The impact of TQM and interactivity on retention process in CRM context

Total quality management is one of the outstanding tools emerged to help companies enhance the effectiveness and mostly concentrated in customer gratification. It is absolutely compatible in customer relationship environment. Customer retention has been one of the most significant phenomena in the work setting. Today, companies are challenging with each other, not only to win the customers also to grab the customers from each other in a secure and honest circumstance. Today, companies are encountering with mass of complaints, at the same time due to the complexity of business processes they suffer from lack of interactivity and they cannot retain their customer. In this paper, using TQM and interactivity within the CRM environment, we attempt to increase the level of customer retention. We then provide a secure environment for myriad transactions comprising virtual or physical exchanges; and diminish the level of customer complaints. We benefit from a conceptual framework to identify the problematic areas. We conclude this study with enhancement of customer satisfaction, profitability of the company as well as proper control over customers using conceptual framework.