Business Intelligence

Customer Relationship Management: Strategies And Practices In Selected Banks Of Pakistan

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Executive Summary

As economic globalization intensifies competition and creates a climate of constant change, winning and keeping customers has never been more important. Nowadays, Banks have realized that customer relationships are a very important factor for their success. Customer relationship management (CRM) is a strategy that can help them to build long-lasting relationships with their customers and increase their revenues and profits. CRM in the banking sector is of greater importance. The aim of this study is to explore and analyze the strategic implementation of CRM in selected banks of Pakistan, identify the benefits, the problems, as well as the success and failure factors of the implementation.

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