CRM STRATEGIES FOLLOWED BY APPAREL INDUSTRY OF INDIA
*Meenakshi Kaushik, **Sapna Dadwal & ***Garima Bhati
* Professor, Accurate group of Institutions, Greater Noida, Uttar Pradesh, India
** Professor, St Andrews Institute of Technology & Management, Gurgaon (Haryana), India.
*** Research Scholar, School of Commerce and Management, Lingayas University, Faridabad, Delhi, India.
CRM is built on the philosophy of relationship marketing that aims to create, retain, develop and enhance relationships with customers as well as to enhance the customer lifetime value with the organization and organization’s profitability. Dynamic & Cutthroat competitive business environment has forced Apparel industry to implement such customer relationship management processes & practices which aims not only to attract but also to retain their old customers. The goal is to improve the customer experience with the organization so that it enhances satisfaction and loyalty which in turn will lead to increased profits. Customer relationship management is a wide business strategy adopted by most big organizations. In apparel industry requires a customer-centric business approach to support effective marketing, sales, service, and process. The study analyses CRM initiatives in the apparel Industry as the competitive environment for apparel organizations is changing rapidly. The apparel industry has emerged as a big component of the industrial sector in India and has been constantly adding to the revenue of our country. The apparel sector aims to serve the customer’s needs as per the latest fashion and trends.
customer relationship management, apparel industry, fashion & trends