Evaluating bank readiness for CRM implementation

Abstract

These days, we see unexpected changes in customers' behaviors in financial and service institutions, especially in banks. There are different reasons for having such changes but the recent advances of technology could be one of the main reasons. Today banks are obliged to link their existence with customers, recognize their demands and needs in present competitive environment and take necessary actions to increase their productivity. The main objective of the present research is to identify bank readiness for establishing customer relationship management. Findings of the present study show that the readiness degree of bank is well above moderate with respect to intellectual dimension and is below moderate with respect to social and technological dimensions.

Keywords

• Customer relationship management (CRM) evaluation of readiness
• Intellectual
• Social and technological dimensions