Title: Customer Relationship Management
(CRM)
in Banking Sector of Pakistan: Problems and Challenges
Abstract: Customer Relationship Management
(CRM)
came into the power when banking institutions were getting more and
more
competitive. The focus of CRM helped banks to understand the customers’
current
needs, what they have done in the past, and what they plan to do in the
future to meet their own goals (Xu, et al., 2002). Even though most of
the
banks in the developing countries such as: Pakistan, India etc. have
realised the importance
of CRM and implemented its applications, but the initial investigations
of the current
research have shown that quite a number of CRM goals does not produce
required results and even
worse, in some cases users say that CRM has damaged customer
relationships. Therefore, this
paper is based on highlighting the problems and challenges in the
banking sector of Pakistan
using the customer relationship management (CRM). The paper also
outlines some precise
definitions of customer, CRM System in context with the banking
industry in Pakistan,
and work done by several researchers in this area. Some major problems
in Pakistan’s banking
industry using the CRM system are also discussed. Then, from two
available research approaches
(i.e., quantitative and qualitative), qualitative approach is chosen
and its case
study technique is selected since its techniques seem relevant to the
nature of current research.
A short description of some data collection techniques which are used
for current
research is also presented. At the last part of the paper, some of the
major questions used
for qualitative interviews from different banking customers and
employees in Pakistan are
presented and the major CRM problems based on these interviews are
discussed.
Authors: Shahzeb Ali Malik and Trevor
Wood-Harper
