Wining customers through relationship management: An Indian perspective

Customer Relationship Management is the most important concept of marketing. This study is undertaken because Today's insurance companies certainly face a daunting challenge in maintaining and increasing their competitive edge. Customer is becoming the king or boss and he can fire anyone in the company just by shifting from one company to another so it becomes compulsory for the companies to manage detailed information about individual customer and carefully managing customers touch points in order to maximize customer's loyalty. So in order to understand this concept thoroughly some objectives are formed to undertake the study related to CRM in insurance sector. As the new view is that marketing is science and art of finding, retaining and growing profitable customers.