Relationship banking is a strategy used by banks to enhance their profitability. They accomplish this by cross-selling financial products and services to strengthen their relationships with customers and increase customer loyalty. Relationship banking involves offering customers a broad array of financial products and services that go beyond simple checking and savings accounts. Organizations must not only identify the best CRM (Customer Relationship Management) technologies for their business, but must also employ effective change management strategies to align their people and processes with customer relationship goals. It is important to recognize that CRM is not just a technology but a set of capabilities, processes, strategies and technologies to manage end-to-end customer relationship – CRM. The idea of the CRM developed by AaraTech is that it helps the client’s businesses use technology and human resources gain insight into the behavior of customers and the value of those customers. This CRM acts as a sound business strategy to identify the bank’s most profitable customers and prospects, and devotes time and attention to expanding account relationships with those customers through individualized marketing, re-pricing, discretionary decision making, and customized service-all delivered through the various sales channels that the bank uses.

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