1. Provision of the relevant and most reliable information to the customer–It is of paramount importance or the banks to maintain effective level of communication with the customer. The bank must ensure at all times that the customers are getting all sort of relevant as well as accurate and most up to date information regarding their transactions with the banks. Therefore in order to make this happen the Barclays bank initiated a new form of micro site which was run independently from its main official website in order to disseminate accurate and up to date information to all the customers.
This micro site was run through the distribution of the monthly e – newsletter to the customers based on their willingness to receive one each day and then the customers were directed towards the micro site which featured a lot of articles and guidelines to help them better understand the banking operations(Barclay’s Business Case Study 2014).. The micro site discus the bank issues which are very important to the bank customers in general and also provides a platform for the customers to express their feedbacks and ideas about the service level they get from the Barclay’s bank.
The customers were also given an opportunity to express their view – points regarding the issues solved by the customer and the bank’s general customer relation procedures. Further it also encouraged the customers to learn from their peers. 1. Connecting the customer with the bank–it is very important for the bank as an intermediary in the modern business world to make it easy for the people to connect with each other.
The modern marketing of the financial services depend on the ability of the banks to effectively build and maintain the networks among various types of groups of customers and clients. In order to make this happen the Barclays bank initiated a new form of project. The bank selected five (05) regions at first in order to set up a new form of events for making it easy for the customers to gather and connect with each other around the United Kingdom.
These five regions in the United Kingdom were Sheffield, Reading, Luton, Birmingham and Bristol and five forms of “Connect” events were organised in these regions. The customers and the business partners of the Barclay’s bank were given the chance to connect and form networks with peers and other like – minded partners and demonstrate their products and services to the potential buyers and also to share their tips and guide – lines for better business operations. It also makes it possible for the businesses to collaborate for future business opportunities.
The customers were also given a chance by the company to exhibit their innovations for free of charge and as well as attend a choice of three business clinics with speakers from Barclay’s Business Support Team, Cash Management ; Trade team and its own partner HR consultancy Croner(Barclay’s Business Case Study 2014).. Business gurus, management experts as well as corporate consultants do also camefor the event to share their knowledge with the participants. Barclays went on to plan and host a further six in London, Manchester, Surrey, Cambridge, Nottingham and Cardiff.
1. Working with peers for crisis management–banks essentially will have to work with the clients during their good times as well as during their bad times. The clients of the banks should get adequate financial advices from the bank especially during a finance crisis which is becoming very common now – a- days. In order to provide adequate advices on surviving the crisis it is very important for the banks to disseminate the real life examples of how other similar customers were successful in meeting these strategic transformations of the economy.
In order to provide a platform for the new customer to get knowledge and to experienced customers to share their experiences the Barclays’ bank hosted a series of events named as ‘Get the Inside Track'(Barclay’s Business Case Study 2014). These types of events provided the customers with the opportunity to listen to their peers and 8nderstand how these same companies were successful or un – successful in meeting with the changes in the economy and to discuss the key points with the experts who experienced real life downturn and finance crisis.
The events provided an opportunity for the customers to network with like – minded people in a more professional way to discuss bout the finance down turn and to get more knowledge on the opportunities that may exist in the form of improved finances amidst a great financial crisis. Barclay’s new professional consultants would be very much interested in providing their facilitating services for these types of brainstorming sessions throughout the year. 2. 9 Overview of the Secondary information This chapter focuses on the main domains of the customer relations management.
It was very clear that the customer relation management is an integral part of the modern marketing mix and will supplement rather than to substitute the traditional marketing mix concepts including the 4 Ps. The modern customer relations management practices are heavily dependent on the use of new, advanced and innovative technology. Most of the time it was revealed from the previous literature, that thecustomer relationship management programs are highly computerised and automated within the businesses.
But it should be noted that the essence of the effective customer relation management system is to use the day to day information very cautiously in order to make effective and more productive decision regardingthebetter customer service. The ultimate goal of the customer relations management systems is togain customer satisfaction through the provision of the excellent service levels to all the clients. It was also revealed that the banks are heavily using various types of customer relations management programs in order to gather and analyse customer data.
Analysis of accurate as well as up to date customer and sales data have been the most important tasks of the customer relations management software and as such the modern banks are using a heavy level of new and advance technology for the same. Conclusion This chapter studies how the customer relationship management may impact on the customer satisfaction with specific relevance to the banking sector in the United Kingdom. For illustrative purposes, the research has selected the Barclay’ bank in the United Kingdom.
The chapter’ main purpose was to describe the main domains of the customer relationship management and more importance was given to study how the customer relations management program have been designed in the banking sector. The chapter also reviewed the customer relation management practices that have been adopted by the Barclay’ bank under consideration during the recentpast.
This chapter will discuss the process through which the information and the data for the purpose of research have been sought out and obtained. In addition the chapter will also discuss the main reasons for selecting the respective methods for obtaining and analysing the data and information in order to solve the research questions set in advance. 3. 1 Research Design As per the works of Saunders et al (2009) it can be stated that there are three main forms of researches that can be found in modern business context.
They are termed as explanatory, exploratory as well as descriptive. Under explanatory methods the researcher is striving to explain the already recognised phenomenon. Therefore this particular research will also strive to explain the existing relationship between the customer relationship management and customer satisfaction. By doing so the researcher is expecting to add more knowledge to the existing theories.
Research Onion Source: Saunders et al (2009) 3. 2 Research Philosophy A research can be designed based on a number of principles. As per the descriptions of Gill and Johnson (2002) researches can be basically designed on the grounds of four main assumptions namely: positivism, intepretivism, realism as well as pragmatism. This particular research will focus on the intepretivism model. Under the intepretivism model the research is attempting to solve the research questions by putting more deep insights into the given research scenario.
The intepretivism model will rely on a more subjective approach to the research work and the researcher will be able to explain in detail how and why such type o relationship do exist between the selected research variables; in this particular research the variables would be customer relationship management and customer satisfaction with specific relevance to banking sector. 3. 3 Research Approach The researches will be typically based on the two types of approaches which are named as deductive and intuitive.
The deductive approach as being explained by Lancaster (2005) is appropriate when the research is based on a more quantitative analysis. Under the deductive approach the researcher is striving to test the accuracy and the validity of a number of key hypotheses that have been set in advance for a particular research. The researcher is striving to generalise on the theories that were set under the given context with the use of a range of quantitative research analysis.
On the other hand as per the works of Easterby-Smithet al (2001) the intuitive approach for a particular research will be based on the qualitative works. Therefore under the intuitive research the researcher is striving to put in depth insight in to the phenomenon that is already being set under the given topics. The main aim of the researcher under the intuitive research is to develop new theories. Since this particular research is based on the explanatory research it would be appropriate to select the deductive approach to the research.
Under this particular approach the researcher will be able to test the given hypotheses and then to ensure whether there is any sort of relationship between the key selected variables; customer relationship management and the customer satisfaction level. 3. 4 Research Strategy The researcher, once the research approach has been selected then the research strategy has to be selected. Research strategy will show how the research methodology would be put in to action.
There are several different research strategies that can be used by the researcher and these may include a wide range of methods such as case studies, survey, experiment, ground research, action research, ethnography as well as archival research work. As per the explanation of Robson (2002) research strategy will show how the researcher is striving to systematically solve the research questions by effective data collection and analysis methods. Since this research work is based on a more quantitative approach the research must opt for a research strategy such as survey and interviews.
It will make it easy for the researcher to get more relevant information from the customers if the research is featuring a well – composed interview and/ or survey questionnaires. Further since this is more specifically related to the customers’ opinions the use of case studies and observations will provide less reliable and effective information and results. 3. 5 Data Collection There are two types of data and information that has to be considered while preparing for the research work. They are primary and secondary sources of information.
As per the analysis of Saunders et al (2009) there are several types of sources of information that a researcher can use in his/ her research project. Under primary research information sources the researcher is attempting to collect information directly from the sources on his/ her own. Primary information can be collected from interviews, questionnaires, observation etc. Primary information is a good source of feedback of the respondents. This gives the researcher with an opportunity to directly test the theory and to gain some practical experience in to the chosen research context.
Secondary sources of information can be collected from previous literature, books, manuals, websites as well as through journal articles. This particular research will be based on a quantitative analysis of the customer feedback about the customer relations principles of the Barclays bank. The survey method has been utilized since it is the easiest method to get the feedback from the customers. Further a range of secondary information has also been collected to enhance the theoretical background of the research work. Sample
The research study would be focusing on the 50 customers from Barclays bank and further to this another 10 customers would be selected for an interview. The customers would be given a range of questions as well as opportunity to express their opinions as well as comments regarding the effectiveness of the customer relations practices that are adopted by the company. Further the sample of 50 customers for the survey and 10 customers for the interview would be taken on a random sampling method considering the almost all the registered customers of Barclays Bank’s concerned branch in Woolwich.
Further interviews would be conducted using qualitative approach. Un- structured set of questions would be used in the interviews and more focused discussions would be undertaken to get in depth feedback from the customers. The research methodology would be based on random sampling. Under this approach the researcher will select the customers from the main customer base without any personal judgment and this in turn will make it easy for the researcher to arrive at impartial as well as more effective conclusions regarding the impact of customer relations management in the banking sector on customer satisfaction.
This particular chapter has focused on the methodology which is to be adopted throughout the research work. The main aim of this particular research work is to quantitatively analyze the feedback of the customers which have been given via questionnaires and to qualitatively analyze the customer feedback given in the focused interviews. The research would be mainly focused on a mixed approach to analyzing the information given in the survey and interviews in order to understand the concepts in depth.