CRM: A Strategic Marketing Tool - A Case of Indian Telecom Sector

Building customer loyalty is the key to success within any sector of business, and this is especially true for the telecommunications industry where profit margins are being squeezed and the cost of finding new customers is on the rise. Due to easy access to information and a wide range of offerings, it is easier than ever-before for customers to switch between services providers. Under such a situation of growing competition and increasing acquisition cost, telecom service providers are continually seeking new ways to acquire, retain and increase their subscriber base and are confronted with the challenges of providing high quality of services in order to attract and maintain their customers. This book elaborates the significance of CRM in achieving long term sustainability and provides an assessment of the present status of Indian telecom industry. The book shall be of relevance to the management of the telecom companies as it will help in strengthening their CRM strategies.It shall also interest the academicians and researchers, as it would highlight the concept of Customer Relationship Management, its growth and the problems faced by the Indian telecom industry.