In today’s world, the movement of business from traditional to online mode has become evident rather than choice. The traditional model of business has witnessed a colossal changeover because of mammoth technological improvements over the period. The banking sector also fails to find any shelter from such technological adjustments or changes. Change in customer preferences from conventional banking to electronic banking is among the major changes that the banking sector has witnessed due to technological improvement. Now a customer can perform the banking activities via electronic banking mediums without going to branch premises and this has resulted in decreased customer counts visiting bank premises physically. This might have resulted in reduced banking cost but on the other side the benefits of personal touch with the customers, such as customer relation and loyalty, has taken a setback. Building a relationship with customers through value creation has become essential for businesses globally. In this digital world, ECRM comes out as a critical digital application to fulfill the requirements of the banking industry in creating and maintaining the long term relationship with the customers.

CRM, ECRM, Bank