In this digital era, many financial services organizations, including banks, insurance companies, and capital markets find it difficult to meet the rising customer expectations. The customers have fully embraced the convenience of Digital Financial Services (DFS). From loan application to debit card renewal, customers have become accustomed to DFS for every possible financial operation. Apart from customer demands, the ever-increasing competition has compelled banks and other financial institutions to enrich their customer relationship experience. CRM provides a modern, customer-centric approach to service that helps gain a competitive edge and win more business.