Examining the Role of CRM in Designing and Managing Effective Loyalty Programs to Enhance Repeat Business
R. Rejitha, G. Jayalakshmi · Advances in computational intelligence and robotics book series · 2025
Customer relationship management (CRM) systems foster customer loyalty and drive repeat business. This study explores the impact of CRM in designing and managing effective loyalty programs, focusing on how these programs enhance customer retention and business performance. Businesses can personalize customer experiences, track engagement, and optimize marketing strategies by integrating CRM tools with loyalty programs. The research examines various CRM-enabled loyalty initiatives and their effect on customer behaviour, emphasizing the importance of data-driven decision-making in program design. Utilizing a mixed-methods approach, including surveys and case studies, this study provides valuable insights into the effectiveness of CRM in loyalty management. Key findings reveal that CRM systems significantly enhance the ability to understand customer needs, customize rewards, and build long-term relationships, leading to increased repeat business.