An Evaluation of CRM Platform Upgrades on Enhancing Customer Loyalty in Banking: A Case Study of Sterling Bank
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Background of the Study
Customer Relationship Management (CRM) platforms are central to building and maintaining strong customer relationships in banking. Sterling Bank has recently upgraded its CRM system to incorporate advanced analytics, omnichannel communication capabilities, and real-time customer feedback integration. These upgrades aim to create a seamless, personalized banking experience that fosters long-term customer loyalty (Uche, 2023). By unifying customer data across various touchpoints, the new CRM platform enables the bank to tailor its offerings and proactively address customer needs, thereby improving retention rates and overall satisfaction (Nwankwo, 2024).
The upgraded CRM system allows Sterling Bank to track customer interactions, analyze behavioral patterns, and segment customers for targeted marketing. This data-driven approach not only improves the quality of service but also enhances customer engagement by providing timely and relevant financial solutions (Ibrahim, 2025). Furthermore, the integration of automated follow-up and personalized communication tools helps the bank maintain ongoing relationships with its customers, ensuring that they remain informed and valued.
However, challenges such as system integration issues with legacy databases, inconsistent staff adoption, and high maintenance costs can impede the full benefits of CRM upgrades. Variability in data quality and user proficiency across different branches further complicates the implementation process, potentially affecting customer loyalty outcomes. This study evaluates the effectiveness of CRM platform upgrades in enhancing customer loyalty at Sterling Bank, analyzing both the operational improvements and the challenges encountered, and provides recommendations for optimizing CRM utilization.
Statement of the Problem
Despite the deployment of an advanced CRM platform, Sterling Bank still faces challenges in achieving consistent customer loyalty improvements. One key issue is the integration of the new CRM system with legacy customer databases, which often leads to data inconsistencies and gaps in customer profiles (Uche, 2023). These integration problems hinder the ability to deliver personalized experiences and reduce customer satisfaction. Additionally, inconsistent adoption of the upgraded CRM system among staff members, due to inadequate training or resistance to new technology, further undermines its effectiveness (Nwankwo, 2024).
Moreover, the high costs associated with maintaining and updating the CRM platform may limit the bank’s ability to fully leverage its capabilities, affecting the overall return on investment in customer relationship initiatives. These challenges create a gap between the potential benefits of CRM upgrades and the actual levels of customer loyalty observed. This study aims to identify the factors that impede the effective utilization of the upgraded CRM platform at Sterling Bank and to propose strategies to enhance system integration, staff adoption, and overall customer engagement (Ibrahim, 2025).
Objectives of the Study
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To assess the impact of CRM platform upgrades on customer loyalty at Sterling Bank.
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To identify integration and adoption challenges affecting CRM performance.
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To recommend strategies for optimizing CRM utilization and enhancing customer retention.
Research Questions
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How do CRM platform upgrades influence customer loyalty at Sterling Bank?
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What challenges hinder effective CRM integration and staff adoption?
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What measures can improve CRM performance and customer retention?
Research Hypotheses
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H₁: CRM platform upgrades significantly enhance customer loyalty at Sterling Bank.
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H₂: Integration issues and inconsistent staff adoption negatively affect CRM performance.
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H₃: Enhanced training and standardized integration procedures improve CRM outcomes.
Scope and Limitations of the Study
This study focuses on Sterling Bank’s CRM upgrades over the past two years, using internal customer loyalty data, system performance reports, and employee interviews. Limitations include variability in data quality and differences in adoption across branches.
Definitions of Terms
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CRM Platform Upgrades: Enhancements made to customer relationship management systems to improve functionality and user engagement.
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Customer Loyalty: The degree of commitment and repeat business exhibited by customers.
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Omnichannel Communication: The integration of multiple customer communication channels into a single cohesive platform.
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