CRM Strategies by Banks

Customer Relationship
Management

Customer Relationship Management is the

establishment, development, maintenance and
optimization of long-term mutually valuable
relationships between consumers and the
organizations.
Successful customer relationship management
focuses on understanding the needs and desires
of the customers and is achieved by placing
these needs at the heart of the business by
integrating them with the organization's
strategy, people, technology and business
processes.

There are three major areas that focus on

customer satisfaction sales, marketing, and
service
The functionality of and between these three
fields is essential to successfully connecting a
company's front and back offices to facilitate
effective, enterprise-wide coordination.
Service is associated with the companies call
centers and co-ordinates interaction between
Web, e-mail, and other communication medias.

Need of CRM in the Banks.

Over time, retail bank customers tend to increase their

holding of the other products from across the range of
financial products / services available.
Long-term customers are more likely to become a referral
source.
The longer a relationship continues; the better a bank can
understand the customer and his/her needs &
preferences, and so greater the opportunity to tailor
products and services and cross-sell the product / service
range.
Customers
in
long-term
relationships
are
more
comfortable with the service, the organization, methods
and procedures. This helps reduce operating cost and
costs arising out of customer error.

Dena bank
Manager :- Pankaj Desai
9167228355/2512713278
Ulhasnagar (west)

History

Dena Bank is one of the earliest banks in India,

headquartered in Mumbai.
Dena Bank was founded on 26 May 1938, by the
family of Devkaran Nanjee under the name
Devkaran Nanjee Banking Company Ltd.
It is one of the nationalised banks of India.
It became a Public Limited Company in
December 1939 and later the name was changed
to Dena Bank Ltd.
It has a network of over 1400 branches.

In July 1969 Dena Bank Ltd. along with

13 other major banks was nationalized
and is now a Public Sector Bank
constituted under the Banking
Companies (Acquisition & Transfer of
Undertakings) Act, 1970.

1st Bank to Introduce

Minor Savings Scheme.

Credit card in rural India known as "DENA
KRISHI SAKH PATRA".
Drive-in ATM counter of Juhu, Mumbai.
Smart card at selected branches in
Mumbai.
Customer rating system for rating the
Bank Services.

CRM Strategies by Dena

Bank

To understand the wants & needs of different

segments of its customers.
To have in place, a system to find out the level of
Customer Satisfaction.
To find out the gaps between the quality of our
products & services and the expectations of the
customers.
To take utmost advantages of our IT
infrastructure to bridge these gaps.
Compensating for the losses.

GAPS

From the GAP Analysis we find that

here is a Market Communication
And also there is a GAP of service
delivery.
Private sectors are more efficient and
effective than Public sector.

Me
asu
res
to
min
imi
ze
the
Ga
p

Ban
ks
Per
spe
ctiv
e

Cus
tom
ers
Per
spe
ctiv
e

Providing clear roles

Removing conflicts
Matching employee job fit
Matching technology job fit.
Recognizing and rewarding employees who
deliver superior service.
Build teams and teamwork.

By performing their ole effectively

By asking questions
By taking responsibility of their own
satisfaction
By complaining when there is service failure
By filing up the required forms properly so
that the service staff wont take time
verifying it.

Punjab National Bank

History

PNB is an Indian financial services

company based in New Delhi, India.
Registered on 19th may,1894 under
Indian companies Act.
Bank has over 5800 branches & over
6000 ATMs across 764 cities.
It serves over 80 million customers.

CRM Strategies by PNB

Online Trading Services

SFMS[Structural Financing Messaging
System] services
Online Assistance
Customer information
Secrecy of customers A/Cs
Readressal of complaints & grievances

PNB mainly focus on Reducing customer

defection rate:
Step1:
Step
2:
3:
4:

Conclusion

Customers always look for more user- friendly products and

better interest rates when compared to other banks they
have account with, so, through product innovation and
competitive pricing strategy the bank can foster business
relationship with its customers. The gap analyzed can be
minimized by better technology, customer service and also
by creating awareness about he various services thereby
increasing the customer base. So as to retain the existing
customers and to build up customer loyalty, Customer
Relationship Management should be given more importance.
The satisfaction of the customer is more in Private sector
banks than Public sector banks. So the public sector bank
has to improve their service quality towards the customer
thus they can minimize the gap.

Thank You!!!!!!!!!!!