Customer Relationship Management: Need Of Modern Business
CRM: Need of Modern Business
Dr. SEEMA SHARMA
Assistant Professor
A.S College, Khanna. Punjab (INDIA)
E-mail: simmy.kaushal84@gmail.com.
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Abstract
In the present era of globalization and cut throat competition, the fast changing economic and
Technological environment is the witness of shifting the paradigm. Customer relationship management is a new technique in marketing where the companies try to develop long time relationship with the customers. It is combination of technology, people and processes that seeks information of company’s customers to understand their needs and taste. It is an integrated approach to manage the relationships by focusing
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In this highly competition of the global market it becomes very easier for the clients to switch the company if they are not satisfied with the products or services provided by company. So to retain the customers and protect them from competitor temptation. CRM is also helps the organization to attain efficiencies in strategic decision making at right time by getting accurate, future needs, timely feed backs and wants of the customers. The success of any business is depends on three basic elements as technology, customer and people. Where the technology and people work to serve the customers and doing hard to attract and retain the customers. The technology has a great impact on the today’s modern business. As internet is being used by the business units to give the information to the customers about their products and services through their websites. The internet boom has brought the shopping at the door step of the customers. The services are provided through net with ease and accessibility. Providing the services through internet offers many advantages as: cross selling and branding, direct marketing, vast reach, reduced transaction cost etc. The business units are widely using the facility of mass mailing to disseminate the information and awareness about their product and
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