Contents

• Introduction
• LITERATURE REVIEW
• CRM IN BANKING: CASE STUDY OF ST. GEORGE BANK
• St George Bank
• Workflow of CRM
• Implementation- Success and Failures
• CONCLUSIONS & IMPLICATIONS
• References

Description

This report will comprehensively outline the origin and concept of CRM followed by need of it in the industry. This study will then rope in the implementation structure of CRM in banking industry. To get a more lucid understanding case study of George bank (Australia) has been inculcated which will facilitate the understanding and analysis of implementation process and benefits of CRM in real life situation by keeping literature review in context. The report will also mark issues that may arise while imbibing CRM in organisational values in pursuit to cater to the customers’ needs and expectations.