The paper deals with the evolving role of Customer Relationship Management in the banking sector and provides a CRM framework for banks based on their maturity levels of technology adoption. With an ‘individual customer’ being the key focus, banks with a long-term customer strategy are preferred over ones having a transactional attitude towards customers. Thus, adopting digital technology in recent years have empowered banks to harness Customer Relationship Management (CRM) to deliver a positive customer experience.

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by IBS Intelligence
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