Importance of Customer Relationship Management in Marketing of Banking Products and Services

Abstract

Customer relationship management (CRM) has become the key word in all marketing organizations&banking sector is no exception to it. This paper attempts to high light the direct relationship between CRM&the marketing of banking products & banking services mainly to the retail segment. The need is to understand that in today's world of globalization not a single bank whether, private, co-operative or national can afford to ignore their potential customers. Now-a-days maintaining&developing customer relations has become the mantra of success in today's world of cut-throat competition.