This paper presents a study of customer relationship management (CRM) from customer’s
perspective at one of the world’s leading international financial institutions, Standard
Chartered Bank Malaysia Berhad. Based on the identified CRM features, this paper
looks into insights of customer satisfaction in Standard Chartered Bank. As
customer become more sophisticated, banks have to innovate, remain competitive
and transformed their business to be more customer oriented.
The impact and issues surrounding customer relationship management is real and it
is no longer about just providing core banking products but about creating customer
relationships that deliver value. While banks continues in their effort to provide the
best banking services, the importance of a strong CRM is critical to ensure it can compete as well as maintain sustainability in the long term in order to survive competition.
Notes
Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)