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 is pivotal in enhancing service quality and fostering long-term customer loyalty in the banking sector. Sterling Bank has integrated advanced CRM software to streamline interactions with customers, personalize communication, and improve overall service delivery. The software enables the bank to capture and analyze customer data, facilitating targeted marketing efforts, efficient complaint resolution, and proactive service enhancements (Chisom, 2023).
Through CRM software, Sterling Bank can monitor customer interactions across multiple channels, including digital, phone, and in-person services. This unified view allows the bank to tailor its offerings to individual customer needs, thereby increasing satisfaction and retention. Moreover, the data generated by the CRM system provides actionable insights that help refine service processes, reduce response times, and enhance the overall customer experience. Enhanced service quality, driven by improved CRM processes, is critical for maintaining competitive advantage in a rapidly evolving financial landscape (Okafor, 2024).
The implementation of CRM software has also led to a cultural shift within the organization, emphasizing a customer-centric approach to service delivery. Continuous staff training and system updates ensure that the software remains effective and aligned with emerging customer expectations. As a result, Sterling Bank experiences not only improved operational efficiency but also stronger customer loyalty, which ultimately drives long-term profitability.
Statement of the Problem
Despite the deployment of sophisticated CRM software, Sterling Bank faces challenges in achieving uniform improvements in service quality across all customer touchpoints. One major issue is the inconsistent adoption and utilization of CRM tools among different branches and service teams. Variability in training, user proficiency, and system integration can result in a fragmented customer experience, where some customers receive highly personalized service while others experience generic interactions (Chinedu, 2024).
Additionally, data integration challenges may lead to incomplete customer profiles, which hinder the bank’s ability to deliver truly tailored services. The effectiveness of CRM software is also dependent on continuous system upgrades and the adaptation of the software to evolving customer needs. In cases where the software lags behind current trends or is not updated regularly, the expected benefits in service quality may not materialize. Furthermore, limited feedback mechanisms make it difficult for the bank to identify and address gaps in service delivery promptly.
These challenges underscore the need for a comprehensive evaluation of CRM software performance and its impact on service quality. Addressing these issues is crucial for ensuring that Sterling Bank’s customer relationship initiatives translate into consistent, high-quality service and sustained customer loyalty.
Objectives of the Study:
• To evaluate the impact of CRM software on service quality.
• To identify challenges in the integration and adoption of CRM systems.
• To recommend strategies for optimizing CRM utilization to enhance customer service.
Research Questions:
• How does CRM software affect service quality at Sterling Bank?
• What challenges hinder the uniform adoption of CRM tools?
• How can CRM processes be optimized to improve customer service?
Research Hypotheses:
• H₁: Advanced CRM software significantly improves service quality.
• H₂: Inconsistent CRM adoption negatively affects customer satisfaction.
• H₃: Enhanced training and integration improve CRM performance and service delivery.
Scope and Limitations of the Study:
This study focuses on Sterling Bank’s CRM software implementation over the past three years, analyzing performance data and customer feedback. Limitations include potential biases in self-reported data and variations in system usage across branches.
Definitions of Terms:
• CRM Software: Digital tools used to manage and analyze customer interactions and data.
• Service Quality: The overall effectiveness and efficiency of customer service provided by the bank.
• Customer Relationship Management: Strategies and technologies used to manage customer interactions and foster loyalty.
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