PART B

1.Introduction

Customer Relationship Management (CRM) is a business strategy that focuses

on building and maintaining relationships with customers by leveraging technology
and data to understand their needs, preferences, and behavior. The goal of CRM is
to improve customer satisfaction, loyalty, and retention by providing personalized
and relevant experiences across all touchpoints of the customer journey. CRM
involves collecting and analyzing customer data from various sources such as
social media, customer service interactions, sales transactions, and marketing
campaigns. This data is then used to create a comprehensive profile of each
customer, which can be used to tailor marketing messages, offer personalized
recommendations, and improve the overall customer experience.

A CRM system is often used to manage customer interactions and automate certain
tasks such as lead management, sales forecasting, and customer service. The
system may also provide insights and reports on customer behavior and trends,
which can be used to inform strategic decision-making and improve business
performance. Overall, CRM is a critical component of modern business strategy, as
it helps organizations build strong, lasting relationships with customers and drive
growth and profitability.
2. Objectives Of The Study

 To study the current practices of CRM

 To find out the impact of CRM on the profitability of the organization

 To study the role of Information Technology in CRM

 To provide better Customer services

 To discover new customer and increase new customer revenue