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

1
st
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.
Measures to minimize the Gap
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.


Banks Perspective Customers Perspective
Punjab National Bank
History
PNB is an Indian financial services company
based in New Delhi, India.
Registered on 19
th
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:
Define & measure its
retention rate.
Step 2:
They distinguish the cause
of customer attrition &
identify those that can be
manage better
Step 3:
They estimate how much
profit it loses when it loses
customers.
Step 4:
They figure out how much
it would cost to reduce the
defection rate.
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!!!!!!!!!!!