Assessing the impact of customer relationship management on customers in ABSA's Western Cape corporate and business banking division

Botes, Antoon Abraham Adriaan (2008-12)

Thesis (MBA)--Stellenbosch University, 2008.

Thesis

ENGLISH ABSTACT: Many organisations implement customer relationship management (CRM) systems and processes but very few are able to obtain noticeable successes or even measure the successes. The successful implementation of CRM can have a very positive effect on customer service. Not only will it improve customer satisfaction, but it will increase customer loyalty and also lead to repurchases. Improved customer relationships will have a positive effect on profitability since it will reduce costs and the longer the relationship the higher the profits will be. Firms should know the long-term value of their clients and the lifetime value of their customers should be calculated, otherwise the value of existing customers will not be appreciated, and the loss of value that follows from departing customers will not be fully understood. It is critical for any organisation to employ highly professional and trained staff who can interact with customers in such a manner that their needs are satisfied and that value is optimised. In Absa‟s case the relationship executives need to have regular contact with their customers and they need to understand the industries within which the customers operate. They also need to have a very good product and service knowledge. In the research done for this report, the author researched CRM, customer service and relationship marketing. The CRM model which was implemented in the medium business segment of Absa Corporate and Business Bank in the Western Cape was analysed as was the new operating model which was implemented in April 2007. Customers and relationship executives were presented with questionnaires which had to be completed. These questionnaires dealt with the implementation of CRM and the impact, if any, it had on customer service. Conclusions and recommendations were made based on the research and findings.

AFRIKAANSE OPSOMMING: Baie organisasies implementeer kliënteverhoudingsbestuur in een of ander vorm maar baie min van hierdie organisasies slaag daarin om enige merkbare verskil aan hul kliëntediens te maak. Geen of weinig suksesse word behaal en word in die meeste gevalle nie eers gemeet nie. Die suksesvolle implementering van 'n kliënteverhoudingsbestuursproses kan 'n baie positiewe uitwerking op kliëntediens teweegbring en kan ook veroorsaak dat kliënte baie meer lojaal teenoor organisasies word en sodoende ook herhaalde aankope maak. Sterker kliënteverhoudings kan 'n positiewe uitwerking op winsgewendheid veroorsaak aangesien dit kostes sal verminder en hoe langer die verhouding, hoe hoër sal die winsgewendheid wees. Organisasies behoort die waarde wat in langtermyn verhoudings gesetel is, te verstaan en hierdie waarde behoort bereken te word. Die berekening van die waarde van langtermyn verhoudings sal organisasies in staat stel om die waarde van bestaande kliënte te waardeer en die impak van die verlies van hierdie kliënte te kan begryp. Dit is krities belangrik vir enige organisasie om hoogs professionele en opgeleide personeel aan te stel wie aan kliënte se behoeftes kan voldoen op so 'n wyse dat die maksimum waarde van die verhouding ontgin word. In Absa se geval moet die verhoudingsbestuurders gereelde kontak met hulle kliënte hê en moet hulle die industriëe waarin hulle kliënte funksioneer, ten volle verstaan. Hulle moet ook 'n baie goeie produkkennis en 'n begrip van kliëntediens hê. Die navorsing wat vir hierdie verslag gedoen is, fokus op kliënte verhoudingsbestuur, kliëntediens en verhoudingsbemarking. Die verhoudingsbestuurmodel wat in die medium segment van Absa Korporatiewe en Besigheidsbank in die Weskaap geïmplementeer is asook die nuwe bedryfsmodel wat in April 2007 geïmplimenter is, is volledig ontleed. Verhoudingsbestuurders en kliënte het vraelyste voltooi wat gehandel het oor verhoudingsbestuur en die impak, indien enige, wat dit op kliëntediens gehad het . Gevolgtrekkings en aanbevelings is gedoen, gebaseer op die navorsing en bevindings wat gemaak is.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/80642
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