CRM is used in almost every industry. Read the section of this article on CRM objectives. Think about businesses you regularly interact with. Have they become more customer-focused over time, or are they still very product-focused? Why do you believe that?
In our ultra-competitive world, customer management is the key to business success. This requires tools to objectively identify needs, assess satisfaction and monitor progress in the relationship with the customer. With the word of Kotler, companies should focus both on qualitative and quantitative customer: “Look at our balance sheet as an asset, the asset is counted as flying, so many millions, but it is illusory. Our real capital is the number of satisfied customers.” The quality of the service or product is an asset for a business to maximize the profit, gain competitive advantage, and make sustainable national, regional, and even global ranking. The services must be organized in a systematic manner in parallel with the improvement and innovation of appropriate technology. The services offered by Saudi commercial enterprises are often criticized for several reasons; lack of proper organization and resources capable of generating good services thus, slow services, lack of information, and sometimes impoliteness of agents to the client. A system that aims at improving the overall service and building loyalty among customers is CRM.
In our research study, we focus on the service quality of Saudi Credit Bank and its CRM – significant attribute of service quality. Saudi Credit Bank is a state owned Bank and it plays a major role in the government policy. The Bank is considered as one of the cornerstones of the government of Saudi Arabia. It provides loans for citizens enabling them to contribute to the construction of the country. The objectives of the bank are to provide interest-free loans for small enterprises, employees, and emerging trades in order to encourage them to run their own businesses independently, to provide interest-free social loans for citizens with limited incomes in order to help them overcome their financial difficulties, to play a coordinating role between micro, small and medium enterprise (MSME) sector and individuals and institutions in the Kingdom of Saudi Arabia to encourage circulation of funds as well as to find the appropriate tools to achieve all above-mentioned goal. The purpose of this research paper is to explore the customer relationship management from the perspective of the bank employees by conducting a qualitative study in the context of Saudi Credit Bank. We also aim to analyze the impact of the quality of services offered to customers on the performance of a banking institution. The main objective of our research is to demonstrate the contribution of Customer Relationship Management in the performance of a bank, to analyze the contribution of the service quality on performance of Saudi Credit Bank, to analyze the strategies and methods used by the bank in Customer Relationship Management and to determine the strengths and weaknesses CRM system of the bank from the employee perspective.