Relationships have proved to be the central element in the success of business since time immemorial. They are the invisible threads which bind all business associates. To remain competitive and to carve a niche in a global market, it has become imperative to manage customer relationships effectively. Organizations have realized the life time value of a customer. CRM has once again acquired the highest place in every strategist?s priority list. Organizations are redesigning their strategies and sharpening focus on customer relationships for achieving sustainable competitive advantage. Sophisticated toolkits, involving latest technological inputs, are being used to implement CRM programs without proper knowledge of their impact on customers. The biggest challenge faced by marketers is to know the effectiveness of their CRM programs. Keeping in view the requirements of marketers, the present study was undertaken to identify the determinants of CRM effectiveness. It also provides an insight into developing strategies for increasing effectiveness.
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