Abstract - The purpose of this research is study of
Customer Relationship Management process in
customer retention in Malaysia. I describe the
objectives of Customer Relationship Management
(CRM) in customer retention which is very
important for the survival of companies in today
competitive environment. Satisfying customers and
surviving in today's fast moving marketplaces
requires: a brain to understand, learn, and analyze
customers; a heart to pump and flow out the
customer oriented blood throughout the
organizational arteries; and hands and feet to
deliver the services to the customers. The customer
is the one who pays the bills, is the source of
revenue, and is the reason for being. The critical
role the customer plays is so vital, an entire
management philosophy and software category was
born — customer relationship management (CRM)
— based on the recognition of the value of a
customer.
Today, customers are very important factors in
companies management with the power to change
their short-term and long-term polices and
strategies. Therefore enough knowledge of
environment, expectations of customers and their
desires are very important to find the best solution
for facing un-expected behaviors of customers and
then behave in such a way to change the mind of
customers in the direction of companies’ profit. It’s
an art to absorb customers by using different
techniques such as CRM in order to manipulate
companies’ policies a head of them. The customer
is king!" has long been the cry of those in business.
Customer Relationship Management (CRM) is a
business philosophy which provides a vision for the
way your company wants to deal with your
customers. To deliver that vision, you need a CRM
strategy which gives shape to your sales,
marketing, customer service and data analysis
activities. For most companies, the aim of a CRM
strategy is to maximize profitable relationships
with customers by increasing the value of the
relationship for both the vendor and the customer.
From the vendor’s perspective, it is clear that not
all customers are created equal.