CRM has evolved from being a mere buzzword in the early 1990s to an inherent element of business strategy in the new millennium. Firms in services, goods and consumer industries as well as business markets are undertaking initiatives to build relationships with their customers and improve marketing productivity as well as organizational profitability.

We have adopted a strategic perspective and a managerial orientation to explore the concepts and applications of CRM across industries. Rapid changes in the business environment involving customers, competition and technology have created new challenges for firms. These challenges will increase the importance of customer relationships for businesses in almost every market.

This book explores the foundations of relationship orientation by drawing upon economic as well behavioural concepts. A critique of extant literature and experiences of CRM implementation will help readers appreciate the application of CRM in several industries. The technological aspects of CRM are highlighted through an overview of data mining, the role of contact centres, comparison of some popular CRM products and methodology for selecting a technology-oriented CRM solution. While focusing on the functional aspects of CRM for marketing, sales, service and IT, the importance of an organization-wide initiative for the successful implementation of CRM is underscored through case studies. The book provides a roadmap for organizations planning to initiate the CRM journey.

Salient features

Strategic perspective of CRM

Managerial orientation

Comprehensive coverage of CRM�??�?�¢??Concepts, Applications, Technology Tools and Implementation

Insights through illustrations and case studies of Indian firms

Overview of major CRM products

Framework for implementing CRM