Customer Relationship Management in Emerging Markets

Abstract

This chapter gives different perspectives of both rural and urban marketing strategies providing an overview of how customers’ perception of ‘value proposition’ has changed and how companies have transformed their relationship management with customers with the changing demand. It provides an overview of various contemporary issues in CRM such as missing key information, out-of-date information, inability of firms without proper customer insights, and the privacy concerns with respect to customer data, also provides insight into new technology trends in CRM industry such as applying artificial intelligence (AI), Bots, IoT, and finally discusses proposed approaches for implementing these modern technologies/frameworks for firms to get better understanding of customers to help building strong relationships with them.