crm in banking industry of basic bank

8/17/2019 CRM in Banking Industry of Basic Bank

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CRM IN BANKING INDUSTRY A CASE S TUDY ON BASIC BANK LIMITED, RAJSHAHI BRANCH

CRM in Banking Industry

of

BASIC Bank

Submitted by

WWW.ASSIGNMENTPINT.CM

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http://www.assignmentpoint.com/http://www.assignmentpoint.com/


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1. IntroductionLet’s clse !" e#es a$% t&'$( a)!t a g*e"$+e$t $e% c++e"c'al

)a$(- .e 'll s!"el# sta"t t t&'$( / a *e"# cl!+s# 0lace lle% !0 't& a

lt / l% 0e0le "('$g *e"# sll# a$% t&e '+age 'll )e acc+0a$'e%

't& t&e '+age / a *e"# %'"t# 0lace- Act!all# t&at’s &at e ca$ see &e$

e g t a$# )a$( l'(e S$al' Ba$( '$ Mt'2&eel " a$# t&e" g*e"$+e$t

)a$( '$ Ba$gla%es&- BASIC 's a )a$( 't& a lt / %'3e"e$ces /"+ t&'s

s't!at'$- I$ t&'s "e0"t e 'll t"# t $% !t & 't %'3e"s a$% &at’s '$

c++$-

1.1 O"'g'$ / t&e Re0"t

As a +a$%at"# 0a"t / t&e MBA 0"g"a+ '$ De0a"t+e$t / Ma"(et'$g,

U$'*e"s't# / D&a(a e*e"# st!%e$t +!st atte$% a$ '$te"$s&'0 0"g"a+ a$%

s!)+'t a "e0"t acc"%'$gl#- T&'s "e0"t as ge$e"ate% t +eet !0 t&e

"e4!'"e+e$t / t&e 0"g"a+-

1.2 O"'g'$ / t&e St!%#

T&e"e a"e +a$# s!"ces / t&e '$/"+at'$ !se% all *e" t&'s "e0"t- D!e

t t&e sec"ec# B$% attac&e% 't& t&e a00'$t+e$t lette" /"+ BASIC

Bank Limited 't 's '+0ss')le t %e$e all t&e s!"ces a$% als all t&e

e50e"'e$ces t- T&e /ll'$g l'st c$ta'$s $l# t&e s!"ces t&at ca$ )e

!se% 't&!t c$6'ct'$g 't& t&e c+0a$# te"+s a$% c$%'t'$s-

1.2.1 Pima! So"ces• 7ace8t8/ace c$*e"sat'$ 't& t&e "es0ect'*e 9ce"s a$% sta3s /

t&e )"a$c& a$% &ea% 9ce-

• 7ace8t8/ace c$*e"sat'$ 't& cl'e$ts *'s'te% t&e )"a$c&-

• P"act'cal "( e50e"'e$ce '$ t&e %'3e"e$t %es( / t&e %e0a"t+e$t / t&e )"a$c& c*e"e%-

1.2.2 Seconda! So"ces• A$$!al "e0"t / BASIC Bank Limited.

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• .e)s'te / t&e BASIC Bank Limited.

• Des( "e0"t / t&e "elate% %e0a"t+e$t-

• D'3e"e$t c'"c!la"s se$t )# &ea% 9ce " BASIC Bank Limited a$%Ba$gla%es& )a$(-

1.3 O)2ect'*e / t&e St!%#

E*e"# tas( &as 'ts "es0ect'*e gals " )2ect'*es 't&!t &'c& t&e "( 's

+ea$'$gless- Kee0'$g t&e /ll'$g )2ect'*es '$ +# *'e I &a*e 0"e0a"e%

t&'s t&es's 0a0e"-

T /!lll t&e 0a"t'al "e4!'"e+e$t / MBA 0"g"a+- T ga'$ 0"act'cal e50s!"es '$ %'3e"e$t )a$('$g act'*'t'es

T get /a+'l'a" 't& t&e "('$g e$*'"$+e$t '$ )a$(-

A$al#;'$g t&e 0e"/"+a$ce / t&e )a$( t&"!g& t&e !$'/"+ )a$(

0e"/"+a$ce "e0"t- 7'$%'$g !t & t&e )a$( 's e50se% t %'3e"e$t ('$%s / "'s(s-

T a00l# t&e"et'cal ($le%ge '$ t&e 0"act'cal el%-

T )se"*e a$% a$al#;e t&e 0e"/"+a$ce / t&e s0ec'c )"a$c& a$%

t&e )a$( as a &le- T )e ac4!a'$te% 't& %a# t %a# /!$ct'$'$g / se"*'ce "'e$te%

)a$('$g )!s'$ess a$% 'ts +a"(et'$g T st!%# e5'st'$g )a$(e" c!st+e" "elat'$s&'0-

1.4 Met&%lg#

T&'s "e0"t as 0"e0a"e% $ t&e )as's / e50e"'e$ces gat&e"e% %!"'$g t&e

0e"'% / '$te"$s&'0- I$ "%e" t 0"e0a"e t&'s "e0"t, I &a*e cllecte%

'$/"+at'$ /"+ *a"'!s )( a"t'cles, l% '$te"$s&'0 "e0"ts a$% e)a"t'cles "ega"%'$g ge$e"al )a$('$g /!$ct'$s, /"e'g$ e5c&a$ge 0e"at'$

a$% c"e%'t 0l'c'es / t&e BASIC Ba$( L'+'te%- I &a*e t"'e% +# )est t

0"ese$t a s!++a"# / +# e50e"'e$ces t&"!g&!t t&'s "e0"t-

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1.4.1 Data co##ection met$od

Pe"t'$e$t %ata /" t&'s "e0"t &as )ee$ cllecte% 0"'+a"'l# )# %'"ect

'$*est'gat'$s / %'3e"e$t "ec"%s, 0a0e"s, %c!+e$ts, 0e"at'$ 0"cess

a$% %'3e"e$t 0e"s$$el- T&e '$te"*'es e"e a%+'$'ste"e% +stl# '$'$/"+al sess'$s %!e t t&e )!s# sc&e%!les / t&e (e# 0e"s$als- T&e#

/te$ /eel !$eas# %!e t t&e sec"ec# 0l'c'es / t&e )a$( '$ case /

a$se"'$g s+e 4!est'$s-

1.4.2 Data so"ces

T&e '$/"+at'$ a$% %ata /" t&'s "e0"t &a*e )ee$ cllecte% /"+ t&e

0"'+a"# a$% sec$%a"# s!"ces-

1.4.3 Data Co##ection

Data as cllecte% /"+ t&e 0"'+a"# a$% sec$%a"# s!"ces- T&e %ata as

s!00l'e% )# +a$# 0!)l'cat'$s /"+s etc-

1.4.4 Data ana#!sis and inte%etation

=!al'tat'*e a00"ac& &as )ee$ a%0te% /" %ata a$al#s's a$%

'$te"0"etat'$ ta('$g t&e 0"cesse% %ata as t&e )ase-

1.5 L'+'tat'$s

T&e "e0"t &as s+e ea( 0'$ts als t&at &a*e e*l*e% %!e t t&e

/ll'$g ca!ses

Sec"ec# 0l'c'es / t&e )a$(-

7'"st t'+e "('$g e50e"'e$ce '$ Ba$( / t&e "e0"t "'te"-

>e"# B!s# sc&e%!les / t&e )a$(e"s a$% t&e cl'e$ts als-

Lac( / P"'$te% Dc!+e$ts

1.6 J) Sc&e%!le

I 2'$e% BASIC Ba$( L'+'te%, Ra2s&a&' B"a$c&? as a$ Ass'sta$t Ma$age" $

t&e 1@t& / N*e+)e" a$% &a*e )ee$ "('$g t&e"e /" all t&ese /!"

+$t&s as a c"e%'t 9ce"- D!e t )e'$g a c"e%'t 9ce" I &a*e ala#s

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e$2#e% t&e 00"t!$'t# t +eet t&e c!st+e" )ase %'"ectl# a$% )eca!se

/ t&e+ )e'$g t&e 0"'+a"# c!st+e" / t&e )a$( 't as eas'e" /" +e t

$% !t t&e "eal t"!e )$% t&at c"eates t&e Ba$(e" C!st+e" Relat'$

&'c& "(s *e"# '+0"ta$tl# '$ t&e )a$('$g "l% /" "eta'$'$g t&e l%c!st+e"-

J) Place BASIC Ba$( L'+'te%, Ra2s&a&' B"a$c&

J) Des'g$at'$ Ass'sta$t Ma$age", C"e%'t

E50e"'e$ce 1@t& N*e+)e" : F !0 t %ate

2. Company Profle

T&'s 0a"t / t&e "e0"t 'll t"# t e50la'$ t&e c!""e$t $a$c'al c$%'t'$ /

t&e BASIC Bank Limited as ell as t&e c"0"ate *al!es t- It 's a *e"#

'+0"ta$t '$st"!+e$t /" a$# )a$( )eca!se t&'s 's !se% t c+0a"e $e

't& t&e"s-

:-1 H'st"# / t&e Ba$(

T&e BASIC Bank Limited Ba$gla%es& S+all I$%!st"'es a$% C++e"ce

Ba$( L'+'te% as esta)l's&e% as a )a$('$g c+0a$# !$%e" t&e

c+0a$'es Act 11< $ t&e :$% / A!g!st, 1GG 't la!$c&e% 'ts

0e"at'$s $ :1st / Ja$!a"#, 1G- It 's g*e"$e% )# t&e Ba$('$g

C+0a$'es Act 11


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T&e )a$( &as


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Tota# De%osits


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:-< C"0"ate St"ateg#

Stea%# a$% s!sta'$a)le g"t& t&"!g& a00"0"'ate !se /

"es!"ces- I$*est+e$t '$ a ca!t'!s a#-

P"t +a5'+';at'$-

Esta)l's&'$g s+all '$%!st"'es-

:- O"ga$';at'$al als Develop a realistic deposit mobilization plan.

Develop appropriate lending risk assessment system.

Develop capital plan.

Develop a system to make good advances.

Develop e a recruitment, compensation, training and orientation plan.

Develop a plan for offering better customer service.

Develop appropriate management structure, systems, procedure and

approaches.

Develop scientific MIS to monitor bank’s activities.

:-@ 7'$a$c'al Res!"ces

*.+.,Po%et! and Assets

D!"'$g t&e #ea" :G, ttal

assets / t&e )a$(

'$c"ease% )#


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0"t/l' / t&e Ba$( c$st't!t'$g @-1 0e"ce$t- Bala$ces 't& t&e"

)a$(s a$% $a$c'al '$st't!t'$s a$% I$*est+e$t e"e t&e sec$% a$% t&e

t&'"% la"gest c$st't!e$ts )e'$g 1-G 0e"ce$t a$% 1


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I+0"t,

:1:KK

E50"t,

1KA

/oeign 01c$ange B"siness

I+0"t E50"t


)!s'$ess a$% t&e" c++e"c'al act'*'t'es '$ t&e c!$t"#- It c*e"s t&e /!ll

"a$ge / se"*'ces t t&e e50"te"s a$% '+0"te"s e5te$%'$g *a"'!s

/ac'l't'es s!c& as cas& c"e%'t, e50"t cas& c"e%'t, 0ac('$g c"e%'t, s&"t

te"+ la$s, lcal a$% /"e'g$ )'lls 0!"c&ase /ac'l't'es- As $ Dece+)e"


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I$*est+e$t as c$ce$t"ate% '$ a00"*e% sec!"'t'es s!c& as *e"$+e$t

t"eas!"# )'lls, T"eas!"# )$%, "e*e"se "e0 a$% a /e %e)e$t!"es a$%

s&a"es- D!"'$g t&e #ea" :G t"eas!"# )'lls, T"eas!"# )$% '$cl!%'$g

"e*e"se "e0 &a% t&e la"gest s&a"e G-G '$ t&e '$*est+e$t 0"t/l'-De)e$t!"es, s&a"es '$ l'ste% a$% !$l'ste% c+0a$'es a$% 0"';e )$%

altget&e" c$st't!te% 1-: 0e"ce$t- BASICs 0lace+e$t '$ %'3e"e$t Ba$(s

'$ Ba$gla%es& a$% !ts'%e Ba$gla%es& as Ta(a ,


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@

1

1@

:< :@ :

K


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*.2.Stat"to! Rese)e

As 0e" sect'$ : / t&e Ba$( C+0a$# Act11, :% / 0"t )e/"e ta5

$ee%s t )e t"a$s/e""e% t stat!t"# "ese"*e !$t'l t&e ttal Stat!t"#

Rese"*e )ec+es e4!al t Pa'%8!0 Ca0'tal- Acc"%'$gl#, t&e stat!t"#"ese"*e / t&e )a$( 'll sta$% at Ta(a 1@-G +'ll'$ a/te" t"a$s/e" / a$

a+!$t / Ta(a 11-: +'ll'$ /"+ t&e 0"t / :G- S&a"e&l%e"s

e4!'t# / t&e Ba$( !l% '$c"ease )# Ta(a


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Inteest

Income

*622.+4Non'

Inteest

Income26*.7+

Income

,,77,-

,444**+ *47:

:A :@ :K : :G

Ta1 Paid C"m"#ati)e;mi##ion<


:- O0e"at'$g Res!lts

*.4., Income

T&e Ba$(s ttal '$c+e as :


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*.4.-Conti8"tion to Go)enment 01c$e9"e

7"+ t&e *e"# '$ce0t'$, BASIC Ba$( &as )ee$ 0st'$g 0"t a$% 0a#'$g

'$c+e ta5 t t&e *e"$+e$t- T&e c!+!lat'*e g!"e / c$t"')!t'$ t

t&e *e"$+e$t e5c&e4!e" )# a# / c"0"ate ta5 !0 t Dece+)e"


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t&e Ba$( e"e 0"*'%e% 't& t"a'$'$g '$ *a"'!s el%s- O!t / t&e+ 1

e+0l#ees 0a"t'c'0ate% '$ t"a'$'$g c!"ses &el% a)"a%-

I$ :G ttal 1:: e+0l#ees / *a"'!s stages e"e g'*e$ 0"+t'$ &'c&

's al+st 1- 0e"ce$t / ttal e+0l#ees / t&e )a$(-

*.6.*A"tomation

T&e Ba$( &as )ee$ 0"*'%'$g 38l'$e c+0!te"';e% )a$('$g se"*'ce t all

'ts c!st+e"s s'$ce 'ts '$ce0t'$- T accele"ate t&e s0ee%# a$% acc!"ate

acc!$t le%ge" +a'$ta'$e% a$% t +a(e a*a'la)le all 0te$t'al '$te"$at'$al

)a$('$g 0"%!cts, t&e )a$( &as al"ea%# )ee$ '$ t&e 0"cess /

'+0le+e$t'$g ce$t"al';e% O$8l'$e Ba$('$g s#ste+- It 's e50ecte% t&at

't&'$ t&e e$% / :G t&e )a$( 'll )e a)le t se"*e 'ts c!st+e"s

t&"!g& t&e $e s#ste+ '$cl!%'$g ATM a$% I$te"$et )a$('$g /ac'l't'es-

*.6.-Banc$ Netwok

A g"eat %eal / '$*est+e$t /" %e*el0'$g t&e 0s'cal "es!"ce )ase /

t&e Ba$( &as )ee$ +a%e- BASIC Ba$( &as 'ts 0"ese$ce '$ all t&e +a2"

'$%!st"'al a$% c++e"c'al ce$te"s / Ba$gla%es& '$ "%e" t cate" t t&e

$ee% / '$%!st"# a$%

t"a%e- At t&e e$% /

:, t&e"e e"e t&'"t#

t c$*e$'e$tl#

lcate% )"a$c&es

t&"!g&!t

Ba$gla%es&? ele*e$

)"a$c&es '$ t&e ca0'talc't# / D&a(a, se*e$ '$

C&'ttag$g a$% $e

eac& '$ Na"a#a$ga$2,

Na"s'$g%', Ra&s&a&',

Sa'%0!", Bg"a, K&!l$a,

Jess"e, S#l&et,

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M!l*')a;a", C+'lla, Ba"'sal a$% S'"a2ga$2- Bes'%es t&ese, t&e )a$( &as

t&"ee )'ll cllect'$ )t&s at Ra+$a, S&e"8e8Ba$gla Naga" a$% !ls&a$

e5c&a$ge O9ce / BTTB, D&a(a- A 7"e'g$ E5c&a$ge )t& as 0e$e%

at Os+a$' I$tl A'"0"t, S#l&et '$ A0"'l @ /" +)'l';'$g /"e'g$ e5c&a$ge- T&'s 's $e / t&e a"eas &e"e BASIC Ba$( 's "elat'*el# lagg'$g )e&'$%- T&e

Ba$( &as al"ea%# s'g$e% a$ ag"ee+e$t 't& Plac'% NK C"0"at'$, USA

a$% M$e#"a+ I$te"$at'$al, M'$$ea0l's, USA /" )ta'$'$g /"e'g$

c!""e$c# "e+'tta$ces- T&e )a$( 's e50ecte% t s'g$ ag"ee+e$t 't& Tele

M$e# t"a$s/e", L$%$, UK a$% s+e s'+'la" ag"ee+e$t 't& c+0a$'es

lcate% '$ Sa!%' A"a)'a a$% UAE a"e g'$g t )e $al';e% s&"tl#-

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:- 7!$ct'$al %'*'s'$ / BASIC Ba$( L'+'te%

T&e )a$( &as


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3. BasicBank

Rajshahi Branch

It as t&e "('$g

0lace / +'$e /" all

t&ese +$t&s /"+

&e"e I lea"$e% a lt a)!t t&e )a$('$g

/!$ct'$s- .&'le 0"e0a"'$g t&'s "e0"t I /eel 't’s $ecessa"# t

tell a /e "%s a)!t 't- T&e"e a"e al+st : 0e0le "('$g '$ t&'s

)"a$c& &ea"t a$% s!l t ea"$ /" t&e "ga$';at'$ a$% t 0"*'%e )est

0ss')le se"*'ces- T&e"e a"e t %'3e"e$t %e0a"t+e$ts '$ t&e )"a$c&- It 's

t&e'" c!+!lat'*e &a"% "( t&at +a(es 't $e / t&e )'ggest +$e#

s0'$$e"s /" BASIC Bank Limited in t$e Not$ Benga# >one- T&e *e"#

'$te"'" %es'g$ e*e$ s&s t&at & +!c& c$t"l 's t&e"e '$ t&e )"a$c&-

T&e )ss ca$ g t&"!g& s!"*e'lla$ce /"+ &'s *e"# ta)le $ e*e"#

e+0l#ee e't&e" %'"ectl# " t&"!g& CC T>- I t&'$( 't 's "eall# "a"e t $%

!t s!c& a clea$ 9ce t&at 's $e% )# g*e"$+e$t / Ba$gla%es&-

T&e %e0a"t+e$ts t&at "( '$ t&e )"a$c& a"e e$e"al )a$('$g La$s

A%*a$ce Sect'$- T&e ge$e"al )a$('$g 0e"/"+s t&e *e"# c++$ tas( /

c"eat'$g? cllect'$g? c'"c!lat'$g? c$t"l t&e l'4!'% +$e# / t&e Ba$(- It

als &el0s 't& Pa# O"%e"s a$% *a"'!s s"ts / D"a/ts t-

T&e La$s A%*a$ce De0a"t+e$t 0e"/"+s t&e /!$ct'$ "elate% t la$%'s)!"se+e$t a$% cllect'$ / la$s- It als 'ss!es Ba$( !a"a$t'es- I$

t&e c&a$g'$g )a$('$g "l% 't 's )ec+'$g &a"%e" e*e"#%a# t "( '$ t&'s

sect'$ )# /ll'$g all t&e "!les state% )# Ba$gla%es& Ba$(-

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SOD M L'+'t8 T(-:- lac

MS- K&a$ R'ce M'lls M"- M%- M;e++alHa4!e K&a$

CCH L'+'t8 T(-:- lacSTL L'+'t8 T(-@-lac

MS- M!(ta 7a"+sM"- M%- O)a'%!l

M!(ta%'"

CCH L'+'t8 T(-- lacSTL L'+'t8 T(-1- lac

G T&e Be$gal Ba"%

M'llsM"- M%- Ms4!"

Ra&+a$

CCH L'+'t8 T(--lacSTL L'+'t8

T(-:- lac

Lase" D'ag$st'c

Ce$te"M"- M%- Ras&e%

Hssa'$

TL L'+'t 8 T(-1-lac TL L'+'t 8 T(-1@- lac TL L'+'t8 T(-1@- lac

1MS- Al'+!%%'$

C-M%- Al'+!%%'$

SOD L'+'t8 T(-:@-lac TL HBL8 T(-:-

lac


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E$te"0"'se Ra&+a$ iii. SOD- Tk.20.00 lac

<

M%- A$'s!"

Ra&+a$ M%- A$'s!" Ra&+a$i. SOD- Tk.40.00 lac

ii. TL(HBL)- Tk.100.00 lac

MS- B'sc!'t

B'0$'M"- M%- Al' As&"a/

i. SOD- Tk.15.00 lac

ii. CC(H)- Tk.15.00 lac

@Ms- Ra2s&a&'

Stat'$e"#

M%- M$'"!;;+a$

L!c(#i. CC(H)- Tk.40.00 lac

Ms- Sa/a

e$e"al St"e

M"- M%- Sa'%!"

Ra&+a$ i. CC(H)- Tk.30.00 lac

MS- Ka+al!%%'$

K&a$ S$sM"- M%- A("a+ K&a$ i. CC(H)- Tk.25.00 lac

GMs- Belal

Ha"%a"eM"- M%- Belal i. CC(H)- Tk.75.00 lac

Ms- Ne

M%e"$

7!"$'t!"e-

M"- M%- R)'!l Ala+ i. CC(H)- Tk.30.00 lac

1 !". #k$a Ha%d&a%'M"- M%- O)a'%!l

.a;'%

i. CC(H)- Tk.30.00 lac

''- TL HBL8 T(-:-

lac

'. CR in B"(IC Bank )imited

T"a%'t'$all#, /e 0e0le c&a$ge% t&e'" )a$(s !$less se"'!s 0")le+s

cc!""e%- I$ t&e 0ast t&e"e as, t ce"ta'$ e5te$t, a c++'tte%, /te$

'$&e"'te% "elat'$s&'0 )etee$ a c!st+e" a$% &'s&e" )a$(- T&e

0&'ls0, c!lt!"e a$% "ga$';at'$ / $a$c'al '$st't!t'$s e"e

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g"!$%e% '$ t&'s ass!+0t'$ a$% "e6ecte% '$ t&e'" +a"(et'$g 0l'c'es,

&'c& e"e 0"%!ct a$% t"a$sact'$8"'e$te%, "eact'$a"#, /c!se% $

%'sc"ete "at&e" t&a$ c$t'$!!s act'*'t'es-

T%a#, $a$c'al '$st't!t'$s ca$ $ l$ge" "el# $ t&ese c++'tte%

"elat'$s&'0s " esta)l's&e% +a"(et'$g tec&$'4!es t att"act a$% "eta'$

c!st+e"s- As +a"(ets )"ea( %$ '$t &ete"ge$e!s seg+e$ts, a

+"e 0"ec'sel# ta"gete% +a"(et'$g tec&$'4!e 's "e4!'"e%, &'c& c"eates

a %'alg!e 't& s+alle" g"!0s / c!st+e"s a$% '%e$t'es '$%'*'%!al

$ee%s-

Als, )e/"e t&e I$te"$et "e*l!t'$, c$s!+e"s la"gel# selecte% t&e'")a$(s )ase% $ & c$*e$'e$t t&e lcat'$ / )a$(s )"a$c&es as t

t&e'" &+es " 9ces- .'t& t&e a%*e$t / $e tec&$lg'es '$ t&e

)!s'$ess / )a$(, s!c& as I$te"$et )a$('$g a$% ATMs, $ c!st+e"s

ca$ /"eel# c&se a$# )a$( /" t&e'" t"a$sact'$s- T&!s, t&e c!st+e"

)ase / )a$(s &as '$c"ease%, a$% s &as t&e c&'ces / c!st+e"s /"

select'$g t&e )a$(s- T&'s s't!at'$ c!0le% 't& t&e 0"ess!"es /

c+0et't'*e a$% %#$a+'c +a"(ets &as c$t"')!te% t t&e g"t& / CRM'$ t&e 7'$a$c'al Se"*'ces Sect"-

-1 C!st+e" Relat'$s&'0 Ma$age+e$t T&eC$ce0t

C!st+e" Relat'$s&'0 Ma$age+e$t 's t&e esta)l's&+e$t, %e*el0+e$t,

+a'$te$a$ce a$% 0t'+';at'$ / l$g8te"+ +!t!all# *al!a)le

"elat'$s&'0s )etee$ c$s!+e"s a$% t&e "ga$';at'$s- S!ccess/!l

c!st+e" "elat'$s&'0 +a$age+e$t /c!ses $ !$%e"sta$%'$g t&e

$ee%s a$% %es'"es / t&e c!st+e"s a$% 's ac&'e*e% )# 0lac'$g t&ese

$ee%s at t&e &ea"t / t&e )!s'$ess )# '$teg"at'$g t&e+ 't& t&e

"ga$';at'$s st"ateg#, 0e0le, tec&$lg# a$% )!s'$ess 0"cesses-

: | P a g e



28/59


At t&e &ea"t / a 0e"/ect CRM st"ateg# 's t&e c"eat'$ / +!t!al *al!e

/" all t&e 0a"t'es '$*l*e% '$ t&e )!s'$ess 0"cess- It 's a)!t c"eat'$g a

s!sta'$a)le c+0et't'*e a%*a$tage )# )e'$g t&e )est at !$%e"sta$%'$g,

c++!$'cat'$g, a$% %el'*e"'$g, a$% %e*el0'$g e5'st'$g c!st+e"

"elat'$s&'0s '$ a%%'t'$ t c"eat'$g a$% (ee0'$g $e c!st+e"s- S t&e

c$ce0t / 0"%!ct l'/e c#cle 's g'*'$g a# t t&e c$ce0t / c!st+e"

l'/e c#cle /c!s'$g $ t&e %e*el0+e$t / 0"%!cts a$% se"*'ces t&at

a$t'c'0ate t&e /!t!"e $ee% / t&e e5'st'$g c!st+e"s a$% c"eat'$g

a%%'t'$al se"*'ces t&at e5te$% e5'st'$g c!st+e" "elat'$s&'0s )e#$%

t"a$sact'$s-

.,., Need o3 CRM in t$e Banking Ind"st!

A Relat'$s&'08)ase% Ma"(et'$g a00"ac& &as t&e /ll'$g )e$ets

8O*e" t'+e, "eta'l )a$( c!st+e"s te$% t '$c"ease t&e'" &l%'$g / t&e

t&e" 0"%!cts /"+ ac"ss t&e "a$ge / $a$c'al 0"%!cts se"*'ces

a*a'la)le- L$g8te"+ c!st+e"s a"e +"e l'(el# t )ec+e a "e/e""al

s!"ce-

T&e l$ge" a "elat'$s&'0 c$t'$!es? t&e )ette" a )a$( ca$ !$%e"sta$%

t&e c!st+e" a$% &'s&e" $ee%s 0"e/e"e$ces, a$% s g"eate" t&e

00"t!$'t# t ta'l" 0"%!cts a$% se"*'ces a$% c"ss8sell t&e 0"%!ct

se"*'ce "a$ge-

C!st+e"s '$ l$g8te"+ "elat'$s&'0s a"e +"e c+/"ta)le 't& t&e

se"*'ce, t&e "ga$';at'$, +et&%s a$% 0"ce%!"es- T&'s &el0s "e%!ce

0e"at'$g cst a$% csts a"'s'$g !t / c!st+e" e"""-

.'t& '$c"ease% $!+)e" / )a$(s, 0"%!cts a$% se"*'ces a$% 0"act'call#

$'l s'tc&'$g csts, c!st+e"s a"e eas'l# s'tc&'$g )a$(s &e$e*e" t&e#

$% )ette" se"*'ces a$% 0"%!cts- Ba$(s a"e $%'$g 't t!g& t get $e

c!st+e"s, a$% +"e '+0"ta$tl#, "eta'$ e5'st'$g c!st+e"s-

Acc"%'$g t a "esea"c& )# Re'c&&el% a$% Sasse" '$ t&e Ha"*a"%

B!s'$ess Re*'e, @ '$c"ease '$ c!st+e" "ete$t'$ ca$ '$c"ease

:G | P a g e



29/59


0"ta)'l't# )#


30/59


0"'*ate )a$('$g +a"(et, a$% +"e '+0"ta$tl#, % s '$ a$ ec$+'call#

*'a)le a#

T&e"e 's a )as'c ge$e"'c c!st+e" e50e"'e$ce t&at +a$# 0"'*ate

)a$('$g c!st+e"s a"e see('$g- T )e a c"e%')le 0la#e" '$ t&e +a"(et, a

0"'*ate )a$( +!st )e a)le t %el'*e" t&'s )ase e50e"'e$ce- T&'s

"e0"ese$ts a c++$ set / $ee%s t&at a"e s&a"e% )# +st HN.

c!st+e"s- T&e"e/"e, t&e 0"'*ate )a$( +!st &a*e t&e ca0a)'l't'es

"e4!'"e% t +eet t&ese $ee%s /" t&e +a2"'t# / 'ts c!st+e" )ase-

All c!st+e"s, "ega"%less / ealt& le*els, &a*e s'+'la" e+t'$al

$ee%s, &'c& %"'*e t&e'" $ee% /"a%*'ce a$% t&e'" 0!"c&ase / 0"%!cts- D'3e"e$t ealt& le*els '+0se

%'3e"e$t 0"'"'t'es $ +eet'$g t&ese $ee%s a$% 0e$ !0 $e a*e$!es

/" %'$g s-

Ta(e a s'+0le e5a+0le, HN. c!st+e"s ca$ a3"% $ 't t /!$% t&e'"

"et'"e+e$t, s t&e'" 0"'"'t'es +a# )e assc'ate% 't& g"'$g ealt&,

"at&e" t&a$ 0"ese"*'$g 't, all'$g t&e+ t c&se a 0"%!ct 0t'$ 't&

a &'g&e" "'s("ea"% "at'-

I/ t&'s 's t"!e, 't +ea$s all HN. c!st+e"s sta"t 't& a )as'c, c++$

set / &at t&e# a$t a$% $ee% /"+ a )a$(, &'c& +'g&t '$cl!%e 8

• Pe"s$al, l$g8te"+ "elat'$s&'0

• A%*'ce c+)'$'$g '$%!st"# e50e"t'se a$% ($le%ge / 0e"s$al

c'"c!+sta$ces

• H'g& 4!al't#, c$s'ste$t 4!al't#

•Sec!"'t#, 0"'*ac#, c$%e$t'al't#

At t&'s )as'c le*el, g"!0'$g tget&e" t&ese c"e a$ts a$% $ee%s

0"%!ces a set / ge$e"'c c&a"acte"'st'cs t&at a$ HN. '$%'*'%!al see(s

/"+ a$ "ga$';at'$ )e/"e &e " s&e 'll e*e$ c$s'%e" 0lac'$g a$# /

&'s " &e" ealt& 't& 't-


31/59


U$%e"l#'$g t&ese ge$e"'c c&a"acte"'st'cs 's a set / ca0a)'l't'es c*e"'$g

"ga$';at'$, 0"cess a$% tec&$lg#, &'c& t&e 0"'*ate )a$( +!st

0"cess t 0e"ate '$ t&e &'g& $et "t& +a"(et-

.,. T$e Segment'S%eci@c 01%eience

T )!'l% t&'s )ase e50e"'e$ce, 0"'*ate )a$(s als $ee% t c$s'%e" t&e

seg+e$t8s0ec'c

$ee%s / t&e'"

ta"get c!st+e"s-

T&'s '$ 'tsel/

"e4!'"es aca0a)'l't# t

'%e$t'/# a$% 2!st'/#

ta"get c!st+e"s

a$% !$%e"sta$%

t&e'" $ee%s

)e#$% )a$('$g,

t e$s!"e t&at t&e'" e+t'$al $ee%s a"e +et- It 's &e"e t&at t&ec!st+e" 's +a%e t /eel l'(e a$ '$%'*'%!al, )!t 't 's als at t&'s 0'$t

t&at csts a$% '$/"ast"!ct!"e s0'"al, as c!st+e"s $ee%s sta"t t

%'*e"ge-

T&e seg+e$tat'$ 0"cess '%e$t'es g"!0s / c!st+e"s 't& s'+'la"

a$ts a$% $ee%s, & a"e see('$g a s'+'la" e50e"'e$ce /"+ t&e

0"*'%e"- I+0"ta$tl#, /"+ t&e "ga$';at'$s *'e0'$t, t&'s +ea$s

t&at t&e# ca$ als )e se"*e% )# s'+'la" sets / ca0a)'l't'es-

T&e c&a$$el 0"e/e"e$ces / eac& seg+e$t a$% assc'ate% c&a$$el

e50e"'e$ce 8 /" e5a+0le, a sel/8%'"ecte% g"!0 / c!st+e"s 'll !se

'$te"$et /" t"a$sact'$g, '$/"+at'$ gat&e"'$g a$% e*e$ s+e a%*'ce,

&e"eas a%*'ce see(e"s a$% less $a$c'all# s0&'st'cate% seg+e$ts

"e4!'"e +"e access t a$ a%*'se" "elat'$s&'0 +a$age" a$% a +"e

)as'c e50e"'e$ce *e" t&e I$te"$et-


32/59


T&e 0"%!ct a$% se"*'ce 0"e/e"e$ces / t&at seg+e$t 8 /" e5a+0le, t&e

+"e s0&'st'cate% c!st+e"s a"e +"e l'(el# t %e+a$% +"e c+0le5

0"%!cts s!c& as alte"$at'*e '$*est+e$ts, &'lst t&e"s +a# 0"e/e"

%'sc"et'$a"# 0"t/l' +a$age+e$t-

T&e $e c+0$e$ts a"e a%%e% t t&e e50e"'e$ce a$% t&e )ase

e50e"'e$ces ele+e$ts )ec+e %e$e% '$ +"e %e0t&, acc"%'$g t t&e

s0ec'c $ee%s / t&e c!st+e" seg+e$t-

O$ce t&e seg+e$t e50e"'e$ces &a*e )ee$ %e$e%, t&e assc'ate%

ca0a)'l't'es +!st aga'$ )e '%e$t'e%- T&e &'e"a"c&'cal a00"ac& t

%e$'$g c!st+e" e50e"'e$ces &el0s lte" t&ese ca0a)'l't'es as 8

• It 's 0ss')le t '%e$t'/# e50e"'e$ce ele+e$ts t&at a"e c++$ t

+"e t&a$ $e seg+e$t 8 t&'s 'll ca""# a &'g&e" 0"'"'t# /"

%e*el0+e$t as t&e# 'll )e$et +"e c!st+e"s?

• T&e seg+e$tat'$ e5e"c'se 'll 0"*'%e c+0a"at'*e s';'$g /" t&e

ta"get seg+e$ts-

• Ca0a)'l't'es "e4!'"e% /" t&e la"ge", +"e 0"ta)le seg+e$ts ta(e0"ece%e$ce *e" t&se $ee%e% /" s+alle" seg+e$ts-

.,.+ T$e Egani&ation'S%eci@c 01%eience

Ha*'$g '%e$t'e% t&e )ase a$% seg+e$t s0ec'c ele+e$ts / HN.

c!st+e" e50e"'e$ce, t&e $al ste0 's t '%e$t'/# & t&e e50e"'e$ce

t&at eac& "ga$';at'$ 3e"s 'ts c!st+e"s 's %'st'$ct /"+ t&e" )a$(s-

N t&'s !l% +ea$ t&at $e &as t %'st'$ctl# '%e$t'/# t&e c+0$e$ts

/ t&e e50e"'e$ce t&at a"e $t $l# assc'ate% 't& a 0a"t'c!la" )a$( )!t

als )e t&e (e# %'3e"e$t'at"-

T&'s 0"cess 'll %e$e 8

• Ele+e$ts / t&e "ga$';at'$ st#le a$% c!lt!"e-

• P"%!cts a$% Se"*'ces t )e 0"*'%e%-

I$ t&e sa+e a#, e*e"# )"a$% 's %'3e"e$t, s 's t&e e50e"'e$ce-


33/59


t&e'" $a$ces ca$ )e a c+0le5 +atte"- T&e c&alle$ges /ace% )# )a$(s

a$% t&e'" c!st+e"s a"e +a$# )!t t&e t"'c( l'es '$ %e8+#st'/#'$g

c+0le5 $a$c'al "elat'$s&'0s-

Tec&$'cal

sl!t'$s

%e0l#e% )#

)a$(s t%a# a"e

6e5')le, !se"8

/"'e$%l# a$%

+ea$t t

/ac'l'tate s0ec'c

"(6 a$%

"e4!'"e+e$ts '$

'+0le+e$tat'$

0"cesses- I$

"%e" t s'+0l'/#

l'*es, )a$(s &a*e )eg!$ t '+0le+e$t e$%8t8e$% tec&$lg'es t&"!g&

all %e0a"t+e$ts 't& t&e '$te$t'$ / "e+*'$g &!+a$ e""" /"+

0"cesses- P"e*'!sl# e5'st'$g +a$!al e$*'"$+e$ts c!l% $t &a*e

)ee$ a%e4!ate /" /!t!"e *'s'$s, g"t& 0la$s a$% st"ateg'es-

I$ t&'s %a# a$% age, c!st+e"s e$2# c+0lete l!5!"# '$ te"+s /

c!st+';e% tec&$'cal sl!t'$s a$% )a$(s !se t&e sa+e t ce+e$t l$g8

te"+, +!t!all#8)e$ec'al "elat'$s&'0s-

-: CRM '$ P"act'ce '$ BASIC Ba$( L'+'te%

I$ Ba$gla%es& )a$('$g 's $t #et a *e"# %e*el0e% '$%!st"# a$% t&at

&as &a00e$e% %!e t *a"'!s st"'ct "!les a$% "eg!lat'$ set )# t&e

ce$t"al a!t&"'t# / )a$(s, t&e ce$t"al )a$(- D!e t t&e ea(

'$/"ast"!ct!"al c$%'t'$ a$% ec$+'c *!l$e"a)'l't# t&e ce$t"al )a$(

/te$ &as t 0la# a *e"# 0"tect'*e "le a$% &as t 0la# 't sa/e-


34/59


I$ +# s&"t e50e"'e$ce '$ BASIC, I &a*e /!$% a *e"# '$te"est'$g t&'$g

a$% t&at 's &!ge !se / CRM tls- Alt&!g& t&'s +et&%s a"e $t

/"+all# !se% as CRM tls )!t t&e gal t&e# 0!"s!e a"e s'+'la" t t&se

/ t&e CRM gals, )!'l%'$g a$% +a'$ta'$'$g 0"ta)le "elat'$s&'0s- T&e

CRM 0"act'ce 's +a'$l# '$ c!st+e" e50e"'e$ce le*el as t&e %eal'$g

c!st+e"s a"e $t / a *e"# 4!al'e% le*el- S+e / t&e tls !se% '$

)a$(’s CRM a"e as /lls

.*., Ad)ice ( 01%etise

A )a$(e"’s 2) 's $t $l# t %e*el0 &'s " &e" )a$(s asset )ase "

0"t )!t t e$s!"e s!sta'$a)le %e*el0+e$t / all t&e 0a"t'es &e " s&e's g'$g t se"*e- T&'s 's a &!ge %'le++a /" a$# )a$(e" t&at &'c& $e

&e s&!l% c&se )etee$ t&e cl'e$ts )e$et " t&e )a$(’s $e-

Ba$(e"s / BASIC Ba$( L'+'te% &a*e ala#s g'*e$ '+0"ta$ce $

e$s!"'$g t&e'" cl'e$ts’ +a5'+!+ )e$et !$t'l 't &a"+s t&e "!les a$%

"eg!lat'$ / t&e )a$(- T&e "ga$';at'$ )el'e*es t&at '/ a cl'e$t 's

se"*e% 't& a g% a%*'ce t&a$ s$e" " late" t&e t&'$g 's g'$g t 0a#

)ac( a$% 'll c"eate a l$g te"+ "elat'$s&'0 't& t&e )a$(-

'.2.1.1 "d*ices

T&e cl'e$ts /te$ e50ect g% a$% lg'cal a%*'ses /"+ t&e )a$(e"s as

t&e# )el'e*e t&at t&e )a$(e"s ($ )ette" t&a$ t&e+ a)!t &'c& / t&e

la$ sc&e+e 's g'$g t g'*e &'+ +a5'+!+ )e$et " &'c& $e 's

g'$g t e$s!"e t&e+ +a5'+!+ "et!"$ $ t&e'" asset '$ case /

%e0s't'$g-

T&e"e a"e se*e"al as0ects &e"e a cl'e$t ca$ )e a%*'se% $

1- Select'$ / a00"0"'ate la$ 0ac(agesa- T&e"e a"e *a"'!s t#0es / la$s a*a'la)le '$ t&e )a$( &'c&

se"*es %'3e"e$t 0!"0se- It 's /te$ &a"% /" t&e cl'e$ts t

$% !t &'c& $e 's t&e )est $e /" t&e+- I$ s!c& a case 't

*e"# '+0"ta$t /" t&e )a$(e" t &el0 t&e cl'e$t t $% !t


35/59


t&e +st 0"ta)le la$ 0ac(age /" &'+- S!c& as a cl'e$t

$ee%s a ce"ta'$ a+!$t /" +$t&s, '$ t&'s c'"c!+sta$ces

t&e cl'e$ts ca$ ac&'e*e t&e /!$% )# ta('$g a CCH la$ /"

$e #ea" $ t&e t&e" &a$% t&e )a$(e" ca$ a%*'ce &'+ t g

/" a STL l'+'t /" t&e s&"t 0e"'% / t'+e &'c& 'll sa*e

&'+ +$e# a$% 'll als sa*e &assle-:- Select'$ / a00"0"'ate '$*est+e$t 0ac(ages

a- T&e"e a"e a lt / 0e0le & &a*e e$!g& '%le +$e# )!t

ca$’t '$*est %!e t t&e'" t&e" 0")le+s, '$ t&'s s't!at'$

)a$( )"" t&at '%le +$e# /"+ t&e+ a$% t&e$ le$% t&e+

t t&e"s- T&e 0"'$c'0le / )a$('$g 's t t"a$s/e" +$e# /"+

t&e s!"0l!s !$'t t %ec't !$'t- A$ '$*est" ca$ '$*est '$

%'3e"e$t a#s? a )a$(e" &el0s &'+ t select t&e +st

0"ta)le '$*est+e$t 00"t!$'t# a*a'la)le /" &'+ '$ t&e

)a$(-


36/59


)# c+0let'$g a "( "%e" a$% "ece'*'$g a )'ll aga'$st 't-

T&e )a$(e"s 'll a%*'ce t select t&e )est 0ss')le la$

"e0a#+e$t +et&% t&at s!'ts t&e c!st+e"s’ )!s'$ess t#0e

a$% la$ s';e-- Ta5 "e%e+0t'$

a- T&e"e a"e se*e"al a#s t get ta5 "e%e+0t'$ '$ t&e

$at'$al Ta5 "!le a$% t&e )a$(e"s &el0 t&e cl'e$t t ta(e

$ecessa"# act'$ t e$s!"e lesse" ta5-@- Cst c!tt'$g

a- T&e"e a"e se*e"al cst attac&e% t t&e la$ %'s)!"sal

0"cess &'c& ca$ /te$ )e "e%!ce% 2!st )eca!se / t&e

)a$(e"s g% 'll- E$s!"'$g t&e a*a'la)'l't# / all t&e

se"*'ces at a c&ea0e" "ate 'll eas'l# c!t t&e cst / t&e la$

a$% t&!s t&e EIR a$% 'll e$s!"e %el'g&te% c!st+e"s-

'.2.1.2 +,pertise

A )a$(e" ca$ le$% &'s e50e"t'se '$ t&e /ll'$g sect'$s

1- P"e0a"'$g $a$c'al state+e$ts:- P"e0a"'$g stc( "e0"ts


37/59


cl'e$t c+es t ($ $(s a$% c"$e"s / t&e cl'e$ts ta(e$ )e$ets

a$% &'s )!s'$ess c"'te"'a als- It )ec+es +!c& eas'e" /" &'+ t get

&l% / t&e 0")le+ t&at t&e cl'e$t +'g&t /ace-

O$ t&e t&e" &a$%, t&e cl'e$t /eels c+/"ta)le a)!t t&e 0e"s$ & 's

%eal'$g 't& all t&e 0")le+s as &e ($s t&at t&e 0e"s$ s'tt'$g '$

/"$t / &'+ ($ a %eta'l *'e / all &'s la$s, a%*a$ces " %e0s'ts-

T&e '$te"0e"s$al )$% &el0s t&e 0a"t'es t %'sc!ss +atte"s +"e /"eel#

a$% t "eac& a sl!t'$ '$stea% / 2!st gett'$g '$t a %ea% )lc( &'c&

ca$ )ec+e *e"# /atal /" )t& / t&e+-


38/59


.*.- Pe3omance

T&e"e 's $ alte"$at'*e / &'g& 4!al't# 0e"/"+a$ce '$ )a$(s as t&e"ga$';at'$ 's a st"'ctl# se"*'ce )ase% "ga$';at'$- T&'s s0ec'c CRM

tl 's !se/!l '$ case / t&e %e0s't +a('$g c!st+e"s- T&e# ala#s

%e+a$% a *e"# &'g& 4!al't# 0e"/"+a$ce '$ '$*est'$g t&e'" &a"% ea"$e%

+$e#- T&e c!st+e"s e50ect 0e"/"+a$ce '$ t&e /ll'$g sect"s-

1- Sa/e /!$% +a$age+e$t:- P"ta)le '$*est+e$t


39/59


.*. "a#it! Se)ice

T&e cl'e$ts %eal'$g 't& t&e )a$(s $ee% &'g& 4!al't# e""" /"ee se"*'ceas t&e'" )!s'$ess %e0e$%s a lt $ t&e )a$(s- T&e"e &a"% ea"$e%

"e0!tat'$ a$% ca0'tal a"e gl!e% tget&e" 't& t&e )a$(’s 0e"/"+a$ce-

I/ t&e )a$( /a'ls t 0e"/"+ '$ a /ast e""" /"ee +a$$e" t&a$ t&e"e 's a

g% 0ss')'l't# t&at t&e cl'e$t 'll /ace se*e"e %'9c!lt'es '$ "!$$'$g &'s

" &e" )!s'$ess-

T&e"e +a$# 0a"t'es a$% 0'$ts &e"e a )a$( $ee%s t ta(e /aste"

%ec's'$ a$% e""" /"ee 0e"/"+a$ce )eca!se / attac&+e$t / +$e#'t& t'+e- A s'+0le +'sta(e '$ LC ca$ ca!se a c!st+e" t lse a &!ge

)!s'$ess, t&!s /ace a se*e"e %a+age '$ &'s )!s'$ess a$% $all# $t

)e'$g a)le t 0a# )ac( t&e /ac'l't'es &e 's e$2#'$g /"+ t&e )a$(- T&at

!l% )e /atal /" )t& t&e 0a"t'es a$% ca$ ca!se se"'!s %a+age t t&e

0a"t$e"'$g att't!%e 0"e*a'l'$g )etee$ t&e 0a"t'es-

.*.+ /#e1i8i#it!

7le5')'l't# 's $e / t&e a%*a$ce% tls / )a$('$g CRM &'c& 's

ge$e"all# !se% $l# '$ case / t&e l%e" t"!ste% cl'e$ts- I$ Ra2s&a&'

)"a$c& $l# t 0a"t'es a"e e$2#'$g t&'s t#0e / /ac'l't'es "eg!la"l#-

T&e# a"e t / t&e l%est a$% )'ggest 0a"t'es / t&e )"a$c& & &a*e a

*e"# g% t"ac( "ec"%- T&ese 0a"t'es ge$e"all# e$2#s 6e5')'l't# '$ case

/ )a$('$g &!", )a$(e"’s %!t#, e5t"a se"*'ces, e5t"a /ac'l't'es e5cee%'$g

t&e l'+'t t +eet !"ge$t $ee% / /!$%s-

T&e )a$( s&s t&'s s"t / 6e5')'l't'es 't& t %'3e"e$t gals- O$e /

t&e+ 's 2!st t e$s!"e $a$c'al s!$%$ess / t&e 0a"t# $ t&e t&e"

&a$% t&e sec$% gal 's t c"eate a se$se / 0a"t$e"'$g '$ t&e

c!st+e"s +'$%-


40/59


-< S('lls "e4!'"e% /" t&e C!st+e" Ma$age"s

T&e"e a"e se*e"al s('lls ge$e"all# !se% )# t&e +a$age"s / t&e )a$( t

%eal 't& t&e c!st+e"s- T&e# a"e as /lls

1- A$ !$%e"sta$%'$g / & )!s'$ess "(s:- A$ a)'l't# t c!$sel


41/59


C " s t o

m e a t t a c t i ) e n e s s

M e d i " m

Ma'$ta'$ M'$'+all# De/e$% Ma'$ta'$ De*el0

L o w

.'t&%"a Ma'$ta'$ M'$'+all# De/e$% Select'*el#

Ma'$te$a$ce 't& +'$'+!+ "es!"ce 's a st"ateg# /" c!st+e"s 't&

&+ g% )!s'$ess 's e$2#e% %es0'te t&e /act t&at t&e# +a# $t

"eall# t BASIC Ba$( L'+'te%’s c+0et't'*e a%*a$tage-

T&e 0l'c# 'll )e t e$s!"e l'+'te% "es!"ce allcat'$- Use / "es!"ces

's ge$e"all# t"'++e% )# s!)st't!t'$g 0e"s$al ca"e ta('$g 't& 3s'te

s!0e"*'s'$-

.'t&%"a'$g 's a$ a00"0"'ate st"ateg# &e"e t&e c!st+e" 's 0ate$tl#

!s'$g +"e *al!a)le "es!"ces t&a$ 's l'(el# t )e 2!st'e%- C!st+e"s

/a'l'$g '$ t&ese t st"ateg'c class'cat'$s a"e !$l'(el# t )ec+e

'+0"ta$t c!st+e"s- Alt&!g& t&e"e a"e ce"ta'$ '$'t'at'*es ta(e$ t t"#

t c$*e"t t&e+ t (e# c!st+e"s, )!t t&ese '$'t'at'*es "a"el# %es "(

as t&ese s"t / "ga$';at'$ sll# )ec+es *e"# e50e$s'*e /" t&e

)a$( t se"*'ce a$% t&!s *e"# s$ t&e )a$( t"'es t %!+0 t&e+-

-@ Use / t P’ D#$a+'cs '$ CRM

I$ t&e se"*'ce +a"(et'$g t&e"e a"e se*e$ P’s &'c& ca!ses all t&e

%#$a+'cs '$ t&e +a"(et'$g / a$# ce"ta'$ "ga$';at'$ &'c& a"e

1- P"%!ct:- P"'ce


42/59


- 0s'cal e*'%e$ce

'$ case / CRM t / t&e+ a"e +st '+0"ta$t a$% t&e# a"e 0e0le a$%

0"cess- CRM 's $t&'$g )!t a tl t&at %'+'$'s&es t&e ga0 )etee$ t&e

c!st+e"s a$% t&e )a$( as a "es!lt 't ca!ses l$g te"+ "elat'$s&'0 't&

t&e c!st+e"-

'.-.1People

: | P a g e



43/59


Pe0le a"e t&e %el'*e"# 0'$t / t&e se"*'ces 0"*'%e% )# t&e )a$(- T&e

0e0le se"*'c'$g t&e c!st+e"s ge$e"all# )ec+e t&e /ace / t&e

"ga$';at'$ a$% t&e'" 0e"/"+a$ce 's clsel# t'e% 't& t&e )a$(’s

0e"/"+a$ce- As a "es!lt +a'$ta'$ t&e 0e0les’ 0e"/"+a$ce )ec+es

*e"# '+0"ta$t /" t&e "ga$';at'$ t +a'$ta'$ l$g te" "elat'$s&'0- I/

t&e se"*'ce 0"*'%e"s a"e $t 0"0e"l# t"a'$e% t&e$ t&e"e a"e c&a$ces

t&at t&e# a"e $t g'$g t +eet t&e c!st+e"’s e50ectat'$ a$% g'$g

t %el'*e" e""$e!s se"*'ces &'c& 'll ca!se %a+ages t )t& t&e

)a$(’s g%'ll a$% als t t&e cl'e$t’s )!s'$ess- As a "es!lt t&e )a$(

ala#s t"'es t c"eate a *e"# g% e+0l#ee )ase & a"e ell t"a'$e%

a$% +t'*ate%- T&'s e$s!"es )ette" a$% /aste" %el'*e"# / se"*'ces &'c&

'$ t!"$ e$s!"es l$g te"+ c!st+e"s assc'at'$ 't& t&e )a$(-

< | P a g e


E+0l#ees

C!st+e"s

Se"*'ceDel'*e"#

M$'t"'$g

Ne"elat'$s&'0%e*el0+e

$t

P")le+Sl*'$g


44/59


'.-.2Process

P"cess 's t&e a# t&e se"*'ce 's %el'*e"e%- P"cess 's als *e"#

'+0"ta$t /" a$# )a$( )eca!se t&e 0"cess / se"*'ce %el'*e"# ca$ als

0la# a *'tal "le '$ +a('$g c!st+e"s sat'se% " %'ssat'se%- I/ t&e

0"cess 's l$g a$% c+0le5 t&e$ t&e"e 's a "a"e c&a$ce t&at t&e

c!st+e" 's g'$g t )e &a00# a)!t 't as 't 's cst'$g &'+ +"e t'+e

t&a$ &e 's !se% t s0e$% $ t&e +atte" as a "es!lt t&e 0"cess a"e

$ee%e% t )e +$'t"e% e5t"e+el# ell a$% t'+e ga0s a"e $ee%e% t )e

c!t %$- Ma('$g t&e 0"cess eas'e" t !$%e"sta$% als &el0s a lt- I$

BASIC Ba$( L'+'te% t&e 0"cess / se"*'ce %el'*e"# &as )ee$ +a%e

eas'e" '$ t&e c!st+e"’s e$% )eca!se / t&e c!st+e"s’ %e+a$% /" 't

)!t &as $t )ee$ 0ss')le t % s '$ t&e &le 0"cess )eca!se / t&e

"!les a$% "eg!lat'$ attac&e% t t&e se"*'ce %el'*e"# / t&e )a$(s )# t&e

ce$t"al a!t&"'t# / t&e )a$(s, t&e ce$t"al )a$(-

- P")le+s / CRM e3"ts / BASIC Ba$( L'+'te%

T&e"e a"e se*e"al 0")le+s / t&e CRM e3"ts / t&e )a$( as t&e )a$(

&as $t #et %e*el0e% a clea" c!t g!'%el'$e /" 'ts CRM e3"t )!t 't 's

!se% $l# as a +a"(et'$g tl '$ t&e )a$(-

1- Nee% / 0"0e"l# s0ec'e% g!'%el'$es:- Nee% / 0"0e" 0la$$'$g


45/59


-. hat Customers like a/out B"(IC

Bank D!"'$g t&e l$g t'+e I "(e% '$ BASIC Bank Limited, I &a% +et a lt

/ )!s'$ess+e$ /"+ %'3e"e$t le*el / t&e sc'et# a$% c++e"c'als /

%'3e"e$t "ga$';at'$s- .&e$e*e" e %'sc!sse% a)!t se"*'ce a$% t&e"

as0ects / t&e )a$( t&e# ga*e '+0"ta$ce $ s+e as0ects / t&e

)"a$c&- S, I %ec'%e% t +a(e a s'+0le l'st / 4!est'$s t as( t&e+

%!"'$g c$*e"sat'$s- It as *e"# &a"% t as( t&e+ %'"ectl# as t&e# e"e

*e"# )!s#, s +st / t&e 4!est'$s e"e as(e% %!"'$g t&e )"ea( t'+e

" l!$c& t'+e- .&'le tal('$g t t&e+ I &a% t /eel !0 t&e 4!est'$$a'"e

)# +#sel/ as t&e# t&e+sel*es e"e $t '$te"este% t /eel !0 t&e+- It

!l%$’t )e ( t tell 't a "esea"c& )!t 't s!"el# ca$ %e$e t&e

0e"ce0t'$ / t&e c!st+e" / t&e Ra2s&a&' )"a$c& )eca!se t&ese a"e

t&e 0e0le & &el0 Ra2s&a&' )"a$c& +st / 'ts 0"t- T&e# als &a*e

gt t&e )'ggest a+!$t / la$ /"+ t&e )"a$c&-

I as a)le t '$te"*'e : 0e0le %!"'$g t&e '$te"$s&'0 0e"'% )!t I &a%

t e5cl!%e / t&e+ a$% t&at’s all t&e "es!lts a"e s&$ '$ te"+s

/ :: 0e0le-

I$ t&e /ll'$g sect'$s I 'll t"# t s& t&e a$se" 0atte"$ a)!t

%'3e"e$t as0ects / t&e )"a$c&-

@ | P a g e



46/59


PREDUCT RANG0

T&'s 4!est'$ as +a%e t $% !t &et&e" t&e c!st+e"s a"e &a00#'t& t&e 0"%!ct "a$ge t&e )a$( 's 0"*'%'$g " $t-

7"+ t&e g"a0& 't 's e*'%e$t t&at 1 / t&e "es0$%e$ts e"e *e"#

sat'se% 't& t&e 0"%!ct "a$ge 3e"e%- :


47/59


"!te- Rega"%'$g access t se"*'ces, t&e a$se"s )ta'$e% /"+

c!st+e"s a$% t&e a$se"s )ta'$e% a"e as /lls

| P a g e



48/59


= : 5 / /5>e"# Sat'se% 8: 1< @ 8:

Sat'se% 81 @ :


49/59


D'ssat'se% 1 : :>e"#

D'ssat'se%: 1 @ :

:: 1 81@

A*e"age 8-G

7"+ t&e g"a0& 't 's e*'%e$t t&at c$s!+e"s a"e a )'t sat'se% 't& t&e

acc!"ac# / se"*'ces- He*e" t&e"e 's "+ /" '+0"*e+e$t- : /

t&e "es0$%e$ts "ate% acc!"ac# / se"*'ces as $e!t"al-

SP00D E/ S0RFIC0S

Rega"%'$g s0ee% / se"*'ce, t&e a$se"s )ta'$e% /"+ c!st+e"s a"e

as /lls

, , >e"# Sat'se% 8: : 8

Sat'se% 81 < 1 8<Ne!t"al 1 @

D'ssat'se% 1 @ :e"#

D'ssat'se%: :

:: 1 :A*e"age -

| P a g e



50/59


/ t&e "es0$%e$ts a"e *e"# %'ssat'se% 't& t&e s0ee% / se"*'ce &'le @ "es0$%e$ts a"e $e't&e" sat'se% $" %'ssat'se% 't&

t&e se"*'ce- T&e )a$( se"'!sl# $ee%s s+e '+0"*e+e$t '$ t&'s sect"-

C=ARG0S C=ARG0D

Rega"%'$g $a$c'al c&a"ges / se"*'ces, t&e a$se"s )ta'$e% /"+

c!st+e"s a"e as /lls

+ , , >e"# Sat'se% 8: 1 @ 8:

Sat'se% 81 : 8

Ne!t"al 1G D'ssat'se% 1 : :

>e"#D'ssat'se%

:

:: 1 8:A*e"age 81-

@ | P a g e



51/59


7"+ t&e a)*e g"a0& 't 's e*'%e$t t&at "es0$%e$ts a"e *e"# sat'se%

't& t&e $a$c'al c&a"ges /" se"*'ces- T&e "eas$ )e'$g l a+!$t /

c&a"ges c&a"ge% /" acc!$t +a'$te$a$ce t&e" se"*'ces-

@1 | P a g e



52/59


PUBLIS=0D MAT0RIAL ABEUT S0RFIC0S

Rega"%'$g 0!)l's&e% +ate"'al a)!t se"*'ces, t&e a$se"s )ta'$e%/"+ c!st+e"s a"e as /lls

2 , , >e"# Sat'se% 8:

Sat'se% 81 1 @ 81Ne!t"al 1 @

D'ssat'se% 1 1G >e"#

D'ssat'se%: 1


53/59


>e"# Sat'se% 8: : 81:

Sat'se% 81 : 8Ne!t"al @ :e"# D'ssat'se% : 1 @ :

:: 1 81:A*e"age 8-@@

: / t&e c!st+e"s’ e"e *e"# sat'se% a$% t&e" : 's sat'se%

a)!t t&e lcat'$ / t&e )"a$c&- T&'s &a00e$e% %!e t t&e lcat'$

)e'$g a"!$% a &!ge @ /eet "a% a$% '$ a 0lace 't& $ t"a9c

c$gest'$-

INT0RIER D0SIGN ( AR0A MANAG0M0NT

A)!t t&'s as0ect t&e cl'e$ts s&e% t&e /ll'$g /eel'$g

6 , , >e"# Sat'se% 8: : 81:

Sat'se% 81 1 @ 81Ne!t"al < 1

D'ssat'se% 1 : :>e"#

D'ssat'se%: 1 @ :

:: 1 81GA*e"age 8-G:

@< | P a g e



54/59


O*e"all stat'st'cs s&s cl'e$t /eel'$gs "a$ge /"+ Ne!t"al t Sat'se%-

@/ t&e+ a"e sat'se% a)!t t&e '$te"'" %es'g$'$g / t&e )a$(-

NUMB0R E/ S0RFIC0 0MPLEY00S

Rega"%'$g $!+)e" / se"*'ce e+0l#ees, t&e a$se"s )ta'$e% /"+


7 , ,

>e"# Sat'se% 8: @ :


55/59


Rega"%'$g att't!%e / e+0l#ees, t&e a$se"s )ta'$e% /"+ c!st+e"s

a"e as /lls

,: , , >e"# Sat'se% 8: : 8Sat'se% 81 11 @ 811Ne!t"al :

D'ssat'se% 1 : :

>e"# D'ssat'se% : 1 @ :

:: 1 811A*e"age 8-@

@ / t&e "es0$%e$ts a"e &a00# 't& t&e e+0l#ee att't!%e a$%

:/ t&e+ a"e Ne!t"al a$% t&e# e50ect )ette" e+0l#ee att't!%e-

K NEL0DG0 E/ 0MPLEY00S

Rega"%'$g ($le%ge / e+0l#ees, t&e a$se"s )ta'$e% /"+


,, , ,

>e"# Sat'se% 8: @ :


56/59


-2? E/ T=0 CUSTEM0R /00LS CEN/US0D ABEUT T=0 0MPLEY00

KNEL0DG0 L0F0L AND T=IS CAN ECCUR DU0 TE T=0 FARYING

KNEL0DG0 L0F0L E/ T=0 0MPLEY00S IN DI//0R0NT MATT0RS.

0AS0 E/ T=0 PREC0SS ( PREC0DUR0S

Rega"%'$g 0"cesses a$% 0"ce%!"es, t&e a$se"s )ta'$e% /"+


,* , ,

>e"# Eas# 8: : 8Eas# 81 : 8:

Ne!t"al @ :


57/59



58/59


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crm in banking industry of basic bank

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