A study of business organisations perception towards CRM with special reference to future perspectives of banking sector towards crm

Retaining customers depends on understanding and creating relationships with customers. Customer Relationship Management (CRM) as an approach to create relationship is customer- centric in nature. Customer loyalty is central to create and sustaining relations with customers. The present study investigates the CRM phenomenon in Business organizations including Indian Banking sector by collecting the information from managers of different organisations. The business organizations are in favour of CRM based system for better performance of Business and banking industry is poised to embrace CRM practices in order to sustain growth and improve performance.