Abstract
The objective of this primary research is to evaluate the perception of employees of SBIon adoption of customer relationship management (CRM) in SBI. A survey of two hundred seven employees across Odisha was undertaken through a structured questionnaire. Almost all respondents unanimously perceive that SBI is CRM oriented and it was necessary to adopt CRM. There were compelling reasons to adopt CRM and competition was the most important reason. Customer satisfaction and retention have been the topmost priority. SBI enjoys the competitive advantage over other banks. There was best possible communication to all employees during implementation of CRM. Services to customers improved in SBI significantly leading to higher level of customer satisfaction and retention, continuous product development, etc. Significant improvement in wealth creation has been possible. Thus, due to CRM adoption, SBI was rediscovered as the leader of commercial banks in India from deep crisis and could be ranked 244th in the Fortune Global 500 rankings of the world's biggest corporations for the year 2017.
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