Managing customer relationships using CRM technology in India's financial sector

Arpita Khare, Anshuman Khare

    Research output: Contribution to journalJournal Articlepeer-review

    Abstract

    Today's customer not only demands quality products and services but also looks for value in the transaction process itself. This paper explores the role and relevance of CRM in creating sustainable relationships. The discussion focuses on the use of CRM technology in the financial sector in India. It highlights how they are changing their business processes to provide better value to the customer during the interaction. The paper reiterates the growing relevance and demand for building relationships with customers and emphasizes the usage of information technology in creating better value for the end user. It also explores the practices being adopted in the financial sector organizations in India in redesigning their business processes to enhance their competitiveness through more meaningful interaction with customers. With information technology setting newer standards of performance, financial organizations able to reorganize their business and services around core processes are the ones that stand to succeed.

    Original languageEnglish
    Pages (from-to)14-21
    Number of pages8
    JournalBanks and Bank Systems
    Volume3
    Issue number1
    Publication statusPublished - 2008

    Keywords

    • CRM
    • Indian financial and insurance sector
    • Operational CRM

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