Customer Relationship Management is not a buzzword but a tool for survival to get a competitive advantage. It is obvious that customers are important to all companies. It should be equally obvious that looking after those customers, both in order to hold onto them, and to maximize the value of each relationship, is key to the survival and profitability of the company. .
In this paper, I have studied why the most CRM Projects fail and what the reasons are. Most cases are proved that large sums of money have been spent without shareholders seeing ROI. I think Measurement is increasingly being looked upon as the "missing ingredient" in today's Customer Relationship Management (CRM) strategies. I have studied various methods to analyze the customer and build CRM strategy. The strategy recommended for implementing CRM project is based on the model used by Balanced Scorecard Strategy Map with one critical addition component like penetration.
For the case study, I have analyzed the case of Online company which is subsidiary of offline dairy company. I apply the strategy model to the case, that is, analyze customer using RFM method and simple LTV method and then segment customer for differentiated marketing offer. In addition, I explore the association between products using Enterprise miner of SAS. Finally, I suggest the CRM Strategy map to the A company to implement CRM effectively.
