An evaluation of integrated CRM strategies on customer satisfaction: Evidence from a financial services firm in Abuja, Nigeria.
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Background of the study
Customer Relationship Management (CRM) strategies are essential in driving customer satisfaction in the financial services sector. In Abuja, financial institutions are increasingly adopting integrated CRM systems to manage customer interactions and deliver personalized services (Ibrahim, 2023). This study evaluates how an integrated CRM strategy, which consolidates customer data across digital and physical touchpoints, enhances customer satisfaction. The integration of CRM systems facilitates improved communication, faster response times, and customized service offerings, all of which are critical in building long-term customer relationships. By utilizing advanced analytics, financial institutions can track customer behaviors, predict needs, and tailor their services accordingly (Okafor, 2024). However, the implementation of such systems faces challenges such as data privacy concerns, system interoperability issues, and high implementation costs. This research investigates these factors and assesses their impact on overall customer satisfaction, offering insights into how integrated CRM strategies can be optimized to meet the evolving needs of financial service customers in a competitive market (Balogun, 2025).
Statement of the problem
Financial services firms in Abuja often struggle with low customer satisfaction due to fragmented CRM practices. Despite significant investments in CRM technologies, the lack of integration across various customer touchpoints results in inconsistent service delivery and unmet customer expectations. This fragmentation leads to inefficiencies in customer data management and delays in addressing customer concerns, ultimately eroding customer trust. This study aims to identify the challenges associated with implementing integrated CRM strategies and evaluate their impact on customer satisfaction (Ibrahim, 2023; Okafor, 2024). The research seeks to determine whether a unified CRM approach can bridge these gaps and enhance the overall customer experience in the financial services sector.
Objectives of the study:
To evaluate the impact of integrated CRM strategies on customer satisfaction.
To identify challenges in implementing unified CRM systems in financial institutions.
To propose solutions to optimize CRM integration for enhanced service delivery.
Research questions:
How do integrated CRM strategies affect customer satisfaction in financial services?
What are the main challenges in implementing integrated CRM systems?
What strategies can improve CRM integration and customer satisfaction?
Significance of the study
This study is significant as it provides critical insights into the role of integrated CRM strategies in enhancing customer satisfaction for financial services firms in Abuja. The findings will offer practical recommendations for optimizing CRM practices, ultimately improving customer loyalty and competitive advantage (Okafor, 2024).
Scope and limitations of the study:
The study is limited to analyzing integrated CRM strategies and their impact on customer satisfaction within a single financial services firm in Abuja, excluding broader market factors.
Definitions of terms:
Integrated CRM Strategies: Cohesive systems for managing customer relationships across multiple channels.
Customer Satisfaction: The degree to which customers are pleased with a company’s products and services.
Financial Services Firm: An organization that provides banking, investment, and related financial services.
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