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.,This study used the case-study method for collecting various sources for “triangulation”.,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.,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.,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.,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.

中文翻译：

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利用协作技术实施和采用CRM和共同创造

本文旨在研究新兴技术格局和协作平台在客户关系管理（CRM）中的作用，从而揭示在印度银行业背景下相互共创的新机会。该研究使用案例研究方法收集了各种“三角剖分”。技术的进步极大地增加了对话和访问的渠道，并增加了关系的透明度，提供了共同创造机会并增加了CRM中对技术的依赖。纵向方法解释了银行如何在CRM的多个方面利用技术来提高关系质量和结果。该研究本质上是印度银行业的探索性研究，因此，这应该被视为在新的协作技术环境中促进对CRM理解的一个初步步骤。，本研究解释了CRM的变化形式，提供了客户导向的相关性，并提供了关于以共同创造为中心的见解。这项研究可能是进行案例研究的第一个案例，以了解组织利用协作技术进步的方式来开发卓越的CRM能力并实现共创。这项研究分析并理解了在现实环境中一家印度银行中CRM的设计和实施，以更好地理解银行以客户为中心并促进共同创造而采用的新的协作技术进步。