An examination of customer relationship management systems on service delivery in banking: a case study of Sterling Bank
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Background of the Study
Customer Relationship Management (CRM) systems are critical for delivering high-quality services in banking. Sterling Bank has implemented an advanced CRM system that integrates customer data from multiple channels, providing a holistic view of customer interactions. This digital tool enables the bank to personalize service delivery, respond promptly to customer needs, and foster long-term relationships (Ogunleye, 2023). By leveraging real-time analytics and automated communication platforms, Sterling Bank aims to enhance customer satisfaction and operational efficiency (Ibrahim, 2024). Research shows that effective CRM systems lead to improved service quality, increased customer retention, and higher profitability (Chinwe, 2025). The system allows for targeted marketing, proactive problem resolution, and customized financial advice, thereby creating a competitive advantage in the marketplace. However, challenges such as data integration, system usability, and the need for continuous staff training can impede the full potential of CRM initiatives. This study will evaluate how Sterling Bank’s CRM system affects service delivery by analyzing performance metrics, customer satisfaction surveys, and operational data, thereby identifying areas for further enhancement.
Statement of the Problem
Although Sterling Bank’s CRM system has been designed to improve service delivery, inconsistencies in system utilization and integration issues have resulted in suboptimal outcomes. Some customers report delayed responses and impersonal interactions, suggesting that the CRM system is not fully optimized for personalized service delivery (Oluwatobi, 2023). Furthermore, challenges in integrating data from legacy systems with new CRM software have led to gaps in customer information, reducing the system’s effectiveness. These operational hurdles undermine the bank’s efforts to achieve a seamless customer experience and can negatively impact customer retention. This study seeks to identify the factors limiting the effectiveness of Sterling Bank’s CRM system and to propose strategic improvements to enhance service quality and customer engagement.
Objectives of the Study
– To assess the impact of CRM systems on service delivery at Sterling Bank.
– To identify challenges in CRM system integration and utilization.
– To recommend strategies for enhancing CRM effectiveness.
Research Questions
– How does the CRM system affect service delivery at Sterling Bank?
– What are the key challenges in integrating CRM systems with existing technologies?
– What measures can optimize CRM performance and customer engagement?
Research Hypotheses
– H₁: Effective CRM system integration is positively correlated with improved service delivery.
– H₂: Data integration challenges negatively affect CRM performance.
– H₃: Enhanced user training improves CRM system utilization and customer satisfaction.
Scope and Limitations of the Study
This study focuses on Sterling Bank’s CRM system across its service channels. Data will be collected from system performance reports, customer surveys, and internal audits. Limitations include potential self-reporting biases and technological integration issues.
Definitions of Terms
• CRM Systems: Digital platforms used to manage and analyze customer interactions.
• Service Delivery: The effectiveness and quality of services provided to customers.
• Data Integration: The process of combining data from various sources into a unified system.
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