A Descriptive Study of Customer Relationship Management Practices in Automobile Dealers in Baramati Region

Abstract-With the increasing globalization, company orientation becomes customer centric. Customers are most important elements of modern marketing. This paradigm of shift of business activity resulted in the customer relationship marketing (CRM). CRM becomes effective aid to serve customers effectively. CRM systems have been developed to support the process in the areas of marketing, sales and service. CRM becomes increasingly important for organizations to improve profits through long-term relationships with customers. Today companies are building more direct and lasting relationships with more carefully selected customers. Many organizations are fighting for share in the market in changing demographic conditions of market. Abundant information's are available to customers through internet, television, newspaper, exhibitions, trade fairs etc. Due to this availability of information, customers are empowered to demand more. Customers are aware about the availability of various products as well as comparative analysis of their features. Hence, the challenges of sales persons become tough regarding identification of needs providing right solutions to customers. This is possible with the help of Customer Relation Management which is the combination of organization strategy, information systems and technology focussed on providing better customer service. CRM when correctly and effectively utilized, results in increased profitability and greater customer loyalty, which are two key needs for any organization. In the last two decades, it becomes necessary to consider emerging technologies and identifying opportunities and bottlenecks during the implementation of CRM. Thus, successful implementations of CRM in organization produces focus on profiling or understanding the needs and desires of customers and it is achieved by placing these needs at the heart of business by integrating them with the organizations strategy, people, technology and business process. In this research paper, attempt has been made to understand the effects of Customer Relationship Management practices used by automobile dealers in the Baramati region.

Objectives: To study the impact of CRM practices on overall performance of Automobile dealers in Baramati region. Also to study the impact of CRM Practices on Sales of Automobile dealers in Baramati region.

Scope: This research paper covers CRM practices of Automobile dealers in Baramati Region.

Definition: By Greenleaf&Winner: 'Customer Relationship Management is a business strategy to select and manage customers to optimize long-term value.'