Main Article Content
Abstract
This papers focusses on the purpose of bringing out the working & implementation issues in CRM . The paper takes into account fundamental concerns of CRM including gathering customer information for devising marketing strategies, offering customer enhanced satisfaction through delivering customised offers & moving on to achieving long term relationships with customers assuring life time value benefits. However, the paper also examines pitfalls in the form of customer perspectives of ‘fair’ , ‘trust’ and ‘credibility’. The concluding part highlights challenges posed in the event of enhanced customer information availability over the social media and the marketers dilemma to offer customisation & yet be ‘fair’.