Customer Relationship Management: A Case of Service Sector

The adoption of CRM in industrial sector has improved their business performance. However, there has no universal acceptance of customer relationship management practices. it is found that many high-technology organisations do not recognize the potential benefits of CRM to sales effectiveness and long-term marketing success and still use traditional marketing approaches. Others think that the classical marketing skills and the basics of quality, cost and convenience rather than expensive IT networks give the organisations a competitive edge. There have been anecdotal evidences that the service sector is trying to run before it can walk by implementing advanced IT/marketing practices. The leading CRM users tend to be business organisations from the telecommunications sector, banking cum financial sector and retail sector. The success stories of major CRM users in these sectors have prompted organisations to consider utilize the CRM solutions. For instance, companies have been implementing CRM repositories as a strategic tool to monitor customer interactions and analyse their buying behaviour .

Autorentext

Dr. Maraj Rahman Sofi is currently working as assistant professor in the school of business studies, Islamic university of science and technology, Awantipora, J&K. He has earned his doctorate from University of Kashmir. His areas of research include customer relationship management, services marketing, consumer behaviour, and TQM.