摘要：Customer Relationship Management or CRM is the business strategy that aims to understand, anticipate, manage and personalize the needs of an organization's current and potential customers. CRM revolves around people, process and technology. All three aspects are extremely critical and play a major role in building CRM. People form the hub because enterprises use people to implement their technology, strategy and processes.All the employees areCustomer Relationship Managers - not just sales, service and marketing employees. Human intelligence is required to use information and deploy it to improve processes. This paper attempts to explore the role of human resource management in CRMin Indian nationalized commercial banks. Three Indian nationalized ban kswere chosen to study the role of recruitment and selection, continuous training and compensation reward management in enhancing CRM.
