A warm

welcome to all

1
 A
Presentation on
Final Report
Customer Relationsaahip Management
in State Bank Of India, Fort.

2
“ By Entering into your premises, the
customer is giving an opportunity to
serve him, but you are not doing any
favor by serving him”.

- Mahatma Gandhi.

3
 Content
 Objective of the study
 Research methodology
 What is Bank?

4
 Objective of the Study
1) To analyze the CRM processes adopted by SBI in
Fort.
2) To know the awareness level of CRM among
customers of SBI Fort.
3) To understand the strategies adopted by SBI in
promoting CRM practices.
4) To identify the customer satisfaction level towards
CRM practices followed by SBI Fort.

5
 Research methodology
 Methodology means the methods, ways or sources adopted
or used to carry on or undertake any project work. So the
methodology or source of the data that has been collected
is from 2 sources.

Primary data
Secondary data

6
 What is bank?
 A bank is a financial institution licensed by a 
government. Its primary activities include
borrowing and lending money.
 For example:- Banks are important players in
financial markets and offer financial services such
as investment funds.

7
SBI in India.
 Banking in India originated in the last decades of the 18th
century.
 The oldest bank in existence in India is the 
State Bank of India, a government-owned bank that traces
its origins back to June 1806 and that is the largest
commercial bank in the country.
 Central banking is the responsibility of the 
Reserve Bank of India, which in 1935 formally took over
these responsibilities from the then Imperial Bank of India,
relegating it to commercial banking functions.

8
 SBI Fort
SBI, Fort, main branch is a leading public sector bank in
Mumbai District with large customer base and excellent
infrastructure facility. It caters the prospective customers with
wide range of products and banking facility.
 It is the only bank in Fort with various departments and
functions and large work force. It has recently under taken
the re-engineering process to provide better facilities for
the customers and it has adopted various technologies to
satisfy the customers to the fullest. It has its prominence
from past two decades.

9
 CRM
CRM
 Customer relationship management (CRM) is a
business strategy to acquire and manage the most
valuable customer relationships.
 CRM requires a customer-centric business
philosophy and culture to support effective
marketing, sales and service processes.
 CRM applications can enable effective customer
relationship management, provided that an
enterprise has the right leadership, strategy and
culture.

10
11
 CRM in bank.
 The idea of CRM is that it helps businesses use technology
and human resources gain insight into the behavior of
customers and the value of those customers.
 If it works as hoped, a business can: provide better
customer service, make call centers more efficient, cross
sell products more effectively, help sales staff close deals
faster, simplify marketing and sales processes, discover
new customers, and increase customer revenues. the
organization must look into all of the different ways
information about customers comes into a business, where
and how this data is stored and how it is currently used.

12
13
 Objective of CRM.
1) Responses to campaigns,
2) Shipping and fulfillment dates,
3)Sales and purchase data,
4) Account information,
5) Web registration data,
6) Service and support records,
7) Demographic data,
8) Web sales data.

14
 Purpose of CRM
 Provide product information, product use information, and technical
assistance on websites that are accessible 24 hours a day, 7 days a
week.
 Identify how each individual customer defines quality, and then design
a service strategy for each customer based on these individual
requirements and expectations.
 Provide a fast mechanism for correcting service deficiencies (correct
the problem before other customers experience the same
dissatisfaction).
 Use internet cookies to track customer interests and personalize
product offerings accordingly.
 Provide a fast mechanism for managing and scheduling maintenance,
repair, and ongoing support (improve efficiency and effectiveness).

15
 CRM includes many aspects which relate directly to one another:

 Front office operations — Direct interaction with customers,

(e.g. face to face meetings, phone calls, e-mail, online services etc.)
 Back office operations — Operations that ultimately affect the activities of
the front office. (e.g. billing
,maintenance, planning, marketing, advertising, finance, manufacturing, etc.)
 Business relationships — Interaction with other companies and partners, such
as suppliers/vendors and retail outlets/distributors, industry networks
(lobbying groups, trade associations). This external network supports front and
back office activities.
 Analysis — Key CRM data can be analyzed in order to plan target-marketing
campaigns, conceive business strategies, and judge the success of CRM
activities (e.g., market share, number and types of customers, revenue, 
profitability).

16
Data Warehouse and Data Mining

• The process of Relational Marketing

17
Data Warehouse and Data Mining

• The Relational Marketing process is supported by a

computing infrastructure where many software
packages are integrated with the bank's information
system.

18
The marketing campaign process and the software
supporting it.

19
 Response
Data analysis.
1. Are you a customer of

SBI Fort?
Response
Yes 98% Percentage
No 2

20
 80
2. From How many years
are you customer at SBI?
70

60

Less than 2year 50

Less than 5year

Less than10 Year 40
Percentage
More Than 10year Response

30

20

10

0
Less than 2 Less than 5 Less than More than
years years 10 years 10 years

21
 Response
90
3. Which type of account
you maintain with SBI? 80

70

Saving Ac
60
Current Ac
Joint Ac 50

Fix Deposit Percentage

40 Response
Loan Account
Other 30

20

10

er
it

t
/c
c

un
s
A/

A/

th
tA

po

co

O
ng

nt

in

De

Ac
rre

Jo
vi
Sa

x
Cu

an
Fi

Lo

22
4. What do you think about 70

the Customer Service of

SBI?
60

Very Good 50

Good
40

Fair Percentage
Response
30
Poor

Very Poor
20

10

0
Very good Good Fair Poor Very poor

23
5. Are you satisfied with
Response
the new account
opening service
provided By SBI? 70

60
Yes ( )
50
No ( )
40

30

20

10

0
Yes No

24
 70
6. What is the Major problem
you encounter when you
approach for SBI Service? 60

50

Crowed ( )
Slow Service ( ) 40

Technical problem ( ) Percentage

Response
30

20

10

0
Crowed Slow Service Technical
problem

25
7. How is Behavior of 70

Branch Manager?
60

Good ( ) 50

40
Percentage
Response

30

Very Good ( )
20

10

Friendly ( )
0
Good Very good Friendly

26
 60

8. How is SBI employee

behavior toward Customer?
50

 
Friendly ( ) 40

Very friendly ( )
30
Percentage

Not Friendly ( ) Response

20

10

0
friendly Very friendly Not friendly

27
9. What is your opinion about 50
Service Quality of SBI When
Compare to other Private 45
Bank?
40

Excellent ( )
35

Good ( ) 30

25 Percentage
Satisfactory ( ) Response

20

15

10

0
Excellent Good Satisfactory

28
10- Are you satisfied with the
new account opening service Response
provided By SBI?
70

Yes ( ) 60

50
No ( )
40 Response

30

20

10

0
Yes No

29
11-What is the Major
70
problem you encounter when
you approach for SBI
Service? 60

Crowed
50

Slow Service
40

Percentage

Technical problem Response

30

20

10

0
Crowed Slow Service Technical
problem

30
 60

12-How is SBI employee

behavior toward Customer?
50

 
Friendly ( )
40

Very friendly ( )
30
Percentage
Not Friendly ( ) Response

20

10

0
friendly Very friendly Not friendly

31
 50
13- If you want to open an
account Which Bank you will 45
prefer?
40

Axis Bank 35

30
ICICI Bank
25

Pragati Gramin Bank 20 Percentage

Response
15
SBI
10

Karnatka Bank
5

Syndicate Bank 0

ia
k

nk

nk
nk

nk
an

nd
Ba
Ba

Ba

Ba
IB

fI
in

ka

e
is

O
IC

at
m
Ax

at
nk
IC

ic
ra

rn

nd
ba
iG

Ka

Sy
e
at

at
ag

St
Pr

32
 70
14- Do you find prompt clarification
when you go for SBI Customer Care
Service?
60

  

50
Excellent

Very Good 40

Percentage
Response
Good 30

20

10

0
Excellent Very Good Good

33
15-Are you aware of
Customer relationship Response
Management in SBI? Yes No Never known

7%

Yes

No 33%

Never Known

60%

34
 50
16-Are you satisfied with SBI
Customer Relationship
45
Management?

40

Satisfied
35

Highly Satisfied 30

25 Percentage
Not Satisfied Response

20

15

10

0
Satisfied Highly satisfied Not satisfied

35