“IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION”

Submitted By

Preity

( NIU-24-22391/24020279608)

School Of Business Management

Under the guidance of Dr. Neha Bhatia

Associate Professor

NOIDA UNIVERSITY

March 2026 April 2026

📘 CHAPTER 1: INTRODUCTION
Impact of Customer Relationship Management on Customer Satisfaction
🌍 1.1 Background of the Study

 In today’s fast-moving and highly competitive business world, companies are no longer focused only on selling products—they are focused on building meaningful relationships with their customers. This shift has given rise to the concept of Customer Relationship Management (CRM), which has become a vital part of modern business strategy.

CRM is not just a software or a tool; it is a philosophy that revolves around understanding customer needs, preferences, and expectations. Businesses use CRM systems to collect valuable customer data, analyze buying behavior, and provide personalized services. As a result, customers feel valued and connected to the brand.

“Nowadays, customers don't just buy products; they buy experiences. If the experience is good, they come back again and again".

With increasing digitalization, customers expect quick responses, customized offers, and seamless service experiences. Companies that fail to meet these expectations often lose their customers to competitors. Therefore, implementing effective CRM strategies has become essential for long-term success.