Customer Relationship Management (Crm) & Corporate Renaissance

By Agrawal, M. L. | Journal of Services Research, October-March 2003 | Go to article overview

Customer Relationship Management (Crm) & Corporate Renaissance


Agrawal, M. L., Journal of Services Research


Business in south Asia is currently at a low ebb. So is the corporate confidence. There is a clear and present danger from the forces of global competition, to the corporate sector in South Asia, if it does not re-invent itself and engineer massive renaissance. The risk mandates not only a better management of macro parameters of the economy but also necessitates a new strategy at the firm level. The strategy is customer relations management (CRM). The concept of CRM is premised on a simple logic of business- it must keep tracking customers once attracted; retain them in business portfolio; and, profit from their growth. Shorn of all managerial jargons, CRM epitomizes a 'marriage of relationship marketing with the emerging information technology'. The paper describes the concept and mechanics of customer relationship management; illustrates how CRM helps corporate renaissance in hard times; and finally, recommends a line of action for an effective CRM implementation towards a quicker corporate renaissance. Alongside, the paper urges business schools of South Asia to incorporate CRM in their teaching curricula so that the business and academics can continue to stay relevant to each other.

Customer Relationship Management (CRM) and Corporate Renaissance

* "Industrial production of India rose by a mere 1.6% in the first six months of 2001-2 over the previous year.....Indian exports fell by 2.3% in the first five months of the current financial year...Gross domestic product (GDP) hovers around 6% in the first six month of the current financial year thanks to higher contributions from the service sector...The growth projections are not sustainable in the nearer frame of time.... Bank borrowings of the Indian companies plummeted 40% to Rs.20, 894 crores in the first six months of the current financial year".

(Source: Business at War, India Today, November 19, 2001 pp. 68-73.)

* In the cellular business, it costs five times more to acquire a customer. It is the same in every business. Retaining this customer is the critical first step for success'.

(Harsh Goenka, Chairman, RPG Enterprises, Kolkata, India)

Indian business is in full gloom as these quick statistics show. In line with the unmistakable signs of a global recession, more pronounced after the tragic events of September the Eleventh in USA, Indian corporates as a whole, stand numb at the plummeting profits, spiraling customer expectations and a long struggle to stay afloat (Business India, 2001). The search is on for a winning formula, a quick pull back and for a continued relevance (India Today, November 2001).

In simple words, the business in India and indeed in South Asia is on the look out for a corporate renaissance. For some, the search ends on such traditional tips as cost reduction, re-engineering, market expansion and productivity improvement. The others are experimenting with such new remedies as customer orientation, customer service & care, quick product launches and niche development. In this burgeoning crowd of corporate mourners, there are several braves and visionaries too (Aditya Birla group, RPG and Netcraft for instance). They have tuned-in to an altogether new way of doing business and effecting corporate renaissance-customer relationship management (CRM for short) (Business World, November 2001).

The paper aims therefore, to describe briefly the concept of customer relations management, the ingredients of a CRM and the myths surrounding it. It hopes to stimulate a serious discussion on how CRM can be effectively used for a corporate renaissance in South Asia, which is reeling under a business downturn. Finally, it recommends that the CRM should be aggressively incorporated in the business education curricula so that the business schools of this part of the world continue to be the source of intellectual output and corporate training.

CRM: A CONCEPT IN THE MAKING

Customer Relationship Management sounds simple enough.

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