Wanjale, Kirti: Customer-Centric Intelligence in Modern Banking and Finance

In the contemporary business landscape, marked by the dynamic interplay of Entrepreneurship and Modern Banking, the confluence of rapidly evolving customer needs, heightened competition, and groundbreaking technological innovations shapes a paradigm where strategic imperatives take center stage. Amidst this intricate tapestry, Customer Relationship Management (CRM) emerges not merely as a tool but as a pivotal strategy and technological cornerstone, exerting a profound influence, particularly within the spheres of entrepreneurship and banking. This research embarks on a semi-systematic review, navigating the complexities of this symbiotic relationship and unraveling its multifaceted impact on the broader business ecosystem. As technology redefines the very fabric of the banking sector, financial institutions in India are strategically embracing CRM as a core strategy to acquire, retain, and satisfy customers in an era where customer retention stands as the linchpin for cost- effective and efficient operations.