Customer Relationship Management Defined as the relationship between customers and businesses. Includes the capture, storage and analysis of information about customers, suppliers, partners and internal processes. Three key phases1. Customer acquisition: process of attracting customers for their first purchase2. Customer loyalty: the customer comes back and buys a second time. This is most likely a purchase of a similar product or service, or a higher level of product or service3. Customer extension:a. Customers regularly return to buyb. Introducing products and services to loyal customers that may not be entirely related to the initial purchase.c. These are additional, complementary purchases.Three contextual factorsMarketing orientation: the entire organization is focused on customer needs2. Value Creation: focuses on generating shareholder value based on satisfying customer needs and providing sustainable competitive advantage3. Innovative IT: CRM software collects data about consumers and their transactions and therefore must be efficient, fast and focused on customer needs. RELIANCE RETAIL CRM IN-STORE CUSTOMER MANAGEMENT CUSTOMER EXPERIENCE Greeting our customers Managing customer complaints Exceeding customer expectationsCustomer management on the shop floor Customer leaving without making payment ACTIVITY DETAIL ​​Approach him customer In case the customer forgot to pay, accompany him to the billing counter. If the customer pretends to ignore it, ask the customer to double check, if the customer denies, then ask the customer to come to the back room and politely inform...... middle of paper ......s are immediately called upon to handle the situation. They follow a centralized retail system. There is no minimum purchase requirement to get a loyalty card.Conclusion• Reliance has adopted the ubiquitous philosophy of “CUSTOMER IS KING” inculcated by every major organization in the world.• Reliance Retail with an investment of Rs. 25,000 Crores plans to be the largest player in the Indian and international market, thereby maintaining world-class CRM in order to compete with the leading players in this highly competitive environment.• It has adopted a new approach in foraying into sectors like jewelry, footwear, entertainment, etc. Due to this diversification, it becomes mandatory for an organization of Reliance's stature to retain its customers, making CRM an integral part of its corporate policy..