Customer Relationship Management As a Marketing Tool
The ultimate purpose of CRM, like any organizational initiative, is to increase profit. In the case of CRM this is
achieved mainly by providing a better service to your customers than your competitors. CRM not only improves the service
to customers though; a good CRM capability will also reduce costs, wastage, and complaints Effective CRM also reduces
staff stress, because attrition - a major cause of stress – reduces as services and relationships improve. CRM enables instant
market research as well: opening the lines of communications with customers gives direct constant market reaction to the
products, services and performance, far better than any market survey. Good CRM also helps to grow business: customers
stay longer; customer churn rates reduce; referrals to new customers increase from increasing numbers of satisfied
customers; demand reduces on fire-fighting and trouble-shooting staff, and overall the organization’s service flows and
teams work more efficiently and more happily, as cited the case of Airtel Magic at Bharti in this study.
Keyword - CRM, Loyalty, Roll It, Networking Infrastructure, Tailor-Made Scheme.