Vijaya Kumar Gudep, Lecturer, Business & Management, P.O. Box: 1797, Skyline College, Sharjah, UAE

SK Pemmaraju, Modern College of Business and Science, P.O. Box: 100, Al-Khwair, Sultanate of Oman

In today's competitive business climate, providing high quality of customer service is more crucial and challenging than ever. The number of customer inquiries is increasing year over year and as a result modern businesses are hard-pressed to meet the demand for high quality service while simultaneously containing costs. Customers expect an access to service on a 24 hour by 7 day a week basis with a consistent quality across multiple channels like voice, email and self-service to get a personalized experience. Modern Enterprises have invested billions of dollars in implementing traditional Customer Relationship Management (CRM) systems to serve customers better. Over the past decade, they also added multiple touch points of Customer Relationship Management (CRM) systems such as call centers, websites, email systems and interactive kiosks to serve customers across various sales, service and support processes. These technological enhancements created an explosion of customer data, application databases and data warehouses. Yet, the promised comprehensive 360° view of every customer remains elusive for most enterprises and calls for implementing the new generation customer relationship management (CRM) techniques. The present research articles focuses on the new generation Customer Relationship Management (CRM) issues and challenges lying ahead in the global business scenario.

Gudep, V. K., & Pemmaraju, S.K. (2005). Issues and Challenges in the New Generation Customer Relationship Management (CRM): Coping with Unreliable Data. Skyline Business Journal, Volume 1, No. 2, pp 47-51.