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@article{197951,
        author = {Navya V and Dr.P.Muthuraju},
        title = {STRATEGIC CHALLENGES IN MANAGING INTERNAL CUSTOMER RELATIONSHIPS WITHIN THE E-COMMERCE–DRIVEN FMCG SECTOR IN BENGALURU},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {9602-9607},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=197951},
        abstract = {Seller-Centric Analysis of Return Policy Satisfaction in the Flipkart Marketplace This study aims to investigate the challenges faced by internal customer relationships within the e-commerce sector of the FMCG (fast-moving consumer goods) industry in Bangalore. The responsiveness and significance of internal customers (partners) in Customer Relationship Management (CRM) are pivotal to the Indian FMCG sector, reflecting the high expectations of customers. This paper offers insights into operational challenges and the key factors for successful CRM programs, such as evaluating readiness for CRM implementation, managing transformation, and CRM as initiatives for employee engagement. The FMCG industry is revamping its business processes to keep pace with the speed of customer transactions through technology and to adopt methodologies as competitors and partners begin to utilize 'digitalized' business processes, leveraging the growing convergence between operational technology (OT) and information technology (IT) in the marketplace. Technology solution providers are increasingly adopting the Internet of Things (IoT) through cloud computing and mobile applications to implement and scale solutions and services to meet customer expectations.},
        keywords = {Internal Customer Relationship Management, Operational CRM Challenges, E-commerce in FMCG, Business Process Re-engineering, Business Transformation, Employee Initiatives & Engagement, Supply Chain Management & Logistics.},
        month = {April},
        }