The blacksmith had few customers so he could deal with them personally. He could store customer information in his mind. However, organizations have grown tremendously. Today, an organization's customer base has increased manifold which in turn has increased customer service traffic to an alarming extent making it practically impossible to manually keep track of customers complaints and queries. For instance, telecom companies have millions of customers. Airtel, the largest telecom company in India, had nearly 40 million customers in 2007. In 2007, practically every telecom company was adding million plus customers every month. It goes without saying that without suitable technology, companies cannot capture, store and analyze such huge amounts of data to effectively and efficiently serve the customer. Companies cannot hope to process such a high level of customer service traffic manually. It is also not possible for them to keep track of all the enquiries and complaints that come in manually. CRM and related technologies assist companies in managing a large customer base cost effectively and efficiently.
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