International Journal of Commerce and Management Research

International Journal of Commerce and Management Research






ISSN: 2455-1627


International Journal of Commerce and Management Research
International Journal of Commerce and Management Research
Vol. 5, Issue 3 (2019)

The role of E-CRM in India service sector


Dr. Mahesha V

Customer Relationship Management (CRM) is defined as the aligning of business strategy with the corporate culture of the organisation, along with customer information and a supporting information technology of the customer interactions that promote a mutually beneficial relationship between the customer and the enterprise. Primarily, the CRM is a business strategy, but it is a business strategy enabled by the advances in technology. Widespread implementation of customer information, Enterprise Resource Planning systems, sales force automation, and integrated point-of-sale systems have made customer information readily available in large volumes. Reduced costs and higher levels of performance for database management platforms allow us to gain access to this customer information and gain new insights into our customers and their behaviour through a variety of analysis methods. It is very well said that it is twenty times costlier to attract a new customer than to retain the present one. This study will highlight important tasks of CRM, and then it will study different selected service sectors viz. Star Hotels, Banks and retailing. This study is being carried out in Mysuru city. This study will also identify the areas where these sectors are lagging behind and what is the potential for development of use of technology in CRM.
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