Publisher's Synopsis
Customer Relationship management or CRM originated early in 1970's (Juneja 2019). CRM software hasn't always been a robust and standalone application that most of the businesses rely on today. The evolution of CRM has been divided into number of stages. It has developed gradually from a variety of other business programs beginning from pen-paper, Rolodex software, database marketing and contact management software to today's social and mobile CRM automated software over the past three- four decades (History and Evolution of CRM Software 2017.
In this ever rising competing environment, companies need to focus on maintaining positive relationship with their customer. Most of the Companies make exhaustive use of technologies to capture and store customer information. This trend has also spread its wings in relationship marketing, leading to new forms of customer relationship management (CRM). CRM as a word states, is defined as the process of integrated data driven solutions for maintaining a relationship with their consumers and help improve the business. It is a hostile mechanism of consumer identification, attraction, differentiation and retention. It also helps in building customer value by integrating organisation's entire supply chain at every stage, either by lowered costs or increased benefits. It helps keep revenue, customer support, promotions, field operations and other customer functions perfectly coordinated.
