Abstract
This research paper explores the customer relationship management (CRM) practices of Nestle India, a leading food and beverage company. The study is based on primary data collected through interviews with Nestle India’s CRM team and secondary data from academic literature and industry reports. The paper investigates the various channels and technologies used by Nestle India to manage its customer relationships, including social media, email, and phone. It also examines how the company collects and analyzes customer data to gain insights into their preferences, behaviors, and needs. The paper highlights Nestle’s India efforts to personalize its marketing messages, offer relevant product recommendations, and improve customer experiences through its CRM initiatives.
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