An evaluation of customer service automation in corporate banking: A case study of Guaranty Trust Bank, Abuja
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Background of the Study
Customer service automation, through the use of chatbots, virtual assistants, and AI-driven support systems, has transformed the way corporate banks interact with their clients. Guaranty Trust Bank (GTBank) in Abuja has adopted customer service automation to improve responsiveness and efficiency in its corporate banking division. These automated systems provide real-time assistance, enabling clients to perform transactions, obtain product information, and resolve issues quickly. Automation not only reduces response times but also minimizes human error and operational costs. By analyzing customer interactions through data analytics, GTBank can continuously refine its service delivery, ensuring that corporate clients receive tailored and prompt support (Adenola, 2023). Additionally, automated systems facilitate 24/7 service availability, which is crucial for global corporate clients operating across different time zones. However, while automation improves efficiency, it may also result in a loss of personal touch that is essential for building trust in high-value corporate relationships. Balancing efficiency with personalized service remains a critical challenge for GTBank as it seeks to optimize its customer service model (Oluwaseun, 2024; Chukwu, 2025).
Statement of the Problem
Despite the benefits of customer service automation, GTBank faces challenges in maintaining high-quality service delivery that meets the nuanced needs of corporate clients. One key issue is that automated systems may not fully capture the complexities of corporate queries, leading to generic responses that fail to address specific client concerns. Integration with existing CRM systems also presents technical challenges, resulting in fragmented customer experiences and data silos. Moreover, while automation reduces operational costs, it may inadvertently reduce the personal interaction that is crucial for relationship building in corporate banking. The transition to automated systems requires significant adjustments in organizational culture and extensive staff training, and resistance from both clients and employees can impede its success. These challenges can compromise customer satisfaction and ultimately affect client retention and profitability (Adenola, 2023; Oluwaseun, 2024).
Objectives of the Study
- To evaluate the impact of customer service automation on corporate banking operations at GTBank.
- To identify challenges associated with automated customer service integration.
- To recommend strategies for balancing automation efficiency with personalized service.
Research Questions
- How does customer service automation affect the quality of corporate banking interactions at GTBank?
- What integration challenges impede effective automated service delivery?
- What measures can be implemented to combine automation with personalized customer support?
Research Hypotheses
- H₁: Customer service automation significantly reduces response times in corporate banking.
- H₂: Integration issues with CRM systems negatively affect service quality.
- H₃: A hybrid service model enhances both efficiency and customer satisfaction.
Scope and Limitations of the Study
This study focuses on GTBank’s corporate banking division in Abuja, analyzing automated customer service initiatives over recent years. Limitations include potential biases in customer feedback and technological evolution.
Definitions of Terms
- Customer Service Automation: The use of digital tools to provide customer support with minimal human intervention.
- Corporate Banking: Financial services provided to large business entities.
- CRM Systems: Software used to manage customer relationships and interactions.
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