The Indian banking industry is transforming from its traditional transactional concept to Relationship Marketing. The tag “Customer is King” depicts that the customer is the focal point for any business scenario. The CRM concept has been implemented with the intention of better understanding of needs, requirements and trying to maintain a long term relationship with the customer. Maintaining personalized attention approach, managing database, creating customer value and appropriate retention strategies is the key for growth for banks in the present day scenario. The paper focuses on the objectives, techniques and benefits pertaining to e-CRM in Indian Banking Sector.
Prof. Dr. Bilal BİLGİN