A study on e-CRM in the banking industry | Original Article

ABSTRACT:

Traditional transactional banking in India is being replaced by Relationship Marketing. It's clear from the tagline Client is King that every company situation revolves on making the customer happy. In order to better understand the customer's wants and expectations, the CRM idea has been put into place, with the goal of establishing a long-term connection. In today's business environment, banks' success depends on a variety of factors, including a commitment to individualized service, effective database management, a focus on building client loyalty, and effective retention measures. The purpose of this article is to discuss the goals, methods, and advantages of e-CRM in the Indian banking industry.