NAVIGATING BANKING CHANGES: THE EFFECTIVENESS OF CRM FOR CROSS SELLING SUCCESS

Neharika; Sanjay Kumar Yadav; Babita Kadakia

doi:10.29121/shodhkosh.v5.i3.2024.2944

Authors

Neharika Indra Gandhi National Open University, (Maharaja Agrasen College, DU), New Delhi, India
Sanjay Kumar Yadav Indra Gandhi National open University ( Maharaja Agrasen college , DU ) New Delhi.
Prof.(Dr) Babita Kadakia Principal, Idyllic institute of Management, INDORE ( MP )

DOI:

https://doi.org/10.29121/shodhkosh.v5.i3.2024.2944

Keywords:

Customer Relationship Management (CRM), Cross-selling, Banking Sector, Customer Perceptions, CRM Effectiveness

Abstract [English]

This paper uses a mixed-methods approach to investigate the value of CRM systems for cross-selling success in the banking industry. A set of key CRM parameters pertaining to customer satisfaction, cross-sell ratios, retention rates, and CRM usability are analyzed through quantitative methods; for qualitative inquiry, the study examines customer and professional perspectives based on surveys and interviews. Through purposive sampling, 150 people were selected for the sample: 50 customers and 100 bankers. Descriptive statistics reveal high retention rates (mean = 88.5%) and satisfactory customer satisfaction (mean = 4.3), but cross-selling results appear modestly successful (mean = 20.4%). Customer perceptions implicate the intrusiveness of CRM-driven promotions, as findings indicate that personalized CRM recommendations enhance trust and efficiency in interaction. The report would identify opportunities in further development in customer experience management and cross-selling tactics, while the benefits of CRM systems for customer happiness and retention are highlighted.

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