"CUSTOMER RELATIONSHIP MANAGEMENT IN THE BANKING SECTOR"

Banking as a business has witnessed a sea change, particularly, in the post-liberalization period. The three important factors, which have caused this change, are communications revolution, expectations revolution and technological changes. Customers who are at the centre of any business in a new economy are looking for diversity in the banking services and their preferences for delivery channels are changing. Competition has put customers' loyalty to test and it has become a difficult task for the bankers to maintain relationship with customers. A customer has started expecting products with better attributes and conveniences. There is an attitudinal change in their behavior. In this context, building customer relationship assumes significance.