Abstract :-

Analysis of the Customer Relationship Management (CRM) process of an organization and the customer feedback towards business transactions is essential for the management to maintain better relationships with their customers to achieve higher performance. Organizational CRM process should be unique and successful to deal with its customers throughout the entire transactional period in an effective manner. The organization should be able to identify customer requirements and changing needs to satisfy its customers. Satisfaction with products or services motivates the customers to maintain their relationships with the organization. Dissatisfaction leads to complaining behavior and exit from the interaction. It is essential to measure the level of customer satisfaction and loyalty at different stages of the CRM process. Customer satisfaction and loyalty directly affect the corporate image and competitive advantage of the organization. The research emphasized that the organizations should establish efficient CRM and complaint handling processes to gain competitive advantage by satisfying their valuable customers.

Keywords — customer feedback, customer satisfaction, customer loyalty, complaining behavior