The Impact of CRM on Customer Retention in Malaysia

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) - based on the recognition of the value of a customer.