. Goals of the CRM implementation and how it supports organization goals should also be intimated to employees. In most cases the technology will have less to do with the CRM success. Therefore it is important to focus as much importance on communication training and other aspects as much as the technology involved. However, the entire objectives of the CRM process are hampered if the CRM choice is difficult to use. It is highly essential to ensure that the system speaks of ease of usage and the ability to be easily customizable. Employees implementing CRM and forming a part of the CRM process range from the mediocre level right to management and to the employee at the very forefront. It is imperative that the business ensure that the CRM software chosen is easy to use and implement not only by a few employees but by everyone using the system. This is a step that needs to be taken at the time of choosing the CRM technology. Hence this paper has selected some of the Indian industries and discussed how the CRM practices are implementing for the benefit of their customers.
Customer Acquisition, Customer Retention, Customer Value, Integrated CRM, Symbiotic Relationship, Customer Churn
