CUSTOMER RELATIONSHIP MANAGEMENT (GENDER BASED) MAY I SPEAK TO..........MR.CUSTOMER?

(By Syed Ali Abbas) MS-BA (Evening) Customer Relationship management is a very broad term and this term can be defined in different ways. Many of the researchers define this term according to their thoughts but in short customer relationship management means the purpose of the business is to retain the customer. The corporate culture adopts different kinds of strategies to retain its customers and always tried to maintain the loyalty among the customers, for this purpose they adopt different techniques to retain the customers like Sales offers, Discounts, incentives, Buy one and get one free offers, SMS alerts, etc. Among all these techniques one of the most emerging technique is the gender based customer relationship management. This option has now become one of the most integral parts of the corporate culture, it looks fascinating but there are some pros and cons of this gender based customer relationship management. The call centers of companys plays a vital role for this customer relationship management, one of the most important advantage of this technique is that the environment that attracts the customer, like wi-tribe. The billing sections, the suggestions, the administrative sections, the receptionists, all are mostly females, and the way they treat the customers are really good, They are professionals, they have the knowledge, complete command on the products of the company, In short the females run the business quite well instead of using them as models. On the other hand the males of the same company have been assigned other tasks like to install the devices at the customers home, the wireless router settings or other outdoor activities etc.. They are also professionals technicians and equally play a part towards the customer relationship. One of the major issues that arises in gender based customer relationship, the customers mostly attracts with the dealings of the females because by nature they are more talkative, they have the convincing power, they spend more time on calls with the customers, while on the other hand the males have the

dominating personality, they did not convince the customers on call but on one to one dealing both have the same capacities. The banks, the financial institutions, and other companies, for their credit cards department, they mostly hire the females, because customer by nature or by psyche always attracts by the female, customer at least listen to the scheme introduced by the company, while the males does not have that tendency to fascinate the customer at the first impression. Time is another important factor for the customer relationship management, Many public sector companies also adopts the same call center strategies but they are not so successful because they have some lacking in their system,e.g the Government projects, Government banks, they also have the females on the same posts but they are not well equipped with the knowledge of the system, they deal the customers in other manners like customers on hold for longer time no specific reply shift the burden/question to other deptt not a one window system in that case the customer always prefer the males and they are more successful in this system. In a nutshell, both (males and females) plays equal part towards the customer relationship management and tried to bridge the gap between both the parties.