Customer Relationship Management in ICICI Prudential Life Insurance Co Ltd



This study is used to elucidate the customer relationship management techniques and procedures adopted and implemented in ICICI prudential Life insurance company. The study touches areas such as recent trends in customer relationship management, customer retention, company’s efforts in maintaining and motivating the advisors for retaining an existing customer and building a new customer,  measures taken to obtain a better understanding of the customers, and their wants and needs with the aid of a descriptive research . It also talks about the impact of Customer relationship management on the profitability of the company and customer response rate towards marketing activities.

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