Developing CRM to Retain Customer Loyalty: An Implementation for Colorado Commercial Bank

Today, financial institutions are seen at every corner competing with one another to stay on top with the use of advance technology, best products and services just to suit customer\u27s financial needs. With aggressiveness marketing efforts among banks offering similar products and services, customer satisfaction is has become very subjective. Customer Relationship Management (CRM) has been proven by researchers as a strategic force to build long lasting relationships with customers while increasing profit shares in businesses. Being of the major banks in Colorado, Colorado Commercial Bank (CCB) continuously faced with customer retention. A study to help resolve this dilemma for CCB is to analyze the concept of CRM and identify its benefits and better implementation