Customer relationship management: a case study on Mother Horlicks

Abstract

Business are in a constant race to increase profits, keep the current customer and gain new ones, competing for customers in a global market like never before. One of the many sets of tools aim at aiding the interaction between organization and customers are the Customer Relation methodologies. CRM is aimed at building long term relationships that keep customers coming back repeatedly. It aims to help organizations build individual relationships in such a way that both the firm and customer get the most out of the exchange, providing both parties with long term benefits. This case study addresses the different aspect of Customer Relationship Management. The study considers the extent to which the existing Customer Relationship Management system is an acceptable mechanism in terms of compliance and efficiency. The findings of the study indicate that in Bangladesh most of the firms are less interested to maintain CRM with its customers. By contrast GSK is trying to maintain it with different aspect. They are maintaining 360 degree approach to keep their customers loyal.