Dr. Nedunuri Rama Mohan Prakash

Customer Relationship Management: a Case of Lic India Dr. Nedunuri Rama Mohan Prakash

Customer Relationship Management is a strategy for managing a company?s interactions with customers, clients and sales prospectsis useful in building relationship between service provider and the service receiver. Today CRM became very much vital for the sustenance of any organisation in terms of customer retention and brand management .this study is done on LIC of India, the only public sector company in the area of Life Insurance in India. This book is developed through primary and secondary research in connection with CRM strategies applied in the corporation. The study will be a help for academicians, researchers and students to understand Customer Relationship Management practices in services sector.