An Evaluation of Customer Relationship Management Software on Service Quality in Banking: A Case Study of Sterling Bank
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Background of the Study
Customer Relationship Management (CRM) software has revolutionized how banks manage customer interactions and improve service quality. Sterling Bank has adopted modern CRM software to streamline communication, personalize services, and foster long-term customer relationships. The implementation of CRM systems enables the bank to collect and analyze customer data, allowing for targeted marketing, efficient issue resolution, and enhanced customer service delivery. By automating routine tasks and providing actionable insights, CRM software helps the bank respond promptly to customer needs, thereby improving overall service quality and customer satisfaction. Research suggests that effective CRM systems are closely linked to increased customer retention and loyalty, as they facilitate proactive engagement and consistent service delivery. Despite these benefits, challenges remain in integrating CRM software with existing operational systems, ensuring data accuracy, and training staff to fully utilize the platform. This study aims to evaluate the impact of CRM software on service quality at Sterling Bank by analyzing service performance metrics, customer satisfaction surveys, and qualitative feedback from employees. The goal is to determine whether the CRM system has led to measurable improvements in service quality and to identify any operational gaps that need to be addressed for further enhancement.
Statement of the Problem
Despite significant investment in CRM software, Sterling Bank continues to face challenges in achieving uniformly high service quality. Some customers report that interactions remain inconsistent across different service channels, suggesting that the CRM system may not be fully integrated with all operational processes. In addition, issues such as data inaccuracies and insufficient training for staff on CRM functionalities have been identified, leading to missed opportunities for personalized engagement. These challenges reduce the overall effectiveness of the CRM system, which in turn affects customer satisfaction and loyalty. Furthermore, the absence of a robust framework for measuring the impact of CRM software on service quality makes it difficult for management to pinpoint specific areas requiring improvement. This study aims to address these concerns by examining how CRM software influences service quality at Sterling Bank and identifying operational bottlenecks that hinder its full potential. The research will provide actionable recommendations to optimize CRM processes and enhance overall customer service.
Objectives of the Study:
1. To evaluate the impact of CRM software on service quality at Sterling Bank.
2. To identify challenges in CRM system integration and utilization.
3. To recommend strategies for optimizing CRM implementation for better service delivery.
Research Questions:
1. How does CRM software affect service quality in banking?
2. What challenges hinder the effective use of CRM systems at Sterling Bank?
3. What improvements can enhance CRM-driven service delivery?
Research Hypotheses:
1. CRM software significantly improves service quality.
2. Integration and training challenges negatively affect CRM outcomes.
3. Optimized CRM processes lead to higher customer satisfaction.
Scope and Limitations of the Study:
This study focuses on Sterling Bank’s CRM implementation, using service performance data, customer surveys, and employee feedback. Limitations include potential self-reporting biases and variations in system adoption across branches.
Definitions of Terms:
• CRM Software: Technology used to manage customer interactions and data.
• Service Quality: The standard of service provided to customers.
• Customer Satisfaction: The degree to which customers are pleased with the service.
• Integration Challenges: Difficulties in aligning new systems with existing operations.
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