Abstract

In today's business scenario companies are leaving no stone unturned to retain      their existing customer and uphold a strong relationship. With this as driving force customer relationship management as a concept is gaining in massive importance. Customer Relationship Management (CRM) helps a company to develop and nurture relationships with its customers. In the 2000s, the adoption of IT-based CRM systems has increased. CRM tools have found to help companies in attaining its large number of goals whether it be to find, attract and win latest customer or increase market share and sales productivity or better customer profiling and targeting.

Through this study an attempt is been made to gain an insight about the concept, benefits, application areas and problems associated with customer relationship management. This paper also focuses on top CRM software vendors and their ability to meet organization's need.