Objectives: Commercial banks are moving from a product-centric approach to a customer-oriented approach. This shift reflects the current trend of prioritizing the customer, where the saying "Customer is the King" has become prevalent. Customers now have the option to compare various products and choose those that best meet their preferences. They also expect a high level of service, a tailored product offering, and a personalized delivery model. In this context, banks in Kerala, similar to other regions in India, must adapt quickly to meet these evolving expectations to remain competitive. The objective is to understand client needs and transform traditional CRM into electronic Customer Relationship Management (e-CRM). Methods: e-CRM represents an advanced version of CRM, enhanced with technology and focusing on specific market groups through direct marketing and sales services. However, implementing e-CRM effectively presents challenges. Often, organizations fail to consider the customer's needs fully, which impacts the system’s efficiency. The move towards e-CRM also reflects a broader shift from paper-based methods to digital processes in banking. Results: The banking industry has prioritized attracting new clients, retaining current ones, and enhancing customer loyalty and satisfaction. e-CRM systems address the needs of both consumers and banks, allowing banks to meet client demands more effectively while also adapting to modern digital expectations. This shift has enabled banks to improve customer engagement and offer more customized services. Conclusion: The transformation from traditional CRM to e-CRM represents a significant change in the banking sector, especially in regions like Kerala. As customer expectations rise, banks must respond quickly and effectively to meet these demands. e-CRM systems have become essential tools for banks to cater to the needs of modern consumers and to stay competitive in a rapidly evolving market. This approach underlines the importance of technology in enhancing customer relationships and highlights the banking industry's commitment to placing customers at the center of their operations.
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