A study of the impact of customer relationship management on the growth of private sector banks in India

This study explores the role of CRM in enhancing organisational growth in reference to the banking industry (HDFC bank) by trend analysis method. Hence, CRM is the tool which helps the organisation to build long lasting brand image in customer's mind. This paper analyses the actual impact of CRM in enhancing the organisational performance. This study is undertaken through the trend analysis of last 6–12 years data of HDFC bank as the universe of study. A descriptive approach will be followed in this paper for analysis. Some key parameters affecting the organisational growth of the HDFC bank will be identified and studied in relation to CRM. Based on the analysis of these, relation of CRM and these key parameters of growth will be established. This paper concludes with the suggestions to adopt specific measures to enhance the impact of CRM in organisational growth of Banks.