Critical Analysis of customer relationship management policies & processes of Mercantile Bank Limited (MBL).

Abstract

Throughout the BBA in AIS program we have acquired several customer relationship managements related theoretical knowledge and learned real-life application of those theories. I prepared this report to address the gap between the theoretical and practical aspects of bank customer relationship management. In our country, many businesses such as banks institution, insurance companies, non-financial institutions, and other service providers understand the essence of customer relationship management (CRM) and its possibility to help them to acquire new customers and retain existing customers. My report involves critical analysis of customer relationship management policies and processes of Mercantile Bank Limited, Dhanmondi Branch, Dhaka. In my report, there are three major CRM factors: Communication with customers, Interpersonal relationships, and Efficiency of banking service. I think, to better enhance all those CRM factors the bank should arrange or effectively organize employee training sessions and a central monitoring system so that every employee can enhance themselves in those CRM factors. In my report, the first two chapters are the introduction part and the intern’s job responsibility. The third and fourth chapter are the literature review and the research methodology. And in chapters five, six I have tried to discuss some basic things about CRM theory, and chapter seven is a critical analysis of Dhanmondi Branch. At the end of the chapter, I have discussed some recommendations, findings, and tried to discuss the logical conclusion of customer relationship management of Mercantile Bank Limited.