Measuring Effectiveness of Customer Relationship Management Strategies in Achieving Customer Loyal

stakeholders by utilizing the power of marketing and information technology. CRM is a cluster of interfunctional

The main goal of Customer relationship management is to create a strong bond between customers and the company. The strong bond can be build by focusing on the two main objectives of CRM. Providing the organization and all of the employees that treat customers with a single and complete view of every customer at every touch point and across all channels and providing the customer a single and complete view of the company and its extended channels (O’Brien, A & Marakas, G. 2004).

Similarly, Molinari, Abratt, and Dion (2008) assert that there is a direct and strong link between customer satisfaction and customer loyalty behavior. If the customers enjoy the product or service, they will not be bothered to become loyal to the company. In other words, high levels of satisfaction commonly occur when the customer is delighted or happy with either the products or services provided by a business supplier. As Caceres and Paparoidamis (2005) state, customer satisfaction levels are determined and influenced by many elements. For example, it is commonly admitted that the customers will naturally repeatedly return to the company when things are done right, or in other words, business service companies successfully meet the customer’s expectation (Gil-Saura, et. al., 2009). Furthermore, increases in satisfaction could result to increase customer loyalty. A business enterprise, which could address the elements moderating the level of satisfaction of customers, probably would reach the higher level of loyalty. In other words, customer satisfaction is likely to improve customer loyalty in general.

The core of an organization is the customers. If a business does not have customers, they will not have any revenue, profit or market value. Therefore, many companies have enhanced their customer service departments and also use surveys and questionnaires to help them measure their performance. Companies are mindful that customer delight is a substantial driver for their long-term success. This involves companies being conscious of the fact that their ability to answer customer’s needs

That implies that customers will be more satisfied and have a feeling of being special and importance to the company.

Relationship marketing is very important concept to attract and keep the customers in organizations. In modern business world, marketing focus reflect the move away from transactional marketing to relationship marketing. Establishing, maintaining and enhancing customer relationships have always been an important aspect of business. However, over the last few years there has been a significant increase in customer relationship marketing (CRM). The concept of customer relationship marketing (CRM) is widely understood, both academically and professionally. Its goal is to bolster strong relationships and convert indifferent customers into loyal ones. Customer relationship marketing is determined by trust, commitment, empathy, power, cooperation, financial

Customer Relationship Management (CRM) is the core business strategy that integrates internal processes and function and external network, to create and deliver value to targeted customer. It is grounded by high quality customer-related data and enabled by information technology.

Customer loyalty is one of the most powerful weapons an organization has in its strategic arsenal (American Marketing Association, 2003). However, most companies do not fully understand the value of customer loyalty or realize its potential for enhancing customer relationships (BusinessTown.com, 2003). So how does all of this affect the end customer? A recent trend focused the marketing mix directly on the customer. Instead of the 4 “P’s”, there is the 4 “C’s.” These 4”C”’s customer value, cost to customer, convenience to the buyer and communication (American Marketing Association). Customer value is how much the customer values the product; cost to the customer includes customer’s time and energy, along with the price of the product; convenience for the buyer is similar to place explained earlier in the paper; and communication which is similar to promotion, also explained earlier in the paper (American Marketing Association).

In order to establish a suitable CRM system and increase the success rate, understanding CRM processes is especially important. Building CRM system, there are many works need to do(). Firstly, the target customer market should be identified. Different customer strategies are focused on different target customer markets based on their profitability. Then, firms set customer objectives, for example, acquire customer satisfaction and loyalty. After that, the leaders and managers should support and commit the implementation of a CRM system. At the same time, when companies change their targets, a plan about changing

For any organization to implement a successful CRM is by having a collective and unified vision from board executives, stake holders to operational personnel. The organization and the customers have conditions when building relationships, Organizations need to increase profits and hold its customer base whereas Customers need a quality product with good service and an acceptable price. Objectives for organizations to build customer relationships [8]:

(Mishra, 2009) Has stated that CRM is an integration of information technology and relationship marketing technique provides the infrastructure that facilitates long term relationship building with customers at an enterprise wide level. Customer relationship can be classified into following categories:

CRM a combination of policies, processes, and through the organize the implementation of the strategy to unify the Customer interactions, and provide tracking apparatus the customer information. This involves the use of technology In attracting new and profitable customers; and Forming contact the existing ones. Customer relations management is an emerging tool allows the seller to maintain its presence Dynamic the marketing environment. Customer Relationship management of is a business imperative Agenda. Latest research conducted BY BUSINESS LINE Intelligence showed that six ten company since it began in the CRM journey.CRM deep understanding customer needs expect a good attitude and behavior Organize and maintain A customer database and Innovation Strategy in for clients. The customer relationship management is the goal Order to ensure levels of customer’s satisfaction and joy with the company (Pahoa and Versa interface, 2008).

Firstly, the one-sample test result generated from customer perceived value’ section reflects that general respondents hold positive attitude

For any organization to implement a successful CRM is by having a collective and unified vision from board executives, stake holders to operational personnel. The organization and the customers have conditions when building

Customer relationship management (CRM) is widely implemented and centralized system which offers a place for interaction under a company. An employee can handle again the repeated problem which occurred in the past by re-investigate it. Besides, CRM provides a place to identify what customers wants. Employees can track customer’s expectation by their feedback and communication that can improve their buying experience and stay interact with customer in order to understand their true needs.CRM also has ability to let the company see the customer interaction in clear picture. Different customers from different segments require different products and services, but this complex situation can handle well by CRM. Furthermore, CRM provides quality and efficiency system in the company management that helps company achieves their success by building long-term customer relationship.