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A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT IN …

International Research Journal of Business and MANAGEMENT IRJBM ISSN 2322-083X IRJBM ( ) December 2013 - Volume No VI Global Wisdom Research Publications All Rights Reserved. 1 A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT IN BANKS Anbuoli Faculty, Department of MANAGEMENT Studies, Anna University Regional Centre Madurai, Madurai, Tamil Nadu - India Assistant Professor, Bharath Niketan Engineering College, Theni, Tamilnadu - India ABSTRACT Customers are the focal point in the development of successful marketing strategy. CUSTOMER retention assumes significance in revenue analysis of various organizations. The success of CRM process depends on the active involvement of all managers and employeesin the banking field a unique RELATIONSHIP exists between the customers and thebank. But because of various reasons and apprehensions like financial burdens, risk of failure,marketing inertia etc.

bank could track customer behaviour, executives can have a better understanding, a predicative future behaviour and customer preferences. Most sectors of the banking industry are trying to use CRM techniques to achieve a variety of outcomes. In the area of strategy, they are trying to: • Create a customer-focused organization and infrastructure.

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