TY  - JOUR
AB  - Purpose This paper aims to study the role of the emerging technology landscape and collaborative platforms in customer relationship management (CRM) unravelling novel opportunities for mutual co-creation in Indian banking context.Design/methodology/approach This study used the case-study method for collecting various sources for “triangulation”.Findings The advancement of technology has drastically increased avenues of dialogue and access and brought transparency in the relationship, offering opportunities for co-creation and increased dependence on technology in CRM. A longitudinal approach explained how bank leveraged technology in multiple aspects of CRM for enhancing relationship quality and outcome.Research limitations/implications The study is exploratory in nature in Indian banking context, and thus it should be viewed as a preliminary step in contributing to the understanding of CRM in a new collaborative technology landscape.Practical implications This study explains the changing shape of CRM and provides relevance of customer orientation and offers insight about co-creation which has taken centre stage because of the emergence of collaborative technologies.Originality/value This study is possibly one of the first to conduct a case study to understand the way collaborative technological advancements are being exploited by organisations to develop superior CRM capability and achieve co-creation. This study analysed and comprehended the design and implementation of CRM in an Indian bank in real-life settings to gain a better understanding of the adoption of new collaborative technological advancements by a bank for customer centricity and facilitating co-creation.
VL  - 12
IS  - 1
SN  - 1755-4195
DO  - 10.1108/JIBR-09-2019-0284
UR  - https://doi.org/10.1108/JIBR-09-2019-0284
AU  - Dubey Neeraj Kumar
AU  - Sharma Preeti
AU  - Sangle Purnima
PY  - 2020
Y1  - 2020/01/01
TI  - Implementation and adoption of CRM and co-creation leveraging collaborative technologies: An Indian banking context
T2  - Journal of Indian Business Research
PB  - Emerald Publishing Limited
SP  - 113
EP  - 132
Y2  - 2024/04/20
ER  -