CRM And Value Creation
Customer Relationship Management (CRM) is the strategy that involves active interactions with the customers with a view to analyze their changing tastes and preferences. CRM entails identifying new prospects and retaining them. The sales personnel play a pivotal role in the CRM strategy. They cultivate and nurture strong relationships with the customers and, thereby, create value for the customers. The paper examines the CRM strategy and discusses the dynamics of value-creation in CRM.