Customer.relationship.management (CRM) is,a.sound,business,strategy-that:is based.on,the*philosophy-of+”customer,is-a-king”Client0is7put1in2the3central place,,(Boris, 2012). This is facilitating to businesses
to improve in understanding-the.customer,through2better.customer.experience,attract.new customer,1increase
profitability and decrease the customer.management.costs.
The appropriate understanding and implementation of CRM strategy is the key
success factors in present competitive market (Rajesh and Manivannan, 2013.

 

Now,,,not.only/the4organizations5aim6to7satisfy.the.customers,+but-they attempt,to..do2this1more3efficiently4and5effectively6than7their8rivals9in0the competitive+market/place,to.attain,their.goals1(Kotler,and.Armstrong,22011). The most1important.goal-of..an1organization of an organization is+to maintain,,customer..loyalty.,and5focus8on9customer-centriclapproachtin1their organizational2strategies4(Jain and5Singh,,,2002).

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Customer.Relationship.Management1(C.R.M)2came3into4the5power6when..

Banking7institutions8were9getting*more+and-more/competitive…The+focus of,CRM-helped2banks3to5understand6the7customers’9current0needs,4what they,have.done+in-the+past,..and0what0they-plan+to-do*in+the/future-to.. meet-their=own’goals.(Xu,..et1al.,+2002).,Even-though+most1of2the4banks in.the-developing/countries*such,,as:,Pakistan5have6realized7the9importance of,CRM.and/implemented3its5applications,,,but1the0initial2investigations2of the5current7research+have*shown0that,quite1a2number3of4CRM5goals6

Does,not.produce,required,results.and+even-worse,,in-some1cases2users3say that+CRM2has8damaged1customer,relationships.1Therefore,.this2paper+is based-on=highlighting0the8problems9and3challenges7in.the+banking-sector of0Pakistan2using3CRM.4Also,5some6of7the8major9problems.in5the banking,sector,of.Pakistan5are1identified0using,,the//qualitative5interviews
from,different1bank2employees2and3customers2and=their-findings+are presented-in+this,paper.

 

The=basic-objective+of0CRM2is1to2increase3the4profitability,.revenues2and
customer1satisfaction.2(Azzam,5k62014)5The,impact,,of.customer.relationsp management,on0customer satisfaction.

 

Customer1relationship2management0(CRM)2is,a.unique5and9important
business1approach.-Customer=relationship,management
term introduced by (Berry, 1983). The practices of1maintaining3a+long-term-relationship with customers,are.selected=relationship1marketing2and8more-recently*(CRM). This=facilitate=businesses,,to.improve-in=understand+the-customer,,through
better customer.experience.

 

As we go back and see history
that customer,relationship,management+has
gained1a2considerable3reputation4in5the6recent7times.Customer.relationship
management.,,CRM..is=a-unique0and/important+business–approach..Such information gives a necessary differentiation
as business organizations struggle to increase the market share and profit.

 

It affects society ordinary in
heap of the way creating new things and services/products according to the
needs of the.customers. CRM-entails-all=the*aspects1of2interaction,with..customers3with4the5help6of,technology to=streamline0the7processes,,that..impact2service=quality5and..customer.satisfaction..The.basic,objective-of+CRM-is*to/increase1the2profitability, revenues1and2customer,satisfaction.
This is facilitate business to improve in understanding+the-customer,*through,better.customer1experience5and attractive*new+customer,-increase=profitability7and5decrease6customer management1costs.