Pivotal CRM system is a grateful model that increases end to end relationship by reducing risk that is tailored with the needs of commercial banks. The pivotal CRM can play the role of mirror image of the data models and process of business, which provides a flexible platform to the clients as well as banks. CRM system of the banks is connected with the entire firm’s financial statement which is a good way to define the profitability of the business. Along with this, CRM system manages their cost as well as the level of investment in the banking area.
In support to this, Bulgurcu et al. (2010) describes that CRM system helps the commercial banks to understand the needs of customers. CRM helps the commercial banks to evaluate their sales and marketing and other business practices on an efficient and useful basis. CRM system useful to save the time to make financial statement that will refer to increase the productivity. CRM system is usually tailored with the function of commercial banks. It also analyses the contact and profile of the banks and increase the relationship of customers with the banks. Moreover, CRM system helps in the planning, productivity tools, accounting alert, workflow management and manage the activity of the business.
Harris (2012) state that banks uses the operational CRM system that is related with the front office. With this, banks are able to contact with the customer that is known as touch point’s model. It used to capture the data of the customers, increase the communication of streamlines and ensure day to day responsibilities. Besides this, back office system that is implemented by the commercial bank can be known as analytical CRM that is mainly focus on the activity of the customers. It also requires helpful technology to capture the data related to the periodic risk assessment.