Analyses of the effectiveness of customer relationship management of The City Bank Limited

Abstract

This paper concentrates on the analysis of Customer Relationship Management of the City Bank Limited. Main objective of this report is to determine the significance and effects of customer relationship management in achieving customer satisfaction at City Bank. This report contains, study methodology, sample procedure, customers survey and analysis data collection. Secondary data have been utilized during the preparation of this research. During my time as an intern at City Bank, I was able to compile a list of all of the positives and negatives associated with the services offered by City Bank as well as the customer relationship management process. I did this primarily by observing the day-to-day operations of the bank and by speaking with customers to determine whether or not they were pleased with the bank's services. If a customer wanted to recommend something, I would write it down and let my on-site supervisor know about it. I also gather knowledge of the others activity of the bank by the conversations I have had with the bank officers. Furthermore, it is possible to learn, by reading this report, how the various departments of The City Bank collaborate and work diligently to give the greatest quality of customer care possible. This report also contains recommendations for the bank to adopt in order to improve the quality of the services it provides to its customers.