The case deals with Allegiance Corp Bank's Private Banking Function. Allegiance Corp Bank is a Private Sector bank operational in India since early 90's. Private Banking, at Allegiance Corp Bank is a function that caters to High Networth Individuals and cross sells investment products to them. Services include free of charge anywhere banking, preferential interest rates, Portfolio Management, priority treatment, and add-ons like customized offerings, door step services etc. But in the recent past, the Private Banking function has not been able to perform well and is dealing with a lot of issues like customer dissatisfaction, poor service delivery, operational issues, low employee motivation and decreasing revenues. The Head, Private Banking is thus planning to restructure it by deploying Customer Relationship Management (CRM) tools and techniques. The dilemma is about trying to identify the right constituents of an effective CRM initiative in such an unfavorable external environment.