CRM Presentation.

In the Name of Allah In the Name of Allah

Most Merciful and Compassionate, the Most Most Merciful and Compassionate, the Most Gracious and Beneficent, Whose help and Gracious and Beneficent, Whose help and guidance I always solicit at every step, at guidance I always solicit at every step, at

every moment.every moment.

Customer Relationship Customer Relationship Management (CRM)Management (CRM)

An Essence for Banking Industry SurvivalAn Essence for Banking Industry Survival

Presented By:Presented By:

Mr. AYYAZ MEHMOOD Mr. AYYAZ MEHMOOD

Key ObjectivesKey Objectives

1.1. IntroductionIntroduction

2.2. Literature reviewLiterature review

3.3. Research MethodologyResearch Methodology

4.4. Data Analysis & InterpretationData Analysis & Interpretation

5.5. Findings & ConclusionFindings & Conclusion

IntroductionIntroduction

• Background of ProblemBackground of Problem– Customers are the essentials of every business survivalCustomers are the essentials of every business survival

Customer Satisfaction = Product delivered + Customer Customer Satisfaction = Product delivered + Customer

RelationshipRelationship

– Not every customer should have the same treatmentNot every customer should have the same treatment

– Strategies to how different customers are to handleStrategies to how different customers are to handle– In PastIn Past, Peoples have the account for a long time in banks for , Peoples have the account for a long time in banks for

personal referencepersonal reference– But NowBut Now, Technology, commoditization, deregulation, internet , Technology, commoditization, deregulation, internet

and globalization forever changed the face of bankingand globalization forever changed the face of banking– Marketing campaign to attract new customersMarketing campaign to attract new customers– According to research in Harvard Biz Review, According to research in Harvard Biz Review,

Customer retention in banking can increase 35 % profitabilityCustomer retention in banking can increase 35 % profitability


• Theoretical FrameworkTheoretical FrameworkWIDE Branch

Network.

Customize Products and

support services

Low Service Charges.

Turn Around Time. CRM

Bank Credibility

Moderating variableIndependent variables

Intervening variable

Effective Marketing and

Sales Force.

Schematic diagram (1.A)


• Theoretical FrameworkTheoretical Framework 1) Dependent variable1) Dependent variable..

1.1 customer relationship management (CRM)1.1 customer relationship management (CRM)

2) Independent variable.2) Independent variable. 2.1 Wide Branch Network2.1 Wide Branch Network 2.2 Customize Products and support service.2.2 Customize Products and support service. 2.3 Effective Marketing and Sales Force2.3 Effective Marketing and Sales Force 2.4 Low Service Charges.2.4 Low Service Charges.

3) Moderating variable.3) Moderating variable. 3.1 bank credibility3.1 bank credibility

4) Intervening Variable4) Intervening Variable 4.1 Turn Around Time.4.1 Turn Around Time.


• Statement of ProblemStatement of ProblemCustomer relationship management Customer relationship management

(CRM) is growing concept to sustain and (CRM) is growing concept to sustain and survive in the highly competitive and survive in the highly competitive and

dynamic business environment; almost dynamic business environment; almost every industry highlighted the issues every industry highlighted the issues

relevant to manage customer relevant to manage customer relationship and also devised strategies’ relationship and also devised strategies’

to cure these issues.to cure these issues.


• Objectives of ResearchObjectives of Research

– To identify the key success factors to survive in banking industry.To identify the key success factors to survive in banking industry.

– To find out the role/ importance of CRM in banksTo find out the role/ importance of CRM in banks

– To asses the presence of CRM in Banks at different levels.To asses the presence of CRM in Banks at different levels.

– To determine the extent to which CRM is properly implementedTo determine the extent to which CRM is properly implemented

– To analyze the behavior of consumer while entering into banks To analyze the behavior of consumer while entering into banks

to get financial services.to get financial services.


• Research HypothesisResearch Hypothesis

• Hypothesis 1: Hypothesis 1: Wide Branch Network help-out in managing Wide Branch Network help-out in managing strong Customer relationship.strong Customer relationship.

• Hypothesis 2: Hypothesis 2: Having Customize Products and support Having Customize Products and support service are to be important for retaining customers well.service are to be important for retaining customers well.

• Hypothesis 3: Hypothesis 3: Effective Marketing and Sales Force help-Effective Marketing and Sales Force help-out to gain market share.out to gain market share.

• Hypothesis 4: Hypothesis 4: Low Service Charges caused to increase Low Service Charges caused to increase profitability.profitability.

IntroductionIntroduction• Scope of ResearchScope of Research

– The scope of research is very wideThe scope of research is very wide

– The best application of this theory is found in the banking sectorThe best application of this theory is found in the banking sector

• Consumers are very much related to the organizationConsumers are very much related to the organization

• Having personal terms with the banks.Having personal terms with the banks.

– It’s not valid to just study the customers; another perspective is from the It’s not valid to just study the customers; another perspective is from the

employees or the branch who after introducing the CRM in the organization, employees or the branch who after introducing the CRM in the organization,

analyzed how the change is made in the organizations or is there a need to bring analyzed how the change is made in the organizations or is there a need to bring

about that change or not? Then after implementing CRM, are they able to handle about that change or not? Then after implementing CRM, are they able to handle

their customers well?their customers well?• Limitations of ResearchLimitations of Research

– Time and availability constraintsTime and availability constraints

– Main decisions regarding the adoption of new strategiesMain decisions regarding the adoption of new strategies

– Statistical techniqueStatistical technique• Selecting the customersSelecting the customers• Applying any statistical test to the data,Applying any statistical test to the data,


• Significance ResearchSignificance Research– Relates to the future impact of the relationship management.Relates to the future impact of the relationship management.

– GivesGives• insight to the relationships between the customers & sellerinsight to the relationships between the customers & seller• provides a broad spectrum about the customers through their provides a broad spectrum about the customers through their

relationship cyclerelationship cycle– This concept can be in future appliedThis concept can be in future applied

• Customers for service,Customers for service,• Fast moving consumer goods,Fast moving consumer goods,• Durable goods and customers for luxurious goods.Durable goods and customers for luxurious goods.

– Customer satisfaction & retentionCustomer satisfaction & retention– Customer problems and complaintsCustomer problems and complaints– Today’s competitive environmentToday’s competitive environment– Globalization and the internet bankingGlobalization and the internet banking

Literature reviewLiterature review 1. Wellesley: Service Excellence Research Group (28 July,2009).1. Wellesley: Service Excellence Research Group (28 July,2009). This research article stresses on customers segments in service sector enhancing This research article stresses on customers segments in service sector enhancing

the performance of sales, service and marketing activities. It also identified that the performance of sales, service and marketing activities. It also identified that segments could be post (needs and expectations for on going services) and pre-segments could be post (needs and expectations for on going services) and pre-sales (type of customer and potential market opportunity) based of attributes. sales (type of customer and potential market opportunity) based of attributes.

2. Zaichkowsky (9991).2. Zaichkowsky (9991). The research article indicates the opportunities in the The research article indicates the opportunities in the market environment in order to provide sufficient product information on right time market environment in order to provide sufficient product information on right time to facilitate in their decision making for purchasing.to facilitate in their decision making for purchasing.

3. Karp etal (1985).3. Karp etal (1985). The studies revealed about customer courtship in which he The studies revealed about customer courtship in which he suggested that relationship involve discovery when information is exchanged suggested that relationship involve discovery when information is exchanged between the partners. They seek out information from the other person, and between the partners. They seek out information from the other person, and provide information that makes them attractive to the other.provide information that makes them attractive to the other.

4. Jeevitha (6 Aug, 2009).4. Jeevitha (6 Aug, 2009). The Marketing research article explores the several The Marketing research article explores the several CRM Strategies adopted in Banking Sector, One-Stop Financial Supermarket, CRM Strategies adopted in Banking Sector, One-Stop Financial Supermarket, Increasing the Number of Delivery Channels to the Customers, Customer Value Increasing the Number of Delivery Channels to the Customers, Customer Value Management.Management.

5. Miller (20 July,2009).5. Miller (20 July,2009).The studies investigate about CRM business strategy in The studies investigate about CRM business strategy in banking institutions can be a successful for the organization when successful banking institutions can be a successful for the organization when successful implementation of CRM will allow customer Service, Sales and Marketing to have implementation of CRM will allow customer Service, Sales and Marketing to have a clear view of each and every customer.a clear view of each and every customer.

Literature reviewLiterature review 6. Lee-Kelly Surry European Management School. 6. Lee-Kelly Surry European Management School. The research article The research article

emphasis on link between customer relationship management and customer emphasis on link between customer relationship management and customer loyalty by implementing electronic customer relationship marketing (e-CRM) in loyalty by implementing electronic customer relationship marketing (e-CRM) in order to enhance customer loyalty. order to enhance customer loyalty.

7. Day, G. S (25 July,2009).7. Day, G. S (25 July,2009).This website concluded that what are the variables This website concluded that what are the variables which help out in managing strong the Customer relationship and what are which help out in managing strong the Customer relationship and what are reasons through which customer satisfaction can be enhanced. reasons through which customer satisfaction can be enhanced.

8. Dwyer (1987).8. Dwyer (1987).The Journal of Marketing revealed about how the relationships The Journal of Marketing revealed about how the relationships is developed and maintained between Buyer and Seller through relationship is developed and maintained between Buyer and Seller through relationship centric model.centric model.

9. David Aaker (1986).9. David Aaker (1986). . A book on Marketing Research defined the concepts . A book on Marketing Research defined the concepts related to develop the hypothetical tool for the testing of independent variable.related to develop the hypothetical tool for the testing of independent variable.

10. Hakansson (1982).10. Hakansson (1982).This book (International Marketing and Purchasing of This book (International Marketing and Purchasing of Industrial Goods) focused on importance of relationship management, CRM in Industrial Goods) focused on importance of relationship management, CRM in industry perspective.industry perspective.

11. Jeevitha (5 Aug, 2009).11. Jeevitha (5 Aug, 2009).The Marketing research article discussed the The Marketing research article discussed the impact of CRM in Banking Industry and the Benefits of Using CRM in Banking impact of CRM in Banking Industry and the Benefits of Using CRM in Banking

IndustryIndustry

Literature reviewLiterature review 12. Sasser (2005).12. Sasser (2005).The Harvard Business Review survey the importance of The Harvard Business Review survey the importance of

customer relationship management on the customer retention strategy. customer relationship management on the customer retention strategy.

13. Sekran.13. Sekran. The research books examine the importance of conceptual frame The research books examine the importance of conceptual frame work and the concept used in research methodology.work and the concept used in research methodology.

14. Trout (1986).14. Trout (1986).The research article investigate that US as the over The research article investigate that US as the over communicated society in terms that it is bombarded with advertisements in shape communicated society in terms that it is bombarded with advertisements in shape of managerial implication.of managerial implication.

15. Varde (4 Aug, 2009).15. Varde (4 Aug, 2009).The research article deals with major approaches The research article deals with major approaches (Collective & Selective) being utilized in bank marketing including principal (Collective & Selective) being utilized in bank marketing including principal aspects of Bank Marketing aspects of Bank Marketing

16. Grönholdt (2000).16. Grönholdt (2000).The TQM Journal look into the relationship between The TQM Journal look into the relationship between customer satisfaction and loyalty: cross-industry differences.customer satisfaction and loyalty: cross-industry differences.

17.Barnes (12 July, 2009).17.Barnes (12 July, 2009).This website suggested that A Multidimensional This website suggested that A Multidimensional Concept and several definition which facilitate in developing the basic concepts Concept and several definition which facilitate in developing the basic concepts related to C.R.M. related to C.R.M.

Research MethodologyResearch Methodology• Research InstrumentResearch Instrument

– Research questionnaireResearch questionnaire• An economical and an appropriate instrument for posing relevant questions, An economical and an appropriate instrument for posing relevant questions,

and extracting required information, from the sample subjectsand extracting required information, from the sample subjects

• Sampling designSampling design– Random samplingRandom sampling

• wide range of all bank employees located in Baluchistan region wide range of all bank employees located in Baluchistan region • provides greater generalizability provides greater generalizability

– Quota samplingQuota sampling • ((30%) for upper management employees30%) for upper management employees• (50%) for middle management employees(50%) for middle management employees• (20%)for lower management employees(20%)for lower management employees

Research MethodologyResearch Methodology• ScalingScaling

– Likert scaleLikert scale: It is designed to examine how strongly subjects agree or disagree with : It is designed to examine how strongly subjects agree or disagree with

statements on a 5-point scalestatements on a 5-point scale

– Dichotomous scale: Dichotomous scale: I t is used to elicit a Yes or No response.I t is used to elicit a Yes or No response.

– Numerical scaleNumerical scale: : This scale utilizes a 5-point scale, with bipolar adjectives at both This scale utilizes a 5-point scale, with bipolar adjectives at both

ends to determine the degree of inclination towards a particular pole.ends to determine the degree of inclination towards a particular pole.

– Open ended questionsOpen ended questions: : A number of open ended questions are also used to allow A number of open ended questions are also used to allow

subjects to speak their mind, rather than giving an objective responsesubjects to speak their mind, rather than giving an objective response . .

• Source of informationSource of information– Major part of information as 60% is gathered through structured questionnaireMajor part of information as 60% is gathered through structured questionnaire

– 40% of the Information is gathered through CRM books, and websites, and interviews with 40% of the Information is gathered through CRM books, and websites, and interviews with employees.employees.

• Pre-Testing of the instrumentPre-Testing of the instrument– Before the data collected from questionnaire, interviews were conducted fromBefore the data collected from questionnaire, interviews were conducted from

• The Regional Managers of Wateen Shakeel tareen The Regional Managers of Wateen Shakeel tareen • Floor manager of standard charter bank, Burhan siddiqui.Floor manager of standard charter bank, Burhan siddiqui.

Research MethodologyResearch Methodology• Target PopulationTarget Population

– The employees of banks in Quetta city onlyThe employees of banks in Quetta city only• Sampling techniqueSampling technique

– 11stst stage: stage: Random sampling Random sampling

– 22ndnd stage : stage : conducting the interview with employeesconducting the interview with employees• Sample sizeSample size

– The sample size being taken is 100 subjectsThe sample size being taken is 100 subjects

– Taking a larger sample might also affect the reliability of data as there Taking a larger sample might also affect the reliability of data as there will be greater fatigue and more chances of errors by the researcher.will be greater fatigue and more chances of errors by the researcher.

• Description of analysis techniqueDescription of analysis technique– Percentage method is used as an analysis technique. Percentage method is used as an analysis technique.

– Data is presented in tabulated and graphic forms. Data is presented in tabulated and graphic forms.

– The responses will be analyzed through using excel softwareThe responses will be analyzed through using excel software

– The answers examined to see if there is relationship among variables and what the The answers examined to see if there is relationship among variables and what the

strength of these relationships is? strength of these relationships is?

Data Analysis & InterpretationData Analysis & Interpretation

• Hypothesis 1: Hypothesis 1: Wide Branch Network help-out in Wide Branch Network help-out in managing strong Customer relationship.managing strong Customer relationship.

0

10

20

30

40

50

60

Yes No

Frequency


• Hypothesis 1: Hypothesis 1: Wide Branch Network help-out in Wide Branch Network help-out in managing strong Customer relationship.managing strong Customer relationship.

Helps-out in managing

strong customer

relationship

Not-helps-out in managing

strong customer relationship

Related Observation (X) 58 42Proportion of population (p) 0.5 (50%)

Number of subjects (n) 100

Proportion of population against (q) 0.5 (50%)Level of significance (α) 0.1

Test Value (Z) 1.6Critical Value (CV) 1.383


• Hypothesis 2: Hypothesis 2: Having Customize Products and Having Customize Products and support service are to be important for retaining support service are to be important for retaining customers well.customers well.

01020304050607080

Yes No

Frequency


• Hypothesis 2: Hypothesis 2: Having Customize Products and Having Customize Products and support service are to be important for retaining support service are to be important for retaining customers well.customers well.

Retaining customer well Not retaining customer well

Related Observation (X) 75 25

Proportion of population (p) 0.5 (50%)


Proportion of population against

(q)0.5 (50%)

Level of significance (α) 0.1

Test Value (Z) 5

Critical Value (CV) 1.383


• Hypothesis 3: Hypothesis 3: Effective Marketing and Sales Force Effective Marketing and Sales Force help-out to gain market share.help-out to gain market share.

0

10

20

30

40

50

60

70

Yes No

Frequency


• Hypothesis 3: Hypothesis 3: Effective Marketing and Sales Force Effective Marketing and Sales Force help-out to gain market share.help-out to gain market share.

Helps-out to gain markets

share

Not helps-out to gain market

share





(q)0.5 (50%)


Test Value (Z) 2.2



• Hypothesis 4: Hypothesis 4: Low Service Charges caused to Low Service Charges caused to increase profitability.increase profitability.

0

10

20

30

40

50

60

70

Yes No

Frequency


• Hypothesis 4: Hypothesis 4: Low Service Charges caused to Low Service Charges caused to increase profitability.increase profitability.

Low service charges caused to

increased profitability

Low service charges not

caused to increase

profitability





(q)0.5 (50%)


Test Value (Z) -2.40


Findings & ConclusionFindings & Conclusion

• Wide branch network has significant impact on strong customer Wide branch network has significant impact on strong customer relationship relationship

– Vast network of branches encourage the customer to access the branches service Vast network of branches encourage the customer to access the branches service

– Customer also do not adapt conservative attitude for the opening of new bank account.Customer also do not adapt conservative attitude for the opening of new bank account.

– In consequences, the bank employees suggested that wide branch encourage the In consequences, the bank employees suggested that wide branch encourage the

customer service & further strengthen customer association with bank. Moreover, these customer service & further strengthen customer association with bank. Moreover, these

relation turn into organization loyalty and ultimately, the positive impact would occurred relation turn into organization loyalty and ultimately, the positive impact would occurred

for the acquisition of profit as well as customer loyalty through wide branch network.for the acquisition of profit as well as customer loyalty through wide branch network.

• Effective marketing & sales force has great impact on market Effective marketing & sales force has great impact on market share share

– Effective marketing & sales force campaign play a vital role to capture the market share Effective marketing & sales force campaign play a vital role to capture the market share

– If we would not administer these factorial variable into particular market so how can we If we would not administer these factorial variable into particular market so how can we

achieve the huge market share of any concerned area in the presence of our achieve the huge market share of any concerned area in the presence of our

competitive analyses who pull their maximum effort to gain market share through competitive analyses who pull their maximum effort to gain market share through

effective marketing and sales forceeffective marketing and sales force..

Findings & ConclusionFindings & Conclusion

• Customized product and support service is an important factor in Customized product and support service is an important factor in retaining customer well retaining customer well – Bank deliver those product that are coherent with the consumer needs Bank deliver those product that are coherent with the consumer needs

– Provide those services that are considered as an important element for the Provide those services that are considered as an important element for the restoration of service .restoration of service .

– Bank execute several program that highly support to their valuable customer.Bank execute several program that highly support to their valuable customer.

• A low service charge is less influential to profitabilityA low service charge is less influential to profitability – Low service charges allow the customer to use bank service more frequently Low service charges allow the customer to use bank service more frequently

– The contribution of low service charges in profitability is very nominal.The contribution of low service charges in profitability is very nominal.

Suggestion for Future ResearchSuggestion for Future Research

• This research was limited to Quetta market only and a few interview were This research was limited to Quetta market only and a few interview were taken f4m key player of industrytaken f4m key player of industry

– In order to get a more complete picture of internal marketing processIn order to get a more complete picture of internal marketing process

– A more extensive study could be conducted, A more extensive study could be conducted,

– Encompassing more markets and larger number of interviewees.Encompassing more markets and larger number of interviewees.

• As only one process in the banking industry was analyzed i.e. CRMAs only one process in the banking industry was analyzed i.e. CRM It would be interesting to follow other processes in the banking industry like integrated It would be interesting to follow other processes in the banking industry like integrated

bank marketing approach. bank marketing approach.

– Then extend the survey to other financial institution in the same industryThen extend the survey to other financial institution in the same industry

– Finally extend the study to other industries related to service sectorFinally extend the study to other industries related to service sector . . • The current business environment is characterized by an increased The current business environment is characterized by an increased

influence of the Internet and e-commerce and banks are currently influence of the Internet and e-commerce and banks are currently investigating and experimenting with selling on-line to internal and external investigating and experimenting with selling on-line to internal and external parties parties

– It would be interesting to study how e-commerce will affect the relationship between It would be interesting to study how e-commerce will affect the relationship between banks headquarters’ and branches with regards to communication and the relationship banks headquarters’ and branches with regards to communication and the relationship

between the customers and employees regarding the satisfaction and loyalty between the customers and employees regarding the satisfaction and loyalty

– Pakistani customers still prefer the brick and mortar type of shopping and might not shift Pakistani customers still prefer the brick and mortar type of shopping and might not shift to the internet for shopping that easily.to the internet for shopping that easily.

Suggestion for Future ResearchSuggestion for Future Research

• We have not taken into consideration how company policies affect all We have not taken into consideration how company policies affect all

subsequentsubsequent customers, internal as well as external. customers, internal as well as external. – It would be interesting to extend the study to see how parent company affect the It would be interesting to extend the study to see how parent company affect the

internal marketing process and what kind of relationships should be entered into on the internal marketing process and what kind of relationships should be entered into on the

headquarters’ side to optimize internal relations with vender and also external relations headquarters’ side to optimize internal relations with vender and also external relations

on the customer side.on the customer side.• Culture has played a minimal role in the study since I have only Culture has played a minimal role in the study since I have only

investigated the markets of Baluchistan.investigated the markets of Baluchistan.– A study could be performed in areas having significant operations or sales with A study could be performed in areas having significant operations or sales with

significantly different cultures e.g. the cultures of Sindh, NWFP, & Punjab vary a lot so significantly different cultures e.g. the cultures of Sindh, NWFP, & Punjab vary a lot so

does the buying behaviors and attitudes of customer will affect the bank performance. does the buying behaviors and attitudes of customer will affect the bank performance. • The study excluded the investigation related to the service quality model The study excluded the investigation related to the service quality model

– This addresses a whole new area of research. This addresses a whole new area of research.

– As the superior quality provider mainly compete on their corporate image related to As the superior quality provider mainly compete on their corporate image related to

service quality they designed for the customer satisfaction, a study addressing these service quality they designed for the customer satisfaction, a study addressing these

issues will be worthwhile undertaking.issues will be worthwhile undertaking.

Questionnaire Based Employees Reasoning Questionnaire Based Employees Reasoning & Recommendation& Recommendation

• Reasoning & RecommendationReasoning & Recommendation– The CRM is considered as an asset for organization and also The CRM is considered as an asset for organization and also

responsible for showing the image of the bank. The CRM should reflect responsible for showing the image of the bank. The CRM should reflect

all those strategies that are consistent with the customer satisfaction & all those strategies that are consistent with the customer satisfaction &

elaborate those steps through which organization performance can be elaborate those steps through which organization performance can be

optimized.optimized.

– CRM is important for business survival because if your relation is not CRM is important for business survival because if your relation is not

good with customer, so how customer would believe upon your products good with customer, so how customer would believe upon your products

and why he is going to buy your product and banks are very much and why he is going to buy your product and banks are very much

important for getting the deposit or capture the market share in this important for getting the deposit or capture the market share in this

competitive world so management has a good know how to follow the competitive world so management has a good know how to follow the

customer & how to capture the market with customized product, support customer & how to capture the market with customized product, support

services, offering wide product range etc.services, offering wide product range etc.

Continued……………..Continued……………..

– CRM is definitely important in today scenario as there is extreme CRM is definitely important in today scenario as there is extreme

competition in the banking industry, as the only way to retain the competition in the banking industry, as the only way to retain the

customer is to provide them better banking with enhanced customer customer is to provide them better banking with enhanced customer

relationship management relationship management

– CRM definitely influence the customer within the limitation of banks CRM definitely influence the customer within the limitation of banks

particularly organization should develop such type of training & particularly organization should develop such type of training &

development for CRM that can help them for better customer handlingdevelopment for CRM that can help them for better customer handling

– For business survival, CRM is most important because not only it For business survival, CRM is most important because not only it

strengthens the relationship between head office and their branches but strengthens the relationship between head office and their branches but

it also provides new avenues for customer service on behalf of the it also provides new avenues for customer service on behalf of the

employee’s suggestion.employee’s suggestion.

– With dedicated & pro-active sales team providing Quality services to customer in With dedicated & pro-active sales team providing Quality services to customer in

order to better handle customer complain-free CRM can be a success.order to better handle customer complain-free CRM can be a success.

Continued…………....Continued…………....

– Now days the level of competition has increased, the markets Now days the level of competition has increased, the markets

tend to be saturated, the CRM is on the competitive edge for tend to be saturated, the CRM is on the competitive edge for

any organization & it is comparatively low as used.any organization & it is comparatively low as used.

– From CRM perspective, Most important job is front desk, the From CRM perspective, Most important job is front desk, the

holder of this job should have the following number of holder of this job should have the following number of

characteristic like, creative mind, well groomed, responsive & characteristic like, creative mind, well groomed, responsive &

possess adaptive moodpossess adaptive mood

– Only better service Quality can increase or improve business Only better service Quality can increase or improve business

in this competitive world and customer are services oriented in this competitive world and customer are services oriented

rather than quantity orientedrather than quantity oriented

Customer Relationship Customer Relationship Management (CRM)Management (CRM)

An Essence for Banking Industry SurvivalAn Essence for Banking Industry Survival

Thank YouThank You

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CRM Presentation.

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