Revista de investigación turística y hotelería

Customer Relationship Management V/s Consumerism

Thimmaiah Bayavanda Chinnappa

The new millennium marketer post covid-19 is faced with a host of challenges and opportunities. Challenges in the form of discerning and knowledgeable prospect / customer base coupled with availability of a plethora of choices which has made the marketers job complicated.The objective of this paper is to reiterate the need for CRM initiatives and corresponding marketing strategies in lieu of covid-19 which the consumer forums and consumerism prevails. The marketer’s job is thus defined and implied (i.e., CRM practice to be imbibed and executed in letter and spirit). Consumerism on the other hand is an established and accepted (albeit with resistance) practice. Consumer exercises his/her right in the event of nonperformance or underperformance of the product or service. Be it known that CRM as a marketing tool as compared to consumerism are entities that vests with one, the marketer/company and the other, with the consumer. CRM when practiced in totality is the answer to consumerism.