“The Evolution of CRM: From Transactional t...

“The Evolution of CRM: From Transactional to Relationship-Oriented Strategies”

Author Name : Saksham Singh, Dr Charu Bisaria

ABSTRACT The evolution of Customer Relationship Management (CRM) from transactional to relationship-oriented strategies reflects a transformative journey in how businesses engage with their customers. This paper examines the key drivers, implications, and future trends shaping CRM evolution in the contemporary business landscape. Through a comprehensive analysis of literature, case studies, and expert insights, the study elucidates the shift towards relationship-oriented CRM strategies, emphasizing the importance of understanding individual customer needs, preferences, and behaviors. Technological advancements, ethical considerations, and organizational adaptation emerge as critical enablers of CRM evolution, empowering businesses to deliver personalized, seamless, and ethical customer experiences. Looking ahead, future trends such as omnichannel experiences, hyper-personalization, and the integration of emerging technologies present new opportunities for businesses to further enhance customer engagement and drive sustainable growth. By embracing the principles of relationship-oriented CRM and leveraging technology and data-driven insights, organizations can navigate CRM evolution successfully and foster enduring customer relationships in an increasingly digital and competitive marketplace.