An analytical study on opportunities & challenges for CRM in India

Abstract

The growing popularity of internet-based business applications has augmented e-commerce's influence on global corporate operations. Nations such as Brazil, China, India, and Southeast Asia have developed as hubs of IT-enabled services, providing the necessary resources to promote smooth international e-commerce. Consequently, as the worldwide e-market intensifies in competition, the customer is increasingly gaining prominence. Consequently, retaining clients rather than just acquiring them is the fundamental issue. The majority of global organizations have started the integration of CRM tactics into e-commerce settings to stimulate customer interest and provide rapid satisfaction. This will facilitate the retention of client loyalty to the brand over time. The organization's primary challenge, after significant expansion, is the localization and customization of the evolving user interface of e-commerce platforms. Integrating CRM strategies in the modern e-commerce landscape necessitates localization, which demands an awareness of the socio-political dynamics of the region. This research seeks to analyse the progression of Customer Relationship Management (CRM) deployment and its associated issues within the digital economy during the last 15 years, with a special emphasis on Small and Medium-Sized Enterprises (SMEs). This article examines customer relationship management (CRM) and recent research on its challenges in e-commerce. The challenges presented by strategic, collaborative, and client partnerships. This article posits that the use of customer relationship management (CRM) for enhanced targeting and content distribution necessitates the incorporation of soft personal skills