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CUSTOMER RELATIONSHIP MANAGEMENT—AN INDISPENSIBLE PART OF BUSINESS GROWTH, CUSTOMER SATISFACTION AND CUSTOMER RETENTION
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Author(s):
DR.SUBHASH KUMAR VERMA
Vol - 16, Issue- 9 ,
Page(s) : 221 - 239
(2025 )
DOI : https://doi.org/10.32804/IRJMSH
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Abstract
According to Prof.Adrian Payne of Cranfield University, CRM is ‘the strategic process of identifying desirable customer segments, micro-segments, or individual customers on a one to one basis and developing integrated programs that maximizes both value to the customer
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