Abstract:
Customer Relationship Management (CRM) is a strategy used to learn more about a customer's needs and
behaviors in order to develop stronger relationships with them .Good customer relationships are at the
heart of business success there are many technological components to CRM. but thinking about CRM in
primarily technological terms is a mistake. The researcher focuses on the technological aspect of the
CRM throughout this study and poses the question "What is the effect of CRM Technology implemented
at Systematically Important Commercial banks on Customer perceived CRM and Customer
Satisfaction'?"//
This research has reviewed how CRM software has been used in the commercial banking industry in the
world: and identifies the "Essential elements of a successful CRM solution" foe the commercial tanking
industry.//
A qualitative and quantitative investigation has been carried out through a semi structured interview to
collect details related to how the CRM process is handled in the eight major licensed commercial banks in
Sri Lanka. These are identified as the Systematically Important Banks by the Central Bank of Ceylon, and
includes the Hongkong & Shanghai Banking Corporation (HSBC). Standard Chartered Bank .am path
Bank. Commercial Bank ,Hatton National Bank, Seylan Bank. People's Bank and Bank of Ceylon. The
research has analyzed as to what extent the above identified Essential elements of a successful CR.V1
solution" have been used in these banks.//
A survey was conducted among the customers of the above hanks to investigate the customer perceived
CRM and customer satisfaction. The findings from the research emphasizes a positive relationship
between the CRM technology (software)implemented at the hunks and the customer perceived CRM. as
well as a positive relationship between the level of customer perceived CRM and customer satisfaction.
