Customer Retention Management and Strategies with Reference to Ford Motors

Abstract

Today's Marketing is customer driven market and customer satisfaction is the important objective for any business enterprise. To satisfy the customers and give better services to the customers, the retail outlets are chanting one marketing mantra known as "CUSTOMER RELATIONSHIP MANAGEMENT” (CRM). CRM is a tool for sales lead generation and it is about identifying, attracting and retaining king customers, and hence customer retention is achieved with highly satisfied customer which is possible with better relations. CRM gives appropriate database to prepare effective strategies to capture market opportunities by providing quality services to the customers and earn, retain long term customer loyalty. The present study examines the CRM practices and strategies followed by the retail outlets of Ford showrooms in Oman to find new customers and retain the existing customers and to capture new market opportunities.