Title: Transforming customer engagement with adaptive relationship management strategies

Authors: Sunil Mishra; Haldhar Sharma; Ankita Pathak; Devendra Kumar Pandey

Addresses: Institute of Management Studies, SAGE University, Madhya Pradesh, Indore, India ' Department of Commerce, MEDICAPS University, Indore, Madhya Pradesh, India ' Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India ' Department of Management Studies, MEDICAPS University, Indore, Madhya Pradesh, India

Abstract: Businesses need to constantly innovate in the market because today, everything is about how you treat your customer. At the same time, organisations must adopt new approaches to customer engagement, such as adaptive relationship management (ARM) strategies, to meet their customers where they are and personalise interactions based on behaviour, preferences, and feedback. This research investigates the transformation potential of ARM strategies for customer satisfaction, loyalty, and overall business performance. The data gathered from 50 companies across various sectors, including retail, hospitality, finance, healthcare, and technology, revealed that businesses implementing ARM strategies experienced higher customer satisfaction and retention. ARM initiatives typically boost customer happiness, with some strategies being extremely effective. The tech and banking sectors saw significant revenue growth after ARM deployment. Graphical analysis supports satisfaction and loyalty tendencies. This new proof of ARM-beating turnout, especially for certain strategies, supports their efficacy. Data analytics can help companies create bespoke ARM strategies to boost customer satisfaction and loyalty. Operational benefits boost customer relationships and financial performance, as shown by increased satisfaction, loyalty, and revenue.

Keywords: adaptive relationship management; ARM; customer engagement; customer satisfaction; customer loyalty; business performance; market competitiveness; customer retention; artificial intelligence.

DOI: 10.1504/IJECRM.2025.149896

International Journal of Electronic Customer Relationship Management, 2025 Vol.15 No.4, pp.319 - 341

Received: 10 Aug 2024
Accepted: 26 Jun 2025
Published online: 17 Nov 2025 *

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