Paper Title
Drivers of CRM, Benefits and Reasons Behind Improvement of Relationship

Abstract
Customer relationship management strategy is instrumental in establishing long term relationship and efficiency. CRM is a business strategy which enhances customer value and ensures that the customer stays loyal which is very essential for the growth and profitability of banks (Tarannaum Madak, et al. 2011). Banks have realised the importance of retaining the existing customers than searching new customers. The main characteristic feature of CRM is to retain the customers and hence banks emphasize on total customer satisfaction. CRM understands the needs of present customers and tries to satisfy the needs through the digital services. CRM is acknowledged as a well linked and widely accepted practice to maximise customer equity (Monal Depincck, 2012). Private sector commercial banks in these globalised competitive scenario has to understands the needs without delay and work to their best extent in order to sustain in doing business. Against this background the researcher made an attempt to highlight factors that drive CRM, creating on awareness of benefits of CRM and studying how CRM improves the customer relationship and business. Keywords - Competition, Survivability, Needs, Improvement, Benefits, Impacting Factors, Satisfaction.