Volume : 5, Issue : 8, AUG 2019

A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT IN BANKS

DR.M.NEELAVATHY

Abstract

Customers are the focal point in the development of successful marketing strategy. Customer retention assumes significance in revenue analysis of various organization. The success of CRM process depends on the active involvement of all managers and employees in the banking field a unique ‘Rel ationship’ exists between the customers and the bank. But because of various reasons and apprehensions like financial burdens, risk of failure, marketing inertia etc., many banks are still following the traditional ways of marketing and only few banks are making attempts to adapt CRM. Providing service to customers has been identified as the prime responsibility of the Banks and therefore, Banks considered that CRM is the best tool to perform the job of rendering good services.CRM activity attend the needs of customers without delay in time, the banks can create more awareness to customers and can create a customer data base very significantly.

Keywords

CRM, BANK, CUSTOMER.

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