The Role of E-CRM Systems in Strengthening Bank-Customer Relationships: Evidence from Visakhapatnam Banks

This study report delves into the impact of E-CRM systems on improving bank-customer interactions, specifically examining a few banks in Visakhapatnam. The purpose of this research is to find out how electronic customer relationship management (E-CRM) systems affect customer happiness and loyalty and how they help banks build deeper ties with their customers. Bank clients were surveyed and bank personnel were interviewed as part of a mixed-methods approach to data collection. Personalised communication, customer assistance, and data management were some of the E-CRM characteristics that were evaluated in the study. Banks in Visakhapatnam shared their implementation plans and the difficulties they encountered in interviews. By providing individualised services, improving communication, and elevating the customer experience as a whole, E-CRM systems considerably boost consumer engagement, according to the findings. In addition, the research pinpoints the role of technological infrastructure, employee training, and customer feedback mechanisms as critical determinants of E-CRM system efficacy. Based on these results, it seems that good E-CRM practices are essential for banks to create and maintain strong connections with their customers, which in turn increases customer loyalty and retention. At the conclusion of the study, the authors provide some suggestions on how banks may improve their E-CRM strategies to stand out in a crowded banking market, while also strengthening connections with their clients.