Customer Relationship Management in Banking Sector: HSBC Banking PLC

Objective: The study is primarily to understand the contribution of CRM in banking and evaluation from different point of view like strategic, operational and analytical standpoints. Study will include analyses on decision making activity by banks on • Promoting long-term loyalty in the terms of relationship building. • Increasing lifetime value of individual customer through cross-selling. • Enabling instant action to keep hold of the most valuable customers. • Identification of high-risk consumers and adjust services consequently. • To enable the bank to fulfill consumer needs with the right offer at the right time. • Increasing the rate of return on marketing initiatives.