SUBJECT – Commercial Banking
PRESENTATION TOPIC – Customer Relationship
Management (CRM) in Commercial Banking
UNDER THE GUIDANCE OF -
Prof. C.A. Akshay Thakkar.
M.M.S.- II
Semester- IV
Presented By
Name of the Student Roll no.
Pratik Chaudhari 11
Samarth Dingankar 16
Mohit Sharma 68
Vaishali Wankhade 84
CRM- Customer Relationship Management
• A strategic approach adopted by commercial banks to better understand,
manage, and serve their customers.
• CRM plays a pivotal role in maintaining and enhancing customer relationships.
• Commercial banks rely on CRM strategies to segment their customer base,
identify high-value clients, and tailor their offerings to meet specific needs and
preferences.
• The primary objectives of CRM in commercial banking include enhancing
customer satisfaction, increasing customer retention, and driving profitability.
Importance of CRM with High-Net-Worth
(HNW) Clients.
• High-Net-Worth (HNW) Clients are like Businessmen and Entrepreneurs, Real
Estate Investors and Developers, corporate Professionals etc. are important
customers for commercial banks
• Due to their higher account balances and transaction volumes, HNW clients
often generate more fee income for banks compared to retail clients.
• Building and maintaining long-term relationships with HNW clients can result in
consistent revenue streams for banks over time.
• A bank known for catering to high-net-worth individuals may attract additional
affluent clients seeking similar services.
CRM with HNW clients by commercial banks.
Personalized Financial Planning Services for High-Net-Worth Clients
• Investment Advisory - providing expertise monitoring and adjustment of investment
strategies, Dedicated Wealth Managers etc.
• Tax Planning - tax specialists who work with clients to develop strategies to minimize
their tax burden. Ex. estate planning, retirement planning, and leveraging tax-
advantaged accounts.
• Insurance Advisory- recommend appropriate insurance products to protect their
assets, mitigate risks, and ensure financial security.
• Debt Management: providing strategic advice on debt consolidation,
refinancing, and debt repayment strategies.
• Preferential Loan Rates: customized loan structures tailoring with client’s
borrowing needss with flexible terms and repayment options to suit the
specific needs of HNW clients
• Credit Card Offers - enhanced benefits, rewards, and privileges like
premium travel rewards, concierge services, airport lounge access,
luxury hotel benefits, and higher credit limits. banks may waive annual
fees and offer competitive interest rates on credit cards for their high-
net-worth clientele.
• Premium credit cards may come with additional security features like
fraud protection, purchase protection, and extended warranties,
providing peace of mind for HNW clients.
Events by commercial banks for its customers
• Free Health Checkups – It shows the bank's genuine concern for their clients'
overall well-being, making them feel valued.
• Investment Seminars and Workshops- it help banks to keep engaged with
customers and show them how bank is having its active presence and
continuously growing in market.
• Industrial Networking Events - Networking events may include industry forums,
panel discussions, and social gatherings designed to facilitate meaningful
interactions, collaboration, and business opportunities within the client's sector.
It help banks not just to retain the clients but to attarct new customers through
such events.
Benefits that banks get through CRM
with its customers
• Reputation Enhancement - Positive customer experiences resulting from effective
CRM strategies contribute to a bank's overall brand reputation and perception in
the market.
• Attracting New Customers – CRM serves as a strong marketing tool for banks which
can result into attarcting new customers.
• Increased Profitability - CRM enables banks to identify and prioritize high-value
customers, leading to more effective allocation of resources and efforts toward
serving and retaining these profitable segments.
• Competitive Advantage: By delivering superior customer experiences through CRM
initiatives, banks can differentiate themselves from competitors and gain a
competitive advantage in the market. This allows banks to attract and retain more
customers and drive business growth.
THANK YOU…