Assessing Customer Relationship Management (CRM) Practices at National Investment Bank (NIB) Ghana Limited: (A Study of the Cape Coast Branch)

Abstract

In today’s competitive business world and challenging economy, retaining a customer base is vital to the success of a business as the sole reason for any organisation to exist is to satisfy the current and potential buyers of its market offerings. What customers think and feel about a company and/or its offerings are key aspects of its success. The Ghanaian banking industry has become highly competitive, with banks not only competing among each other; but also with non-banks and other financial institutions to gain greater market share. If customers are not given good reasons to stay, competitors will give them a reason to leave. Many banks are constantly formulating strategies to increase their share of the market by getting, keeping and growing its customer base through the provision of quality services, good customer care and creating customer value. The National Investment Bank (NIB) Limited, a reputable state bank is losing its customers to other competitors in the industry.This study seeks to assess the Customer Relationship Management (CRM) practices at National Investment Bank (NIB) and also recommend win-back and/or retention strategies to meet the needs of customers in a highly customised and responsive manner.
Keywords: Customer relationship management (CRM), Customer value, Customer care, Ghanaian banking industry, Retention strategies, Quality services.