CRM – A Strategic Requirement for SMES Growth

Ashvin M Gutti; S Dhinesh Babu

Ashvin M Gutti Ph. D., Research Scholar in Management, Bharathiar University, Coimbatore, Assistant Professor, Department of MBA, JyotiNivas College – Autonomous, Bangalore
S Dhinesh Babu Research Supervisor, Research and Development Centre, Bharathiar University, Coimbatore Assistant Professor, Department of Business Administration, Government Arts College, Paramakudi

Keywords: CRM, India, SME, SWOT & Technology

Abstract

Small Medium Enterprises, the most important catalyst in economic growth of a country, are facing unimaginable competitionfrom the industry in establishing themselves asconvincing supplier of quality product and services. In India they are producing lakh’s of diverse products with 35 to 40% share in the overall output. Though SME's are stirringahead by using varied technologies, they critically lack structured use of information.

By applying the concepts and methodologies, Customer Relationship Management can fulfill this fissure and complete their business chain for higher growth. CRM is becoming strategic intent for SMEs to compete with large organization. This article talks about CRM as a tool to obtain definitive customer strategy, product outline and culture changes.