A Comparative Analysis of Customer Relationship Management (CRM) in Three Iranian Banks Based on Swift Approach

Meeting customer satisfaction in current marketing has a critical role in meeting business objectives. In modern banking، virtual delivery channels and the ability to transfer money around at a click of a mouse are making it easier for customers than go to bank in person. So، it is necessary to develop and maintain an integrated communication system encompassing long- term relationships with customers. This study aims to investigate how CRM is implemented in Iranian banks (Mellat bank، Persian bank، Agri bank). It also describes the definition and benefits of CRM، processes، technology and structure. The results based on Swift approach revealed that banks are completely familiar with the term CRM. They have implemented CRM processes which are considered necessary for a customer integrated organization. The studied banks have CRM Department، with different Configurations in their organizational structure. Persian bank، having the most flexible structure uses more advanced CRM technology than the others in maintaining relations with customers.