CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PRACTICES IN REGIONAL RURAL BANKS IN INDIA

Today, banking sector has been facing stiff competition among intra and inter-banks on one side and foreign banks on other side after economic reforms. Banks have to make efforts to survive in a competitive global market. They have realized that managing customer relationships is a very important factor for their success in the long-run. Customer Relationship Management (CRM) is a strategy that can help them to build long-lasting relationships with their customers and increase their profits through the effective customer relationship management system and the application of customer-focused strategies. CRM strategy in the banking sector is of strategic importance. This paper to study about the CRM Practices in Regional Rural Banks in India.