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2011 | OriginalPaper | Chapter
Critical Success Factors for CRM Implementation: A Study on Indian Banks
Authors : Sarika Sharma, D. P. Goyal
Published in: Information Intelligence, Systems, Technology and Management
Publisher: Springer Berlin Heidelberg
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Many organizations have identified the need of becoming more customer-oriented with increased global competition. Services sectors including airlines, hotel, and banking have taken efforts to implement customer relationship management (CRM), as a step towards achievement of success in their business. Technological improvements are responsible for majority of innovations in banking over the past few decades. It started with the introduction of personal computers and has come a long way with computerized banking, internet banking, ATMs, and CRM as the latest buzz. CRM systems are implemented by banks to gain competitive edge over their competitors. Also, business strategies may be formulated based on the predictions given by the intelligent data mining tools. The paper intends to identify the critical factors which affect the successful implementations of CRM systems.