Deploying the Customer Relationship Management (Crm) in Retail Banking

1862 WordsSep 25, 20118 Pages
DEPLOYING THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN RETAIL BANKING A Research Paper Company: HDFC Retail Banking, India. Submitted By ANIL KUMAR DEVARAKONDA (111-00-2004) DATE: August 21st, 2011 COURSE: MKTG 510 – Electronic Commerce INSTRUCTOR: PROFESSOR GEORGE EDEH UNIVERSITY OF NORTHERN VIRGINIA 7601 LITTLE RIVER TURNPIKE, ANNANDALE, VA 22003 Abstract This research paper attempts to conduct a study of deployment of Customer Relationship Management (CRM) best practices in the context of retail banking, specific to HDFC private sector retail bank, one of the largest banks in India with presence in 14 other countries. The research objective involves describing how the selected bank is deploying the Customer…show more content…
Customers are likely not as patient to work through malfunctions or gaps in user safety, and there is an expectation that the usability of systems should be somewhat intuitive: “it helps make the machine an extension of the way I think — not how it wants me to think.” An intuitive design can prove most effective in developing the content and layout of a customer relationship management system. Two 2008 case studies show that the layout of a system provides a strong correlation to the ease of use for a system and that it proved more beneficial for the design to focus on presenting information in a way that reflected the most important goals and tasks of the user, rather than the structure of the organization.[6] This “ease of service” is paramount for developing a system that is usable. In many cases, the growth of capabilities and complexities of systems has hampered the usability of a customer relationship management system. An overly complex computer system can result in an equally complex and non-friendly user interface, thus not allowing the system to work as fully intended. This bloated software can appear sluggish and/or overwhelming to the user, keeping the system from full use and potential. A series of 1998 research indicates that each item added to an information display can significantly affect the overall experience of the user. Fragmentation: Often, poor usability can lead to implementations that

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