Application of market research towards proactive customer relationship management
Abstract:
In today's economy, organizations looking to implement successful CRM (Customer Relationship Management) strategies need to focus on individualistic and personal views of the customer using integrated information systems and contact center implementations that allow the customer and the organization to communicate via any desired communication channel. The author feels that in order to serve customers better and compete with other firms in the industry, those seeking to lead and gain market share must quickly innovate their CRM practice. Increased personalized service to the customer can be achieved by integrating MR (Market Research) efforts with the customer's records, and individually contacting the customer based on his feedback, giving rise to Proactive Customer Relationship Management (PCRM).
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