CRM Presentation.

In the Name of AllahIn the Name of Allah
Most Merciful and Compassionate, the MostMost Merciful and Compassionate, the Most
Gracious and Beneficent, Whose help andGracious and Beneficent, Whose help and
guidance I always solicit at every step, atguidance I always solicit at every step, at
every moment.every moment.

Customer RelationshipCustomer Relationship
Management (CRM)Management (CRM)
An Essence for Banking Industry SurvivalAn Essence for Banking Industry Survival
Presented By:Presented By:
Mr. AYYAZ MEHMOODMr. AYYAZ MEHMOOD

Key ObjectivesKey Objectives
1.1. IntroductionIntroduction
2.2. Literature reviewLiterature review
3.3. Research MethodologyResearch Methodology
4.4. Data Analysis & InterpretationData Analysis & Interpretation
5.5. Findings & ConclusionFindings & Conclusion

IntroductionIntroduction
• Background of ProblemBackground of Problem
– Customers are the essentials of every business survivalCustomers are the essentials of every business survival
Customer Satisfaction = Product delivered + CustomerCustomer Satisfaction = Product delivered + Customer
RelationshipRelationship
– Not every customer should have the same treatmentNot every customer should have the same treatment
– Strategies to how different customers are to handleStrategies to how different customers are to handle
– In PastIn Past, Peoples have the account for a long time in banks, Peoples have the account for a long time in banks
for personal referencefor personal reference
– But NowBut Now, Technology, commoditization, deregulation, internet, Technology, commoditization, deregulation, internet
and globalization forever changed the face of bankingand globalization forever changed the face of banking
– Marketing campaign to attract new customersMarketing campaign to attract new customers
– According to research in Harvard Biz Review,According to research in Harvard Biz Review,
Customer retention in banking can increase 35 % profitabilityCustomer retention in banking can increase 35 % profitability

• Theoretical FrameworkTheoretical Framework
WIDE Branch
Network.
Customize
Products and
support services
Low Service
Charges.
Turn Around
Time. CRM
Bank Credibility
Moderating variable
Independent variables
Intervening variable
Effective
Marketing and
Sales Force.
Schematic diagram (1.A)

• Theoretical FrameworkTheoretical Framework
1) Dependent variable1) Dependent variable..
1.1 customer relationship management (CRM)1.1 customer relationship management (CRM)
2) Independent variable.2) Independent variable.
2.1 Wide Branch Network2.1 Wide Branch Network
2.2 Customize Products and support service.2.2 Customize Products and support service.
2.3 Effective Marketing and Sales Force2.3 Effective Marketing and Sales Force
2.4 Low Service Charges.2.4 Low Service Charges.
3) Moderating variable.3) Moderating variable.
3.1 bank credibility3.1 bank credibility
4) Intervening Variable4) Intervening Variable
4.1 Turn Around Time.4.1 Turn Around Time.

• Statement of ProblemStatement of Problem
Customer relationship managementCustomer relationship management
(CRM) is growing concept to sustain(CRM) is growing concept to sustain
and survive in the highly competitiveand survive in the highly competitive
and dynamic business environment;and dynamic business environment;
almost every industry highlighted thealmost every industry highlighted the
issues relevant to manage customerissues relevant to manage customer
relationship and also devised strategies’relationship and also devised strategies’
to cure these issues.to cure these issues.

• Objectives of ResearchObjectives of Research
– To identify the key success factors to survive in banking industry.To identify the key success factors to survive in banking industry.
– To find out the role/ importance of CRM in banksTo find out the role/ importance of CRM in banks
– To asses the presence of CRM in Banks at different levels.To asses the presence of CRM in Banks at different levels.
– To determine the extent to which CRM is properly implementedTo determine the extent to which CRM is properly implemented
– To analyze the behavior of consumer while entering into banksTo analyze the behavior of consumer while entering into banks
to get financial services.to get financial services.

• Research HypothesisResearch Hypothesis
• Hypothesis 1:Hypothesis 1: Wide Branch Network help-out in managingWide Branch Network help-out in managing
strong Customer relationship.strong Customer relationship.
• Hypothesis 2:Hypothesis 2: Having Customize Products and supportHaving Customize Products and support
service are to be important for retaining customers well.service are to be important for retaining customers well.
• Hypothesis 3:Hypothesis 3: Effective Marketing and Sales Force help-Effective Marketing and Sales Force help-
out to gain market share.out to gain market share.
• Hypothesis 4:Hypothesis 4: Low Service Charges caused to increaseLow Service Charges caused to increase
profitability.profitability.

• Scope of ResearchScope of Research
– The scope of research is very wideThe scope of research is very wide
– The best application of this theory is found in the banking sectorThe best application of this theory is found in the banking sector
• Consumers are very much related to the organizationConsumers are very much related to the organization
• Having personal terms with the banks.Having personal terms with the banks.
– It’s not valid to just study the customers; another perspective is from theIt’s not valid to just study the customers; another perspective is from the
employees or the branch who after introducing the CRM in the organization,employees or the branch who after introducing the CRM in the organization,
analyzed how the change is made in the organizations or is there a need toanalyzed how the change is made in the organizations or is there a need to
bring about that change or not? Then after implementing CRM, are they ablebring about that change or not? Then after implementing CRM, are they able
to handle their customers well?to handle their customers well?
• Limitations of ResearchLimitations of Research
– Time and availability constraintsTime and availability constraints
– Main decisions regarding the adoption of new strategiesMain decisions regarding the adoption of new strategies
– Statistical techniqueStatistical technique
• Selecting the customersSelecting the customers
• Applying any statistical test to the data,Applying any statistical test to the data,

• Significance ResearchSignificance Research
– Relates to the future impact of the relationship management.Relates to the future impact of the relationship management.
– GivesGives
• insight to the relationships between the customers & sellerinsight to the relationships between the customers & seller
• provides a broad spectrum about the customers through theirprovides a broad spectrum about the customers through their
relationship cyclerelationship cycle
– This concept can be in future appliedThis concept can be in future applied
• Customers for service,Customers for service,
• Fast moving consumer goods,Fast moving consumer goods,
• Durable goods and customers for luxurious goods.Durable goods and customers for luxurious goods.
– Customer satisfaction & retentionCustomer satisfaction & retention
– Customer problems and complaintsCustomer problems and complaints
– Today’s competitive environmentToday’s competitive environment
– Globalization and the internet bankingGlobalization and the internet banking

Literature reviewLiterature review
 1. Wellesley: Service Excellence Research Group (28 July,2009).1. Wellesley: Service Excellence Research Group (28 July,2009).
This research article stresses on customers segments in service sectorThis research article stresses on customers segments in service sector
enhancing the performance of sales, service and marketing activities. It alsoenhancing the performance of sales, service and marketing activities. It also
identified that segments could be post (needs and expectations for on goingidentified that segments could be post (needs and expectations for on going
services) and pre-sales (type of customer and potential market opportunity)services) and pre-sales (type of customer and potential market opportunity)
based of attributes.based of attributes.
 2. Zaichkowsky (9991).2. Zaichkowsky (9991). The research article indicates the opportunities in theThe research article indicates the opportunities in the
market environment in order to provide sufficient product information on rightmarket environment in order to provide sufficient product information on right
time to facilitate in their decision making for purchasing.time to facilitate in their decision making for purchasing.
 3. Karp etal (1985).3. Karp etal (1985). The studies revealed about customer courtship in which heThe studies revealed about customer courtship in which he
suggested that relationship involve discovery when information is exchangedsuggested that relationship involve discovery when information is exchanged
between the partners. They seek out information from the other person, andbetween the partners. They seek out information from the other person, and
provide information that makes them attractive to the other.provide information that makes them attractive to the other.
 4. Jeevitha (6 Aug, 2009).4. Jeevitha (6 Aug, 2009). The Marketing research article explores the severalThe Marketing research article explores the several
CRM Strategies adopted in Banking Sector, One-Stop Financial Supermarket,CRM Strategies adopted in Banking Sector, One-Stop Financial Supermarket,
Increasing the Number of Delivery Channels to the Customers, Customer ValueIncreasing the Number of Delivery Channels to the Customers, Customer Value
Management.Management.
 5. Miller (20 July,2009).5. Miller (20 July,2009).The studies investigate about CRM business strategyThe studies investigate about CRM business strategy
in banking institutions can be a successful for the organization whenin banking institutions can be a successful for the organization when
successful implementation of CRM will allow customer Service, Sales andsuccessful implementation of CRM will allow customer Service, Sales and
Marketing to have a clear view of each and every customer.Marketing to have a clear view of each and every customer.

 6. Lee-Kelly Surry European Management School.6. Lee-Kelly Surry European Management School. The research articleThe research article
emphasis on link between customer relationship management and customeremphasis on link between customer relationship management and customer
loyalty by implementing electronic customer relationship marketing (e-CRM) inloyalty by implementing electronic customer relationship marketing (e-CRM) in
order to enhance customer loyalty.order to enhance customer loyalty.
 7. Day, G. S (25 July,2009).7. Day, G. S (25 July,2009).This website concluded that what are the variablesThis website concluded that what are the variables
which help out in managing strong the Customer relationship and what arewhich help out in managing strong the Customer relationship and what are
reasons through which customer satisfaction can be enhanced.reasons through which customer satisfaction can be enhanced.
 8. Dwyer (1987).8. Dwyer (1987).The Journal of Marketing revealed about how the relationshipsThe Journal of Marketing revealed about how the relationships
is developed and maintained between Buyer and Seller through relationshipis developed and maintained between Buyer and Seller through relationship
centric model.centric model.

9. David Aaker (1986).9. David Aaker (1986). . A book on Marketing Research defined the concepts. A book on Marketing Research defined the concepts
related to develop the hypothetical tool for the testing of independent variable.related to develop the hypothetical tool for the testing of independent variable.
 10. Hakansson (1982).10. Hakansson (1982).This book (International Marketing and Purchasing ofThis book (International Marketing and Purchasing of
Industrial Goods) focused on importance of relationship management, CRM inIndustrial Goods) focused on importance of relationship management, CRM in
industry perspective.industry perspective.
 11. Jeevitha (5 Aug, 2009).11. Jeevitha (5 Aug, 2009).The Marketing research article discussed theThe Marketing research article discussed the
impact of CRM in Banking Industry and the Benefits of Using CRM in Bankingimpact of CRM in Banking Industry and the Benefits of Using CRM in Banking
IndustryIndustry

 12. Sasser (2005).12. Sasser (2005).The Harvard Business Review survey the importance ofThe Harvard Business Review survey the importance of
customer relationship management on the customer retention strategy.customer relationship management on the customer retention strategy.
 13. Sekran.13. Sekran. The research books examine the importance of conceptual frameThe research books examine the importance of conceptual frame
work and the concept used in research methodology.work and the concept used in research methodology.
 14. Trout (1986).14. Trout (1986).The research article investigate that US as the overThe research article investigate that US as the over
communicated society in terms that it is bombarded with advertisements incommunicated society in terms that it is bombarded with advertisements in
shape of managerial implication.shape of managerial implication.
 15. Varde (4 Aug, 2009).15. Varde (4 Aug, 2009).The research article deals with major approachesThe research article deals with major approaches
(Collective & Selective) being utilized in bank marketing including principal(Collective & Selective) being utilized in bank marketing including principal
aspects of Bank Marketingaspects of Bank Marketing
 16. Grönholdt (2000).16. Grönholdt (2000).The TQM Journal look into the relationship betweenThe TQM Journal look into the relationship between
customer satisfaction and loyalty: cross-industry differences.customer satisfaction and loyalty: cross-industry differences.
 17.Barnes (12 July, 2009).17.Barnes (12 July, 2009).This website suggested that A MultidimensionalThis website suggested that A Multidimensional
Concept and several definition which facilitate in developing the basic conceptsConcept and several definition which facilitate in developing the basic concepts
related to C.R.M.related to C.R.M.

Research MethodologyResearch Methodology
• Research InstrumentResearch Instrument
– Research questionnaireResearch questionnaire
• An economical and an appropriate instrument for posing relevant questions,An economical and an appropriate instrument for posing relevant questions,
and extracting required information, from the sample subjectsand extracting required information, from the sample subjects
• Sampling designSampling design
– Random samplingRandom sampling
• wide range of all bank employees located in Baluchistan regionwide range of all bank employees located in Baluchistan region
• provides greater generalizabilityprovides greater generalizability
– Quota samplingQuota sampling
• ((30%) for upper management employees30%) for upper management employees
• (50%) for middle management employees(50%) for middle management employees
• (20%)for lower management employees(20%)for lower management employees

• ScalingScaling
– Likert scaleLikert scale: It is designed to examine how strongly subjects agree or disagree with: It is designed to examine how strongly subjects agree or disagree with
statements on a 5-point scalestatements on a 5-point scale
– Dichotomous scale:Dichotomous scale: I t is used to elicit a Yes or No response.I t is used to elicit a Yes or No response.
– Numerical scaleNumerical scale:: This scale utilizes a 5-point scale, with bipolar adjectives at bothThis scale utilizes a 5-point scale, with bipolar adjectives at both
ends to determine the degree of inclination towards a particular pole.ends to determine the degree of inclination towards a particular pole.
– Open ended questionsOpen ended questions:: A number of open ended questions are also used to allowA number of open ended questions are also used to allow
subjects to speak their mind, rather than giving an objective responsesubjects to speak their mind, rather than giving an objective response..
• Source of informationSource of information
– Major part of information as 60% is gathered through structured questionnaireMajor part of information as 60% is gathered through structured questionnaire
– 40% of the Information is gathered through CRM books, and websites, and interviews with40% of the Information is gathered through CRM books, and websites, and interviews with
employees.employees.
• Pre-Testing of the instrumentPre-Testing of the instrument
– Before the data collected from questionnaire, interviews were conducted fromBefore the data collected from questionnaire, interviews were conducted from
• The Regional Managers of Wateen Shakeel tareenThe Regional Managers of Wateen Shakeel tareen
• Floor manager of standard charter bank, Burhan siddiqui.Floor manager of standard charter bank, Burhan siddiqui.

• Target PopulationTarget Population
– The employees of banks in Quetta city onlyThe employees of banks in Quetta city only
• Sampling techniqueSampling technique
– 11stst
stage:stage: Random samplingRandom sampling
– 22ndnd
stage :stage : conducting the interview with employeesconducting the interview with employees
• Sample sizeSample size
– The sample size being taken is 100 subjectsThe sample size being taken is 100 subjects
– Taking a larger sample might also affect the reliability of data as thereTaking a larger sample might also affect the reliability of data as there
will be greater fatigue and more chances of errors by the researcher.will be greater fatigue and more chances of errors by the researcher.
• Description of analysis techniqueDescription of analysis technique
– Percentage method is used as an analysis technique.Percentage method is used as an analysis technique.
– Data is presented in tabulated and graphic forms.Data is presented in tabulated and graphic forms.
– The responses will be analyzed through using excel softwareThe responses will be analyzed through using excel software
– The answers examined to see if there is relationship among variables and what theThe answers examined to see if there is relationship among variables and what the
strength of these relationships is?strength of these relationships is?

Data Analysis &Data Analysis &
InterpretationInterpretation
• Hypothesis 1:Hypothesis 1: Wide Branch Network help-out inWide Branch Network help-out in
managing strong Customer relationship.managing strong Customer relationship.
0
10
20
30
40
50
60
Yes No
Frequency

• Hypothesis 1:Hypothesis 1: Wide Branch Network help-out inWide Branch Network help-out in
managing strong Customer relationship.managing strong Customer relationship.
Helps-out in managing
strong customer
relationship
Not-helps-out in managing
strong customer relationship
Related Observation (X) 58 42
Proportion of population (p) 0.5 (50%)
Number of subjects (n) 100
Proportion of population against (q) 0.5 (50%)
Level of significance (α) 0.1
Test Value (Z) 1.6
Critical Value (CV) 1.383

• Hypothesis 2:Hypothesis 2: Having Customize Products andHaving Customize Products and
support service are to be important for retainingsupport service are to be important for retaining
customers well.customers well.
0
10
20
30
40
50
60
70
80
Yes No
Frequency

• Hypothesis 2:Hypothesis 2: Having Customize Products andHaving Customize Products and
support service are to be important for retainingsupport service are to be important for retaining
customers well.customers well. Retaining customer well Not retaining customer well
Proportion of population against
(q)
0.5 (50%)
Test Value (Z) 5

• Hypothesis 3:Hypothesis 3: Effective Marketing and Sales ForceEffective Marketing and Sales Force
help-out to gain market share.help-out to gain market share.
0
10
20
30
40
50
60
70
Yes No
Frequency

• Hypothesis 3:Hypothesis 3: Effective Marketing and Sales ForceEffective Marketing and Sales Force
help-out to gain market share.help-out to gain market share.
Helps-out to gain markets
share
Not helps-out to gain market
share
(q)
0.5 (50%)
Test Value (Z) 2.2

• Hypothesis 4:Hypothesis 4: Low Service Charges caused toLow Service Charges caused to
increase profitability.increase profitability.
0
10
20
30
40
50
60
70
Yes No
Frequency

• Hypothesis 4:Hypothesis 4: Low Service Charges caused toLow Service Charges caused to
increase profitability.increase profitability.
Low service charges caused to
increased profitability
Low service charges not
caused to increase
profitability
(q)
0.5 (50%)
Test Value (Z) -2.40

Findings & ConclusionFindings & Conclusion
• Wide branch network has significant impact on strong customerWide branch network has significant impact on strong customer
relationshiprelationship
– Vast network of branches encourage the customer to access the branches serviceVast network of branches encourage the customer to access the branches service
– Customer also do not adapt conservative attitude for the opening of new bank account.Customer also do not adapt conservative attitude for the opening of new bank account.
– In consequences, the bank employees suggested that wide branch encourage theIn consequences, the bank employees suggested that wide branch encourage the
customer service & further strengthen customer association with bank. Moreover, thesecustomer service & further strengthen customer association with bank. Moreover, these
relation turn into organization loyalty and ultimately, the positive impact would occurredrelation turn into organization loyalty and ultimately, the positive impact would occurred
for the acquisition of profit as well as customer loyalty through wide branch network.for the acquisition of profit as well as customer loyalty through wide branch network.
• Effective marketing & sales force has great impact on marketEffective marketing & sales force has great impact on market
shareshare
– Effective marketing & sales force campaign play a vital role to capture the market shareEffective marketing & sales force campaign play a vital role to capture the market share
– If we would not administer these factorial variable into particular market so how can weIf we would not administer these factorial variable into particular market so how can we
achieve the huge market share of any concerned area in the presence of ourachieve the huge market share of any concerned area in the presence of our
competitive analyses who pull their maximum effort to gain market share throughcompetitive analyses who pull their maximum effort to gain market share through
effective marketing and sales forceeffective marketing and sales force..

Findings & ConclusionFindings & Conclusion
• Customized product and support service is an important factor inCustomized product and support service is an important factor in
retaining customer wellretaining customer well
– Bank deliver those product that are coherent with the consumer needsBank deliver those product that are coherent with the consumer needs
– Provide those services that are considered as an important element for theProvide those services that are considered as an important element for the
restoration of service .restoration of service .
– Bank execute several program that highly support to their valuable customer.Bank execute several program that highly support to their valuable customer.
• A low service charge is less influential to profitabilityA low service charge is less influential to profitability
– Low service charges allow the customer to use bank service more frequentlyLow service charges allow the customer to use bank service more frequently
– The contribution of low service charges in profitability is very nominal.The contribution of low service charges in profitability is very nominal.

Suggestion for FutureSuggestion for Future
ResearchResearch
• This research was limited to Quetta market only and a few interview wereThis research was limited to Quetta market only and a few interview were
taken f4m key player of industrytaken f4m key player of industry
– In order to get a more complete picture of internal marketing processIn order to get a more complete picture of internal marketing process
– A more extensive study could be conducted,A more extensive study could be conducted,
– Encompassing more markets and larger number of interviewees.Encompassing more markets and larger number of interviewees.
•
As only one process in the banking industry was analyzed i.e. CRMAs only one process in the banking industry was analyzed i.e. CRM
It would be interesting to follow other processes in the banking industry like integratedIt would be interesting to follow other processes in the banking industry like integrated
bank marketing approach.bank marketing approach.
– Then extend the survey to other financial institution in the same industryThen extend the survey to other financial institution in the same industry
– Finally extend the study to other industries related to service sectorFinally extend the study to other industries related to service sector..
• The current business environment is characterized by an increasedThe current business environment is characterized by an increased
influence of the Internet and e-commerce and banks are currentlyinfluence of the Internet and e-commerce and banks are currently
investigating and experimenting with selling on-line to internal and externalinvestigating and experimenting with selling on-line to internal and external
partiesparties
– It would be interesting to study how e-commerce will affect the relationship betweenIt would be interesting to study how e-commerce will affect the relationship between
banks headquarters’ and branches with regards to communication and the relationshipbanks headquarters’ and branches with regards to communication and the relationship
between the customers and employees regarding the satisfaction and loyaltybetween the customers and employees regarding the satisfaction and loyalty
– Pakistani customers still prefer the brick and mortar type of shopping and might notPakistani customers still prefer the brick and mortar type of shopping and might not
shift to the internet for shopping that easily.shift to the internet for shopping that easily.

Suggestion for FutureSuggestion for Future
ResearchResearch
• We have not taken into consideration how company policies affect allWe have not taken into consideration how company policies affect all
subsequentsubsequent customers, internal as well as external.customers, internal as well as external.
– It would be interesting to extend the study to see how parent company affect theIt would be interesting to extend the study to see how parent company affect the
internal marketing process and what kind of relationships should be entered into on theinternal marketing process and what kind of relationships should be entered into on the
headquarters’ side to optimize internal relations with vender and also external relationsheadquarters’ side to optimize internal relations with vender and also external relations
on the customer side.on the customer side.
• Culture has played a minimal role in the study since I have only investigatedCulture has played a minimal role in the study since I have only investigated
the markets of Baluchistan.the markets of Baluchistan.
– A study could be performed in areas having significant operations or sales withA study could be performed in areas having significant operations or sales with
significantly different cultures e.g. the cultures of Sindh, NWFP, & Punjab vary a lot sosignificantly different cultures e.g. the cultures of Sindh, NWFP, & Punjab vary a lot so
does the buying behaviors and attitudes of customer will affect the bank performance.does the buying behaviors and attitudes of customer will affect the bank performance.
• The study excluded the investigation related to the service quality modelThe study excluded the investigation related to the service quality model
– This addresses a whole new area of research.This addresses a whole new area of research.
– As the superior quality provider mainly compete on their corporate image related toAs the superior quality provider mainly compete on their corporate image related to
service quality they designed for the customer satisfaction, a study addressing theseservice quality they designed for the customer satisfaction, a study addressing these
issues will be worthwhile undertaking.issues will be worthwhile undertaking.

Questionnaire Based EmployeesQuestionnaire Based Employees
Reasoning & RecommendationReasoning & Recommendation
• Reasoning & RecommendationReasoning & Recommendation
– The CRM is considered as an asset for organization and alsoThe CRM is considered as an asset for organization and also
responsible for showing the image of the bank. The CRM should reflectresponsible for showing the image of the bank. The CRM should reflect
all those strategies that are consistent with the customer satisfaction &all those strategies that are consistent with the customer satisfaction &
elaborate those steps through which organization performance can beelaborate those steps through which organization performance can be
optimized.optimized.
– CRM is important for business survival because if your relation is notCRM is important for business survival because if your relation is not
good with customer, so how customer would believe upon your productsgood with customer, so how customer would believe upon your products
and why he is going to buy your product and banks are very muchand why he is going to buy your product and banks are very much
important for getting the deposit or capture the market share in thisimportant for getting the deposit or capture the market share in this
competitive world so management has a good know how to follow thecompetitive world so management has a good know how to follow the
customer & how to capture the market with customized product, supportcustomer & how to capture the market with customized product, support
services, offering wide product range etc.services, offering wide product range etc.

Continued……………..Continued……………..
– CRM is definitely important in today scenario as there is extremeCRM is definitely important in today scenario as there is extreme
competition in the banking industry, as the only way to retain thecompetition in the banking industry, as the only way to retain the
customer is to provide them better banking with enhanced customercustomer is to provide them better banking with enhanced customer
relationship managementrelationship management
– CRM definitely influence the customer within the limitation of banksCRM definitely influence the customer within the limitation of banks
particularly organization should develop such type of training &particularly organization should develop such type of training &
development for CRM that can help them for better customer handlingdevelopment for CRM that can help them for better customer handling
– For business survival, CRM is most important because not only itFor business survival, CRM is most important because not only it
strengthens the relationship between head office and their branches butstrengthens the relationship between head office and their branches but
it also provides new avenues for customer service on behalf of theit also provides new avenues for customer service on behalf of the
employee’s suggestion.employee’s suggestion.
– With dedicated & pro-active sales team providing Quality services to customer inWith dedicated & pro-active sales team providing Quality services to customer in
order to better handle customer complain-free CRM can be a success.order to better handle customer complain-free CRM can be a success.

Continued…………....Continued…………....
– Now days the level of competition has increased, the marketsNow days the level of competition has increased, the markets
tend to be saturated, the CRM is on the competitive edge fortend to be saturated, the CRM is on the competitive edge for
any organization & it is comparatively low as used.any organization & it is comparatively low as used.
– From CRM perspective, Most important job is front desk, theFrom CRM perspective, Most important job is front desk, the
holder of this job should have the following number ofholder of this job should have the following number of
characteristic like, creative mind, well groomed, responsive &characteristic like, creative mind, well groomed, responsive &
possess adaptive moodpossess adaptive mood
– Only better service Quality can increase or improve businessOnly better service Quality can increase or improve business
in this competitive world and customer are services orientedin this competitive world and customer are services oriented
rather than quantity orientedrather than quantity oriented

Customer RelationshipCustomer Relationship
Management (CRM)Management (CRM)
An Essence for Banking Industry SurvivalAn Essence for Banking Industry Survival
Thank YouThank You
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