Features of good CRM: An effective CRM programme makes it possible for a firm to acquire new customers and retain

the existing customers by providing the best services and by contributing a higher value for the customers. A good CRM programme of the firm can improve its customer service by facilitating communication in the following ways : a. Offering product information, product usage information and technical support through the web and other means round the clock. b. Offering services in keeping with the requirements and expectations of each individual customer.
c.

Providing a speedy mechanism for the purpose of managing and scheduling follow up sales and calls in order to analyze the post purchase cognitive dissonance, the probabilities of re-purchase, number of times of re-purchase and frequency of re-purchases.

d. Developing an effective system to track all possible points of contact between the firm and the customer in an integrated manner. e. Locating the potential problems well in advance even before such problems arise. f. Facilitating adoption of the user-friendly mechanism for registering the complaints from the customers to prevent customer dissatisfaction. g. Suggesting a speedy mechanism for correcting service deficiencies, which may lead to higher customer dissatisfaction. h. Ensuring the maximum utilization of IT-enabled services for offering customers the best and timely services.