CRM:- A Study with special reference to Banking Industry in India

For sustainable growth, the Financial Tsunami across the world and changing landscape in the financial sector has forced the banking sector to invest more in CRM technologies. Customer Relationship Management (CRM) is a process or methodology used to learn more about customer's needs and behaviors in order to develop stronger relationships with them. CRM increases customer revenues and discover new customers. CRM is now an vital part of banking organizations as after financial sector reforms in nineties new players are investing more and more in it to attract new customers and retain the older one. This paper throws light on the scope of CRM, various risks involved in its implementation and also discusses about the players in this field.