An investigation of CRM system integration on enhancing customer retention in banking: a case study of Sterling Bank
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the Study
Customer Relationship Management (CRM) systems are critical tools for building long-term customer relationships in the banking sector. Sterling Bank has integrated an advanced CRM system that unifies customer data across various channels to offer personalized services, streamline communication, and improve overall customer retention. The integration of digital tools such as real-time data analytics, automated follow-ups, and tailored product recommendations has enabled the bank to create a more cohesive customer experience (Uche, 2023). This digital transformation facilitates targeted marketing, improves service responsiveness, and ultimately enhances customer loyalty.
By consolidating data from branch interactions, online transactions, and mobile banking, Sterling Bank’s CRM system provides a comprehensive view of customer behavior. This integration allows the bank to segment its customer base accurately and develop bespoke financial solutions that meet individual needs (Nwankwo, 2024). As a result, customer satisfaction and retention rates have shown promising improvements. Moreover, the integration of CRM systems with social media platforms and digital communication channels enhances the bank’s ability to engage with customers continuously, reinforcing loyalty (Ibrahim, 2025).
Despite these advantages, challenges persist in ensuring seamless CRM integration across diverse operational platforms. Legacy systems, data migration issues, and resistance from staff accustomed to traditional processes can impede the full potential of CRM adoption. Inconsistent data quality and delays in real-time updating further complicate the scenario, affecting the accuracy of customer insights. This study examines how CRM system integration at Sterling Bank contributes to customer retention and explores the challenges and opportunities for further enhancement of the CRM framework.
Statement of the Problem
Although Sterling Bank has integrated a state-of-the-art CRM system to enhance customer retention, several obstacles limit its effectiveness. One key problem is the incompatibility between the new CRM system and legacy infrastructure, which can lead to data synchronization issues and fragmented customer profiles (Uche, 2023). These discrepancies hamper the bank’s ability to deliver a unified and personalized customer experience, thereby affecting retention rates. Additionally, the transition from traditional to digital processes has encountered resistance from some staff members, resulting in inconsistent usage of the CRM tools and reduced overall effectiveness (Nwankwo, 2024).
Another significant challenge is the maintenance of high data quality. Inaccurate or outdated customer information undermines the ability of the CRM system to generate actionable insights, which is essential for targeted customer engagement. Moreover, the rapidly evolving nature of digital marketing demands continuous system updates and staff training, placing additional operational burdens on the bank (Ibrahim, 2025). These factors create a gap between the theoretical benefits of CRM integration and the practical outcomes observed in customer retention metrics.
This study aims to investigate the specific challenges affecting CRM system integration at Sterling Bank and to propose strategies for optimizing its use to enhance customer retention. By analyzing internal CRM data, employee feedback, and customer satisfaction surveys, the research seeks to bridge the gap between system capability and operational performance, thereby ensuring that the CRM system fulfills its role in sustaining long-term customer relationships.
Objectives of the Study
-
To evaluate the impact of CRM system integration on customer retention at Sterling Bank.
-
To identify technical and organizational challenges hindering effective CRM utilization.
-
To recommend strategies for improving data quality and staff training in CRM operations.
Research Questions
-
How does CRM system integration affect customer retention at Sterling Bank?
-
What challenges impede the effective use of the CRM system?
-
What measures can improve CRM data quality and staff adoption?
Research Hypotheses
-
H₁: CRM system integration significantly improves customer retention at Sterling Bank.
-
H₂: Integration challenges and staff resistance negatively impact CRM effectiveness.
-
H₃: Enhanced data management and continuous training improve CRM performance.
Scope and Limitations of the Study
This study examines Sterling Bank’s CRM integration processes over the past two years, using internal CRM analytics, employee interviews, and customer retention data. Limitations include variations in data quality and resistance to change across different branches.
Definitions of Terms
-
CRM System Integration: The process of unifying customer data from various channels into a single, cohesive system.
-
Customer Retention: The ability of a bank to retain its customers over time.
-
Data Quality: The accuracy and reliability of customer information within the CRM system.
Related Project Materials
An investigation into the impact of rural poverty on access to healthcare in Katsina State
Background of the Study
Rural poverty continues to impede access to quality healthcare services in many parts of Nigeria, and Katsina Sta...
The impact of advisory innovation on corporate growth in investment banking: a case study of Guaranty Trust Bank
Background of the Study
Advisory innovation in investment banking is emerging as a key driver of corporate growth, enablin...
AN ASSESSMENT OF RESOURCE QUALITY AND ITS IMPACT ON SERVICE DELIVERY IN NIGERIA TERTIARY INSTITUTION
Background Of Study
Economic growth and sociopolitical progress can both be aided by education. The adv...
The effect of religious education on students’ attitudes towards financial integrity in Bauchi LGA, Bauchi State
Background of the Study
Religious education plays a pivotal role in shaping ethical behavior and moral judgment, especially in communitie...
An Evaluation of Nurses' Role in Early Detection and Management of Prostate Cancer at Yobe State Specialist Hospital
Background of the Study
Prostate cancer is one of the most common cancers affecting men globally, and its early detection p...
AN INVESTIGATION INTO ACADEMIC INDISCIPLINE AND FAILURE AMONG SECONDARY SCHOOL STUDENTS IN TECHNICAL EDUCATION
ABSTRACT
This studies an investigation into academic indiscipline and failure among secondary school st...
Design and Development of an Android Application for Domestic Jobs Application (Job Bay)
This project report describes a mobile android based job finder and applier. There is a crisis in Nig...
THE EFFECT OF THE ACTIVITIES OF CIVIL SOCIETY ON SUSTAINING DEMOCRACY IN NIGERIA WITH REFERENCE TO NLC
Abstract
The study looked into the effect of the activities of civil society on sustaining democr...
An investigation of the socio-economic factors influencing maternal mortality in Ifelodun Local Government Area, Osun State.
Background of the study
Maternal mortality remains a critical public health issue, particularly in areas where socio-econo...
An evaluation of indigenous language literacy levels among artisans in Nsit Atai Local Government Area, Akwa Ibom State.
Background of the Study:
Literacy in indigenous languages is vital for preserving cultural identity and tr...
