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Abstract
Over the past few years it has been proved time and again that customer relationship management (CRM) is an essential part of any industry to ensure its survival. But CRM practices have witnessed the paradigm shift and is being taken over by e-CRM. Across the industries, the concept of e-CRM has been given acceptance and is being adopted at its own pace. Indian Banking Sector has also undergone tremendous change over the period and being the service-driven industry it has started adopting the e-CRM practices. Still, at times, e-CRM adoption becomes a debatable topic especially in the Indian Banking sector where it is an upcoming trend. Even though studies have been done stating the successful outcomes of e-CRM and the impact of e-CRM on the Customer-Bank relationship, several organizations have not been able to reap full benefit from the e-CRM adoption. The reason behind which at times appears to be the misconception of e-CRM and unawareness especially of constituents’ e-CRM is built up of. Through this study, we want to clarify e-CRM along with its critical components in the Indian banking scenario. The study highlights that e-CRM is not only technology but a far more in-depth concept and e-CRM adoption have several critical aspects that need to be addressed alongside technological up-gradation to ensure the achievement of improvised customer-bank relationship.