This article examines the major issues in Customer Relationship Management (CRM) implementation in the Indian business scenario. In order to gain an insight into the perception prevailing among CRM practitioners, a questionnaire survey was conducted in select Indian banks which are now implementing CRM. The study revealed that CRM is gradually picking up and is definitely considered as a viable proposition by banks in improving services to their customers.

Earlier, banks, insurance companies and car shop retailers used to develop close relationships with customers by offering personalized service. This, however, was a costly and inefficient system. Today, through effective use of Information and Communication Technology (ICT), organizations can offer large variety, low prices and personalized service all at the same time. This approach to marketing, which uses continually refined information about current and potential customers to anticipate and respond to their needs, is the practice of Customers Relationship Management (CRM). CRM is the new buzzword in business circles. As per definition, "CRM is the establishment, development, maintenance and optimization of long-term mutually valuable relationship between consumers and organizations." Successful CRM focuses on understanding the needs and desires of the consumer and is achieved by placing these needs at the heart of the business by integrating them with the organization's strategy, people, technology and business processes.

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