J&K Bank has implemented a customer relationship management (CRM) system to improve customer satisfaction and retention. The CRM system allows the bank to collect customer data, personalize services, and provide targeted campaigns. This has led to higher customer satisfaction and loyalty. While the CRM system was initially used only for data storage, J&K Bank has expanded its capabilities over time to include marketing automation, analytics, and other functions. Overall, the CRM strategy has benefited both customers and business performance for J&K Bank.

1. Customer Relationship Management in
J&K Bank
PRESENTED BY : OWAIS YASEEN
BBA 5TH SEMESTER (72110005)
SUBMITTED TO: M/S AMRIT KAUR

2. Introduction
JAMMU AND KASHMIR BANK was established in the year
1938,.
J&K Bank is one of the oldest and largest banks in India, In
recent years, the bank has implemented a customer
relationship management (CRM) system to better serve its
customers and improve its operations. they are old players in
banking sector, and the bank has two principle client
segments customer and asset management. The bank
follows value such as - Integrity, teamwork, respect,
professionalism, & Mission.

3. Customer Relationship Management
Customer Relationship Management (CRM) is a strategy
used by banks to manage interactions with customers
and potential customers. It involves the use of technology
to organize, automate, and synchronize sales, marketing,
customer service, and technical support processes.

5. Overview
Customer Relationship Management (CRM) is a strategy that J&K Bank
has implemented to improve customer satisfaction and retention rates. By
leveraging technology and data, J&K Bank has been able to provide
personalized experiences and targeted marketing campaigns to its
customers.
Evolution of CRM in J&K Bank
J&K Bank has been using CRM since the early 2000s. Initially, the system
was used primarily for storing customer data and managing customer
complaints. However, over time, the bank has expanded the functionality
of its CRM system to include marketing automation, lead management,
and customer analytics.

6. Benefits of CRM
I. Improved customer satisfaction: By providing
personalized experiences and addressing
customer needs and concerns, J&K Bank has
been able to improve customer satisfaction rates.
II. Increased customer retention: By understanding
customer preferences and behaviors, J&K Bank
has been able to provide targeted marketing
campaigns and offers, resulting in increased
customer retention rates.

7. Implementation of CRM
I. Data collection: J&K Bank collects data on customer preferences, behaviors,
and transactions to gain insights into customer needs and preferences.
II. Personalization: J&K Bank uses the data collected to personalize experiences
for its customers, such as customized offers and tailored marketing campaigns.
III. Technology: J&K Bank leverages technology, such as CRM software, to
manage customer data and provide personalized experiences at scale.
Real-life Examples
One example of how J&K Bank has used CRM to improve customer satisfaction is by
implementing a customer feedback system. The bank uses surveys and other
feedback mechanisms to gather customer opinions and suggestions. This information
is then used to improve products and services, as well as to identify areas where the
bank can improve its customer service.
Another example of how J&K Bank has used CRM is by implementing a customer
loyalty program. The program rewards customers for their loyalty by offering
discounts, special offers, and other incentives. By using CRM to track customer
activity and preferences, the bank is able to offer personalized rewards that are
tailored to each customer's needs and interests.

8. J&K Bank's CRM Strategy
J&K Bank has implemented a comprehensive CRM strategy that includes
the following:
I. Customer segmentation based on demographics, behavior, and
transactional data to target marketing campaigns and promotions.
II. Automated customer service processes using chatbots and self-
service options, reducing wait times and improving satisfaction.
III. Integration of social media channels to engage with customers and
monitor brand sentiment.

9. Impact on Customer Satisfaction
Since implementing CRM, J&K Bank has seen a significant
improvement in its customer satisfaction rates. The system
has allowed the bank to better understand its customers'
needs and preferences, which has led to more personalized
and effective service. Additionally, the CRM system has
enabled the bank to quickly resolve customer issues and
complaints, resulting in higher levels of customer
satisfaction.

10. Impact on Business Performance
In addition to improving customer satisfaction, the
CRM system has also had a positive impact on
J&K Bank's business performance. By better
understanding its customers, the bank has been
able to identify new business opportunities and
tailor its products and services to meet customer
needs. This has resulted in increased revenue
and profitability for the bank.

12. About Project
The project was carried out for understanding the customer behaviour in Current Account of Jammu and
Kashmir Bank, North branch and its market potential.JAMMU AND KASHMIR BANK was established in
the year 1938, they are old players in banking sector, and the bank has two principle client segments
customer and asset management. The bank follows value such as - Integrity, teamwork, respect,
professionalism, & Mission. The segment of bank we are considering here is- Corporate banking. The
product out of which I have chosen for research is Current Accounts. This research helps me in finding
out the customers view regarding the product and Services offered by the JAMMU AND KASHMIR
BANK and awareness by promotion and also identifying the market potential of the product offered by
the JAMMU AND KASHMIR BANK. The project was carried out in North city of Kashmir with an
objective of knowing CRM level of bank with bank services and does customers aware about the
different types of Current Account with various schemes, Services and different offers provide by the
bank. The total sample size taken was one hundred (100) from various markets of the Kashmir

13. PRODUCT & SERVICES
Travelers
Cheques
 Credit Card
. Home Loan
Personal Loan
.Foreign Currency Cash
 Cheque Deposits
 Remittances
 Trade Services
.Mutual Funds
.Insurance

14. OBJECTIVES OF THE STUDY
There are some purposes for the project studied. The main purpose of this project studied is to find out the
relationship between the customers and the employees so as to know the customer
satisfaction. It is tried to study what strategy the company has adopted for customer satisfaction and how
people are satisfied from the service.
There are some following objectives of the project:
To find out the problem resolution process of customers in J&K bank.
To study the services availed by customers in J&K bank.
.To know the customer satisfaction in J&K bank.

15. SOURCES OF DATA:-
Primary data: This data was collected directly from respondents through questionnaire.
Secondary data: Secondary data is the data, which already exists and was collected for some other purpose. The
secondary data is basically collected from websites, Books, Magazines and Journals.
SAMPLE SIZE:-
Sample size refers to the total no. Of respondents targeted for collecting the data for research. The sampling size of
my study is 100 respondents (from Kashmir).
SURVEY METHOD:-
The related data or information was obtained by personal administration through questionnaire i.e. Personal survey.
Questionnaire
SAMPLE UNIT:-
Single most unit of the population, it may be single person or group of persons, from whom questionnaire will be
filled till target is fulfilled. The sampling unit in this report are individual J&K Bank customers.
SAMPLING METHOD:-
Non probability
TOOLS AND TECHNIQUES OF DATA COLLECTION:-
Questionnaire
TOOLS OF DATA ANALYSIS AND PRESENTATION:-
To analyze and presenting the data, following tools were used: Tables: This was used as a tool to present the data
in tabular form.
Percentages and Pie Chart: These tools were also used for analysis of data.

16. RESPONSE
8
16
28
16
32
100
AGE
Less than one year
1-2
2-3
3-4
More than 4 Years
Total
Interpretation:-
The above graph shows that 32% of total respondents are having their a/c with J&K
Bank for more than 4 years, 28% are for 2-3 years and 16% for both 1-2 year and 3-4
years. Thus, it shows that J&K Bank is doing well and is able to retain its customer
through its various attractive services.
Question 1:- Since when you are having account in your current bank?

17. Question 4:- Please tick the main services you avail of your current bank?
Services Response
Saving A/c 39
Fixed Diposit 12
Credit 22
Loan 5
Current A/c 6
Internet Banking 11
DE mat A/c 5
Mobile Banking 0
Total 100
Interpretation:-
We can infer from this figure that a large no of 39% respondents are having the core facility of the bank i.e.
saving a/c and 22% are also using credit card of the bank. All the other facility such as demat a/c, current a/c,
loan and internet banking is being used by very small portion of respondents of 5%, 6%, 5% and 11%
respectively. A drawback can be easily identified that none of the respondents are using mobile banking
facility.

18. Question 3:- Do you have any complaints regarding your bank?
RESPONSES RESPODENTS
YES 86
NO 14
TOTAL 100
Interpretation:-
It can be clearly see that 56% of respondents do have complaints regarding bank besides they are satisfied
with bank and only 44% feels that they would not complain regarding services of the bank It generally
happens when customers do have complaints and do not want to switch to other service provider due to their
loyalty towards the bank.They want to stay with the bank and desire
to get resolution to their problems Therefore, J&K Bank should effectively handle the complaints of its
customers to make them satisfied and un-complained.

19. FINDINGS
The customers of the J&K Bank are loyal towards the bank.
Most of the customers in J&K Bank are having the core facility of the bank i.e, saving
a/c.
Maximum no of customers of J&K Bank are satisfied with the bank but not highly satisfied.
Few of the customers are having complaints with the bank.
Few customers are having the complaint of delay in services.
3.5% of the customers of the bank think that the employees have bad behaviour towards the customers.
Most of the customers are loyal towards the bank & are satisfied with the bank.

20. RECOMMENDATIONS:-
Bank should hire professional people from the local community they are trying to serve to improve
understanding and performance, also increased comfort levels and trust for customers. Attractive salaries
and benefits can motivate employees to perform their duties well.
Bank should focus on measuring current business volumes in branch/geographic penetration, to help
predict future value/growth patterns; in branch marketing research, to ensure understanding of customers'
satisfaction levels, service expectations, customer loyalty etc. and tracking the success of advertising and
PR and transfer learning into future campaigns.
Measurement is a key to the understanding, learning and improvement customer experience. Banking
sector management needs actively to articulate the need for an improved and consistent customer
experience and branch managers should localize this approach and coach their staff to deliver

21. LIMITATIONS OF CRM
Time constraint is unavoidable limitation of my study.
Financial problem is also there in completing this project in a proper way.
As no work has been done earlier in this regard so scarcity of secondary data is also there.
Inadequate disclosure of information is also the problem.

22. Conclusion
CRM is a crucial aspect of J&K Bank's strategy
to provide excellent customer service and
increase profitability. By implementing a
dedicated CRM team and software, J&K Bank
can better understand and meet the needs of
its customers.

23. THANK YOU