ANALYZING THE IMPLEMENTATION AND IMPACT OF ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT (E-CRM) IN STATE BANK OF INDIA: A CASE STUDY ON ENHANCING CUSTOMER ENGAGEMENT AND SERVICE EFFICIENCY

Electronic Customer Relationship Management (e-CRM) systems have become instrumental in reshaping the landscape of customer engagement and service efficiency in the banking industry. This research paper delves into the implementation and impact of e-CRM in the context of the State Bank of India (SBI), one of the world's largest and oldest banking institutions. SBI's adoption of e-CRM is examined as a case study, providing insights into the strategic decisions, challenges, and outcomes associated with this transformation. The study employs a mixed-method approach, combining qualitative and quantitative data collection methods. Data is gathered through interviews, surveys, and analysis of archival information to evaluate the implementation process and its subsequent effects on customer engagement and service efficiency. Through this comprehensive analysis, this paper highlights the critical role of e-CRM in shaping the modern banking experience. Preliminary findings suggest that SBI's e-CRM implementation has had a profound impact on enhancing customer engagement, resulting in increased satisfaction and improved interactions. Furthermore, the paper reveals improvements in service efficiency, including reduced response times, decreased error rates, and enhanced cost-effectiveness. The research identifies factors influencing the success of e-CRM implementation, emphasizing the significance of organizational culture, technological infrastructure, and employee training. This research not only provides valuable insights for the banking industry but also offers lessons learned and best practices for organizations considering the adoption of e-CRM. The implications of this study transcend the specific case of SBI, serving as a valuable reference for institutions aiming to remain competitive and responsive in an increasingly digitized and customer-centric banking environment.