• Dr.J.Michael Samansasu Ph.D.,
• Mr.S.Suresh

Today Banks have realised the importance of CRM in retaining the existing customers, acquiring new customers and maximising their lifetimevalue. The purpose of this paper is to study the process of CRMprocess inpublic and private sector banks. To identify the precursor which are more important tobuild good relationship between banks and their service users and to comparethe effectiveness of CRM process in public and private sector banks in Trichy Forthis, the customers of private and public banks were surveyed with given 2o different statements regarding CRM process adopted by different banks. The results of analyses revealed four dimensions for CRM, namely, CRM InitiationActivities to Acquire CustomersCRMMaintenance,Activities to Retain Customers, Activities to Up- and Cross-Selling,Activities to Manage Customer Referrals,Digital Capabilities Perceived Overall CRMPerformance . This survey helps to evaluate the actualperception of customers towards CRM performances of each bank. Theidentification of the parameters will help banks manage effectively and implement CRMprocess that increases customer satisfaction and customer loyalty

CRM performance, CRM process in banking, digital capabilities

"A study in CRM process in select public and private sector banks in trichy city", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.307-317, February-2019, Available :http://www.jetir.org/papers/JETIR1902940.pdf

"A study in CRM process in select public and private sector banks in trichy city", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp307-317, February-2019, Available at : http://www.jetir.org/papers/JETIR1902940.pdf