The Effectiveness of Online Customer Relationship Management Practices

This book will provide an understanding of Customer Relationship Management (CRM), how it can improve the satisfaction among customers through online mechanism. Availability of internet have helped the companies to think like customers, firms can deliver customized information directed to the customers and applications at a relatively low cost, they can provide facilities to the customers to carry out broad set of activities e.g. paying bills online, ask for questions and even complain at any time. CRM is a useful tool in terms of identifying the right customer groups and for helping to decide which customers to jettison and CRM is needed to retain these loyal groups of customer before they shift to competitors.

Dr. Jayaraman Munusamy is currently serving Limkokwing University of Creative Technology as an Associate Professor in the Centre of Post-Graduate Studies. Prior to that, he had served University Tun Abdul Razak as an Assistant Professor in the business faculty for three years.