• Dr. M. JULIAS CEASAR

The Banking and financial service is the one that almost connect all segments of customers through its specialized feature of convenience through digital means. CRM helps organizations to serve with a better-quality service and helps the banking sector to use the technology to connect with the human resources mostly the customer segments. These allow them to gain insight of consumer behavior and their values. CRM is the strategy for building, managing and strengthening loyal and long-lasting customer. CRM is a customer centric approach based on customer insight and acceptance. This study deals with the role of Customer Relationship Management in banking sector and the need for Customer Relationship Management to increase customer value by using some analytical methods in CRM applications.

CRM, Customer, Values, Banking sector.

"CUSTOMER RELATIONSHIP MANAGEMENT IN BANKING: A DRIVING FORCE FOR RELATIONAL APPROACH", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 9, page no.b382-b389, September-2022, Available :http://www.jetir.org/papers/JETIR2209149.pdf

"CUSTOMER RELATIONSHIP MANAGEMENT IN BANKING: A DRIVING FORCE FOR RELATIONAL APPROACH", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 9, page no. ppb382-b389, September-2022, Available at : http://www.jetir.org/papers/JETIR2209149.pdf