Volume : I, Issue : VII, April - 2012

Maximizing Customer Profitability in Retailing Industry (Durable Goods) – Role of Analytical CRM –A Case Analysis

Dr. A. R. Krishnan, R. Selvamani

Abstract :

Organizations, in order to be successful, must look in to the needs and wants of their customers. That is the reason why many researchers and academicians have continuously emphasized the importance of Customer Relationship Management (CRM) in the form of increased customer satisfaction and loyalty to improve the customer retention. Most widely accepted classification of Customer Relationship Management (CRM) systems includes operational, analytical, collaborative and e–CRM. While operational, collaborative and e–CRM has received a significant interest among practices and scholars, but analytical CRM has been mostly neglected by them. The major function of analytical CRM is to support strategic customer information provision and customer knowledge acquisition to help achieve the final goal of CRM which is to enhance customer profitability. The major objective is this study is to investigate the role of analytical CRM in maximizing customer profitability in order to accomplish the objective of this study a case study was conducted. The cases comprise of major retailing industry with large market share in retailing sector.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr.A.R.Krishnan, R.Selvamani Maximizing Customer Profitability in Retailing Industry (Durable Goods) - Role of Analytical CRM -A Case Analysis Indian Journal of Applied Research, Vol.I, Issue.VII April 2012

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