Customer Experience Management (Cem) In Selected Private Banks in Chennai City

Abstract

The Customer Experience Management (CEM) becomes essential component in any kind of business. The customers of private bank interact with the banks through various touch points such as branches, ATMs, E-corner, Internet banking, etc. The main objective of the study is to explore the customer experience management in selected private banks in Chennai city. The researcher gathered the primary data through structured interview schedule from the first three private banks (i.e. HDFC, ICICI, and Axis bank). The sample size of the research is 150. The findings of the study explored that “Mechanic Clues” is the most important factor that improves the Customer Experience Management in the selected private banks followed by Functional Clues and Humanic clues.