An examination of cross-selling strategies in business banking: A case study of Access Bank Nigeria, Kano
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Background of the Study
Cross-selling strategies involve offering additional products or services to existing customers, thereby enhancing customer value and generating additional revenue streams. In business banking, effective cross-selling is critical to deepening client relationships and improving profitability. Access Bank Nigeria in Kano has implemented a range of cross-selling strategies that leverage customer data, personalized communication, and integrated service delivery to meet the diverse needs of corporate clients. These strategies enable the bank to provide comprehensive financial solutions, from lending and cash management to treasury services, thus driving customer satisfaction and loyalty (Ijeoma, 2023). By employing advanced customer segmentation and analytics, Access Bank can identify opportunities for cross-selling and tailor offerings accordingly. However, challenges such as data silos, inconsistent service delivery, and the difficulty of aligning product portfolios with customer needs may limit the effectiveness of cross-selling initiatives (Adenola, 2024). This study investigates the impact of cross-selling strategies on business banking performance at Access Bank, aiming to identify key success factors and propose improvements for better integration and execution (Chukwu, 2025).
Statement of the Problem
Access Bank faces several challenges in executing effective cross-selling strategies in business banking. One major issue is the fragmentation of customer data, which hampers the ability to accurately identify cross-selling opportunities. Additionally, inconsistencies in product delivery and communication across various channels can lead to suboptimal customer experiences and reduced uptake of additional services (Ijeoma, 2023). Furthermore, the alignment between sales incentives and cross-selling objectives is not always optimal, resulting in missed opportunities and diminished revenue potential. These challenges negatively impact overall customer satisfaction and profitability, limiting the bank’s ability to fully capitalize on its existing customer base (Adenola, 2024; Chukwu, 2025).
Objectives of the Study
- To evaluate the current cross-selling strategies in Access Bank’s business banking division.
- To identify challenges that hinder effective cross-selling.
- To recommend strategies for enhancing cross-selling practices to improve profitability.
Research Questions
- What cross-selling strategies are currently employed by Access Bank in business banking?
- What challenges affect the effectiveness of these strategies?
- How can cross-selling practices be optimized to enhance customer value and profitability?
Research Hypotheses
- H₁: Effective cross-selling strategies significantly increase additional revenue streams.
- H₂: Data fragmentation negatively impacts the identification of cross-selling opportunities.
- H₃: Aligning sales incentives with cross-selling objectives improves overall performance.
Scope and Limitations of the Study
The study is confined to Access Bank’s business banking division in Kano, analyzing cross-selling initiatives over recent years. Limitations include potential data inconsistencies and external market influences.
Definitions of Terms
- Cross-selling Strategies: Techniques used to offer additional products or services to existing customers.
- Business Banking: Financial services provided to corporate clients.
- Customer Segmentation: The process of dividing customers into groups based on shared characteristics.
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