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A CRITICAL EXAMINATION OF CUSTOMER RELATIONSHIP MANAGEMENT

Shijin. N.K, Dr. Amit Kumar Srivastva

Page No. : 20-26

ABSTRACT

CRM is a holistic strategy that integrates every aspect of a company that interacts with a customer, such as "marketing, sales, and customer service, as well as people, process, and technology". It establishes a win-win connection with consumers. CRM is the process of gaining, keeping, and collaborating with customers in order to generate more value for both the company and the customers. It’s a never-ending process of locating, training, recruiting, and keeping lucrative consumers. It is a business strategy that monitors and appreciates each partner’s contribution to the overall well-being of the organisation.

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