In order to succeed in the market, there should be a good product, good relationship marketing strategies and setting up of distribution channels. For some companies sales process is completed with the sale and guarantee terms. Thereafter, any customer query, complaints or suggestions may not get the desired response from the management following which the customers could share it by word of mouth to others and subsequently the company starts to score low on perception of customer service or after sales service. Finally this will start showing in sales, income and reflect in the bottom line.

According to leading business authors Emmett C Murphy and Mark A Murphy, acquiring a new customer can cost five times more than retaining an existing consumer. Therefore, developing and sustaining good relationship with customers/consumers is vital for any business. It pays to adopt relationship marketing as the core of customer relationship management (CRM) strategy.