Customer Relationship Management Practices in Heritage Foods- a Study

Customer relationship management (CRM) is an integrated approach that manages a company’s interactions with the existing and future customers. It helps to identify, acquire and maintain customers for successful growth of the business. A CRM model use smart technology for organizing, automating, synchronizing sales, customer service, marketing, and technical support. CRM has as its aim the enhancement of a company’s ability to achieve the ultimate goal of retaining customers and so gain a strategic advantage over its competitors. This paper attempts to analyze the CRM practices at Heritage Foods in Hyderabad city. For this a sample 50 Heritage Foods customers from Hyderabad city are included. The convenience sampling method has been used to identify the store and customers visiting these stores. The results of the study are (i) advertisements and Friends & Relatives played significant role as the source of information and creating awareness; (ii) the customers visiting at least twice in a month and purchasing dairy products at Heritage stores the reasons are: convenience, availability of variety of products and brand image when compared to their counterparts; (iii) it is found that the Heritage foods providing greater customer services and could secure good customer satisfaction through its offers; and (iv) Heritage is able to maintaining good interactions with its customers for creating long-lasting relationships.