Customer relationship management in marketing financial services

customer relationship management in marketing financial services

How can you improve your marketing? A CRM for financial services can help you answer all of these questions so you can provide your institution with a steady. Many pieces of research have shown certain financial services organisations to be poorly perceived by their own customers. However, traditional CRM may not. CRM enables a business to deepen its relationships with customers, service While the importance of CRM has traditionally been as a sales and marketing tool, . can work together without the need for significant infrastructure investment.

The absolute necessity for something to make that job more managable was clear, I think it is said best in this quote from an assistant Professor in the Department of Management Studies at Bapusaheb Shivajirao Deore College of Engineering. There was a mushroom growth of nonbanking financial companies. Here, the role of customer relation management comes in picture.

In order to capture maximum number of customers available in the target market, it has become priority of banks to pay maximum attention towards their customers through customer relation management. There is a reason your client managers are quitting, there is a reason you can barely manage the clients you have let alone think about trying to get more.

customer relationship management in marketing financial services

If you have not already moved into the ditgital era, your company will continue to suffer until you do. If you already have a system and you have trouble understanding how to use it, there is a reason for that. The company you signed a deal with wants you to have to come to them everytime you need even the smallest change or bit of help.

They want the opportunity to charge you for anything you dont understand, so they purposely make it hard to understand, Thats not how things work at Cool Life CRM. We recognize that there is no "one size fits all" solution in the financial sector. New sets of plans and policies have to be adopted to carry out the same.

Customer Relationship Management CRM is a primary business of each venture and it demands a overall tactic and course of action to make it victorious [ 1 ]. CRM is a complete movement which offers flawless amalgamation of each every aspect of business that establishes a contact with the customer viz.

Customer Relationship Management in Service Industry CRM is recognized as the principal goal of marketing and the primary objective of any business.


Particularly, in service industries, it is specifically stressed as the cost of maintaining an existing customer is much less than acquiring a new customer in a service transaction. It is a well-accepted fact that associations with the customers prosper when marketers take the extra effort to reach the customers and to satisfy their unsatisfied needs and expectations.

Service industry has been the forerunners in implementing CRM practices [ 2 ]. Customer Relationship Management in Banks The instigation of financial sector reforms has led to swift progress in the banking industry in India. The influence of financial sector transformation aimed to increase the effectiveness and the competitiveness of the monetary structure.

The establishment and the functioning of new generation technology driven banks have given a new face to the Indian Banking industry.

CRM is a vital factor to improve the performance of the banks [ 3 ]. In order to excel in their services, the present day banks have shifted their focus from the twin functions of accepting of deposits and lending of loans to anytime and Anywhere Banking. Customers are considered as the fundamental non-core financial asset by the banks across the globe in the present day scenario. Courteousness, correctness and rapidity are the imperative factors in the efficient running of a bank.

A highly satisfied customer will market for the bank and bring in more new customers to increase the business of the banks [ 4 ]. The banks should adopt novel strategies and policies to decide on what to offer, whom to be focused, when to approach, how to promote and be unique in product and service offerings to increase their profitability. Banks need to make a difference in them by offering general products to meet the general demands of the customers and to offer customized services for the specific requirements of the customers.

Banks should identify right type products for the right type of customers. This would help the banks to serve the customers in the with utmost cost efficiency. This will lead the banks towards customer satisfaction and customer loyalty.

customer relationship management in marketing financial services

Statement of the Problem There is a revolution happening in the banking industry. The customers are occupying the Centre stage outshining other factors. The customers are flooded with lot of information and becoming more tech savvy. This has increased the competition among the bankers.

customer relationship management in marketing financial services

The competitive forces over the years are compelling the banks to concentrate more on increasing the number of customers and in providing better service quality. In other words CRM has become a major focus for the banks. The banks in the present era are facing stiff competition and they are struggling to find a place in the industry.

They have realized the fact that CRM is a powerful tool to achieve success in their business. CRM is an effective tool for the bankers to acquire new customers and to retain the existing ones.

CRM in the banking sector is of strategic importance [ 5 ]. The banks are confronting numerous problems in attracting new customers and in maintain the existing customer base. Implementation of CRM poses a greater challenge to the banks after acquiring the customers. The various ways and means through which CRM is implemented by the banks determine the success or failure of the entire concept.

Customer Relationship Management Is Now Considered A Necessity In Modern Financial Services

The banks should concentrate highly on the valid elements of their CRM strategy for generating customer satisfaction and customer loyalty. This will be possible only with the help of effective and efficient communication with the customers.

Effective interaction between the bankers and the customers will help the banks to implement CRM in the best possible manner [ 7 ]. Any concept which is implemented would yield better results only when the same is maintained over a period of time. CRM is not an exception to this rule.

There exists a wide plays the role of boundary spanning that manages and distributes customer information.

Customer Relationship Management Is Now Considered A Necessity In Modern Financial Services

But the space between marketing and Information Technology affects the effective implementation of CIS. The CIS must be modified in order to establish a better communication system between the customers and the business [ 8 ].

The banks cannot be assured of the fact that their customers would continue to transact with them once the relationship is established. With many financial institutions now offering multi-channel access, customer relationships are becoming more complex to handle. CRM can be used as the best tool for information tracking about the previous interaction of the customers with the business.