Book Summary of CRM In Financial Services,Madhavi World financial markets today are driven by Globalization and offer immense opportunities of growth for the corporate world. Many of these corporates, however, find it difficult to sustain with growing customer base and simultaneous growth in choice, demand and competition. Customer relationship management (CRM) with its potential to yield better results perpetually has become synonymous with attracting and retaining customers for longer periods. About Author : Madhavi Garikaparthi holds a bachelor's degree in science and master's degrees in Marketing Management and Human Resource Management from Osmania University. Presently, she is working as a Faculty Member in marketing and human resource management at Icfai Business School, Mumbai. Contents : Overview SECTION I INTRODUCTION TO CRM IN FINANCIAL SERVICES SECTION II CRM IN BANKING SECTION III CRM IN INSURANCE SECTION IV CASE STUDIES Index