In today’s competitive business environment companies are constantly facing the challenge of losing market share. It is becoming more intense especially with high market saturation that has led to indistinctive product differentiation. Advertisment alone is simply not enough to maintain competitiveness. Hence, more companies are emphasizing on customer relationship management (CRM) aiming to build a stable yet long term relationship with their customers.


Furthermore, customers are more well informed and demanding today thanks to the availability of information via Internet. They demand highly personalized products and services that cater to their needs. It is therefore crucial for companies to be more customer centric by capturing such information in order to customize their products and services offerings that meet such demand.