38 Review of Professional Management, Volume-17, Issue-1 (January-June, 2019) ISSN: 0972-8686 Online ISSN: 2455-0647 A Predictive Analytical Study on Factors Enhancing Customer Acquisition and Retention Sahil Dudeja Rinku Dixit Shailee Choudhary  Mr. Sahil Dudeja, Scholar, New Delhi Institute of Management  Dr. Rinku Dixit, Associate Professor, Department of Business Analytics, New Delhi Institute of Management Prof. Shailee Choudhary, Assistant Professor, Department of Business Analytics, New Delhi Institute of Management CRM (Customer Relationship Management) Systems have long been used for strengthening relationships with customers thereby ensuring retention and enhancing business. Data stored in the CRM software can be analyzed to provide deep insights into the customer behavior thus infuencing future products and services. Predictive Analytics are a branch of Business Analytics that helps in analyzing the current data, with the help of statistical tools, data mining algorithms, modelling tools, AI or machine learning, to make effective predictions for the future. This paper studies the impact of predictive analytics applied onto the CRM data of the sample Organization (name concealed owing to secrecy issues), which is among the front runners in the Instrumentation Industry in India and has been providing best quality Instruments and allied services through leading edge global technology. This paper examines the signifcant factors which help in winning a deal by using logistic regression in the reference Organization. Data are obtained from the Customer Relationship Management software provided by the company. The results presented in this paper confrm that the CRM data can be used to predict the probability of winning a deal. It also helps to fnd factors which are impacting 'Win' or 'Loss' of the opportunity/deal so that businesses can take precautionary measures to avoid potential loss of opportunity. Such analysis is helpful in the creation of new sales tactics, improvement of winning proportions and thereby enhancing sales. Abstract Introduction Customer Relationship Management (CRM) is a term denoting practices, tactics and technologies used by organizations to handle customer interactions and concerned data during the customer lifecycle with the intent of enhancing customer experience and retaining them thereby increasing sales. A CRM system allows businesses to manage business relationships and data and information associated with them. With CRM systems in place, organizations can store customer information and prospective contact information, accounts, leads Keywords: CRM, Predictive Analytics, AI, Logistic Regression and sales opportunities in different locations. CRM systems are intended to assemble data of customers that exist across channels and the various points of contacts such the company’s website, call logs, chat interfaces, mailing lists, records, social media and the other marketing materials. (Mirzaei & Iyer,2014 ; Wagner et al., 2006). The analysis of deals has traditionally relied on assigned person, location, principal code, competitor, lead source, actual CM (contribution margin) and actual revenue. Generally, assigned person is a measure of choice in winning a deal. Winning/Success rates can be potentially increased when the signifcant factors in winning a deal are detected through opportunity analysis and those factors are focused upon in future to win the deal/opportunity. This paper has been designed DOI No. 10.20968/rpm/2019/v17/i1/145647