• Deepankar Yadav
• Richa Sinha

In the present era of competitive business environment companies are incapable to longer survive with a transactional attitude towards customers. They must focus their marketing lenses more rational dimension, which is the most appropriate approach for satisfying and maintaining customers. In the banking field a unique ‘Relationship’ exists between the customers and the bank. But because of various reasons and apprehensions like financial burdens, risk of failure, marketing inertia etc., to understand more in customer relationship management, we first need to understand three components which customer are, relationship and their management (Peppers and Rogers, 2004). Customers are the focal point in the development of successful marketing strategy. Customer retention assumes significance in revenue analysis of various organizations. The success of CRM process depends on the active involvement of all managers and employees in the banking field a unique ‘Relationship’ exists between the customers and the bank. But because of various reasons and apprehensions like financial burdens, risk of failure, marketing inertia etc., many banks are still following the traditional ways of marketing and only few banks are making attempts to adapt CRM. Providing service to customers has been identified as the prime responsibility of the Banks and therefore, Banks considered that CRM is the best tool to perform the job of rendering good services. The lack of understanding on Customer Relationship Management (CRM) is always a concern among the service providers especially banks. Banks have their own way of managing their relationships with the customers. However, the perception of customers on CRM practices among banks should also be taken into consideration. CRM activity attend the needs of customers without delay in time, the Banks can create more awareness to customers and can create a customer data base very significantly.

CRM, Customer relationship management, Relationship

"Customer Relationship Management in Banking sector: Banker and customer Relationship", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.150-155, May-2019, Available :http://www.jetir.org/papers/JETIR1905025.pdf

"Customer Relationship Management in Banking sector: Banker and customer Relationship", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp150-155, May-2019, Available at : http://www.jetir.org/papers/JETIR1905025.pdf