An Empirical Investigation on ECRM in Banks

Abstract

In todays competitive world developing a close relationship with customers is vital for both manufacturing industries and service industries. Banks are one such service industries where the competitive pressures are high due to LPG measures. Whether public or private, the banks are forced lo execute their operations in customer centric way. Today Electronic customer relationship management (e-CRM) is evolved with the emergence of IT (information technology). It integrates and simplifies all customer-related processes through the Internet and it helps to improve customer acquisition, customer development, and customer retention by managing deep and long-lasting relationships.