An assessment of CRM system upgrades on customer satisfaction in banking: a case study of Sterling Bank
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Background of the Study
Customer Relationship Management (CRM) systems play a pivotal role in enhancing customer satisfaction by enabling banks to manage interactions, personalize services, and build long-term relationships with clients. Sterling Bank has recently upgraded its CRM system to incorporate advanced analytics, automated customer service tools, and real-time data integration. These upgrades are aimed at improving the bank’s ability to track customer preferences, resolve issues promptly, and deliver tailored financial solutions (Uche, 2023). In a competitive banking landscape, a robust CRM system is critical for retaining customers and enhancing overall service quality (Nwankwo, 2024).
The upgraded CRM system at Sterling Bank leverages cloud-based technologies and artificial intelligence to analyze customer data and predict service needs. This proactive approach enables the bank to personalize its communication, offer relevant financial products, and address customer concerns efficiently. Furthermore, the system’s integration with digital channels such as mobile apps and online banking portals ensures a seamless customer experience across all touchpoints (Ibrahim, 2025). As customer expectations continue to evolve, the bank’s investment in CRM upgrades is designed to foster higher satisfaction levels and build loyalty.
However, the implementation of these upgrades comes with challenges, including system integration issues, data migration complexities, and the need for continuous training of staff to fully utilize new functionalities. The cost of upgrading and maintaining an advanced CRM system also places financial pressures on the bank. This study investigates how the CRM system upgrades at Sterling Bank impact customer satisfaction, examining both the technological benefits and the operational challenges that influence overall customer experience.
Statement of the Problem
Despite the recent upgrades to its CRM system, Sterling Bank faces challenges in achieving the desired improvements in customer satisfaction. One significant issue is the complexity of integrating the new CRM system with existing legacy systems, which can lead to data inconsistencies and communication gaps (Uche, 2023). These technical difficulties often result in delays in responding to customer inquiries and a less personalized service experience. Additionally, the rapid pace of technological change means that staff may struggle to adapt to new features, undermining the effectiveness of the upgraded system (Nwankwo, 2024).
Moreover, while the new CRM system has the potential to enhance customer engagement, inadequate training and resistance to change among employees have been observed. These human resource challenges can limit the system’s utilization and reduce its overall impact on customer satisfaction. Financial constraints related to ongoing system maintenance and upgrades further complicate the scenario, as the bank must balance technological investments with cost efficiency. The cumulative effect of these issues is a gap between the expected improvements in customer satisfaction and the actual performance of the CRM system.
This study seeks to examine the specific factors that hinder the effective deployment of the upgraded CRM system at Sterling Bank. By analyzing customer feedback, system performance data, and employee experiences, the research aims to provide recommendations for overcoming these obstacles and optimizing the CRM system’s contribution to customer satisfaction.
Objectives of the Study
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To assess the impact of CRM system upgrades on customer satisfaction at Sterling Bank.
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To identify technical and human resource challenges affecting CRM system performance.
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To recommend strategies for improving CRM system utilization and customer engagement.
Research Questions
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How do CRM system upgrades affect customer satisfaction at Sterling Bank?
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What challenges impede the effective integration and utilization of the new CRM system?
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What strategies can enhance CRM performance and improve customer engagement?
Research Hypotheses
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H₁: CRM system upgrades significantly enhance customer satisfaction at Sterling Bank.
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H₂: Integration and training challenges negatively impact CRM system performance.
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H₃: Strategic interventions in staff training and system integration improve overall customer engagement.
Scope and Limitations of the Study
This study focuses on Sterling Bank’s CRM operations across its digital and branch channels, using customer surveys, system performance reports, and employee interviews. Limitations include potential biases in customer feedback and the evolving nature of CRM technologies.
Definitions of Terms
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CRM System Upgrades: Enhancements made to customer relationship management platforms to improve functionality and service delivery.
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Customer Satisfaction: The level of contentment expressed by customers regarding the quality and efficiency of bank services.
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Digital Channels: Online platforms used for delivering banking services.
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