Volume : 3, Issue : 2, February - 2014

Customer Relationship Management in Kaveri Grameena Bank

Dr. M. Kumaraswamy, Jayaprasad. D

Abstract :

Today, banking sector has been facing stiff competition among intra and inter-banks on one side and foreign banks on other side after economic reforms. Banks have to make efforts to survive in a competitive global market. They have realized that managing customer relationships is a very important factor for their success in the long-run. Customer Relationship Management (CRM) is a strategy that can help them to build long-lasting relationships with their customers and increase their profits through the effective customer relationship management system and the application of customer-focused strategies. CRM strategy in the banking sector is of strategic importance. In this paper, a single descriptive case study of Kaveri Grameena Bank has been discussed in detail. The aim of this paper is to analyze the design and implementation banking environment for CRM in the bank, identify the benefits and challenges, as well as the success factors of the implementation and develop a better understanding of impact of CRM on banking competitiveness as well as to provide a greater understanding of what constitutes good CRM practices.