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"The Indian market has witnessed a multitude of changes over the years. One of them has been the shift from transactional marketing to relationship marketing. Today the marketers have realized the importance of having a long-term relationship with the customers and the fact that retaining a customer is always easy and economical than acquiring a new one. And with Information Technology (IT) serving as a backbone to every company or industry it does not require a herculean effort to achieve the same. I will give a small example to illustrate this. One of my cousins received an SMS the other day. It was sent by the hotel where he had stayed some days back when he was on a business assignment, wishing him on his birthday. Considering the fact that even some of his good friends had forgotten the day it goes without saying that the SMS brought a smile to his face (and mind you he does not smile much!!). The chances are very high that the next time he visits the same city; he won\u2019t be searching for another hotel. The interesting fact here is that the hotel would have sent tons of messages on the same day, wishing birthdays, anniversaries and so on to its customers and the personalized touch as always has worked wonders."^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.mbaskool.com/business-articles/marketing/7818-social-crm-from-luxury-to-necessity.html>