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Role and Responsibilities of Customer

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Relationship Management in India:
Features, Skills, Constituencies and
Manuscript ID:
COM-2024-12027289 Strategies
Volume: 12 Mallikarjun Gadad
Research Scholar, Department of Economics
Issue: 2 Kuvempu University, Shivamogga, Karnataka, India
https://orcid.org/0009-0005-0531-6279
Month: April
M. Ravikumar
Research Scholar, Department of Economics
Year: 2024
Kuvempu University, Shivamogga, Karnataka, India

E-ISSN: 2582-6190 Abstract

Customer Relationship Management (CRM) is a strategic approach aimed at strengthening
Received: 12.02.2024 relationships with customers while simultaneously cutting costs and improving productivity and
profitability in company. CRM emerged in the early 1970s when businesses saw the need of
shifting their focus from products to customers. The birth of CRM was a result of this attentive
Accepted: 20.03.2024 perception. Establishing and maintaining this kind of interaction with clients may be
challenging and relies on the methodical and flexible implementation or integration of a CRM
Published: 01.04.2024 system. Once achieved, it is the most effective approach to handle consumers. Customers
experience appreciation via self- satisfaction and loyalty, leading to stronger relationships with
suppliers and ultimately boosting company. A CRM system is used for managing current clients
Citation: and attracting new ones. The procedure begins with identifying a client and entering all
Gadad, Mallikarjun, and relevant facts into the CRM system, commonly known as an ‘Opportunity of Business’. The
M. Ravikumar. “Role and Sales and Field staff strategically follow up with clients to turn them into successful deals.
Responsibilities of Customer connection Management techniques have provided a fresh perspective for suppliers
and customers to maintain a strong business connection by meeting each other’s purchasing
Customer Relationship
and selling requirements.
Management Keywords: CRM, Role and Responsibilities, Skills, Constituencies, Customer Satisfaction, Customer
in India: Features, Skills, Experience.
Constituencies and
Strategies.” ComFin Introduction
Research, vol. 12, no. 2, A customer relationship manager’s communication skills allow them to
2024, pp. 29-34. build lasting relationships with key customers, which in turn increases brand
recognition. In order to keep current customers happy, attract new ones,
DOI: and keep the ones they already have, they use tactics. To find out whether
https://doi.org/10.34293/ customer relationship management is a career path that interests you, you
commerce.v12i2.7289
need to understand the role that these professionals play in increasing brand
loyalty among consumers. Learn what it takes to become a customer
relationship manager with the help of this article’s definition and career path.
Building lasting relationships with customers is a top priority for every
department in our firm. This will help us stay stable in this booming industry.
This work is licensed
under a Creative
Quality products and services are no longer enough to satisfy modern
Commons Attribution- consumers. They want instant gratification for their own needs via tailored,
ShareAlike 4.0 in-person encounters. The overarching goal of Customer Relationship
International License. Management (CRM) is to increase profitability, productivity, and efficiency
in the workplace by fostering stronger ties with customers. In an ideal world,
a customer relationship management system would bring together all of an
organization’s data sources to provide a bird’s-eye perspective of customer
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information in real time.

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Meaning of Customer Relationship Management one

A customer relationship manager (CRM) is
an expert in developing and nurturing mutually
beneficial relationships with a company’s clientele.
By providing an excellent after-sale experience, the
customer relationship manager builds confidence
in the company and promotes client loyalty, which
in turn increases income. For a client relationship
manager to do their job well, they need to know
what their customers want and need and provide it
to them. By seeking out appropriate opportunities
to entice new clients, the customer relationship
manager broadens the organization’s client base.

Definitions of Customer Relationship

Management
CRM can be defined as an integrated approach
to identifying, acquiring and retaining customers.
By enabling organizations to manage and
coordinate customer interactions across multiple
channels, departments, lines of business and
geographies, CRM helps organizations maximize
the value of every customer interaction and drive
superior corporate performance.
According to prof Peter Drucker can be defined
as is the combination of practices, strategies and
technologies that companies use to manage and
analyze customer interactions and data throughout
the customer lifecycle. The goal is to improve
customer service relationships and assist with
customer retention and drive sales growth.

Review of Literature
(Grigorescu and Ionascu) There were many
angles from which to view CRM’s function in the
banking system, which is an integrative architecture
that links people, technology, and process to boost
banks’ performance and competitiveness.
(Nishanth and Kumara) The implementation of
a customer relationship management (CRM) system
may pave the way for expansion and prosperity
for businesses. Data for this descriptive research
came from 100 respondents from Narayan Tractors
Mysore who filled out a standardised questionnaire
utilising a five-point likert scale.
(Chavan and Shrotri) Hospitals are one of the
major contributors to national GDP. Healthcare is

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of India’s largest sectors, and the sector is expected 5. Analyzing customer data.
to expand speedily. This study has reviewed 40
research articles and white papers for knowing
does really CRM provide opportunity to hospitals
or it just increases the burden for them.
(Gupta) This research paper presents the CRM
strategies adopted by health club operators,
keeping in view the increase in health centers
and desire to get fit. The study focuses on
understanding how perception, expectations, well-
being, and satisfaction, needs and desires,
influence retention in fitness clubs, to what extent
these help in retention.

Objectives of the Study

The study shall have been the following specific
objectives.
1. To study of Constituencies, Role
and Responsibilities of CRM in India.
2. Examine the necessary skills for a CRM
position in India.
3. To Access the Strategies of CRM in India.

Methodology of the Study

This study is mostly descriptive and analytical
in character. This article attempts to analyse the
“Role of Customer Relationship Management in
India: Features, Skills Constituencies and
Strategies.” The data employed in it is totally
secondary in order to meet the needs of this
investigation. The report is based on a thorough
examination of secondary data gathered from many
books, national and international journals, and
public and commercial publications accessible on
various websites and in libraries, all of which
concentrate on different elements of Customer
Relationship Management in India.

Role and Responsibilities of a Customer

Relationship Management in India
The role of a CRM is to focus on the
interactions with potential customers and current
customers. Role and responsibilities of a customer
relationship management in India: they are,
1. Building and maintaining customer relationships.
2. Identifying new business opportunities.
3. Manage concerns and complaints.
4. Communicating with other departments.
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6. Creating sales plans to generate revenue. 9. The ability to keep customers informed and
7. Monitor business competitors. close sales depends on the customer relationship
manager’s up-to-date knowledge of the
The Skills Required for a Customer Relationship company’s goods, services, improvements, and
Management in India problems.
A customer relationship manager can benefit
career-wise from the following skills: Constituencies of Customer Relationship
1. The ability to effectively communicate with Management in India
clients, coworkers, and outside suppliers is There are several important constituencies
essential for customer relationship managers. having an interest in CRM:
2. Consumer service skills: It would be helpful 1. Companies using CRM. Numerous companies
if they could maintain their composure, show have used CRM. Among the first to utilise it
empathy, and be patient while dealing with were large financial services, transportation, and
customers. They should also be able to react industrial organisations in the USA and Europe.
quickly to consumer feedback, both positive and Now, small and medium-sized businesses are
negative, and find solutions to their issues. joining. The word about CRM might yet go out
3. Ability to work well with others: Customer to non-profits, new ventures, and smaller
relationship managers often work closely companies globally.
with the company’s upper management, other 2. Customers and employees of such businesses.
managers, salespeople, and other staff members Users and business partners of firms using CRM
to strengthen existing connections and attract constitute a critical segment. CRM influences
new ones. the customer’s experience, which may impact
4. Skill in presenting: Customer relationship the customer’s level of satisfaction and loyalty
managers may need to provide detailed to the supplier.
presentations explaining their goals to discuss 3. Businesses that market CRM programmes.
customer relationship strategy with the Companies that offer CRM include SAS, IBM,
organization’s senior management and other SAP, Oracle, and SAS. The market for CRM
staff. companies has expanded significantly during the
5. Customer relationship managers have the ability last several years. Two of the first CRM firms,
to diagnose problems with the company’s goods People Soft and Siebel, are now a part of Oracle.
and services and come up with appropriate IBM has been bringing in analytical solution
remedies. vendors as it develops a more comprehensive
6. Talent in negotiations: A customer relationship analytical CRM capability.
manager’s ability to articulate the value of their 4. Businesses that provide cloud-based CRM
company’s offerings and win over both existing solutions. These service providers manage and
and potential clients depends on their talent in provide many users with applications and other
this area. services from a distance over the Internet. These
7. Effective time management skills: Being quick firms are also known as Application Service
to respond to client inquiries and put customer Providers (ASPs) or Software as a Service
service initiatives into action is crucial for (SAAS) companies. The way customers use
establishing long-term connections with CRM and the ways they use eBay or Amazon
consumers and making sure they’re satisfied. are quite similar.
8. Proficient in using computers, the Internet, and 5. Users of social media. Large groups are
CRM software for the purpose of developing, expanding on Facebook, Twitter, and other
documenting, and sustaining connections with social media platforms, and this data on people’s
clients. interests, preferences, and friends and hobbies is
very helpful. We believe there will be a major

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battle over the analysis and use of that data thorough grasp of your target audience in order to
between the large social media corporations and
people-intensive businesses.
6. Businesses that provide CRM hardware and
infrastructure. The hardware and system vendors
supply the technology that enables CRM
implementations. In addition to contact centers
and phone systems, they offer devices such as
computers, servers, mobile and portable phones,
and smartphones.
7. Peoplethatassist with management. Consultancies
provide their customers with a broad variety
of CRM services, including strategy, business,
application, and technical guidance. Consultants
may assist a firm with CRM installation in a
variety of ways, including system integration,
vendor selection, implementation planning, and
project management throughout the deployment.

Strategies of Customer Relationship Management

in India
A customer relationship management strategy
is a focused plan you create to effectively manage
your customer relationships. This information
can include their demographics, purchase history,
communication preferences, and more. For your
business to stay competitive and be successful in
the long run building customer relationships is no
longer optional it’s a necessity.
1. Evaluate Your Current CRM Procedures: If your
company has paying clients, it probably has
some CRM procedures that are operating
efficiently. Yet, there could also be
inefficiencies, pain spots, or bottlenecks that
prevent customers from being satisfied. To get
input from your consumers, you may use
conditional logic forms, focus groups, and
surveys.
2. Establish precise Key Performance Indicators
(KPIs) and CRM Goals: Prior to assigning
CRM goals to your team, review your long-
term company objectives and business strategy.
Consider your desired outcomes and how your
CRM goals will help you get there.
3. Identify Your Ideal Customer: You must
develop strong user personas (also known as
buyer personas or customer profiles) and have a

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optimise the efficacy of your customer journey. commitment to customer-centricity.

To begin with, fully investigate and
comprehend your target market.
4. Develop Personalised client Experiences: As
previously said, in order to develop
personalised experiences, you must have a
thorough understanding of both your target
client and their stage of the journey. client
journeys are the different encounters and
exchanges a client has with your company over
the course of making a purchase.
5. Select the Correct CRM Software: The greatest
CRM software should enhance your efforts to
forge relationships with customers and support
your company requirements. Keep an eye out
for these essential CRM features: 1. Managing
contacts. 2. Flexibility and scalability. 3.
Options for customisation. 4. Analytics and
reports. 5. The ability to integrate.
6. Prioritise and Concentrate on High-Value
Customers: Identifying and fostering
relationships with your most valued customers
can help your CRM efforts succeed. These are
the kind of customers that may become long-
term partners and greatly increase your income.
Focus on supplying outstanding customer
service, individualised attention, and
customised offers that satisfy each of these
important clients’ specific requirements and
preferences once you’ve discovered them. This
may be accomplished by: 1. Regular
communication. 2. Special advantages. 3.
Active assistance.
7. Promote A Culture That Is Customer-Centric:
In order to establish a customer-centric culture
inside your company, each employee must
take ownership of putting customers’ needs
first and providing outstanding customer
service. To do this, include pertinent data in
performance reviews and give team members
praise and recognition when they do well.
Never forget that every conversation you have
with a consumer is a chance to win their trust
and build loyalty. Additionally, one of the best
ways to provide consumers a consistently
excellent and unforgettable experience at every
contact point is to implement a company-wide

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Findings of the Study client loyalty via client Relationship Management by

1. CRM stands for “customer relationship aligning its strategy with the demands of the
management,”anethicalapproachtostrengthening
ties with clients while simultaneously cutting
costs, increasing efficiency, and increasing
profits.
2. An individual whose job it is to establish and
sustain mutually beneficial connections with
a company’s clients is known as a customer
relationship manager.
3. A top customer relationship manager’s
overarching goal should be to boost sales by
strengthening organisational ties and enhancing
customer loyalty and satisfaction.
4. Make sure your staff knows how to use your
CRM product to its full potential so you can
wow your customers.
5. Customer connection managers may give
presentations to the company’s upper management
and other staff members to explain their tactics
for building relationships with customers.

Suggestions and Recommendations of the Study

1. Moreover, gathering and analysing relevant
customer information is essential to a successful
CRM strategy, which is why customer-focused
procedures and a CRM tool are essential.
2. Your company probably has some effective
CRM procedures if it has paying customers. In
the meantime, there may be obstacles that
prevent customers from being completely
satisfied.
3. Involve all employees in prioritising customer
demands and providing outstanding service
to establish a customer-centric culture in your
organisation.
4. Developing accurate user personas and a
thorough knowledge of your target demographic
are essential for a successful customer
experience.
5. Having a thorough understanding of your target
consumer and their current journey is crucial
for developing personalised experiences, as
mentioned in the preceding approach.

Conclusion
A corporation may guarantee long-term

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consumer. Because both consumers and the market Iriqat, Raed A. M., and Mohannad A. Abu Daqar.
are always evolving, customer relationship “The Role of Customer Relationship
managers need to be able to roll with the punches. Management
The key to a successful company in the long run
is, above all else, building solid connections with
current and future clients. To guarantee a
successful CRM, it is necessary to identify new
prospects, manage customer interactions and
complaints, communicate with other departments,
and analyse customer data. Organisational success
and customer base growth are both enhanced when
customer relationship managers carry out the
duties and obligations described in this article.

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Author Details
Mallikarjun Gadad, Research Scholar, Department of Economics, Kuvempu University, Shivamogga, Karnataka,
India, Email ID: [email protected]

M. Ravikumar, Research Scholar, Department of Economics, Kuvempu University, Shivamogga, Karnataka, India,
Email ID: [email protected]

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