Navigating Banking Changes

This paper uses a mixed-methods approach to investigate the value of CRM systems for cross-selling success in the banking industry. A set of key CRM parameters pertaining to customer satisfaction, cross-sell ratios, retention rates, and CRM usability are analyzed through quantitative methods; for qualitative inquiry, the study examines customer and professional perspectives based on surveys and interviews. Through purposive sampling, 150 people were selected for the sample: 50 customers and 100 bankers. Descriptive statistics reveal high retention rates (mean = 88.5%) and satisfactory customer satisfaction (mean = 4.3), but cross-selling results appear modestly successful (mean = 20.4%). Customer perceptions implicate the intrusiveness of CRM-driven promotions, as findings indicate that personalized CRM recommendations enhance trust and efficiency in interaction. The report would identify opportunities in further development in customer experience management and cross-selling tactics, while the benefits of CRM systems for customer happiness and retention are highlighted

Business · Retail banking · Banking stability, regulation, efficiency · Corporate Finance and Governance · Microfinance and Financial Inclusion · Marketing