Page 5 - PR Communication Age MAY 2016

Cover Story

RELIANCE ON
RELATIONSHIP
MANAGEMENT

A DIRE NEED WHILE DEALING

WITH YOUR CUSTOMERS

1. Introduction: ment, Supply Chain Management, Product Lifecycle Manage-
ment, as well as their Enterprise Resource Planning Systems
1.1.A definite focus on Relationship Management is a dire and integrating all these activities. The concept of enterprise-
wide customer relationship management is useful for devel-
need when you need to open your long-lasting emotional oping marketing strategies or for strategic formulation.
account with your customers. A new vision for Relationship
Management is being considered in most of the organiza- 1.2.The Customer Relationship Management is a part of
tions - in today's context - on the journey to high perfor-
mance and communications. marketing function of an Organization. Customer relation-
ship management is the basic business concept which is as
Multi-National companies also work to improve the processes old as business itself. Marketing is identifying, anticipating
& information systems that support areas such as Customer and satisfying customer needs and wants at a profit and
Relationship Management, Partner Relationship Manage- fulfilling the retention of the customers by resolving their
grievance.
About the author
Grievance is defined as "Any communication that expresses
Anabil Bhattacharya dissatisfaction about an action or lack of action or about
the standard of goods produced and delivered by a factory
F.I.I.I., B.M.E.(Hons.) or a service - may be the deficiency of a service oriented
C.M.& Faculty Member, N.C.I.L. Bank or an Insurance Company and / or an intermediary
Narendrapur, Kolkata representing the company".

"Whether you think you can or you think you can't, you're right."

PR COMMUNICATION AGE May 2016 5