Title

Developing CRM to Retain Customer Loyalty An Implementation for Colorado Commercial Bank

Date of Award

11-18-2009

Document Type

Capstone Project

Disciplines

Organizational Leadership

Degree Name

Master of Professional Studies

Department

Leadership & Organizations

Advisor

Louise Vaughn

Keywords

Benefits of CRM; CCB; CRM; CRM Implementation; Customer Loyalty; Customer Relationship Managment; Developing CRM; Retain Customer

Abstract

Today, financial institutions are seen at every corner competing with one another to stay on top with the use of advance technology, best products and services just to suit customer's financial needs. With aggressiveness marketing efforts among banks offering similar products and services, customer satisfaction is has become very subjective. Customer Relationship Management (CRM) has been proven by researchers as a strategic force to build long lasting relationships with customers while increasing profit shares in businesses. Being of the major banks in Colorado, Colorado Commercial Bank (CCB) continuously faced with customer retention. A study to help resolve this dilemma for CCB is to analyze the concept of CRM and identify its benefits and better implementation.

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