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The Impact of Customer Relationship Management (CRM) Practices on Customer Satisfaction

In: Business Governance and Society

Author

Listed:
  • Subhasish Das

    (CUTM)

  • Manit Mishra

    (International Management Institute)

Abstract

Customer Relationship Management (CRM) is total alignment of business around the customer. It is a business practice focused on customers; being customer-centric and staying customer-centric. Customers know that the biggest gift they can give to an enterprise is their loyalty. They expect to deal with enterprises the way they like. Enterprises won’t satisfy the customers unless they re-engineer their processes to be customer focused and customer oriented. They have to keep track of the customer’s past activities in order to influence the customer’s future activities. Therefore, there is no substitute to customer-centrism. The objective of a business should be to create customers and keep them, and CRM helps in doing just that.

Suggested Citation

  • Subhasish Das & Manit Mishra, 2019. "The Impact of Customer Relationship Management (CRM) Practices on Customer Satisfaction," Springer Books, in: Rajagopal & Ramesh Behl (ed.), Business Governance and Society, chapter 0, pages 43-54, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-94613-9_4
    DOI: 10.1007/978-3-319-94613-9_4
    as

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