The Hindu Business Line : `Firms must gear up to manage customer needs'

The organisations should be innovative in managing their customers, said the Chief Executive Officer of Retailers Association of India, Mumbai, Mr V. Gibson.

Inaugurating a National Seminar on Marketing in the Digital Era, organised by the Sona School of Management (SSM) here on Friday, Mr Gibson said the organisations should be one step ahead in managing their customer requirements. The companies should be innovative in bringing in customers and retaining them. Apart from building customer loyalty, it was very important for the organisations to be loyal to their customers, he added.

Pointing out the developments in various fields in the country, Mr Gibson said the population growth was earlier looked as a negative factor. But it turned out to be positive aspect for the nation's development.

Presiding over the seminar, the Secretary of Sona College of Technology (SCT), Mr A. Dhirajlal, said the advancements in the technology should be utilised in marketing. He said the effective use of technology in marketing would improve the business.

Delivering the keynote address in a session on Customer Relationship Management (CRM), Professor-Marketing, Indian Institute of Management, Indore, Dr Thapan K. Panda, said the CRM would help organisations to serve the customers on an individual basis, to enjoy a long-term relationship and to get rid of barriers and distortions created by non-value adding intermediaries.

He further said the CRM would also help organisations to reduce marketing costs, target specific customers by focusing on their needs and to track the effectiveness of a given marketing action. It would allow organisations to woo customers on service instead of price-cuts or promotions, prevent overspending on low value client or under-spending on high value ones and improve the use of marketing channel, making the most out of each contact with a customer.

Other sessions

A session on Retail Marketing was also held. Sessions on Integrated Marketing Communication and Strategic Marketing would be held on September 16.

The SCT Principal, Dr P. Govindarajan, released the Seminar Commemorative Book. The Director, SSM, Dr D. Dhanapal, welcomed the gathering and the Assistant Professor, Mr R. David Rajesh, also spoke. The Regional General Manager, The Hindu, Tiruchi, Mr V. Srikanthan, was also present.

The inaugural session on Customer Relationship Management was held under the aegis of Business Line Club.

More Stories on : Customer Relationship Management | Events | Retailing | Karnataka

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