Role and Responsibilities of Customer Relationship Management in India: Features, Skills, Constituencies and Strategies

Abstract

Customer Relationship Management (CMR) is a strategic approach aimed at strengthening relationships with customers while simultaneously cutting costs and improving productivity and profitability in company. CRM emerged in the early 1970s when businesses saw the need of shifting their focus from products to customers. The birth of CRM was a result of this attentive perception. Establishing and maintaining this kind of interaction with clients may be challenging and relies on the methodical and flexible implementation or integration of a CRM system. Once achieved, it is the most effective approach to handle consumers. Customers experience appreciation via self-satisfaction and loyalty, leading to stronger relationships with suppliers and ultimately boosting company. A CRM system is used for managing current clients and attracting new ones. The procedure begins with identifying a client and entering all relevant facts into the CRM system, commonly known as an ‘Opportunity of Business’. The Sales and Field staff strategically follow up with clients to turn them into successful deals. Customer connection Management techniques have provided a fresh perspective for suppliers and customers to maintain a strong business connection by meeting each other’s purchasing and selling requirements.