An effective study on customer relationship management ( CRM) in Axis bank

“AN EEFECTIVE STUDY ON CUSTOMER RELATIONSHIP

MANAGEMENT (CRM) IN AXIS BANK”

A PROJECT SUBMITTED TO
University of Mumbai for partial completion of the degree

BY
MR .DEVANG AVINASH KARPE

UNDER THE GUIDANCES OF

Asst. Prof. (MS.) Bhavika Khadapkar

SHETH T. J. EDUCATIOM SOCIETY’s,

SHETH N.K.T.T COLLEGE OF COMMERCE &
SHETH J.T.T COLLEGE OF ARTS,KHARKAR ALI,
THANW (WEST)
APRIL 2022

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An effective study on customer relationship management ( CRM) in Axis bank

SHETH T. J. EDUCATIOM SOCIETY’s,

SHETH N.K.T.T COLLEGE OF COMMERCE &
SHETH J.T.T COLLEGE OF ARTS,KHARKAR ALI,
THANW (WEST)

Certificate
Of
Project work
This is to certify that, Mr. DEVANG A. KARPE T.Y BCOM (Banking and Insurance).Seat
No:----- has undertaken &completed the project titled “AN EEFECTIVE STUDY ON
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN AXIS BANK”
During the academic year 2021-22 under the guidance of Asst. Prof. (MS.) Bhavika
Khadapkar submitted of 2022.
To this college in fulfilment of the curriculum of BACHLOR OF BANKING AND
INSURANCE , UNIVERSITY OF MUMBAI.
This is a bonafide project work & the information presented is true & original to the best of
our knowledge & belief.

PROJECT GUIDE EXTERNAL EXAMINER

COORDINATE PRINCIPAL

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An effective study on customer relationship management ( CRM) in Axis bank

Declaration
I, the undersigned Mr. DEVANG .A. KARPE, hereby declare that the work
Embodied the project work titled “AN EEFECTIVE STUDY ON CUSTOMER
RELATIONSHIP MANAGEMENT (CRM) IN AXIS BANK” forms my own contribution
to the research work carried out under the guidance of Asst. Prof. (MS.) Bhavika
Khadapkar is a result of own research work and has not been previously Submitted to any
other University for any other Degree/Diploma to this or any other University.
Wherever reference has been made to previous work of others, it has been clearly indicated as
such and included in the bibliography.
I, here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

Mr. DEVANG .A. KARPE

Leaner

Certified by

Asst. Prof. (MS.) Bhavika Khadapkar

PROJECT GUIDE

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An effective study on customer relationship management ( CRM) in Axis bank

Acknowledgment
I would like to extend my heartfelt to all who have helped me for completion of the project.
A simple thank you would be insufficient because they are so numerous and the depth is so
enormous.
I would like to acknowledge the following as being idealistic channels and fresh dimensions
in the completion of this project.
I take the opportunity to thank the University of Mumbai for giving me chance to do this
project.
I would like to thank my Principal Dr.Dilip Patil for providing the necessary facilities
required for completion of this project
I take this opportunity to thank our SFC coordinator, Asst. Prof. Dr. Yogeshwari Patil for
her moral support and guidance.
I would also like to express my sincere gratitude towards my project guide Asst. Prof. (MS.)
Bhavika Khadapkar under whose guidance and care made the project successful .
I would like to thank my college library ,for having provided various reference books and
magazines related to my project.
Lastly ,I would like to thank each and every person who directly or indirectly helped me in
the completion of the project especially my parents & peers whp supported me
throughout ,my project.

Mr. Devang Avinash Karpe

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An effective study on customer relationship management ( CRM) in Axis bank

CONTENTS

SR.NO CHAPTERNO. TOPIC NAME PAGE NO

CERTIFICATE 2
DECLARATION 3
ACKNOWLEDGMENT 4
EXECUTIVE SUMMARY 7
1 INTRODUCTION TO BANK 9
1.1 ABOUT BANKING 9
1 1.2 BANKING 11
1.3 TYPE OF BANK
1.4 FUNCTION OF BANKS
1.5 ROLE OF BANKING
1.6 ADVANTAGE AND
DISADVANTAGE
2 RESEARCH DESGIN
2.1 OBJECTIVE
2 2.2 HYPOTHESIS
2.3 REVIEW OF LITERATURE
2.4 SCOPE OF THE STUDY
2.5 METHOD OF COLLECTION OF
DATA
2.6 LIMITATION OF THE STUDY
3 CUSTOMER RELATIONSHIP
MANAGEMENT
3.1 INTRODUCTION
3 3.2 ORIGIN,CONCEPT AND A BRIEF
HISTORY OF CRM
3.3 CRM- CONCEPTUAL FRAMEWORK
4
4.1 NATURE AND SCOPE OF CRM
4 4.2 CRM PRINCIPLES
4.3 TYPES OF CRM

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An effective study on customer relationship management ( CRM) in Axis bank

4.4 NEED OF CRM IN BANKS

4.5 PRESENT AND FUTURE OF CRM IN
BANKING
4.6 SWOT ANALYSIS
4.7 MANAGEMENT OF CRM
COMPLAINTS
5
5.1 CRM PROCESS
5.2 BENEFITS OF CRM
5 5.3 GOALS REQUIRING CRM
SOLUTIONS
5.4 WHAT IS CUSTOMER SERVICE IN
BANKING?
5.5 HOW TO IMPLEMENT CRM IN
BANK?
5.6 IMPORTANCE OF CRM IN
BANKING SECTOR
6 AXIS BANK
6.1 ORIGIN OF AXIS BANK
6 6.2 HISTORY OF AXIS BANK
6.3 CRM IN AXIS BANK
6.4 HOW CRM IS USED IN TODAYS
BANKING SECTOR?
7 7 DATA COLLECTION
8 8 FINDING AND SUGGESTION
9 9 CONCLUSION
10 10 QUESTIONNARIE
11 11 BIBLIOGRAPHY

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EXECUTIVE SUMMARY

Banking is one industry where there is no middlemen serving the customer. The bank
deals with the customer directly. However with liberalization and globalization of the
economy, middlemen are gradually emerging in the banking industry. The banking
sector in India has made remarkable process since the economic reform in 1991. New
private sector bank have brought the necessary competition into the industry and
spearheaded the changes towards higher utilization of technology, improved customer
service and innovative products. In banking services, the marketing strategy starts with
developing customer profiles by which the bank can collect and analyses all relevant
information on customers. Customers are now becoming increasingly conscious of their
rights and are demanding more than ever before. In order to satisfy the customers'
needs new services may be introduced or the existing service of the bank may be
modified. Customer satisfaction prays an important role in banking services.

The recent trend show that most banks are shifting from a "product centric model" to a
"customer-centric modal" as customer satisfaction has become one of the major
determinants of business growth. In this context, prioritization of preference and close
monitoring of customer satisfaction have become essential for banks. Keeping these in
mind, an attempt has been made in this study to analyze the factors that are essential in
influencing the investment decision of the customer of the public sector banks.
Secondly, these studies also suggest some measures to formulate marketing strategies to
lure customers towards banks The study basically tries to identify the customers are
satisfied with their service among Axis bank and know about the customer preference
among Axis bank.

Customer Relationship Management (CRM) is a business philosophy which provides a

vision for the way your company wants to deal with your customers to deliver that
vision, you need a CRM strategy which gives shape to your sales, marketing, and
customer service and data analysis activities. For most companies, the aim of a CRM
strategy is to maximize profitable relationship with customers by increasing the value of
the relationship for both the vendor and the customer.

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Customer Relationship Management (CRM) has become inevitable for growth and
profitability of banks in present scenario marked by rising competition, technological
advancement and empowered customers. The CRM practices are adopted to generate
better understanding of the customer for product development, segmentation,
appropriate targeting. campaign management and maintenance of long term profitable
and mutually beneficial relationships with customers. In Indian banking Customer
Relationship Management is still at a nascent stage.

A very small proportion of its potential has been utilized. The concept has been
implements on a limited scale. The paper investigates the implementing of CRM
Software solution and new technologies may facilitates the new ways of working
required by a CRM strategy but simply implementing a CRM product will not in itself,
deliver increased Customer satisfaction. Any CRM initiatives should therefore start
with a vision and strategy which lies out the company's aim and objectives.

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Introduction on baking

ABOUT BANK

Finance is blood of trade, commerce and industry. Now-a-days, banking sector acts as
backbone of modern business. Development of any country mainly depend upon the banking
system

When you think of a bank, what image comes to mind? A bank is a financial intermediary for
the safeguarding, transferring, exchanging, or lending of money. Banks distribute “money” -
the medium of exchange. A bank is a business and banks sell their services to earn money,
and they need to market and manage those services in a competitive field. Learn more about
the fundamentals of banking

A bank is a financial institution and a financial intermediary that accepts deposits and
channels those deposits into lending activities, either directly by loaning or indirectly through
capital markets. 

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A bank may be defined as an institution that accepts deposits, makes loans, pays checks and
provides financial services. A bank is a financial intermediary for the safeguarding,
transferring, exchanging, or lending of money. A primary role of banks is connecting those
with funds, such as investors and depositors, to those seeking funds, such as individuals or
businesses needing loans. A bank is a connection between customers that have capital deficits
and customers with capital surpluses. 

Banks distribute the medium of exchange. Banking is a business. Banks sell their services to
earn money, and they must market and manage those services in a competitive field. Banks
are financial intermediaries that safeguard, transfer, exchange, and lend money and like other
businesses that must earn a profit to survive. Understanding this fundamental idea helps you
to understand how banking systems work and helps you understand many modern trends in
banking and finance.

The term bank is either derived from old Italian word banco or from a French word
Banque both means or money exchange table . In olden days, European money lender or
money changers used to display (show) coin of different countries in big heaps ( quantities)
on benches or tables for the purpose of exchange. The roots of banking can be traced to the
earliest civilizations Ancient civilization introduced the money changer who would exchange
currency from different countries so that merchants , traveller’s, and pilgrims could play
taxes or make religious offering .In the renaissance era, Italian city sates were home to the
first bank which financed trade , the state , and the crunch. In order to avoid the crunch’s
prohibition against usury ( charging interest the bankers would lend in one currency demand
repayment in another currency. Profit was thus earned by using different exchange rate at the
time the loan was made and when it was repaid .banking in India in the modern sense
originated in the last decades of the 18th century. The largest bank and the oldest bank still in
existence is the state bank of India related services it receives money from those who need it .
The government of India initiated measures to play active role in the economic life of the
nation 1948 envisaged a mixed economy .this resulted into greater involvement of the state in
different segment of the economy including banking and fiancé. The major steps to regulate
banking included .

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 The reserve bank of India, India central banking authority , was established in April
1935 .but was nationalized on 1st January 1948
 In 1949, the banking regulation Act was which empowered the Reserve Bank of
India (RBI) to regulate , control , and inspect the banks in India the Banking
Regulation Act also provided that no new branch or b of bank existing bank could
have common directors.

1.2 BANKING

Bank is a lawful organization, which accepts deposits that can be withdrawn on demand.
It also lends money to individuals and business houses that need it. Bank also render
many other useful services – like collection of bills, payment of foreign bill , safe keeping
of jewellery and other valuable items, certifying the credit worthiness of business , and
so on . Bank accept deposits from the general public as well as from the business
community. Anyone who saves money for future can deposit his saving in a bank.
Businessmen have income from sales out of which they have to make payment for
expenses . They can keep their earning from sales safely deposited in bank to meet their
expenses from time to time. Bank give two assurances to the depositors

1 Safety of deposits, and

2 Withdrawal of deposits, whenever needed.

On deposits bank give interest which adds to the original amount of deposits it is a great
incentive to the depositors .the activities carried on by banks are called banking activity “
Banking” as an activity involve acceptance of deposits and lending or investment of
money . it facilitates business activities by providing money certain services that helps in
exchange of goods and service . therefore banking is an importance auxiliary to trade . it
not only provides money for the production of goods and service but also facilitates their
exchange between the buyer and seller . you may be aware that there are law which
regulate the banking activities in our country . Depositing money in banks and borrowing
from bank are legal transactions .Banks are also the control of government .

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An effective study on customer relationship management ( CRM) in Axis bank

The oldest bank in existence in India is the state bank of India , Which originated in the
Bank of Calcutta in June 1860, which almost immediately become Bank of Bengal. This
was the three presidency bank . the other two being the Bank of Bombay and the Bank of
Madras all three which were established under charters from form British east India
company . for may years the presidency bank acted as quasi-central bank as did their
successors. The three bank of India which upon India independence become the state
bank of India in 1955.

DEFINITION OF INBANKING

As per banking Regulation Act , 1949 defines banking as “Accepting for the purpose of
lending or investment of deposit of money from the public , repayable on demand or
otherwise , and withdraw able by cheque , draft or order

1.3 Types of Banks:

Banks provide a multitude of financial services beyond the traditional practices of holding
deposits and lending money. Commercial, retail, and central banks are three main types.

Understand the difference between the three: 

Commercial Banks: Provide familiar services such as checking and savings accounts, credit
cards, investment services, and others. Historically, offered their services only to businesses,
including credit and debit cards, bank accounts, deposits and loans, and secured and
unsecured loans. Due to deregulation, commercial banks are also competing more with
investment banks in money market operations, bond underwriting, and financial advisory
work. 

Retail Banks: Developed to help individuals not served by commercial banks. Provide basic
banking services to individual consumers. These institutions help customers save money,
acquire loans, and invest. They also offer a wide range of financial services to a broad
customer base. Examples include savings banks, savings and loan associations, and credit
unions and examples of products and services include safe deposit boxes, checking and
savings accounting, certificates of deposit (CDs), mortgages, and car loans. 

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Central Banks: Banks formed, owned, and regulated by the government to manage, regulate,
and protect both the money supply and the other banking institutions. Guarantee stable
monetary and financial policy from country to country. Typical functions include
implementing monetary policy, managing foreign exchange and gold reserves, making
decisions regarding official interest rates, acting as banker to the government and other
banks, and regulating and supervising the banking industry. Central banks serve as the
government's banker. Central banks issue currency and conduct monetary policy. 

Community development banks

Unlike retail and commercial banks, community banks are private, and their goal is social
responsibility. Marginalized communities are their main customer base. 

Investment banks

As evident by the name, investment banks focus on investing money — either a customer’s
or the bank’s — instead of loaning it. 

Online banks

Sometimes referred to as neobanks or virtual banks, online banks have no physical

establishments. They thrive on straightforward platforms accessible through the internet, so
you don’t have to worry about commuting to the bank. Most online banks partner with a
traditional bank to help manage their finances. 

Many traditional banks are beginning to offer mobile banking services online, too. 

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1.4 FUNCTION OF BANK

Commercial bank being the financial need of sector such type of function . It satisfied the
financial need of the sectors such as agriculture , industry, trade , communication etc .
that means they play very significant role in a process of economic social need. The
functions performed by bank are changing according to change in time and recently there
are become customer centric and widening their functions . generally the function of the
bank are divided into two categories viz. primary function and secondary function .

Accepting Deposits
Making Advance
Primary function
Credit Creation

Secondary Agency function

functions Utility function

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PRIMARY FUNCTION

Bank performs various primary function some of them are given below.

1 ACCEPTING DEPOSITS

Bank accepts various type of deposits from public especially from it clients it includes saving
account deposits , recurring account deposits, fixed account deposits etc these deposits are
payable after certain time period

2 Making advances

The bank provide loan and advances of various forms. it include an overdraft facility cash
credit , bill discounting etc they also give demand and term loan to all type of client against
proper security.

3 credit creation

It is most significant function of commercial bank while sanctioning loan to a customer a

bank does not provided cash the borrower instead it open deposit account from where the
borrower can withdraw in order words while sanctioning a loan a bank automatically creates
deposits this is known as credit creation from bank

Secondary function

Along with the primary function each bank has to perform several secondary function too. It
includes many agency function or general utility function.

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An effective study on customer relationship management ( CRM) in Axis bank

1 Agency function

Various agency function of bank are as follows…

 To collect and clear cheque , dividends and interest warrant .

 To make payment of rent , insurance premium etc..
 To deal in foreign exchange transactions.
 To purchase & ell securities
 To act as trusty attorney , correspondent and executor .
 To accept tax proceeds and tax returns.

2 General utility function:

The general utility function of banks included…

 To provide safely locker facility to customers.

 To provide money transfer facility.
 To issue traveller cheque
 To act as referees
 To accept various bill for payment e.g. phone bill, gas bill, water bill, electricity
bill etc …
 To provides merchant banking facility and for that bank may also charge certain
fess.
 To provide various cards such as credit card, debt card, smart card etc …

1.5 ROLE OF BANKING

Banks provide funds for business as well as personal needs of individuals . They play a
significant role in the economy of nation

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An effective study on customer relationship management ( CRM) in Axis bank

 It encourages savings habit amongst people and thereby makes funds available for
productive us
 It acts as an intermediary between people having surplus money and those requiring
money for various business activities .
 It facilitates business transaction through receipts and payments by cheque instead of
currency.
 It provides loan and advance to businessmen for short term and long term purposes.
 It also facilitates import export transactions . it helps in national development by
providing credit to farmers small -scale industries and self -employed people as well
as well as to large business houses which lead to balanced economic development in
the country.

1.6 Advantages & Disadvantages of Banks

: Advantages of bank

Safely storing the public's wealth. 

Instead of walking around with wads of cash or hiding it under the floorboards, banks provide
you with a protected place to store your money without worrying about theft. 

The widespread availability of affordable loans. 

The qualifications for loans are relatively standard across most banks. Modern establishments
have broken this cycle by increasing accessibility to loans and offering more reasonable
requirements. 

: Propelling the economy forward. 

Banks often act as lenders for large amounts of capital to various economic sectors like
agriculture and small businesses, which, in turn, raises employment rates and spending
power. 

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The government expects banks to support particular facets of society. Rural or

underdeveloped communities and industries are two such areas. Investing and approving
loans in these areas increases development and modernization while building local branches
to improve access to banking services. 

Disadvantages of banks

It’s important to recognize that banks, even local banks, aren’t perfect and have downsides as
well. 

One: The chances of going bankrupt. 

Banks can suffer if customers spend less or decide to withdraw their money out of fear that
the bank will go bankrupt. This can occur in a crashing economy, as seen during the Great
Depression. 

Two: The risk of fraud and robberies. 

Online banking is extremely convenient. With the click of a button, you can withdraw or
transfer money, set up a new checking account or savings account, or pay your monthly
balance off. 

Unfortunately, this also means that it’s far easier for another party to access your information.
Cybercrime and identity theft have been increasing over the years. Banks have increased their
safety precautions and, therefore, they also charge customers more money. 

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. CHAPTER 2

RESEARCH DESIGN

2.1 OBJECTIVE

The objectives of the study are stated as follow:

 To understand the concept of CRM .

 To study the nature and scope of customer relationship management (CRM) banking
sector.
 To study about Axis bank and various product and services including Customer
Relationship Management
 To recommend suggestion to improvise function of Axis bank through Customer
Relationship management (CRM)
 To examine the relationship of customer and service provider.

2.2 HYPOTHESIS

The hypotheses which are proposed to be verified are as follow:

 Customer relationship management in Axis is satisfactory

 Customer relationship management (CRM) in banking helps in developing better
service to customer.
 New technology adopted by Axis bank through customer Relationship
Management (CRM) has improved the number of customers in bank.
 People are quite aware about Axis bank

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2.3 REVIEW OF LITERATURE

A strong well functioning financial sector is crucial for any- economy -be it industrial ,
emerging market or even low income. As an economy grows matures its financial sector too
must grow with it .So banking system remain focal point in the financial setup of any
developing country . The system of banking is invariably linked to a country economic fabric
and is a witness of economic change. Both internal and external environment influences
banking system. With the change in the very concept of baking and with entry of state in its
administration banking has assumed enormous importance as subject to analysis and
research.

As per the studies which are as follow-

 Chidambaram R.M and Alamelu (1994) in their study entitled “profitability in

bank a matter of survival ” pointed out the problem of declining profit margins
India the public sector counterparts. It was observed that in spite of similar social
obligations; almost all the private sector banks have been registering both – high
profits and high growth rate with respect to deposits advances and reserves as
compared to the public sector banks regional orientation better customer service
proper monitoring of advances and appropriate marketing strategies are the secrets
behind the success of public of the private sector banks.

 Das A . (1997) in his paper on “ Technical and scale the public sector banks in
India ” The study found that there is decline in overall efficiency due fall in
technical efficiency .Which was not offset by an improvement in locative efficiency
However , it is pointed out that the deterioration in technical efficiency was mainly
was mainly on account of few nationalized banks.

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An effective study on customer relationship management ( CRM) in Axis bank

 Deb and Kalpada (1998) in their study entitled “India Banking since
independence’’ studied the growth of banking in India covering the period from
1966-1987. The analysis revealed that the structure of the banking system changed
considerable over the years it was further pointed out that the quantitative growth of
the public sector bank was no doubt significant in some of the area but qualitative
improvement , by and large lacked in desired standards

 Chowdari Prasad and K.S. Srinivasa Rao ( 2004) in their paper “Private sector
banking in India – A SWOT Analysis” studied the performance of all private sector
banks . As per the criteria selected like efficiency , financial 29 strength ,
profitability and size of scale , it is revealed that the private sector bank are in
position to offer cost – effective , efficient products and services to the customer
using technology , best utilization of human resources along with professional
management and corporate governance principles .

 Subbaroo PS (2007) in his paper changing paradigm in India Banking Gyan

management has concluded that the India banking system has undergone
transformation itself from domestic banking to international banking .however , the
system requires a combination of new technologies , well regulation risk and credit
appraisal . treasury management product diversification internal control , external
regulation and professional as well as skilled human resource to achieve the height
of the international excellence to play its role critically in meeting the global
challenge.

2.4 SCOPE OF THE STUDY

The study basically tries to identify whether the customers are satisfied with the customer
care services offered by AXIS bank and know about the customer’s preference…

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An effective study on customer relationship management ( CRM) in Axis bank

2.5 METHOD OF COLLECTION OF STUDY

Primary data:

Primary data will be collected thought questionnaire and personal interview. Personal
interview and discussion was made with customer of axis bank or any other bank.

Secondary data :

Though this study is purely fact finding in nature a lot of secondary data are required for its
successful completion Hence it is necessary to explain in details the methods by which these
data are sought to be collected . this research study is purely relied on secondary data .

The secondary data required for the study could be obtained mostly from book efforts would
be made to collect as much information from the internet about the Axis bank and customer
Relationship Management (CRM) in Axis bank .These information would make the analysis
exhaustive and through going in every respect.

2.6 LIMITATION OF THE STUDY

The study is limited to particular branch of Axis bank since the time is less the researcher has
taken a sample of 100 people and it will not reveal the whole population of country

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CHAPTER 3

CUSTOMER RELATIONSHIP MANAGEMENT

INITRODUCTION

CRM stands for customer Relationship Management . Customer relationship Management is

a Key component of business today . The concept is very crucial as it in corporate customer
service. Customer satisfaction customer value customer loyalty . customer retention , etc.

RM is a business philosophy which provide a vison for the way the company want to deal
with customer. To meeting the customer demand and managing the customer relationship is
becoming over the more complex as the number of channels through which interaction can

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An effective study on customer relationship management ( CRM) in Axis bank

taken place has grown to encompass the telephone , world wide web ( www) , e-mail
television as well as traditional high street outlets and direct mail.

Today may businesses such as bank insurance companies and other service providers realize
the importance of customer relationship management (CRM) and its help them acquire new
customers retain existing once and maximize the lifetime value . At this point , close
relationship with customer will require a strong coordination between IT and marketing
department provide a long-term retention of selected customer .The role of customer
relationship management in banking sector is very important and the need for customer
relationship management ti increase customer value by using some analytical methods in
applications .

CRM is sound business strategy to identify the bank most profitable customer and prospects
and devotes time and attention to expanding account relationships with those customer
through individualized marketing , reprising , discretionary decision making and customized
service-all delivered through the various sales channel that the bank uses . A compaign
management in a bank is conducted using data mining tasks such as dependency analysis
cluster profit analysis concept description and data visualization . the model developed here

answers what the different customer segments are who more likely to respond to a given offer
is which customer are the bank likely to lose which most likely to default on credit cards is
what the risk associated with this loan applicant is .

an literature, many definitions were given to describe CRM. During the last decades there has
been strong orientation on customers‟ satisfaction by fulfilling their needs and wants as
means for the achievement of organization objectives. This underlying motivation on
customer focus is clear mission to create value for customers, stay profitable and gain desired
performance. By creating value for customers organizations would gain customers‟ loyalty,
which in turn would result in business‟ growth and profits. The main difference among these
definitions is technological and relationship aspects of

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3.2 ORIGIN , CONCEPT AND A BRIEF HISTORY OF CUSTOMER

RELATIONSHIP MANAGEMENT.

CRM origination in early 1970s when the business unit had a manifestation that it would be
advisable to become “customer emphatic” rather than that “product” the famous writer and
management consultant PETER DRUCKER wrote

“ THE TRUE BUSINESS OF EVERY COMPANY IS TO MAKE AND KWEEP

CUSTOMERS”

It is very hard to trace back the actual origin of customer Relationship Management ( CRM )
is found in early eighties and according to other in late eighties

The concept was originally developed by US marketing strategy consultant don peppers and
Martha Rogers and first published in the Harvard Business review almost five year ago “ The
more customer teach the company ’’they explained “the better it gets at providing exactly
what the customer want – exactly how they want it- and the more difficult it will be for a
competitor to entice them away ”

DEFINITION OF CRM

Customer relationship management ( CRM)is co-ordinate approach to the selling

process allowing the various operational customer contact and sales promotional
function of an organization to function as whole”

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BRIEF HISTORY OF CRM

According to stead (2001) of secure consulting during late 1960s in the seminal article on
marketing management guru Ted Levitt suggested that the purpose of a business was to
“create and keep a customer ”he advocated that the modern firm should view “ the entire
business process as consisting of tightly integrated effort to discover create arouse and satisfy
customer needs further CRM is a tool convert existing customers and new customer as
participants or partner of the enterprise. Obviously in CRM terminology customer are the
king and consumerism is ruling ccrendo . this true of any organization like financial
institution like the AXIS BANK the area of study it is seen that Mahatma Gandhi put
emphasis on customer while defining that;

 A customer is the most importance person in any business

 A customer is not dependent on us, we depend on him.

 A customer is a part of our organization not an outsider

 A customer is not cold statistics .they are flesh and blood human being with a feeling
and emotion like our own

 A customer is not an interruption in the work , but he is the purpose of it .

So customer relationship is a key area in innovating marketing . in its customer

acquisition is a prime factor . For effective acquisition of and institution are applying
more and more people focused approaches additionally the consumer or beneficiary
benefits is the key motive in customer acquisition enquiry interaction , exchange, co-
ordination and adoption are the stages by which the customer has be taken it .

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An effective study on customer relationship management ( CRM) in Axis bank

Next to acquisition the customer retention is the strength of thr flourishing organization
really customers come into organization net by chances occasion, loyalty repetition and
choice . As such that retention is considered as an asset , winning edge driving force a
partner and scarce resource provider further customer retention is closely linked to
customer loyalty in the life cycle of customer the well noticeable stages are been followed

 Acquisition
 Retention
 Attrition
 Defection
 Reacquisition

3.3 CRM – CONCEPTUAL FRAMEWORK

Customer Relationship management ( CRM) is the strategy for building managing and
strengthen loyal and long – lasting customer relationship . CRM is a customer centric
approach based on customer insight its ultimate objective is toward personalized handling
of customer as distinct entities through the identification and understanding of their
differentiated need preferences and behaviours .

According to Philip Kotler CRM is defined as ,

“ CRM is the process of carefully managing detailed information about individual

customer and all customer “ touch point ” to maximize customer loyalty ”

it can also be described as a business strategy comprised of process organization and

technical change better manage business around customer behaviors.

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An effective study on customer relationship management ( CRM) in Axis bank

CHAPTER 4

4.1 NATURE AND SCOPE OF CRM

Customer relationship management is all about getting closer to your customer

The customer is king this credo is more powerful relevant and true today then even before in
truly customer drive economy success 24 depends on a company ability to be with the
customer on a round with … clock basis … satisfying all the product and service specific
need simple stated , customer Relationship management (CRM) is bout finding getting and
retaining customer . customer Relationship Management is one of the hottest and most tslked
about topics in the industry today and good reason . industry analysts recently reported thar
CRM.

Expenditure will from $2. 8 billion in 1999 to 11 billion by 2003. CRM is all about building
long term business relationships with your customer it is best described as the blending of
intended business efficiently and effectively manages the activities that effect their
relationship with there customer . the ultimate goal is to meet and exceed customer
expectation , create a positive customer experience and build customer loyalty.

EVOLUATION OF CRM

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An effective study on customer relationship management ( CRM) in Axis bank

In today’s changing and competitive environment, organizations recognise that customers are
essential for the business and the success of the organization depends upon successfully
managing relationships with them (Boulding et al. 2010). It becomes more significant for
service providing organizations like bank to keep customers happy because it is the clients
that keep business going (Bikker and Bos, 2009). Intensification of economic globalization
creates competition among organizations and enforces a climate of constant change. In the
ever changing and fiercely competitive environment, only those organizations can survive
which compete successfully to win new customers and keep the existing ones (Johnson,
2009). Gaining and retaining clients has never been more significant especially for banks
whose main area of business is dealing with customers and selling financial packages to them
(Chen and Popovich, 2007). Over the past few years, there has been phenomenal growth of
consumer banking in India (Jha, 2008). This unprecedented development has been due to
growth in Indian economy and government’s decision to privatise many banks. Banks realize
that customer relationship is a crucial aspect for the success as it is needed to sell the services
to generate profits (Raab, 2008). Keeping customer satisfied requires an effective strategy
that can assist in maintaining valuable customer relationship and offer customers life time
value like Customer Relationship Management (CRM) (Wang, 2008).

As CRM evolved many company assumed that just bolting on new technology or adding
services would enhance customer relationship. This assumption was pernicious as it was false
. after all you can sell what to buy no matter how efficient and service oriented you sales
channel and as gathering customer insights be careful what you wish for they were left with
sophisticated tools that offered little real value . the belief is that third wave of CRM will
bring about the ultimate transformation of customer experiences – not just by strengthening
sales and service or even or promoting interaction with your customer -but by creating a
series of intelligent conversation that build over the time into a long term meaningful
dialogue in this next evolutionary phase CRM information will be exchange and acted on in
real time naturally note every conversation will be profitable . But the service of the
conversation and the ongoing knowledge transfer will continue to grow creating a memorable
and differentiated customer experience and in the long run a profit able relationship .

THE EVOLUTION PROCESS OF CRM HAS WORKED AS FOLLOWS :

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An effective study on customer relationship management ( CRM) in Axis bank

 Transaction based
 Customer Acquisition this naturally led to acquisition as the only strategy for the
business to grow and expansion of the customer base was the key for
 Customer retention the factors like fierce competition in growing number of vendors
closing gap in and performance commerce , technological innovation made it
necessary for the vendors to adopt strategies for customer retention .
 Relationship management this was the next step in the evolution where for retention
and acquisition both factor beyond just the pricing and quality of the product need to
be looked into. The creation of long term relationship with customer by offering value
added service and creating long term value for mutual benefit was the key

4.2 CUSTOMER RELATIONSHIP MANAGEMENT PRINCIPLES

involment of
people

system Differentiate
approach offerin

increase
loyalty

process customer
approach focus

leadership

The
main principles of CRM can be grouped into seven guiding factors

A customer focus :

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An effective study on customer relationship management ( CRM) in Axis bank

the first and foremost important guiding principle in CRM is customer focus . A customer is
the final arbiter of quality value and price of a product or service . A satisfied customer only
assign value of service , on the contrary , to dissatisfied customer product or service has no
value , even if the concerned service or product has to be designed with lot of effort, energy
and cost after a through planning .

So customer delight or customer satisfaction is the essence of any CRM program as a part of
this focus on customer , bank should be ensure the client are enhancing customer
satisfaction . Successful CRM focuses on understanding the need and desire of the customer
and is achieved by placing these need of heart of the business by integrating them with the
organization strategy , people technology and business process .

B Leadership :

Persuasion judgment and decision – making abilities are the main attributes of quality
leadership . when there is a slight chance of getting a business but the client is hesitating or in
fix , or not in a position to decide properly it should be followed up by the relationship
manager by patient hearing mid counselling and to stand by the side of the prospective client
to help clear his doubts and make him feel happy by realizing that he is going in the right
direction and he is very right in choosing his requirement .

The following point may be found helpful in this regard

 It is to be communicated to all employees that all customer should be given a proper
hearing it should be supported from all level
 Way and means should be identified and practiced of getting and staying closer to
customer
 Proper respect should be collected from them with humble and polite approach .
proper value should be given to their feedback

Process approach

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A process transforms and input into desired output by the use of resources , energies and
time .in producing an output there may one single process or group of inter- related
processes

Proper attention should be given to the following point :

 All processes should be de- singed keeping in view the requirement and desires of
the customer within the policy resource availability strategy of the company .
 Time involved in processing should be minimum with least waiting time to the
customer . if required delegating of authority and assignment of account – ability
at various executive level should be addressed revised and fine -tuned to meet
their requirement
 All processes should be properly integrated to meet the goal congruence and
should not function at cross – purpose
 There should be in be in built control mechanism for ease of measuring reviewing
and taking corrective action

D system approach

Customer requirement one level of commitment that level implies a system that is reactive
and provides to customer what they want but the target should be achieve more and to exceed
the customer expectation to accommodate future requirement and to build a cushion against
to competitor attributes .

CRM denotes the management of the entire system and not confined to only one pr the other
sub- systems functional department CRM is based on system approach to management the
total system as whole should decided what product to make or what service to offer, what
should be the quality involved what should be the price , what market and customer to target
upon and similar other issue

E . Involvement of people :

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An effective study on customer relationship management ( CRM) in Axis bank

The fundamental of CRM bear the genes of the Customer Relationship through involvement
of people i.e. the work– force the disposal of the organization the whole gamut of CRM is
for the people , of the people and by the people . people involvement in all level essential for
the success for CRM program .

Drawing of money through ATMs instead of physical presence in the branch for withdrawal
of the cash through cheque or withdrawals form may be sited as example , to obtain the full
benefits to people involvement the human resource management should be focus on
employee empowerment productivity linked reward and zero defeat services oriented training
and total quality management

F. Differentiate offering :

The following diagram depicts how customer can be divided into 4 categories based on how
much service they demand and how much business they bring of the company.

1. Low value customer requiring high service.

2. High value customer requiring high service.
3. Low value customer requiring low service.
4. High value customers requiring low service.

Any organization or business will try convert quadrant 1 customer to quadrant 2 customer or
change them into your competitors low value customer Any business will try to retain
quadrant 2 customer seeing to it that the information about high level of service does not
spread . Quadrant 3 customer have to be retained at the same level and if possible must be
converted into high level of customer .Quadrant 4customer are generally known as cash cows
and their number should be increased

G. Increase loyalty

The loyalty that a customer has toward a business is dependent upon what he thinks about the
company in his mind so any business will try to increase the loyalty in the mind of customer
for this the bank has to invest in term of the product and service offering to its customer it has
innovated and meet needs of its client so that they advocate the business to other

Over the lifetime of a customer he\ she must pass through the following stage

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Suspect

Prospect

Customer Client

supporter

This possible only if at each stage the correct kind of service is provided
Advocate

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An effective study on customer relationship management ( CRM) in Axis bank

4.3 TYPE OF CRM

A OPERATIONAL CRM

The operational CRM includes technologies and business processes that can improve the
efficiency and accuracy of day-to-day customer facing activities. These activities include sale
marketing and consumer service. The sales force automation includes opportunity
management, accountant, sales encyclopedia. sales forecasting and sales analysis activities
Marketing automation includes activities like marketing campaign planning and execution,
and campaign analysis. Customer service activities include customer service, customer ort,
and field service and quality management Supply chain management, ERP and legacy
systems are considered as back office where as sales force automation, customer service
and marketing are considered as the front office activities Mobile sales and field service are
known as mobile office operations Operational CRM integrates the mobile office front office
business processes and the delivery channels and the back office activities

B. ANALYTICAL CRM

Analytical CRM is used for analyzing customer data to support operational CRM activities.
They are used to identify different pattern behavior of customers, profiling and segmenting
the customers using the analysis tools and data warehouse Analytical CRM provides a 360
degree view of customer which is essential to develop and optimize customer relationships.
The data mining tools and the OLAP tools perform the analysis of the customer and other
organizational cate and provide the results to the operational CRM with a view to maximize
the outcome of each customer contact

C COLLABORATIVE CRM

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An effective study on customer relationship management ( CRM) in Axis bank

Collaborative CRM includes all the components that manage and integrate activities across
the entire customer contacts ports collaborative technologies include call centres web e-
mail tax and intelligent agents Collaborative CRM facilitates the customer interaction with
organization and also interaction between sales and marketing people with the customer.
The interaction can take different forms and diverse media. The interaction points include
call center or customer interaction canters, sales call field service Web interaction can
includes self configurations service publishing and catalog and The

4.4 NEED OF CRM IN BANKS

Bank merely an organization it accepts deposits and ends money to the needy persons, but
banking is the process associated with the activities of banks. It includes issuance of
cheque and cards monthly statements timely announcement of new services helping the
customer to avail online and mobile banking etc: Huge growth of customer relationship
management is predicated in the banking sector over the next few years

Banks are aiming to increase customer profitability with any customer retention . This paper
deals with the role of CRM in banking sector and the need for it is to increase the customer
value by using some analytical methods in CRM applications. It is a sound business strategy
to identify the bank's most profitable customers and prospects and devotes time and
attention to expanding account relationship with those customers through individualized,
marketing prong discretionary decision making

In banking sector, relationship management could be defined as having and acting upon
deeper knowledge about the customer, ensure that the customer such as how to fund the
customer get to know the customer keep in touch with the customer ensure that the
customer gets what he wishes from service provider and understand when they are not
satisfied and might leave the service provider and ad accordingly

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An effective study on customer relationship management ( CRM) in Axis bank

CRM in banking industry entirely different from other sector because banking industry
purely related to financial services, which needs to create the trust among the people
Establishing customer care support during on and off official hours, making timely
information about interest payments, maturity of time deposit issuing credit and debit cum
ATM card, creating awareness regarding online and Shanking adopting mobile request etc
are required to keep regular relationship with customers

The present day CRM includes developing customer base The bank has to pay adequate
attention to increase customer base by al means it is possible if the performance is at
satisfactory level the existing clients can recommend other to have banking connection with
the bank he is operating Hence asking reference from the existing Customers can develop
their client base the base increased the profitability innovative CRM to capture and retain
the customers There is a shift from bank centric activities to customer centric activities are
adopted The private sector banks in India developed much innovative strategies to attract
new customers and to retain existing customers CRM in banking sector is still in
evolutionary stage, it is the time for taking ideas from customers to enrich its service The
use of CRM banking has gained importance with the aggressive strategies for customer
acquisition and retention being employed by the bank in today's competitive market. This
has resulted in the adoption of various CRM initiatives by these banks.

STEP TO FOLLOW:

The following steps minimize the work regarding adoption of CRM strategy These are

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An effective study on customer relationship management ( CRM) in Axis bank

> Identification of proper CRM initiatives.

> Implementing adequate technologies in order to assist CRM initiative

Setting standards (target) for each initiative and each person

involved in that circle Evaluating actual performance with standard or benchmark

4.5 PRESENT AND FUTURE OF IN BASNKING

PRESENT FUTURE

The present :

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An effective study on customer relationship management ( CRM) in Axis bank

Now -a -day , organization are moving through several stage of customer Relationship
management ( CRM) as shown in the table below

Stage State Culture

Satisfaction base Re – active Meet customer need .
Responds to complaints
minimal evaluation of
customer service level .
Performance based Pro- active Evaluate customer
perception identify customer
retention factor.
Commitment based Very pro- active Evaluate multiple customer
need . Continuous inbound \
outbound flow and feedback
. Continuous improvement

As can be from the above table a bank can be just into CRM (satisfaction based), deep into
CRM (performance based) or very much deep into CRM (commitment based) Depending
upon the bank's commitment to keep its customers happy it could be in reactive mode
proactive mode or very proactive motive in reactive mode the bank company reacts to
customer needs as it arises

For example when a customer demands faster service then the company/bank gets
together to deliver it In the other two states the business tries to provide the services to the
customer before they ask for

The future:

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An effective study on customer relationship management ( CRM) in Axis bank

 According to graham Harkins the following is the summery of what the uture holds

 . Customer will play a significant role in managing relationships • Service models will
continue to change

 . The web will create globalization but will replace the need for people. at least not
for the fore seeable future.

 Loyalty programs will be the necessity in order to retain customers.

Bank merely an organization it accepts deposits and lends money to the needy persons, but
banking is the process associated with the activities of banks It includes issuances of cheque
and cards monthly statements, timely announcement of new services helping the
announcement to avail online and mobile banking etc Huge growth of Customer
relationship management is predicted in the banking sector the next few years Banks are
aiming to increase customer ability with any customer retention. This paper deals with the
role of in banking sector and the need for it is to increase customer value ng some analytical
methods in CRM applications. It is a sound ness strategy to identify the bank's most
profitable customers and prospects and devotes time and attention to expanding account
relationships with those customers through individualized marketing ong discretionary
decision making

banking sector relationship management could be defined as having and acting upon deeper
knowledge about the customer ensure that the stomer such as how to fund the customer,
get to know the customer eep in touch with the customer ensure that the customer gets
what he ushes from service provider and understand when they are not satisfied and might
leave the service provider and act accordingly

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An effective study on customer relationship management ( CRM) in Axis bank

CRM in banking industry entirely different from other sectors, because banking industry
purely related to financial services, which needs to create the trust among the people
Establishing customer care support during on and off official hours, making timely
information about interest payments, maturity of time deposit issuing credit and debit ATM
card creating awareness regarding online and e-banking, adopting mobile request etc are
required to keep regular relationship with customers The present day CRM includes
developing customer base The bank has to pay adequate attention to increase customer
base by all means, it is possible if the performance is at satisfactory level, the existing clients
can recommend others to have banking connection with the bank he is operating Hence
asking reference from the existing customers can develop their client base If the base
increased, the profitability is also increase Hence the bank has to implement lot of
innovative CRM to capture and retain the customers. The private sector bank in India
deployed much innovative strategies to attract new customers and in retain existing
customers CRM in banking sector is still in evolutionary stage, it is the time for taking ideas
from customer to enrich its services

4.6 SWOT ANALYSIS

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An effective study on customer relationship management ( CRM) in Axis bank

SWOT analysis take into account the strengths, weaknesses. opportunities and threats
facing a business, organization or operation, in ems of serving customers, stakeholders and
their own employees. A SWOT analysis of the banking industry will list these four
components and for executives management the area the industry is performing well in not
so well in the SWOT also highlights the areas where there is opportunity to develop further
and areas where there is to be hurt in the future.

SWOT ANALYSIS
Strength 1. The biggest bank in country
2. Has a separate act for itself thus a special privilege
3. Biggest branch network in the country
4. First public sector to move to CBS
Weakness 1. Huge amount to staff
2. Expected to experience high level of attrition due
retirement of its top management
3. Still carries the image of the old government sector
bank .
Opportunity 1. Pool in talent to replace the going top[ management
to serves the next generation 0
2. Make better use of its CRM
3. Expansion into rural area
1. Thereat 1Consolidation among private bank
2. New bank licenses by RBI
3. Foreign banks that have sophisticated products

The "strengths" portion of the banking industry's SWOT analysis is a list of the internal
operational elements where the banking industry is succeeding or excelling. These elements
need to refer to features the industry can control and has a direct power to change For
example, the banking industry's strengths can include record high annual returns ,diversified
investment portfolio offerings, decreases in transaction and Increased market share

Weaknesses

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An effective study on customer relationship management ( CRM) in Axis bank

The weaknesses element of the banking industry's SWOT analysis is a of the internal
operational elements the banking industry needs to improve upon These elements needs to
refer to features the industry can control and has a direct power to change. For example,
the banking industry's weaknesses can include high loan rates, low bond credit ratings an
increased number of outstanding junk bones, an increase in pan-sharking activity and an
increased number of high-risk investments options

Opportunities:

The opportunities part of the banking industry's SWOT analysis is a list of the external
environmental elements the banking industry cam potentially take advantage of in the near
future or long-term These external environmental elements should not reflect the internal
components of the industry, but rather the factors or features outside the industry's
control. For eg the banking industry opportunities can include a growing economy, banking
deregulation increased client borrows an increase in a number of banks, an increase in the
money supply. government - set credit rates and larger customer checking account
balances

Threats

The threats component of the banking industry ‘s SWOT analysis is list of the external
environment element that can potentially harm the banking industry . the external
environmental element do not reflect the internal components of the industry , but the
factor or feature outside the industry control for e.g. the banking industry threats could
include a declining economy increased banking regulation large capital gains taxes new high
risk investment vehicles or high health care cost its importance to realized these example
are not black and white else it definitely stem the flow of new customer into the bank hence
the bank er should maker all efforts to improve service on a continuous basis

17 MANAGEMENT OF CUSTOMER COMPLAINTS

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An effective study on customer relationship management ( CRM) in Axis bank

arks have been taking serious note of the customer's complaints Reply within 24 hours in
ensured informing the status of complaint Even e highest authority le personally monitors
the progress regarding customer's complaints in the central bank

Customer retention:

Banks are keeping regular track of number of accounts closed an accounts where from
heavy withdrawals are taking place Reasons closure of accounts are also ascertained

Product innovation

Product innovation and modification of existing product are undertaken on an ongoing basis
to suit the changing need of the customer in retail banking .

Relationship pricing

Relationship pricing encourages customer to have multiple facilities and service with the
bank . many bank have introduced various schemes with freebies to attract new customer
on the one hand and establish a longstanding relationship through a spectrum of products

Customizing the relationship

Most of the bank have redesigned there account opening from with plethora of information
which will serve the twice purpose if establishing an abiding relationship with the customer
e.g. date of birth of accountholder , anniversary dates , children birthdate , and also crossing
selling of insurance policies etc

Customer satisfaction

CRM suggest that the level of the customer service should be aligned with the status of the
customer . A high net worth customer deserve worth customer deserve VIP treatment 20%
of such customer contribute to 90% of treatment , 20% of such customer contribute to 90%
of bank profit the customer belonging to high balance maintainer are profit customer which
should be given VIP treatment .

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An effective study on customer relationship management ( CRM) in Axis bank

Seven step of growth

1. It’s philosophy of caring and nurturing your customer .

2. It’s the organization and roles that deliver fulfilment of customer need .
3. It’s a strategy for growth based on predicating and fulfilling customer need .
4. It’s a set of best – practice business processes that support the strategy .
5. It’s a support application and within the information system infrastructure .
6. It’s a channels and information technologies that enable customer communication .
7. It’s the enterprise – wild information and data provide you with the knowledge of
the habit preference and concerns of your custome

CHAPTER – 5

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CUSTOMER RELATIONSHIP MANEGMENT PROCESS

Customer relationship Management or CRM is an information technology industry term for

methodologies , software strategies and other web based capabilities that help an enterprise
organize and manage customer relationship . for instance if marketing department run an
outbound campaign all of the information about customer and the program should be
retained for the sale staff to follow up on the customer service representative to answer and
quires and technical support to provide any field support CRM implies that everyone in the
enterprise focused on the customer Customer Relationship Management is the
establishment, development, maintenance and optimization of long term mutually valuable
relationships between consumers and organization's Successful CRM focuses on
understanding the needs at the heart of the business by integrating them with the
organization's strategy people, and technology and business process

Customer Relationship Management is the establishment, development, maintenance and

optimization of long term mutually valuable relationships between consumers and
organization's Successful CRM focuses on understanding the needs at the heart of the
business by integrating them with the organization's strategy people, and technology and
business process

Customer Relationship Management (CRM). also known

as IS RELATIONSHIP MARKETING and customer management concerned with creating,

developing and enhancing individualized customer relationships with carefully targeted
customer groups, maximizing their total customer life-time value Its focus on customer
retention as well as customer acquisition, with time, money and managerial resources at
both resources CRM is both a process and a corporate mission At its core, CRM is about
finding better ways toEnhance the customer experience That means looking to make the a
customer interface with sales, customer support, technical support, accounting etc. More

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An effective study on customer relationship management ( CRM) in Axis bank

friendly, knowledgeable and efficient Without question, retaining customers is far more
profitable than replacing them

Employees use CRM applications, most frequently associated with the front office, when
they are in direct contact with the customers and prospects

> Customer acquisition strategy that is targeted and based or understanding and mutual
value

> Customer retention strategy aimed at raising levels of customer satisfaction.

> Customer satisfaction with the organization that leads to customer loyalt

> Customer loyalty leading to greater share of the customer, low customer development
costs, referral business and custom partnering in new product or service development

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An effective study on customer relationship management ( CRM) in Axis bank

5.2 BENEFITS OF CRM

Profita
bility

Bank End to
produc end
tivity manage
ment

Customer Relationshi
service p driver
sales

CRM is the abbreviation for customer relationship management it entitles all aspects of
interaction that a company has with its customer. whether it is sales or service-related: A
carefully planned CRM strategy and initiative would bring in the following benefits to the
bank and the customers.

. Profitability - driven account planning:

It enables commercial banks to better understand the overall needs of their customers. Key
components include profitability based customer segmentation and integrated alignment
and performance management to allow commercial banks to coordinate their efforts and
drive cross - selling of non-interest, fee based

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An effective study on customer relationship management ( CRM) in Axis bank

End-to-end credit management

 Enables the efficient and consistent processing of commercial and components include
consistent credit request processing and streamlined account origination which helps
increase the quality of credit alios Compliance with regulatory procedures such as
regulation requirements) in built into the workflow of the solution

Relationship-driven sales

Includes components such as intelligent t client coverage and all reporting that help
commercial banks better coordinate limited sales and product resources to drive revenue
growth

Customer-centric services:

it allows commercial banks to increase customer satisfaction and retention Components

such as value-added personalized service and proactive outbound services enables
organization to provide fast efficient and superior service to their customers

Banker productivity:

it includes streamlined proposal and credit document generation Efficient product

installation improves banker productivity by automating

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An effective study on customer relationship management ( CRM) in Axis bank

fine consuming manual tanks

 FOR THE CUSTOMERS:

 Improved for the customers

 Effective and timely delivery

 Value added services

 Variety of products and package

 Availability , reliability & affordability of products and service .

FOR THE BANKS

 Growing customer base

 Increasing level of the customer loyalty
 Lower costs
 High volume
 Proper & functional customer segmentation

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5.3 GOALS REQUIRING CRM SOLUTIONS

The primary goals of banks that require CRM solution are followed

CUSTOMER IDENTIFICATION

refers to acquiring the customer centric data such as knowledge of customers current
demographics details related products and their holding pattern with the bank This should
allow the banks to generate a single comprehensive view of every one of its customers with
this use the banks must identify prime customers who require being specially treated under
CRM

CROSS-SELLING/UP-SELLING:

Cross-selling and up-selling are huge untapped opportunities for banks CRM solution should
adopt an integrated approach to customer needs which not only would build customer
loyalty and business, but also enable banks to offer their customer the additional services
they might really want

CUSTOMER ACQUISITION

CRM is aimed at optimizing processes and functions related to the customer All operations
can be optimized and systemized to enhance efficiency and effectiveness on a continuous
basis This continuous learning process would help banks to bring out better products that
get potential as well as existing customers. The operational can be ed at getting the right
customers and then retaining them by tending special treatment under CRM environment

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CUSTOMER RETENTION

Customer Retention is the most important focus of CRM Banks should employ a CRM
solution that consolidated information from all customer interaction whether it is personal
contacts or inquiries to the call centre the internet should be kept in mind that it is many
times costlier to obtain a new customer than to retain an existing one Every banking
presentative should have ability to access 360- degree view of any customer in time to
enhance the competitive advantage and customer retention

CUSTOMER SATISFACTION A DELIGHT

When a customer receives a higher level of service that what he expects, he is satisfied. On
the contrary, if he receives a higher level of ace that what he expect, he is satisfied on the
contrary, if he level a level of service lower than his expectations, he is dissatisfied A
dissatisfied customer tells at least 10 other people about went wrong with the bank, which
can trigger anexduos of customers from the bank Else, it will definitely stem the flow of new
Customer into the bank Hence the banker should make all efforts to prove services on a
continuous basis Banks operate in a very dynamic market and it is important to be proactive
to delight a customer at least the prime ones beyond the level of satisfaction To achieve this
banks must continuously innovate new producers and features using technology as a tool

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5.4 WHAT IS CUSTOMER SERVICE IN BANKING?

service in banking is one of the most important ways to keep customers coming back. It
includes responding to customer's questions and complaints in a thorough and timely
manner and interacting with customers through face-to-face meetings, telephone mail fax
and email Most if not all bank employees are involved in some aspect of customer service

The facts

Because of increased competition, banks are required to become more and more customer
focused, according to Washburn Financial Services It is more costly to acquire new
customers than it is to retain existing customers Retaining customers requires customer
service staff in banks to provide service that is quick, error - free and convenient

Bank teller:

Bank tellers are the first point of contact for many customers Teller who are friendly, quick
and knowledge able are a definite tool for customer service in banking Many customers
make a decision on whether or not to do their banking with a particular institution based on
the personalities and expertise of bank tellers On these jobs training is usually offered for
bank tellers including emphasis on customer service skills.

Call centers

Many banks, particularly large banks, employ customer service presentatives in call centers
to be the initial point of contact for customer inquiries Call center representatives may try to
solve problems or they may be responsible for directing calls to specialists within the
banking organization Call center representatives should have od communication skills, good
listening skills and problem-solving

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Other jobs in banking:

There are many other staff members who offer customer service in the branch managers
may be able to so the irate or dissatisfied customer service representatives are able to
perform more complex transactions such as opening accounts Loans officers offer customer
service to customers, both consumer and commercial, who wish to borrow money

5.5 HOW TO IMPLEMENT CRM IN BANKS

implementing a Customer Relationship Management (CRM) system at a bank takes careful

planning Banks need to involve key employees in the vendor decision so that they choose a
system which will give them the most for their investment Ease of use and ability to view
information quickly are equally important to employees and managers As, CRMs helps firms
manage customer relationships better and customer relationships are vital to any
company's success. CRM combination of organization, processes and roles supported
aptems and technologies Many organizations make the mistakes of ing the systems and
technologies and then trying to adapt their eness operations around the result usually with
serious quences and impact on the business it doesn't matter how nt or inefficient the
enterprise is now it's the vision of where the pse needs to be positioned in its markets how
is it differentiate a competitors and how will it achieve the vision that are the drivers

5.6 IMPORTANCE OF CRM IN BANKING SECTOR

customer Relationship Management deals with the interactions with the customers
(current or potential) across multiple touch points including internet bank branch call center
, field organization and other distribution channels It helps banks in the following ways

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Campaign Management:

Banks need to identify customers, tailor products and services to meet their needs and sell
these products to them CRM achieves this through Campaign Management by analyzing g
data from banks internal applications or by importing data from external applications to
evaluate customer profitability and designing comprehensive customer profile in terms of
individual lifestyle preferences, income levels, and other related criteria. Based on these
profiles, banks can identify the most lucrative customer and customers segments, and
execute targeted, personalized multi-channels marketing campaigns to reach these
customers and maximize the life time value of those relationships.

2. Customer Information Consolidation :

Instead of storing customer information in product centric manner (for e.g. separate
databases of saving account & credit card customer), CRM stores the information in a
customer centric manner covering all the products of the bank, thereby integrating various
channels to deliver a host of services to customers.

3.60-degree view of company :

Means that who so ever the bank speaks to, irrespective of whether the communication is
form sales, finance or support, the bank is aware of the interaction. CRM removes
inconsistencies in data, thereby making the client interaction processes smooth and
efficient, thus leading to enhanced customer satisfaction.

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4. Personalized sales home page :

CRM provides a single view where sales managers and agents can get all the most up-to-
date information in one place, including opportunity, account, news, and expenses report
information. This would make sales decision fast and consistent.

5. Activity Management:

CRM helps managers to assign and track the activities of various members. This improves
transparency and leads to improved efficiency.

6. Operational Inefficiency Removal :

CRM helps in strategy formulation to eliminate current operational inefficiencies. An

effective CRM solution supports all channels of customer interaction including telephone,
fax, e-mail, the online portals, devices, ATMs, and face-to-face contacts with bank
personnel. It also links these customer touch points to an operations center and connects
the operations center with the relevant internal and external business partners.

7. Enhanced Productivity :

CRM helps banks in enhanced productivity of customers, partners, and employees. It

enables customer service agents to provide uniform service across multiple channels such as
phone, internet, email, and fax.

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8. CRM With Business Intelligence :

Banks need to analyse the performance of customer relationships, uncover trends in

customer behavior, and understand the true business value of their customers. CRM with
business intelligence allows banks to assess customer segments, which help them calculate
the net present value (NAV) of a segment over a given period to derive customer life time
value. Customers can be evaluated within a scoring framework. With such knowledge, banks
can efficiently allocate resources to the most profitable customers and reengineer the
unprofitable ones.

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CHAPTER-6

AXIS BANK

6.1 ORIGIN OF AXIS BANK

Axis bank was the first of the new private banks to have begun operations in 1994, after the
government of India allowed new private banks to be established. The bank was promoted
jointly by the administrator of the specified undertaking of

>The unit trust of India (UTI-I),

Life Insurance Corporation of India (LIC) and

> General Insurance Corporation Ltd (GIC)..

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And other four PSU companies, i.e. National Insurance Company Ltd. The New India
Assurance Company, the Oriental Insurance Corporation and United Insurance Company Ltd.

The bank today is capitalized to the extent of Rs. 355.74 crore with the public holding (other
than promoters) at 57.26%.

The bank's REGISTERED OFFICE is at AHEMDABAD and its CENTRAL OFFICE is

located at MUMBAI. Presently, the bank has a very wide network of more than 572 branch
offices and extension counters. The bank has a network of over 2468 ATMs providing 24 hrs
a day banking convenience to its customers. This is one of the largest ATM networks in the
country.

The bank has strengths in both retail and corporate banking and is committed to adopting the
best industry practices internationally in order to achieve excellence. The bank has strengths
in both retail and corporate banking and is committed to adopting the best industry practices
internationally in order to achieve excellence.

The chairman of Axis bank is DR. SANJIV MISHRA. MS. SHIKHA SHARMA is the
managing director and chief executive officer of Axis bank since 2009.

6.2 HISTORY OF AXIS BANK

The AXIS BANK was incorporated on 3rd December and certificate of

business on 14th December. The bank transacts banking business of all description.

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"The Axis bank was the first private sector bank to get a license under the new guidelines
issued by the RBI."

The bank obtained license to act as Depository Participant with NSDL and applied for
registration with SEBI to act as "Trustee to Debenture Holders". Rupees 100 crores was
contributed by UTI, the rest from LIC Rs 7.5 crores, GIC and its four subsidiaries Rs.1.5
crores each. Unit Trust of India was set up as a body corporate under the UTI Act, 1963, with
a view to encourage savings and investment.

Axis bank traded with Bombay Stock Exchange (BSE), National Stock Exchange (NSE).

In December 2002, the UTI Act, 1963 was repealed with the passage of Unit Trust of India
Act, 2002 by the parliament, paving the way for the bifurcation of UTI into 2 entities, UTI-I
and UTI-II with effect from 1st February 2003. Axis Bank will merge with investment
banking business of Enam Securities. As per the deal, Enam will demerge its investment
banking, institutional equities, retail equities and distribution of financial products, and non-
banking finance businesses and merge them with Axis Securities. Axis bank was awarded
best bank award in the private sector category at NDTV profit Business Leadership Awards
2008.

The company offers ATM cards, using which account-holders can withdraw money from any
of the bank's ATMs across the countries which are inter-connected by VSAT.In the year of
2003 UTI has been authorized to launch 16 ATMs on the Western Railway Stations of
Mumbai division. UTI bank allotment of 58923 equity shares of Rs. 10 each under ESOP.
UTI bank ties up with UK government fund for contract farming. In the year of 2005, UTI
bank enters into a banc assurance partnership with Bajaj Allianz General for selling general
insurance products through its branches network.

In the year of 2006, UTI bank announces the launch of its credit card business. UTI bank
becomes the first Indian bank to successfully issue foreign currency hybrid capital in the
International market.

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In the year of 2007, company name has been changed from UTI bank Itd to Axis bank ltd.

Axis bank has launched a new retail product with operational flexibility for its customers.

In the year of 2009, Axis bank has recommended the appointment of shikha Sharma,
currently chief of ICICI group's life insurance business,as its next Managing Director and
CEO. Axis bank will sign a co-brand agreement with the market, leader, Citibank for entering
into the highly promising credit card business. In the year of 2012, Axis bank partners with
NIIT IFBI to introduce PG diploma retail banking. Axis bank inducts Schroder's as a 25%
partner in Axis AMC. Axis bank, Axis capital, joined hands with baired, an international,
employee-owned financial services firm, to offer investment banking services.

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6.3 customer relationship management (CRM) in axis bank

The Axis bank customer care department is the department which handles all customer
queries, suggestions, feedback and complaints if any. Customer can also find out all the
newly introduce financial products and services by calling here. As the name suggest, the
customer care service is specially catered to serve all the customer of axis bank, whether
existing customers or new customers, the customer care service stretches out to all its
customers with an aim providing relevant information regarding banking structure and the
working schedule. The Axis bank through its customer service deals with all kinds of
difficulties faced by the clients in relation to the banking service offered by Axis bank.

The Axis bank customer care centers are spread across the country in place like Delhi,
Mumbai, Bangalore, Ahmadabad, Chennai, Pune, Hyderabad, Kolkata etc. this departments
works in a 24 x 7 work environment so that the customer can contact the bank at any time in
case of any problem.

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Customers from abroad and the NRI customers can call at a time when it is convenient to
them without thinking about the time in India. The bank's customer support center not only
answers customer's queries over the phone but also undertakes a phone banking facility. The
entire customer care executives have thorough knowledge of all the products and services
offered by the bank. That is why they are very fluent in answering any kind of questions
passed by customers.

The customer care number of Axis bank can provide great help to the user as they can
enquiry about their problems from the customer care department. Also axis bank ensure that
there is availability of well qualified professionals in order to satisfy the customers and give
appropriate solution to their queries.

6.4 HOW CRM IS USED IN TODAY'S BANKING SECTOR?

While the phrase Customer Relationship Management is most commonly used to describe a
business-customer relationship, CRM system are used in the same way to manage business
contacts, clients, contract wins and sales leads. Customer Relationship Management solutions
provide you with the customer business data to help you provide services or products that
your customers want provide better customer service, cross-sell and up sell more effectively,
close deals, retain current customers and understand who the customer is.

Technology and the web has changed the way companies approach CRM strategies because
advances in technology have also changed consumer buying behavior and offers new ways
for companies to communicate with customers and collect data about them. With each new
advance in technology - especially the proliferation of self service channels like the web and
Smartphone - customer relationship is being managed electrically. Many aspects of CRM
relies heavily on technology; however the strategies and processes of a good CRM system
will collect, manage and link information about the customer with goal of letting you market
and sell services effectively.

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CHAPTER-7

DATA COLLECTION

ANALYSIS AND INTERPRETATION

Q.1 Are you having account in Axis bank?

ANALYSIS: The above chart shows most of the people having their account with Axis bank.
It may be a saving bank account, current account, and any other account.

YES NO

INTERPRETATION: From the above chart, it can be inferred that 52.4% of the people are
having their account with Axis bank. Axis bank has customer from all most all age group.
Younger age group people mostly prefer Axis bank, because of its excellent service, very less
service charges, widely network coverage, etc...

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02 Normally how many times in a month you visit your branch?

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
ONLY ONCE TWICE OR THRICE MORE THAN THRICE

ANALYSIS: The above chart shows that each customer at how many times visits their banks
branches. There are 81% of customers who visit regularly or only once they visit their
branch. There are 19% of customers who visit twice or thrice in a month. Whereas rest of 0%
customer visit more than thrice in a month.
INTERPRETATION: The above analysis indicates that, now-a-days there are customers who
visit their respective bank branches in a month. It shows that customers are very much
aware of their respective work And they visit in their respective branches for transaction
settlement, for any queries etc...

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Q.3 Do you observe long ques in availing your services?

YES NO

ANALYSIS: The above chart indicates that is there any ques faced by the customer in
availing their services. There are 40% people/customer feels that they do not observe any
ques in availing the services. And rest of the customer feels that they do observe any ques in
availing the services.

INTERPRETATION: These analysis shows that the banks atmosphere are very much
familiars for customers, Banks try to satisfy their customer at each and every stage of
services.

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Q.4 Are you happy with the ambiance of the bank?

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
YES NO

ANALYSIS: These analyses suggest that customers are satisfy with the ambiance of the
bank. There are 90.5% of the customers who are very much impressed with the ambiance of
the bank.

INTERPRETATION: The main motive of bank is how to satisfy their customers. To achieve
these motive banks try to do best possible work. If the customers are happy with the banks
ambiance then only bank achieve their target.

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05 Does the staff behave well?

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
YES NO

ANALYSIS: The bank trains their own staff well for solving the various problems and faced
with the customers. There are 91% of the people who feels that the bank staff behaves
gently with them. Sometimes, there are such genuine people in a bank who always help
their customers. They sometimes act as an adviser for the customer.

INTERPRETATION: The above analysis highlights that the banks staff behaved well with
their customers. They listen the problem of customers and try to solve it as fast as possible.
Because in today's world customers are treated as a king in the service industry.

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06. Do you get alert or any information with reference to new launch of new product by
bank?

YES NO

ANALYSIS: The above chart is stand for any alert or other information with reference to
new launch of the product by bank. There are majority of customer who has positive response
on such kind of services. These are done only because of advancement in technology,
adoption of new techniques etc.

INTERPRETATION: This analysis comes to the conclusion that faster growing of IT sector
helps the customers in every sense. These reduce the cost of expenses. It also saves the time
of the bank. with the help of short message service (SMS) any information is pass by one
place to so many other places within the couple of seconds.

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07. Do you use toll free call centre number for any inquiry

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
YES NO

ANALYSIS: The above chart shows that banks provide such kind of services to their
customer. There are approximately 76.2% of people who use toll free number for any inquiry.
But there is 23.8% of customer who does not use these services. It indicates that banks are
always available. for their customers...

INTERPRETATION: The bank provides toll free call centre number to their customers. If
any hurdles are faced by customer at that time they can call on toll free number and registered
their problem and within at second they solve the problem of customer.

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0.8 Do the complaint handling is done effectively?

80%

70%

60%

50%

40%

30%

20%

10%

0%
YES NO

ANALYSIS: While using the services, there are some problems faced by the customers. But
that problem must have been solved by the bank. Then only the customers remain happy with
the bank.

INTERPRETATION: This analysis indicates that 76% of the customer problems are solved
by the bank. The complaint handling is done effectively. These helps to increase the
reputation of bank.

Q.9 Are you happy with the service provided by Axis bank?

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80%

70%

60%

50%

40%

30%

20%

10%

0%
YES NO

ANALYSIS: The above chart shows that the 75% of the customers are happy with the service
provided by Axis bank. The customers are treated Very preciously. There is a smooth
functioning of customer relationship services.

INTERPRETATION: by analyzing the above graph, we can conclude that the more number
of customers are happy with the services which are provided by Axis bank. These leads to
growth of bank and corporate image of bank will increase in the minds of many customers.

Q.10 Will you suggest this bank to your family, friends and others?

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90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
YES NO

ANALYSIS: The above graph shows most of the respondents saying that reason to suggest
Axis bank. As they have wide branch network and they provide effective customer services.

INTERPRETATION: By analyzing this graph, we can conclude that the most of the people is
influenced by the quick and speedy service provided by Axis bank. Whereas most of the
people also influenced by the Axis bank provided effective customer service because the
Axis have a lot of customer care executive in various cities. If you make call in any time they
listen your problem and give solution.

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Q.11 Which type of account you have ?

22%

15%

63%

Saving account Current account Any other account

Analysis:- the above pie chart shows that the customer has which type of account in the bank.
There are 63% of customers who have saving account.15% of customer have current account
and 22% customer have other account.

Interpretation:- the above analysis indicates that now a days there are customer who open
saving accounts more.it shows that the customers are very much interested in savings.

Q12 What type of service you avail ?

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50.00%

45.00%

40.00%

35.00%

30.00%

25.00%

20.00%

15.00%

10.00%

5.00%

0.00%
mobile banking internet banking ATM service Other

Analysis:- The analysis suggest that customers are satisfy with the mobile banking. There are
42.9% of the customers who are very much impressed with the mobile banking provided by
the bank.
Interpretation:- The main motive of bank is how to satisfy their customers. To achieve these
motive banks try to do best possible work
Q13 Do you use net banking / mobile banking?

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yes no

Analysis:- The above chart indicates that customer are using net banking/ mobile banking.
There are 81% customer/people are using net banking / mobile banking.

Interpretation:- The analysis shows that the customers are satisfy using mobile banking.
Banks try to satisfy them at each and every stage of services.

Q14 please rate your overall experience of using Axis bank Internet Banking ?

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50.00%

45.00%

40.00%

35.00%

30.00%

25.00%

20.00%

15.00%

10.00%

5.00%

0.00%
Excellent Good Fair Poor

Analysis:- The above graphs shows most of respondents saying the overall experience is
good.
Interpretation:- By Analysing this graph we can conclude that the most of the people is
influenced by the quick and good service provided by Axis Bank.

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Q15 which loan product of Axis bank you have used?

Car loan

other loan

home loan

personal loan

Analysis:- The above pie chart shows that 27% people have taken car loan.
16% customers have taken home loan . personal loan have taken by 22% of customer.
33% customer have taken loan for other purposes.
Interpretation:- By analysing the pie chart we can conclude that the major customer are taking
loan for other purposes.

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Q16 which features do you like in Axis bank loan segment?

50.00%

45.00%

40.00%

35.00%

30.00%

25.00%

20.00%

15.00%

10.00%

5.00%

0.00%
fast process less paper work longer repayment

Analysis:- the above graph indicates that the features does customer like in axis bank loan
segment. 47.6% show that customer like banks fast process of loan segment.
Interpretation:- By analysing the graph the customer are most attracted to the bank for loan
because of fast process.

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Q.17 how do you consider the documentation procedure’s in the Axis bank?

simple lenghty very easy

Analysis:- The above pie chart show the documentation procedure’s in the bank. It seem that the
process of documentation procedure is simple.

Interpretation:- The customer consider documentation procedure is simple. In which its help for
bank growth.

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Q18 when you think about banking do you think of it as something you need or don’t need ?
120%

100%

80%

60%

40%

20%

0%
yes no

Analysis:- The above chart indicates that is 98% customer need required bank remaining dose not
required bank.

Interpretation :- This analysis show that bank try to satisfy their there customer at each and every
stage to be provided service

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Q19 how would you rate the quality of banking services you currently use ?

11%

25% high quality

high quality nor low quality
low quality

64%

Analysis:- in the above the pie chart it indicate the customer opinion on banking services they
currently use. 64% customer opinion are states that they find banking service high quality.

Interpretation:- By analysing the major customer find axis bank services high quality. This an growth
an achievement for bank.

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Q20 How do you give overall rating for the services of Axis bank ?

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
1 2 3 4 5

Analysis:- In the above graph its indicates the overall services of Axis bank.The customer
states that its 43% useful by rating 5 star. Some customer about 29% also rated it 3 star.
Interpretation:- By analysing we get to known that major customer of bank find its overall
services 5 star in the form of rating.

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CHAPTER-8

FINDINGS AND SUGGESTIONS

 Customer Relationship Management (CRM) is considered as on indispensable

function in the banking sector.
 Banking sector has undergone various changes after the new economic policy based
on liberalization, privatization and globalization adopted by government of India.
 The banks should follow the RBI norms and provide facilities as per the norms, which
are not being followed by the banks.
 The customer must be given prompt services and the bank offer should not have any
fear on mind to provide the facility as per the RBI norms to the units going sick.
 Fair dealing with customers. Prompt dealing with permanent customers and speedy
transaction without arising the customers. Each section of the bank should be
computerized even in rural area also.
 The finding suggests that a bank can minimize dissatisfaction, but cannot maximize
customer satisfaction by improving, its instrumental attributes like carefulness and
customer amenities

 The bank officer and other staff have the will and the time to have adequate
communication with customers, treats them with courtesy & affection, and build up a
sound personalized relationship with them, if customer satisfaction is to be increased.

 Customer Complaints usually get less attention compared to the aggressive ones. This
is not proper or complains, but they feel bad when dissatisfied and may quit the bank
quietly.

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CHAPTER 9

CONCLUSION

 The customers now days are not only exposed of what type of service is being
provided by banks in India but in the world as whole. They expect much more than
what is actually being provided. So the now coming days Axis bank has to provide
and cater to all the customers otherwise it is difficult to survive in the competition
coming up.

 A bank's ability to identify customer needs, segment customers and build accurate
customer profiles, all depend on how effectively it collects manages and uses
customer data. Bank need to realize which type of information they need, harvest it
carefully, store it safely, keep it updated and use it proactively to a cross-sell, improve
customer experience and deepen relationships. Today data access is no longer a
challenge, rather banks have access to loads of customer's information, but the
challenge still lies in converting this into business advantage. This implies that
Customer Relationship Management (CRM) needs to address the gap of converting
data into customer insights which proliferates profitable customer relationships across
multiple touch points.

 The strategic framework suggested for effective implementation of CRM emphasis

the importance of understanding Customer Relationship Management (CRM) as an
organization wide strategy and need for alignment of bank's culture and processes to
bring customer centricity at the core of operations. The framework recommends
leadership and motivation driven by top management to optimize Customer
Relationships on the basis of customer information. It points out the need for training
at all levels along with coordination and communication amongst various
departments,

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 Thus, strategic approach towards CRM implementation will enable attainment of the
desire benefits of the CRM investment made by bank. Entries of the private sector
bank made competition together. If a bank is not functioning properly it is being
close. So it is difficult to face these types of conditions. Here a simple philosophy can
work that customers are GOD and we need to follow this to survive and serve better.

 Take pragmatic steps with a clear view on delivery of all the components in the
medium term, rather than piecemeal in the short term.

 Successful mass customization is crucial to reducing customer acquisition cost and

improving the cross selling capacity.

 Channels are a delivery mechanism. The effectiveness of the mechanism is achieved

when it is faultless!

 75% of all customer relationship management projects have failed due to leaps in
implementation. Technology is not enough, implementation is the key and this is
where the people aspects come into the forefront.

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BIBLIOGRAPHY:

Website
www.google.com
www.wikipedia.com
www.axisbank.co.in
www.crm.com
www.rbi.org.in

REFERENCE
“Customer Relationship Management (CRM)” – Banking and Insurance.
“Modern Banking of INDIA”
: O.P Agarwal
:Himalaya publishing house , edition second.

“Basic of Banking and Finance”

: Dr . K. M Bhattacharya
:O .P. Agarwal
: Himalaya publishing house.

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ANNXURE

Q1 Name of the customer ____________

Q2 Gender male or female

Q 3 Age .

18-30 years

30-40 years

40-50 years

50- 60 years

Q4 Are you having account in Axis bank ?

yes no

Q 5 which type of account you have ?

Saving account

Current account

Any other account

Q6 Normally how many times in a month your branch?

Only once

Twice or Thrice

More than thrice

Q7 Do you observe long ques in availing your service ?

Yes No

Q8 Are you happy with the ambiance of the bank ?

Yes No

Q9 Does the staff behave well?

Yes No

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Q10 What type of service you avail ?

Mobile banking

Internet banking

ATM service

Other

Q11 Do you use net banking or mobile banking

Yes No

Q12 Do you get alert or any information with reference to new launch of the product by
bank?

Yes No

Q13 Do you use toll free call centre number for any inquiry ?

Yes No

Q1 4 Do the complain handling is done effectively ?

Yes No

Q15 Are you happy with the service provided by Axis bank ?

Yes No

Q16 Will you suggest this bank to your family , friends and other ?

Yes No

Q 17 Please rate you overall experience of use Axis bank internet banking ?

Excellent

Good

Fair

Poor

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Q18 which loan product axis bank you have use ?

Care loan

Home loan

Personal loan

Other

Q18 which features do you like in Axis bank loan segment?

Fast process

Less paper

Longer repayment

Q19 How do you consider the documentation procedures in Axis bank ?

Simple

Lengthy

Very easy

Q20 How do you give overall rating for the service of Axis bank ?

1 2 3 4 5

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