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)