CUSTOMER RELATIONSHIP MANAGEMENT IN MARKETING FINANCIAL SERVICES (A CASE STUDY OF UNIBANK GHANA LIMITED)
Customer relationship management is a customer focused business strategy that dynamically integrates sales, marketing and customer services, in order to create and add value for the company and its customer. Consequently, the research project addresses problems of customer relationship management in the banking industry. Some of the problems are in the past few years, the Ghanaian economy has been increasingly hard-pressed to meet financial obligation. Problems occur when failing to think of sales as the output of a process that itself needs to be studied and taken into account when planning automation; the complaints range from those or inefficiency, favoritism, long delay in cashing cheques or unfriendly attitudes of bank workers. Some other problems are data quality, availability of data and data cleaning. The aims and objectives of the research are the reasons for poor customer relationship management in the banking sector; examination of various roles of banks and customer relationship and responsibilities, the responsibilities of bank in relation to customers and recommendations as to how business organization / industries can foster good harmonious customer relationship management in marketing financial services.
Furthermore, the research study was based on data and information collected through primary data. In the research work, questionnaires were designed and distributed to respondents at Unibank. 50 questionnaires were distributed to Unibank customers and 50 questionnaires also to Unibank staffs which makes it a total of 100 questionnaires. However, some of the findings of the study are customer relationship management having a negative effect on the development of banking services customer relationship management being a dubious operation in banks. Customer Relationship Management is an engine of growth in Ghana’s economic development, customer relationship management have impact on the banks responsibility, customers and bankers responsibility to each other, relationship in marketing of financial services have improvement on customer commitment and so on. Conclusively, it was confirmed and agreed that customer relationship management is a concept from drawing close customers to the bank. The customer relationship management makes and improves a good relationship with the customers of the bank and disallows competitors hijacking the customers through their own persuasive programme. In other words, customer relationship management builds the goodwill between customers and the bank especially in the area of marketing financial services to the customer. Customer Relationship Management improves communication between the customer and the bank. It is recommended that if this programme is put in place and taken care of, it will degenerate to a worse situation. And for an organization to survive and compete in an environment, it must seek for the favor of the customers. TABLE OF CONTENTS
TABLE OF CONTENTS
Background of the Study
Statement of the Problem
Aims and objectives of the Study
Significance of the Study
Scope of the Study
1. Customer Relationship Management in marketing
2. Definitions of Customer Relationship Management 14 3. Customer Relationship Management implementation
4. Organization and people around customer
5. How Customer Relationship Management...
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