Study of CRM Performance Measurement in IT Firms
Customer Relationship Management (CRM) is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty. Many firms have invested in people, processes and technology in order to absorb the CRM culture. There are huge expectations from CRM, but firms have had varying success. Organisations seek assistance over appalling performance and derailed relationships. IT firms are emerging significantly all over the world especially in South Asia. These companies operate in a very competitive market and there is a need to distinguish a service from the competitor for endurance. The effective use of CRM systems to improve service, performance, customer satisfaction and productivity is fundamental.