CRM in Service Organizations

CRM is a comprehensive business and marketing strategy that integrates technology, process and business activities around the customers. CRM builds on the philosophy of relationship marketing that aims to create, develop and enhance relationships with carefully targeted customers to maximize customer value, corporate profitability and thus shareholders value. CRM has evolved from business concepts and processes such as relationship marketing and the increased emphasis on improved customer retention through the effective management of customer relationships. The present book is an attempt to explore strategic aspects of CRM practices and implementation in service organizations at Business and Organizational leavel in Indian Environment.The book addresses current scenario ,future perpectives and problems in implementation of CRM in service organizations.