CRM Best Practices: A Study of Indian Retail Banks

Abstract

Customer Relationship Management is emerging as a new phenomenon however; relationship oriented marketing practices date back to the Pre-Industrial Era. The current study explores the CRM best practices currently being followed in Indian Retail Banking Sector. It provides an integrated view to Indian Banks and to every employee in the organization, that they should be empathetic towards their customers and should treat them fairly. Customers have lot more choices available today than ever before. The only way to attract and retain customers is create, manage and develop relations with customers, thereby resulting in maximized total customer lifetime value.