An assessment of CRM system upgrades on customer satisfaction in banking: a case study of Sterling Bank
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Background of the Study
Customer Relationship Management (CRM) systems are vital tools that enable banks to manage customer interactions effectively, tailor services, and enhance satisfaction. Sterling Bank has recently upgraded its CRM systems to harness advanced data analytics, customer segmentation, and personalized communication strategies (Eze, 2023). The upgraded system facilitates real-time tracking of customer preferences and behaviors, enabling the bank to deliver customized financial solutions that align with individual needs. This strategic shift is part of the bank’s broader digital transformation agenda aimed at boosting customer satisfaction and retention.
The enhanced CRM system integrates multiple data sources—from transaction histories to social media interactions—providing a 360-degree view of each customer. This holistic understanding enables more targeted marketing, improved service delivery, and proactive problem resolution (Chinwe, 2024). As customer expectations continue to evolve in the digital era, Sterling Bank’s commitment to CRM innovation has become crucial in maintaining a competitive edge. The bank’s focus on leveraging technology to foster customer loyalty reflects industry-wide trends that emphasize personalization and responsiveness.
Moreover, the upgraded CRM system supports efficient complaint resolution and feedback management, which are critical components of high customer satisfaction. By automating routine processes and streamlining communication channels, Sterling Bank is better positioned to address issues promptly and effectively (Ibrahim, 2025). However, challenges such as system integration with existing platforms, data privacy concerns, and the need for continuous staff training remain. This study examines the impact of CRM system upgrades on customer satisfaction and explores strategies to overcome the associated challenges.
Statement of the Problem
Despite the significant benefits offered by CRM system upgrades, Sterling Bank still encounters issues that negatively impact customer satisfaction. One notable challenge is the integration of the new CRM system with legacy software, leading to data silos and incomplete customer profiles (Okeke, 2023). These integration issues can result in delayed or inaccurate customer responses, thereby reducing overall satisfaction.
Additionally, while the upgraded system has improved personalization, inconsistent data quality and occasional technical glitches have led to errors in targeted communications and service delivery (Nwankwo, 2024). Moreover, customers have expressed concerns regarding data privacy and security, which can undermine trust in the bank’s digital initiatives. The transition to a more sophisticated CRM platform requires continuous staff training and process reengineering, and any shortcomings in these areas further exacerbate customer dissatisfaction.
Furthermore, the lack of standardized metrics for measuring customer satisfaction post-upgrade makes it difficult for management to assess the true impact of the CRM enhancements. These challenges collectively hinder Sterling Bank’s ability to fully capitalize on its CRM investments, thereby affecting customer loyalty and market competitiveness. This study aims to investigate these issues in depth and propose actionable recommendations for improving CRM performance and customer satisfaction.
Objectives of the Study
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To assess the impact of CRM system upgrades on customer satisfaction at Sterling Bank.
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To identify challenges related to system integration, data quality, and privacy concerns.
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To recommend strategies for optimizing CRM processes to enhance customer satisfaction.
Research Questions
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How do CRM system upgrades influence customer satisfaction at Sterling Bank?
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What challenges impede the effective integration and performance of the upgraded CRM system?
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What measures can be implemented to improve CRM functionality and customer outcomes?
Research Hypotheses
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H1: Upgraded CRM systems are positively associated with higher customer satisfaction at Sterling Bank.
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H2: Integration issues and data quality challenges negatively impact CRM effectiveness.
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H3: Enhanced staff training and robust data privacy measures correlate with improved customer satisfaction.
Scope and Limitations of the Study
This study focuses on Sterling Bank’s CRM system upgrade, analyzing customer feedback, system performance data, and employee insights. Limitations include variability in customer perceptions and the evolving nature of digital engagement metrics.
Definitions of Terms
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CRM System Upgrades: Enhancements to customer relationship management platforms to improve functionality and data integration.
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Customer Satisfaction: The level of contentment expressed by customers regarding their banking experience.
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Data Privacy: The protection of customer information from unauthorized access.
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Personalization: The tailoring of services and communications to individual customer preferences.
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