Professional Documents
Culture Documents
MANAGING CRM
A STUDY ON EASTERN BANK LTD.
Company philosophy
to deliver a quality that makes every transaction a
pleasurable experience
meet maximum clientele requirements in less time with
efficiency
they want to provide every single customer service
available in todays banking procedure for their clientele
Overview
Objectives
Understanding the strategy and technology used to
maintain CRM of EBL
Specific:
How they are differentiating customers based on their
Value Criteria
USE OF IT in the IDIC Model of CRM
Methodology
Study
Type
Sampling
Questionnaire
Sources of Data
Qualitative
Unstructured
Open ended
Secondary sources
(Website, Annual
Report)
Non probability
convenience
sampling
GAP
Graceful Appropriate Pleasing
(Boundary Spanners)
Accuracy,
reliability, and
timely
Identifying Customers
Profiling New Customer and creating Database
Student engagement Programs
Event Sponsorship
From Internal Database
Identify customer for upselling and cross selling
Role of technology:
Database Management Software (DBMS)
Differentiate Customer
Consumer and Corporate banking
Low value
High value (average
deposit relationship of
BDT 7.5 million)
Platinum
Gold
Silver
Bronze
Strategically Significant
Customer
EBL SKYBANKING
(INTERNET)
Account information
Bill Payment
Loan Management
Online Payments
- Internal Transfer (third party within EBL)
- Own Account Transfer (within EBL)
- Fund Transfer (To Accounts with other banks)
Customer Services
Role of Technology
Omni channel Integration
Recommendation
1. Create Transparency
through Customer
Interaction Programs
2. Educating customers
3. Conducting survey to
measure customer
preference and
satisfaction
Recommendation
Telephone
with a live
agent
Internet VOIP
through a live
agent
Thanks!