Effectiveness of CRM Practices in Banking: A Comparative study of Sbi and ICICI Bank

Customer Relationship Management has emerged as a popular business strategy in today's competitive environment. It is a discipline, which enables the banking sector to identify and target their most profitable customers. It has been invented as a unique technique capable of remarkable changes in the total output of companies. Services are then provided in a timely manner using the channels that are preferred by the customers. Effective Customer Relationship Management focuses on the development of business strategies and aligns an organization to serve customers. The present study is focused on comparing the CRM determinants of SBI and ICICI bank & CRM effectiveness practices.