JMGT_V1_N4_A1 Christian N. Madu Journal on Management 2230 – 715X 1 4 5 11 customer relationship management (CRM), customer satisfaction,loyalty, new customers, market share, effective running The aim of this paper is to introduce managers to the concept of customer relationship management (CRM) and how it would help to create value to customers. The paper looks at CRM as a business strategy that is aimed at achieving customer satisfaction through creation of value in products and services delivered to the customer. By achieving customer satisfaction, the organization may benefit from customer loyalty and this would help it to retain existing customers and also to attract new customers. In today’s highly competitive environment, it is imperative that business organizations focus on strategies to maintain and expand their market shares. This way, they could develop lifetime customers that would further help the organization to continue to achieve its mission. Today’s managers need to know how CRM is crucial in the effective running and survival of an organization. March - May 2007 Copyright © 2007 i-manager publications. All rights reserved. i-manager Publications http://www.imanagerpublications.com/Article.aspx?ArticleId=358