Ritesh Kumar Singh

Prof. (Dr.) S.B. Sawant

Abstract

It all started with a concern for the customer, having empathy towards his feelings, when he reported a grievance. Finally, CRM has evolved into a fully developed system which includes Behavior Training, Response Management, formation of a fully-fledged department called Customer Care Department and a software-supported structured system as a tool for Customer Connect through Data Capture, Reminders, Updates, Seasons’ Greetings, manage Service Requests and adopt a data driven strategy for Customer Adoption and Retention. Live Example: Here is an amusing incidence to narrate! One of my known tractor customers owns two tractors of two different brands. As a customer he shared his experience with the two different companies. He confided that the two experiences were qualitatively poles apart. In one case he could feel the care, concern and connection while in the other case he could sense it as a routine obligatory activity. For our convenience let us name the two dealerships as Super Care Tractors and Easygo Tractors. Periodic services of both the tractors were due on the same date.

Keywords- CRM, Brand Loyalty, Customer Delight, Customer Satisfaction, Customer Retention, Customer Centric Approach, Strategic tool for Customer Care