( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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CUSTOMER RELATIONSHEEP MANAGEMENT (CRM) IN BANKING: ISUESS AND CHALLENGES

    1 Author(s):  UMESH KUMAR

Vol -  4, Issue- 2 ,         Page(s) : 786 - 788  (2013 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

CRM is a strategic initiative which has organisation wide implication. Many banks are still struggling to make proper use of this very useful mechanism. However, the adoption and utilisation are dependent on a number of factors and impediments. Broadly the issues are pertaining to: People, Processes, Data and Technology. Also, a major drawback is the general perception of CRM being a Technology imperative. There is a great need to understand that technology is only the enabler to CRM. In the real sense it is an organisation wide strategy. The success of this depends on a careful integration of Organisation’s goals, structure, systems, processes and resources.

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