The Benefits of the Electronic Customer Relationship Management to the Banks and their Customers

摘要

The current competitive market in banking sector emphasizes on the interaction, relationship management and networks to identify and satisfy the customer’s needs in order to achieve higher revenue and profits. The electronic customer relationship management (E-CRM) in the banking sector is implemented to serve customers and to achieve these objectives. Since the E-CRM is relatively new technology and evolves rapidly there is scarce evidence of the benefits of its implementation. The goal of this paper is to identify and describe the benefits of using these advance technologies in the banking sector and help the banks make informed decisions regarding the implementation and/or further improvement of an existing E-CRM. The research found that E-CRM have decreased the work load on the branches, decrease administrative cost, increase cross selling, bank revenues and enable the bankers to analyze the customers’ needs by having access to all past transactions. The e-channels have improved the dissemination of information and enabled the management to introduce new products and schemes at faster rate. The benefits experienced by customers with these advanced technologies in the banks are convenience, time and cost savings, security, and growth of trust and hence maintaining stronger attachment to the bank. The customers experienced early response to their queries and enjoyed a faster processing speed. They were found to be more secure and have greater trust in the bank than previous as a result of more interaction points, increasing communication and closer relationship with the banking staff.