“ By Entering into your
premises, the customer is
giving an opportunity to serve
him, but you are not doing any
favor by serving him”.
Objective of the Study
1. To analyze the CRM processes adopted by SBI
2. To understand the strategies adopted by SBI in
promoting CRM practices
3. To identify the customer satisfaction level
towards CRM practices followed by SBI
What is bank?
A bank is a financial institution licensed by
a government. Its primary activities include
borrowing and lending money.
For example:- Banks are important players in
financial markets and offer financial services
such as investment funds.
SBI in India.
Banking in India originated in the last decades of the 18th
The oldest bank in existence in India is the State Bank of
India, a government-owned bank that traces its origins
back to June 1806 and that is the largest commercial bank
in the country.
Central banking is the responsibility of the Reserve Bank
of India, which in 1935 formally took over these
responsibilities from the then Imperial Bank of India,
relegating it to commercial banking functions.
SBI is a leading public sector bank in INDIA with large
customer base and excellent infrastructure facility. It caters
the prospective customers with wide range of products and
It is the only bank in with various departments and
functions and large work force. It has recently under taken
the re-engineering process to provide better facilities for
the customers and it has adopted various technologies to
satisfy the customers to the fullest. It has its prominence
from past two decades.
Customer relationship management (CRM) is a
business strategy to acquire and manage the most
valuable customer relationships.
CRM requires a customer-centric business
philosophy and culture to support effective
marketing, sales and service processes.
CRM applications can enable effective customer
relationship management, provided that an
enterprise has the right leadership, strategy and
CRM in bank.
The idea of CRM is that it helps businesses use technology
and human resources gain insight into the behavior of
customers and the value of those customers.
If it works as hoped, a business can: provide better
customer service, make call centers more efficient, cross
sell products more effectively, help sales staff close deals
faster, simplify marketing and sales processes, discover
new customers, and increase customer revenues. the
organization must look into all of the different ways
information about customers comes into a business, where
and how this data is stored and how it is currently used.
Objective of CRM.
1) Responses to campaigns,
2) Shipping and fulfillment dates,
3)Sales and purchase data,
4) Account information,
5) Web registration data,
6) Service and support records,
7) Demographic data,
8) Web sales data.
Purpose of CRM
Provide product information, product use information, and technical
assistance on websites that are accessible 24 hours a day, 7 days a
Identify how each individual customer defines quality, and then design
a service strategy for each customer based on these individual
requirements and expectations.
Provide a fast mechanism for correcting service deficiencies (correct
the problem before other customers experience the same
Use internet cookies to track customer interests and personalize
product offerings accordingly.
Provide a fast mechanism for managing and scheduling maintenance,
repair, and ongoing support (improve efficiency and effectiveness).
CRM includes many aspects which relate directly to one another:
Front office operations — Direct interaction with customers,
(e.g. face to face meetings, phone calls, e-mail, online services etc.)
Back office operations — Operations that ultimately affect the activities of
the front office.
(e.g. billing,maintenance, planning, marketing, advertising,
finance, manufacturing, etc.)
Business relationships — Interaction with other companies and partners, such
as suppliers/vendors and retail outlets/distributors, industry networks
(lobbying groups, trade associations). This external network supports front and
back office activities.
Analysis — Key CRM data can be analyzed in order to plan target-marketing
campaigns, conceive business strategies, and judge the success of CRM
activities (e.g., market share, number and types of
customers, revenue, profitability).
Data Warehouse and Data Mining
•The Relational Marketing process is supported by a
computing infrastructure where many software packages
are integrated with the bank's information system.
The marketing campaign process and the software
Date and Time: 15-11-2010 (16:23)