Section Article

Study on Models for Customer Relationship Management in the Indian Banking Sector
Author(s): Shahrukh Sheikh

Abstract
Customer Relationship Management (CRM) has emerged as one of the most transformative strategic tools in the Indian banking sector especially in the context of increasing competition rapid technological transformation and heightened customer expectations. The shift from transaction-oriented banking to relationship-oriented banking has driven financial institutions to adopt sophisticated CRM models that enhance customer satisfaction improve service delivery enable personalised engagement strengthen loyalty and increase organisational profitability. This research paper investigates the evolution implementation and effectiveness of CRM models used in Indian banks with special focus on both public and private sector institutions. The abstract highlights that Indian banks increasingly rely on data-driven CRM systems digital platforms analytics–based insights customer segmentation personalised service delivery and multichannel communication for developing strong customer relationships. Furthermore the growing penetration of mobile banking internet banking ATMs and digital payment systems from 2017–2018 has significantly reshaped CRM practices. Despite positive developments challenges such as data security concerns lack of customer-centric culture technological inconsistencies and employee resistance persist. This paper provides an in-depth understanding of various CRM models assesses their effectiveness in the Indian banking environment and discusses the strategies that can enhance customer engagement and loyalty. The findings indicate that the successful implementation of CRM is dependent not only on technology but also on organisational readiness cultural transformation and continuous adaptation to changing customer behaviour.