Effectiveness of e-CRM in Commercial Banks: A Customer Perspective

Abstract

The customer relationship management has a vital function of customer oriented marketing. The basic aim of this paper is to investigate how commercial banks use e-CRM tool in order to maintain their relationship with their clients by using online and offline mode such as internet, ATM, etc. It also provides a better perception of customer insight about e-banking. Robust infrastructure are required for the growth, maintain and retention of valuable customer. So, our study concludes that e-CRM now days becomes a tool for improving the customer retention ratio and improve customer relationship by increased efficient and effective utilization of e-CRM.

Keywords

• e-crm
• customer retention