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On the other hand, there are certain market inhibitors like ? low awareness of its benefits, high cost of implementation, poor IT infrastructure, lack of customer orientation, lack of information about CRM market and also lack of success stories. Banking, Insurance and Financial Services are the sectors that are expected to benefit the most from CRM practices and technologies. To study this sector on which the impact of CRM initiatives is expected to be immense we have specially taken up the detailed live case study of ICICI Bank. From this case study and the secondary analysis of various other national and international banks, we have tried to identify the areas where there is scope for improvement, solutions and strategies for implementing these future plans and the lessons drawn from the initiatives taken by various banks...
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