UNLOCKING POTENTIAL: HOW CRM TRANSFORMED TNSC BANK'S APPROACH TO BANKING

Abstract

Customer Relationship Management (CRM) is a comprehensive strategy that redefines how businesses operate, placing the customer at the center of all activities. It goes beyond mere technology adoption and necessitates a fundamental shift in business practices. CRM doesn't just offer better insights into customer behavior; it revolutionizes the way business is conducted. Successful CRM implementation seamlessly integrates front office and back office operations, granting employees a holistic perspective of the organization's customer relationships. Furthermore, it opens internal systems to customers, empowering them to participate in the sales process. CRM is a crucial strategy, especially in competitive markets, where it combines information, systems, policies, processes, and the workforce to attract and retain valuable customers. CRM applications and technologies serve as the tools to execute this strategy, but they must be intricately interwoven with the company's overall business strategy, rather than tacked on as separate components.