Customer Relationship Management in Indian Banking Industry

Customer Relationship Management (CRM) is fundamental to building a customer-centric organisation. CRM system links together the customer data into single and logical customer repository. CRM in banking is a key element of differentiation that allows a bank to develop its customer base and sales capacity. The goal of CRM is to manage all aspects of customer interactions in a manner that enables banks to maximise profitability from every customer. Banks can develop customer relationships across a broad spectrum of touch points – branches, kiosks, ATMs, internet, electronic banking, smart cards, call centres and phone banking. The full integration of these systems, their associated business processes, and the methods for which information is extracted and used, forms the basis for CRM. This book examines issues related to changing banking industry and the challenges in customer relationship management (CRM).