Sylvia Sinkari Sam
This paper reviews current articles on studies in respect of employing customer relationship management to attract and retain customers in the organisations with special emphasis on the operation of commercial banks. It begins by introducing the objectives of the article before reviewing the methodologies and finally commenting on the conclusions. The discovery that literacy challenges do not allow some customers to properly find their feet with regard to service delivery systems at the banks premises ought to be squarely addressed. The customer experience is fundamental to staying competitive, particularly when introducing new services delivery devices in the banks for this reason management of banks will need to have strategies in place to ensure high levels of customer satisfaction for new device users. Yet banks must be able to keep satisfaction high without introducing new operational expenses that will offset their gains in customer revenues as the same time as well. Banks should conduct presentations at public places especially around markets, churches, big super markets, Gas Filling Stations with view to helping customers to fully enjoy new service delivery systems. The electronic media especially the Television also offers a very powerful template for demonstrating to the public how to operate its new self service delivery systems. The study uncovered the fact that some banks do not provide water fountains within their banking halls as directed by the central bank. It is hereby recommended that personnel of the banking supervision department of the central bank stay alive to their duties by paying periodic visits not to inspect financial transactions but also customer service systems.
Keywords: Relationship Marketing, Customer Patronage and Retention