Looking Beyond CRM

Abstract:     
Internet presence just like ATM and other automated services that became more and more prolific throughout the eighties and the nineties has been what most banks lately been focusing upon. Banks have been selling customers services like Online Banking and consultation services to add both value to their services and satisfy their customer share. But having once sold to the customer, a means of conducting financial transactions on the Internet, the customer needs a good reason to remain loyal to the bank. Further more, at one end the interaction between the bank and its customers has become more and more delayed and on the other, scores of Financial Institutions have burgeoned and are trespassing (successfully) the arena of banking. So how could the bank still maintain the privilege of being a customer's "Main Financial Institution"?

Number of Pages in PDF File: 8

Keywords: Customer Relationship Management, Online Banking

working papers series