Adding value to products and services through customer relationship management can lead to a competitive advantage in the market, provided, an organization has executed this strategy properly. Customer relationship marketing is a phenomenon that is not just a value added strategy it is necessary. With the competition that exists in the market in this twenty first century it is most important to retain the loyalty of already made customers. It is widely known that word of mouth advertising is the best advertising. Consider these statistics: satisfied customers tell four people; dissatisfied customers tell nine people; and delighted customers tell eighteen people. To embark on the most positive feedback from a consumer it is necessary to utilize full potential of the employees of an organization to make sure that a customer is more than satisfied

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