AN ANALYSIS OF E-CRM PRACTICES IN NBFCS: WITH SPECIAL REFERENCE TO SELECTED NBFCS IN MYSURU

Ashwini P; Chandrashekhar C

doi:10.36948/ijfmr.2025.v07i03.47341

AN ANALYSIS OF E-CRM PRACTICES IN NBFCS: WITH SPECIAL REFERENCE TO SELECTED NBFCS IN MYSURU

Author(s)	Ms. Ashwini P, Mr. Chandrashekhar C
Country	India
Abstract	This research paper analyses E-CRM practices in Non-Banking Financial Companies (NBFCs) with a specific focus on selected NBFCs in Mysuru. Customer Relationship Management (CRM) is a strategic tool businesses use to manage customer interactions throughout the customer lifecycle, aiming to enhance relationships, boost sales, and improve retention through various tactics, techniques, and technology. E-CRM is a digitally oriented approach that leverages the internet and online resources like websites, email, and social media to improve customer service and build stronger client relationships. NBFCs are financial institutions regulated by the RBI that offer banking services without a banking license, playing a crucial role in lending to underserved groups. In NBFCs, e-CRM utilizes online platforms and digital technology to manage client connections, focusing on building and sustaining relationships electronically. The goal of e-CRM in NBFCs is to increase operational effectiveness, personalize interactions, and improve customer service by understanding customer needs, enhancing satisfaction, automating responses, improving lead management, and individualizing financial services. The study, conducted in Mysuru city, collected primary data from 160 beneficiaries across HDFC Financial Services, Bajaj Finance, Shriram Finance, and Muthoot Finance using a structured questionnaire. Secondary data was gathered from various published sources to provide conceptual analysis and literature review. The findings indicate that factors such as Analytics and Reporting, Integration with Business Processes, and Social Media Monitoring significantly influence E-CRM practices in NBFCs. The research concludes that improving E-CRM practices is a strategic competitive advantage for NBFCs to foster customer loyalty and satisfaction.
Keywords	E-CRM, NBFCs, Customer Relationship Management, Customer Satisfaction, Financial Services
Field	Business Administration
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-06-13
DOI	https://doi.org/10.36948/ijfmr.2025.v07i03.47341
Short DOI	https://doi.org/g9qp4m

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AN ANALYSIS OF E-CRM PRACTICES IN NBFCS: WITH SPECIAL REFERENCE TO SELECTED NBFCS IN MYSURU

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