Customer Relationship Management Practices In Selected Organized Retail Outlets: A Case Study of Indore City

Dheeraj Verma, Devendra Singh Verma

Abstract: Today in the highly competitive market, increasing customer demands retail outlets realize the importance of customer relationship management. The lack of understanding on Customer Relationship Management (CRM) is always a concern among the service providers especially retail outlets, retailers have their own way of managing their relationships with the customers. Under this case study of CRM Practices in Selected organized retail outlets in Indore city discusses about strategies adopted, retail outlets can hold the customer relationship. Understand the contribution of CRM of the retail outlets with respect to its objectives. The aim of this case study finding & identify these issues impact on customer expectations through implemented CRM retail outlets can improve the relationship with customers.

Keywords: Retail outlets, Customer Relationship Management, Customer Expectation, Database