Rexjournal ISSN 2321-1067 Renewable Research Journal Rexjournal Volume 3 Issue 3 Page | 243 A STUDY OF EMERGING WAY OF E-CUSTOMER RELATIONSHIP MANAGEMENT IN COOPERATIVE BANKING IN THANE REGION Yatin Shevale 1 and Dr. Shraddha Bhome 2 1 Research Scholar, JJT University, Juhunjunu, Rajasthan, India Email: yshevale@rediffmail.com 2 Research Supervisor, JJT University, Juhunjunu, Rajasthan, India Email:shraddhabhome@Yahoo.coo.in ABSTRACT Advancement in information technology of the banking sectors approach to provide effective and efficient service to the customers such as Green banking, ATM,Online transaction, internet banking facility, 24x7 customer support cell to resolve customers problems. This research paper throws light on Electronic customer relationship management or practices ( E CRM) with cooperative banks in Thane region to identify benefits and challenges as well as success factors of the implementation and develop better understanding of customer problem to find out solutions on right time. Keywords: Electronic customer relationship management (E-CRM), Customer relationship management (CRM), banking sector, customer Challenges and opportunities, benefits, internet banking INTRODUCTION Customer relationship management (CRM) is heart of every business transaction. CRM is important function of banks focused on customer oriented marketing which gather all data related about customer and used to find out effective customer service.CRM involves analysis based upon customer feedback to find out solutions to the problems. Internet has new medium for business and marketing scope to enhance data analysis of customer behaviors. Considering global scenario and stiff competition among banking has changed look out and adopt E CRM to CRM in order to pay more attention to the customer due to awareness of internet. E-CRM (Electronic Customer Relationship Management) is gaining more popularity in the world due to widespread of internet. It provides effective interactive and relevant communication with customers across electronic platform. It provides complete view of decision about e messaging and support to the customers 24x7. E-CRM is encompasses all the customer relationship management function with the use of net environment. for example intranet, internet . The base of electronic relationship management is information technology (IT). It integrates internal banking strategies and external customer requirement and guide the way to fulfill the need on time.