A business regardless of the industry it operates, exists for one prime purpose, i.e. to serve their customers. Customers are the life wire of every organization. Therefore, it is essential to maintain them by catering to their needs. Owing to the failure of initiatives of Customer Relationship Management (CRM), more research has begun to flourish in the sphere of enhancing the experience of customers. CRM domain appears to be fragmented and highly inconsistent. Although CRM initiatives have been successful to some extent and have uncovered critical success factors, there is little evidence of its impact on enhancing the organizational performance and customer experience. Besides, customer expectations are increasing concerning salesperson knowledge, depth and breadth of communication, service/product offering, and speed of response.
