This document discusses customer relationship management (CRM) in banks. It defines CRM as a business strategy focused on acquiring and managing valuable customer relationships through effective marketing, sales, and service. The document outlines how CRM integrates people, processes, and technology to maximize customer satisfaction, reduce costs, and increase profits. It also describes how banks can benefit from CRM by gaining insights into customer behavior and value to simplify processes, discover new customers, and increase revenues. Finally, the document concludes that implementing CRM is important for banks to provide competitive universal banking services and meet evolving customer demands.

1. CUSTOMER RELATIONSHIP
MANAGEMENT IN BANKS
Presented by:-
Gireeraj Assawa
Dharmesh Dholiya
Vijay Savaliya
Nikhilkumar Tejani

3. Introduction of CRM
 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
culture.

4. What Is CRM ?
 Business approach that understands, anticipates
and manages the need of current and potential
customer of an organization.
 Integrating People, Processes and Technology of
an organization.
 Effective use of Information about customer to
maximize customer satisfaction as well as well as
cost reduction and increased profitability for an
organization.

5. Definition of Bank Customer
“A customer is a person who has some sort of
account either deposit or current account or some
similar relation with a bank and from this it
follows that any person may become a customer
by opening a deposit or current account or having
some similar relation with a bank”

7. 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.
 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.

9. IDEA OFFER
RIGHT
CUSTOMER
FOLLOW UP INTERACT CONTACT
Right Offer
to the
Right Customer
at the
Right time

10. Purpose of CRM
 Provide product information, product use
information, and technical assistance on websites
that are accessible 24 hours a day, 7 days a week.
 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 dissatisfaction).
 managing and scheduling maintenance, repair, and
ongoing support (improve efficiency and
effectiveness).

11. BENEFITS OF CUSTOMER
RELATIONSHIP MANAGEMENT
1. Benefits for Customers.
2. Benefits for Employee.
3. Benefits for Banks.

12. 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.)

13.  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).
Continued…..

14. Requirements of an effective CRM
Structure
 An effective CRM system consists of the following:
i. Personal Customer Needs
– Personal Contact
– A knowledgeable and reliable banker
– Relevant Information
– Customized and timely solutions
– Value for money

15. Continued…..
ii. Business Customer Needs
– A professional partnership approach
– High levels of information
– Customized and highly responsive service
– Quality customer information

16. Conclusion
The banking industry is vibrant and active in
India, due to technological essential services.
The banking industry in India has undergone
volatile changes during the last decade and one
of the major areas of change has been customer
service. Customers of today demand ‘universal
banking’. This is possible if Customer
Relationship Management is implemented in
true spirit.
Customer Relationship Management plays a
vital role for competition in the banking
industries