Customer Relationship Management
CRM or Customer Relationship Management is a number of strategies and technologies that are used to build stronger relationships between companies and their customers. Successful CRM focuses on understanding the needs and desires of the customers and is achieved by placing these needs at the heart of the business by integrating them with the organization’s strategy, people, technology and business processes. Effective CRM practices result in sustainable growth and value creation. It also boosts customer retention and loyalty, and eventually enhances sales and market share of the organization. The book introduce the subject of rural banking to the students and layman alike to familiarize with the problems, issues, challenges and opportunities present in the rural banking front to enable them to effectively participate in the development of the rural sector. Although banking is an old activity and has roots on Economics, Finance and Commerce, the concept of CRM is of recent origin. The book focuses on the need for rural lending and the role to be essayed by the RRBs, legal aspects of commercial banking, in agricultural sector lending and branch management as also the latest initiatives taken up by Govt. of India/RBI/ NABARD. The book has covered almost all aspects which a rural banker should know for fulfilling the needs of the rural clients in line with the changed banking environment.
MAKSUD A. MADRASWALE (b. 1980) at present working as Associate Professor in Salalah College of Technology, Salalah-Kingdom of Oman. Completed his MBA from Karnatak University Dharwad, M. Phil from SV University Tirupati and Ph.D from Karpagam University, Coimbatore Tamil Nadu. His passion for academics drives him to enter teaching. He has 9 years of teaching experience in ICFAI is Management education institute and Belgaum institute of Management Studies, Belgaum. His area of specialization is Marketing & CRM. He worked as sales officer in Standard Chartered Finance limited, Bangalore is ‘Wholly Owned Subsidiary’ of Standard Chartered PLC is a British multinational banking and financial services company headquartered in London. He has published more than 5 research paper in the Journal of National and International repute and has presented as many as 8 papers in National and International Seminars and conferences. He was visiting trainer for employees of Karnataka Vikas Gramina Bank Dharwad, Karnataka.
N.M. MAKANDAR (b. 1965) is presently working as Associate Professor in Anjuman Arts, Science & Commerce College & PG Centre Dharwad in Karnataka has 27 years of teaching experience at Under-Graduate level and two years at Post-Graduate level. His area of specialization is Banking & Finance. He has authored two books in the form of study materials for distance mode of education and one Book on Restructuring RRBs in India. He has published more than 60 research papers in the Journal of National/International repute and has presented as many as 40 papers in National and International Seminars and conferences. He is member of the Board of Studies for UG level in Karnatak University Dharwad. Moreover, he has also completed one Minor Research Project and one Major Research Project which is funded by UGC under 11th Plan period. At present one Major Research Project is also in progress under 12th Plan period funded by UGC. He is a Research Guide in the Department of Commerce, Bharathiar University and Karpagam University, Coimbatore, Tamil Nadu and has
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