Author : Abin george
Keyword : Crm, social crm, digital customer experience, technology.
Subject : Management
Article Type : Original article (research)
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Abstract : Today, with businesses becoming more digitally remote, deploying effective Customer Relationship Management (CRM) systems has the potential for achieving success and growth for organizations. This study evaluated the CRM system in HDFC Securities Ltd. with a view to enhancing the digital customer experience. The descriptive survey method of research was used and primary data were obtained by the use of a structured questionnaire. The sample size for the study was 50 respondents who were customers, Customer Service Representatives (CSRs) at HDFC Securities Ltd. Simple Random Sampling Technique was employed in the selection of the sample size. Data obtained were analyzed by the use of the Frequency Distribution Analytical method and Charts. The findings suggest that creating a great digital customer experience starts with knowing exactly who the customers are and their needs, and embracing customer-driven processes through the deployment of digital technologies. The study also indicates that providing tools that enable users to make use of the service on their own enhances customer engagement and digital experience. Having considered strategic options of CRM systems, it is recommended that a Social CRM system that allows customers to drive the direction of a business should be adopted to enhance the digital customer experience in HDFC Securities Limited.
Article by : Abin George
Article add date : 2022-12-08
How to cite : Abin george. (2022-December-08). A study on effective customer relationship management system to enhance digital customer experience in hdfc securities ltd.. retrieved from https://www.openacessjournal.com/abstract/1145