1. RESEARCH REPORT
CUSTOMER RELATIONSHIP MANAGEMENT IN BANKING
SECTOR
GROUP MEMBERS NAME:
SAAD HASAN NIAZI
RIAZ AHMED
KAMRAN HAIDER

2. BACKGROUND:
The information technology has inducted many new innovations
within the fields of business and marketing. Information Technology
has emphasized management to re arrange their plans and new plans
for marketing, using websites and internet have taken place. Before
90s, organizations and banks were focusing the number of
transactions made by the customers and this was the way they were
following to for their sales promotion. But after the stated era,
companies have shifted the attention towards the long lasting and
strong relationship with the customer. Strategy to adopt e-CRM not
only provides a cost effective relationship management but it is the
most effective solution for the retention of the customer.

3. PURPOSE OF THE REPORT:
Purpose of our research is to study the implementation of
analytical CRM in the banking sector, through technologies used for
CRM by the bank and the satisfaction level of customers by using
these technologies.

4. OBJECTIVES OF THE STUDY :
The main objective of the study is to examine the importance of
CRM in banking sector, and its impact on the ‘Customer Satisfaction’.
The other specific objectives of the study are:
 To review the literature on the concept and use of CRM in banking
sector.
 To analyze the perception of customer on CRM as a tool of
banking sector in retention of customers.
 To offer pertinent suggestions based on the findings of the study.

5. RESEARCH QUESTIONS:
 What are the technologies used by banking sector to get the
customer attentions?
 What strategies are used by the banks for CRM?
 What are the responses of customers by using these
technologies?
 What are the Draw backs in baking sector which effects Customer
Satisfaction level?

6. METHODLOGY:
Our case study is comparative and analytical one through the
perceptions of the customers of the selected banks. Will be
collected through a well structured qualitative questionnaire from
the selected banks. A Questionnaire will be formed from different
literature suit the setting in the banking sector. Perceptions on CRM
practices are measured by using 3 point Likert scale as follows:

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1= Completely Dissatisfaction;
2= Dissatisfaction;
3= Neither Satisfaction Nor Dissatisfaction;
4= Satisfaction;
5= Completely Satisfaction.
Questions that will be asked from the customers will be used
from the following broad category.
• Products and services used by customers,
• Call centers,

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• Speed of processing transactions,
• Response time of query,
• Security issues with internet banking, online shopping etc.,
• Convenience,
• Trust.

9. POPULATION:
For this type of research work we have to select all premium
customer of commercial banks.

10. SAMPLE:
Sample size depends on number of customer visited in bank per day.

11. LIMITATION:
Learning CRM requires training. Workers may complain about
its complexity, and company will have to use resources
teaching workers how to use it.