CUSTOMER RELATIONSHIP MANAGEMENT IN LIC

Objectives of the study are two fold, firstly to study the Customer Relationship Management program of Life Insurance Corporation of India, and to assess the effectiveness of Customer Relationship Management program of Life Insurance Corporation of India. Results of the study are based on the opinion scores of the policyholders, who are with LIC for more than last five years.On the basis of average opinion scores, it can be concluded that Customer Relationship Management program started by the LIC is effective in approach, which was evidenced by the results obtained from the statistical analysis (Paired sample t-test).Company is able to maintain good rapport with its customers and also this CRM program is helpful for the company to compete with its competitors without losing its customers to them. With the introduction of Information technology, LIC is now providing satisfactory services to its customers and customers are feeling very much updated with all the happenings about their policies. Finally, the findings revealed that customer relationship management program is effective in approach and policyholders are experiencing difference in service comparatively with the past.