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

Date of Award


Document Type

Undergraduate Capstone Project

Degree Name

Master of Professional Studies

Organizational Unit

University College, Organizational Leadership


Organizational Leadership

First Advisor

Louise Vaughn


Benefits of CRM, CCB, CRM, CRM Implementation, Customer loyalty, Customer relationship management, Developing CRM, Retain customer


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.

Publication Statement

Copyright is held by the author. Permanently suppressed.

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