A Study of Customer Relationship Management Practices in Automobile Dealers in Ahmednagar Region

With the increasing globalization, company orientation becomes customer centric. Customers are most important element 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&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&technology focused on providing better customer service. CRM when correctly&effectively utilized, results in increased profitability and greater customer loyalty, which are two key needs for any organization. Last two decades it becomes necessary to consider emerging technologies&identifying opportunities and bottlenecks during the implementation of CRM. Thus successful implementations of CRM produces in organization focus on profiling or understanding the needs&desires of customers&is achieved by placing these needs at the heart of business by integrating them with the organizations strategy, people, technology&business process. In this research paper attempt has made to understand the effects of Customer Relationship Management practices used automobile dealers in the Ahmednagar region.