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Conclusion

CRM is a business strategy used by banks to identify profitable customers and increase relationships with them through individualized marketing, rewards, decisions, and customized service. Any bank adopting a CRM strategy should consider six key requirements: creating a customer-focused organization, gaining an accurate understanding of customer categories, assessing lifetime customer value, maximizing profit per customer, attracting and retaining top customers, and optimizing marketing return on investment. CRM is becoming a major part of corporate strategy as competition increases and customers become more demanding. For Indian banks, CRM's success depends on understanding customer needs and integrating them with strategy, people, technology, and processes as the banking sector undergoes structural changes with rising competition and demands.

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4K views2 pages

Conclusion

CRM is a business strategy used by banks to identify profitable customers and increase relationships with them through individualized marketing, rewards, decisions, and customized service. Any bank adopting a CRM strategy should consider six key requirements: creating a customer-focused organization, gaining an accurate understanding of customer categories, assessing lifetime customer value, maximizing profit per customer, attracting and retaining top customers, and optimizing marketing return on investment. CRM is becoming a major part of corporate strategy as competition increases and customers become more demanding. For Indian banks, CRM's success depends on understanding customer needs and integrating them with strategy, people, technology, and processes as the banking sector undergoes structural changes with rising competition and demands.

Uploaded by

Neeraj
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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CRM is a sound business strategy to identify the banks most profitable customers and prospects,

and devotes time and attention to expanding account relationship with those customers through
individualised marketing, reprising, discretionary decision making, and customised service
through the various sales channels that the bank uses. Any financial institution seeking to adopt a
customer relationship model should consider six key business requirements, they are:
1. Create a customer-focused organisation and infrastructure.
2. Gaining accurate picture of customer categories.
3. Assess the lifetime value of customers.
4. Maximise the profitability of each customer relationship.
5. Understand how to attract and keep the best customers.
6. Maximise rate of return on marketing campaigns.
CRM is developing into a major element of corporate strategy for many organisations. A greater
focus on CRM is the only way the banking industry can protect its market share and boost
growth. With intensifying competition, declining market share, deregulations, smarter and more
demanding customers, there is competition between the banks to attain a competitive advantage
over one another or for sustaining the survival in competition.
In India, the banking sector has been operating in a very stable environment from last thirty forty years. In current scenario of banking sector, the falling of interest rates and tough
competition between these players had made Indian bankers to realise that the purpose of their
business is to create and retain a customer and to see that the entire business process is consistent
with an integrated effort to discover, retain and satisfy customer needs. But the success of' CRM
Strategy depends upon its ability to understand the needs of the customer and to integrate them
with the organisation's strategy, people, technology and business process. Financial services are
in a structural change whereby competition and customer demands are increasing.
The CRM is a comprehensive approach for creating, maintaining and expanding relationship
with the customers. It has emerged as one of the most widely prescribed solutions for
diminishing market share and sluggish growth of many industries in general and banking
and financial sector in particular.

CRM is a tool for delivering a variety of marketing dreams such as:

To target and serve customers on an individual basis. It permits one to one


marketing as opposed to mass marketing.
It helps in establishing durable relationship with customers.
It is to dis-intermediarize channels of the wasteful barriers and distortions.
It helps in reducing marketing cost progressively.

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