Customer Relationship Management Practices for Consumer Packaged Goods

Customer relationship management enables companies to provide excellent real-time customer service by developing a relationship with each valued customer through effective use of individual account information1. A better appeal to customers needs better products, better communicability and consistency in customer interfaces. By putting the ‘customs’ back in the customers, these companies can target their customers better and can deliver persuasive information and promotions more effectively2. In the constantly changing world CRM practices may need several changes to ensure better functionality of data, creating a unique and consistent approach to deal with customers etc. This paper explores through primary data, how CRM practices in this context need to be changed in order to get sustainable competitive advantage.