Sarcouncil Journal of Engineering and Computer Sciences

Abstract: The modern competitive banking landscape has transformed customer relationship management (CRM) beyond the old-fashioned methods with the emergence of the digital-oriented approaches to customer interaction and loyalty that contribute to enhance customer engagement and efficiency of operations. The digital transformation of CRM involves the use of sophisticated technologies like machine learning (ML), big data analytics, artificial intelligence (AI), cloud computing, and automation to provide personalized, seamless and real-time banking services. Through the combination of AI-enabled chatbots, voice interfaces, predictive analytics, and omnichannel, banks able to comprehend customer needs, optimize customer services, and build specific marketing strategies. Digital CRM enhances customer insights, customer engagement, and decision-making, as well as internal streamlining. Nevertheless, issues like data protection, the compatibility of the new system with old systems, the complexity of integration, and staff adjustment have to be handled in order to facilitate a successful adoption process. All things considered, digital CRM may assist banks in raising client satisfaction, fostering enduring partnerships, and guaranteeing a competitive edge in the rapidly expanding digital financial landscape. With the further development of financial markets, it is essential to rely on digital CRM to have sustainable growth and innovation.