Abstract

The Indian banking industry has undergone a profound transformation over the past two decades with liberalization digitization and increased competition among public private and foreign banks. Customer Relationship Management (CRM) has emerged as a crucial strategic tool for sustaining profitability retaining customers and enhancing service quality in a dynamic and highly competitive financial environment. This research paper examines the various CRM models implemented across the Indian banking system and investigates how technological advancements customer behaviour shifts regulatory requirements and competitive pressures influence CRM practices. The paper emphasizes the integration of data-driven analytics personalization strategies omni-channel service delivery and long-term value creation as key components of effective CRM. By analyzing traditional and contemporary CRM frameworks—including operational CRM analytical CRM collaborative CRM digital CRM and AI-enabled CRM—the study see