RELATIONSHIP MANAGEMENT

Presented by: Manish Ojha

• Relationship management is a tactic used by
organizations to keep their audience engaged on a
regular basis.
• his refers to the sustained efforts utilized to maintain and
grow the relationship between individuals and
groups/parties.
Types of Relationship Management

• Customer Relationship Management (CRM)

• Business Relationship Management
 About hte study

• Some lines from the abstract:

The paper is based on relationship management. Basically
there are several types of relationship management, but this
paper is covers customer relationship management. The study
covers concept, historical background, theories, practices, and
different empirical studies of customer relationship
management. In order to understand the inquiry, research paper
related with emerging trends in relationship management and
which are published in the Academia, Google Scholars,
Research Gate, are taken as the reference for the study.
 Customer Relationship Management (CRM)

• Customer relationship management (CRM) is a concept for

controlling how a business interacts with its clients, customers,
and potential customers. It includes coordinating, automating,
and coordinating business activities using technology. CRM
aims to increase revenue, profitability, and customer
happiness. Many firms employ a collection of tools,
technology, and procedures to support the customer
relationship in order to increase sales in order to achieve
CRM. CRM is therefore a strategic business and process
issue as opposed to a technological one (Dowling, 2002).
 Contd.............

• Since satisfied customers operate as free advertisement for

the business, the importance of customer happiness cannot
be understated. According to the company's objectives,
events, and procedures, it is essential to place the customer
at the center of the enterprise. In actuality, selling to current
clients is simpler and more effective than seeking out new
ones. Organizations are developing plans to secure
customer retention and teaching staff to be more customer-
and service focused (Mohsan, 2011).
 The history and evolution of customer
relationship management
• 1950s: The Invention of the Rolodex
• 1960s: The Mainframe System Becomes Available to Businesses
• 1970s: The Computing Revolution & Digitization of Customer Information
• 1980s: The Beginning of Database Marketing & Contact Management Software
• Early 1990s: The History of CRM Starts With the Rise of Sales Force Automation
• Late 1990s: The Introduction of Mobile CRM & Software-as-a-Service (SaaS)
• Early 2000s: The Growth of Cloud-based CRM & Open-source Software
• Late 2000s: Social CRMs Enter the Scene
• 2010s: The Explosion of Technology & Rise of CRM Providers
• Today: Further CRM Evolution & Sophistication
 Relationship Management Theories
There are five main schools of thought that offer different
perspectives on relationships between customers and suppliers.
Although some schools are quite similar, they generally describe
relationships in different terms and have different implications for
relationship management.
The major schools of thought are:
• a)The Industrial Marketing and Purchasing (IMP) School,
• b)The Nordic School,
• c)The Anglo-Australian School,
• d)The North American School and
• e)The Asian (Guanxi) School.
 In the scenario of Nepalese context:
• In the case of Nepalese commercial banks, a customer-oriented
strategy was a challenge. In such situations, the only way to keep
and attract customers is to develop close relationships with them.
Customer relationship management and customer satisfaction and
loyalty have a strong and beneficial link (Chris Adalikwu, 2012).
• Customer relationship management is being implemented by
Nepalese commercial banks in order to create and maintain
relationships with their clients. The lack of tools and criteria for
measuring and evaluating the customer relationship has been
identified as one of the reasons for the failure of customer
relationship management implementation (Khan et al., 2022).
 Empirical study on CRM in the context of Nepal

• On the title of “Impact of Customer Relationship Management

and Customer Loyalty in Hotel Industry in Lumbini Nepal”
Suman Pokherel(Global Scientific Journal, Vol. 10 issued in
January 2022) found that:
• CRM is an idea in regards to how an inn can keep their most
significant clients and simultaneously diminish costs, increment the
upsides of connection to thusly boost the benefits. The genuine worth
to the lodging lies in the worth they make for their clients and in the
worth the client's conveys back to the inn. The worth lies in the client
information and how the lodging utilizes that information to deal with
their client connections.
 Conclusion
• This research aimed to make desktop study of various factors of CRM .
• There are absence of examinations on the fact.
• Based on the analysis it can be concluded that all business organization would
follow the CRM to satisfy their customer.
• To conclude, customers who have healthy relationship with their business
organization or seller or service providers reported being more confident about their
creative capability which in turn predicted higher level of satisfaction of customers.
• Higher level business organization of an organization must try to be more
responsive, supportive and concerned towards their customer’s which customer’s
perceive positively and they are satisfied with their purchase and gaining services
of the organization.
• It makes customer comfortable to share their buying intention if they are
appreciated, and encouraged. Thus, customer relationship management practices
should be adopted by the Nepalese services sectors to have a satisfied customers
with their expectation.
 References:
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Journal of Business and Behavioral Sciences Vol. 4, No.10; October 2014.
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