A study on customer relationship management in banks with particular reference to Chennai

Today's customers buying decisions are not based simply on the quality of the product but with the relationship they have with the company. Banking industry has gone through many changes, privatisation to nationalisation and back to privatisation with International players on the one hand accepting deposits and giving advances to expanding services to wide variety of products. It is the responsibility of the organisations to provide what they need so that they can do their job properly. In today's world, we do business with individuals or groups with whom we may never meet and hence much less known in person to person sense. Customer Relationship Management is about creating the feel of comfort in this high tech environment. This paper focuses the role Customer Relationship Management in banking sector and the need for Customer Relationship Management to increase customer value and customer Relationship Management in Banks with special reference to Bank of India.