The aim of customer relationship management is a comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the customer.

CRM techniques are the most widely techniques that had been used by the companies but as our study revolves around the small car dealers so we have collected some of the data on the existing structure of the CRM in the automobile industry by taking into consideration “Tata Motors”. To respond to high customer expectations companies are finding they have to use both traditional and emerging channels to deliver more effective efficient and profitable marketing sales.

The training and reorientation of human resources for effective CRM and highlighted with its incisive exposition and vivid cases, the CRM effectively useful for business and marketing management.

4 C’s of Customer Relationship Management-
• Correlate- series of transaction & interaction that makeup a dialogue between customer i.e. data is collected from all contact points.
• Combine- mapping & management of interaction points between a customer.
• Cognize-(to know): insight gained through capture & analysis of detailed information is to create continuous learning from data warehouse.
• Connect- application of insight to create relevant interaction with consumers, customers, channels, suppliers, partners that build value relationships.

The CRM Process-

The formation process of CRM refers to decisions regarding initiation of relational activities for a firm with respect to a specific group of customers or with respect to an individual customer with whom the company wishes to engage in a cooperative or collaborative relationship. Hence it is important that a company is able to identify and differentiate individual customers. In the formation process, three important decision areas relate to defining