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Asian Journal of Management
Year : 2017, Volume : 8, Issue : 2
First page : ( 293) Last page : ( 304)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2017.00045.2

Effectiveness of e-CRM in Commercial Banks: Banker's Perspective

Md. Farooqi Rashid1, Raza Khalid2,*

1Department of Management & Commerce, Maulana Azad National Urdu University, Hyderabad, India

2Department of Computer Science, Jamia Millia Islamia, New Delhi, India

*Corresponding Author E-mail: kraza@jmi.ac.in

Online published on 17 July, 2017.


The e-CRM is perceived as one of the effective tool in the corporate sectors. This tool serves the customers in better way, retain valuable customers and enhance analytical capabilities of an organization. In today's competitive and technological era, commercial banks require to take necessary initiative on e-CRM to better optimize the values of customer relationship, coordinate marketing activities, and effective marketing and business by exploiting various information technology tools. In addition, e-CRM focuses on improving customer relationship and earning a large share of customer's business through consistent measurement, assessment and actionable customer-contact strategies. In this article, we have analyzed effectiveness of e-CRM in commercial bank from the perspective of bankers. We collected bankers’ data from four commercial banks such as Oriental Bank of Commerce, HDFC, Union Bank of India and HSBC, and effectiveness of e-CRM in these banks has been analyzed. Based on different case analysis, we suggested necessary recommendations for bankers.



Electronic customer relationship management, customer retention, customer acquisition, commercial banks, e-commerce.


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