Document Type : Research Article
Abstract
The process of gaining new customers, keeping existing ones, and growing existing ones is referred to as customer relationship management (CRM). A paradigm change has occurred in marketing, away from an emphasis on acquisition and transactions and toward an emphasis on relationships. This movement is represented by either customer relationship management or retention marketing. The two most important aims of customer relationship management (CRM) are to (1) build long-term and lucrative connections with selected customers and (2) become closer to these customers at every point of interaction with them. An attempt has been made by the author of this paper to present the meaning of customer relationship management (CRM), as well as information regarding how Indian banks have transitioned from a focus on transactions to a focus on relationships, factors that created a strong need on the part of Indian banks to adopt CRM, the IDIC framework in banking, and relationship marketing strategies that assist a banking firm in bonding with its customers. The study has been carried out with the following objectives to study the CRM practices followed in the banks and to measure the satisfaction of the employees towards the RM practices followed in their banks. This is an attempt to know the CRM practices followed in the private sector banks. 200 sample respondents are selected from the private sector banks working in managerial cadre in Kottayam district. The respondents are selected using simple random technique. The data have been collected from the respondents through Google forms. It is concluded from the result that the less experienced employees are highly satisfied towards the CRM practices in their banks
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