Study of Role of Information Technology in Development of Customer Relationship Management in Selected Service Organizations in Ahmednagar City

Abstract

Customer Relationship Management (CRM) is really an effective tool in the control of various organizations to develop and maintain relations with customers. It is very well said that it is twenty times costlier to attract a new customer than to retain the present one. So, here is a role of CRM to develop brand loyalty, to retain the customer for a very long duration and also which result in Profit. This paper will highlight four basic tasks of CRM, and then it will study different selected service organizations viz. banks, hotels, retailing, and newspaper to get insight into relationship of IT and CRM in these organizations. This study is being carried out in Ahmednagar city. This paper will also identify the areas where these organizations are lagging behind and what is the potential for development of use of IT in CRM.