THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AND PERFORMANCE OF RELIANCE RETAIL STORES

Abstract

In the highly increasingly today’s competitive environment, it is very tough to make customer, as customers are not just making their buying decisions on the product categories but also on product comparisons. Gone are the days when they were easily available. Due to the arrival of various companies, Indian and foreign operators it is very easy for the customer to have the comparative market research and analysis, what to buy, where to buy and, how to buy. Retail industry is at crossroads and building customer relationship has become an essential tool in retailing. Retailer is very much focused in understanding the customer needs, designing a customer- driven marketing strategy and constructing marketing programs, which lead up to building profitable Customer-relationships. The simple answer to it is effective CRM. In this study I demonstrate that customer satisfaction research is not only a tool to measure consumer attitudes but can also be a proactive tool for managing customer relations. The study also aimed to know the part of CRM in Reliance retail. It also includes the effort, benefits to clients, internal employees reference with reference Reliance retail’s CRM implementation. For this purpose, different type of data has been collected, studied and analyzed.