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Research Paper | Information Technology | United States of America | Volume 10 Issue 3, March 2021 | Popularity: 4.3 / 10
CRM Beyond Sales: Integrating Salesforce into Core Banking Processes for Enhanced Client Satisfaction
Arun Kumar Mittapelly
Abstract: After years of emphasizing the core processing of banking transactions, the banking industry is evolving toward a greater focus on client satisfaction that can be created by improvements in Customer Relationship Management (CRM). Salesforce, a widely used CRM, has shown a lot of promise success in fields like retail, healthcare, etc., but not much for the banking sector. Core banking; client; satisfaction; operational: This paper aims at assessing on how the Salesforce can be deployed to support core banking business with an intention of enhancing client satisfaction and enhanced operations. When approached to overcome issues like HIPO data, PSI, and carving patient-specific data, this hulk can be transformative. The present paper aims to present a systematic approach of putting Salesforce at the centre of core banking, supplementing the discussion with supporting theoretical and empirical sources, realistic implementation techniques, and outcomes of an experimental case.
Keywords: CRM, Salesforce, Core Banking, Client Satisfaction, Operational Efficiency
Edition: Volume 10 Issue 3, March 2021
Pages: 2065 - 2071
DOI: https://www.doi.org/10.21275/SR21035110635
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