Understanding Customer Relationship Management with Special reference to Susee Engineering & Auto Mobiles (P) Ltd, Tirunelveli

Marketing Management

International Conference on "Innovative Management Practices"

Customer relationship management (CRM) is a mixture of people, processes and technology that seeks to understand a company’s customers. It is an integrated approach to managing relationships by focusing on customer retention and relationship development. CRM has evolved from advances in information technology and organizational changes in customer-centric processes. Companies that successfully implement CRM will harvest the rewards in customer loyalty and long run profitability. However, successful implementation is indefinable to many companies, mostly because they do not understand that CRM requires company-wide, cross-functional, customer-focused business process re-engineering. Although a large part of CRM is technology, viewing CRM as a technology-only solution is likely to fail. Managing a victorious CRM implementation requires an integrated and balanced approach to technology, process, and people

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