Customer Relationship Management Book

CRM or Customer Relationship Management is a number of strategies and technologies that are used to build stronger relationships between companies and their customers. Successful CRM focuses on understanding the needs and desires of the customers and is achieved by placing these needs at the heart of the business by integrating them with the organization’s strategy, people, technology and business processes. Effective CRM practices result in sustainable growth and value creation. It also boosts customer retention and loyalty, and eventually enhances sales and market share of the organization. The book introduce the subject of rural banking to the students and layman alike to familiarize with the problems, issues, challenges and opportunities present in the rural banking front to enable them to effectively participate in the development of the rural sector. Although banking is an old activity and has roots on Economics, Finance and Commerce, the concept of CRM is of recent origin. The book focuses on the need for rural lending and the role to be essayed by the RRBs, legal aspects of commercial banking, in agricultural sector lending and branch management as also the latest initiatives taken up by Govt. of India/RBI/ NABARD. The book has covered almost all aspects which a rural banker should know for fulfilling the needs of the rural clients in line with the changed banking environment. (jacket)