Relationship among Strategic Positioning, Strategic Customer Relationship Management and Organization’s Performance

In today’s dynamic and globalized business world with hyper competition and technology break troughs, organizations are striving to gain and maintain competitive edge by using different tactics and tools. Positioning has been considered as a strategic instrument to tackle the competitive pressure and enhance organizational performance. Organizations are now adopting customer-oriented approaches to make them delight, and for this purpose they are developing strong image in customers’ minds through positioning and CRM strategies. They are obligated to appreciate the growing significance of knowing their customer in effective and better ways. Progressively more demanding customers have impelled many firms to implement customer relationship management (CRM) programs. Significance and growing importance of strategic positioning and strategic CRM motivated us to conduct research on this area. Our purpose of this study is to explore relationship among strategic positioning, strategic customer relationship management and organizational performance. Literature review and findings revealed that strategic positioning and strategic customer relationship have strong positive and significance association with organization performance. Strategic positioning and strategic CRM are behaving like strategic driving forces to boost up organizational performance and gain sustainable competitive advantage. This study provides in dept. information about Customer’s relation management if organization used this approach; they will maintain long term relation with their customers also achieve proficiency in competitive environment. In the last of paper, research implications, limitations and directions for further research are also mentioned.