ROLE OF HRM IN CUSTOMER RELATIONSHIP MANAGEMENT IN INDIAN NATIONALIZED COMMERCIAL BANKS

Arun Kumar Pandey; Priyam Pandey

Arun Kumar Pandey Assistant Professor, Amity Business School, Amity University, NOIDA (NCR-UP)
Priyam Pandey HR Executive, KPMG (Klynveld Peat Marwick Goerdeler), Gurgaon (NCR-Haryana)

Keywords: HRM, CRM, Bank

Abstract

Customer Relationship Management or CRM is the business strategy that aims to understand, anticipate, manage and
personalize the needs of an organization's current and potential customers. CRM revolves around people, process and
technology. All three aspects are extremely critical and play a major role in building CRM. People form the hub because
enterprises use people to implement their technology, strategy and processes. All the employees are Customer Relationship
Managers - not just sales, service and marketing employees. Human intelligence is required to use information and
deploy it to improve processes. This paper attempts to explore the role of human resource management in CRM in Indian
nationalized commercial banks. Three Indian nationalized banks were chosen to study the role of recruitment and selection,
continuous training and compensation reward management in enhancing CRM.