Customer loyalty CRM and customer satisfaction

This research paper on CRM strategies used by RBC Royal Bank of Canada (Bahamas), analyzes whether the bank successfully applied the four P’s of CRM (planning, people, process, and platform). It’s well established that financial success is tied to a well executed CRM strategy which drives customer loyalty and customer satisfaction. What this research paper found was that although the bank lists CRM as a strategic initiative and policy, it has not integrated the CRM process at each customer touch point. The methodology used to correct the problem was instituting a wide-ranging customer satisfaction survey initiative to ascertain–from the customers’ viewpoints–where the service¬†breakdowns and gaps actually occurred and to make changes accordingly at those points.

1 thought on “Customer loyalty CRM and customer satisfaction”

  1. Hi, Every product will be successful only when it satisfied the customer need and provide a better facility.If product satisfied the requirement of customer then it help to positioning of the product in market

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