Assistant Professor, GITAM Institute of Management, GITAM University, Visakhapatnam, Andra Pradesh, India
Online published on 20 September, 2021.
Customer Relationship Management (CRM) is an enterprise approach to understand and influence customer behavior through meaningful communication in order to improve customer acquisition, customer loyalty and customer profitability. The aim of the study is to understand customer relations in the selected industries and also to identify and summarize the benefits in the selected industries. Nine items represent the actual benefits that the industries received in implementing the CRM applications. Customer retention rate, increased customer satisfaction and customer perception are the factors noticed by the respondents which influence the organization’s actual benefits received through the use of CRM technology. It is concluded that perceived benefits which are the promises of software package before implementation are realized through the implementation of CRM in both service and manufacturing industries.
CRM, Acquisition, Loyalty, Profitability and Implementation
