Customer Relationship Management Practices In The Rural Banks

Customer Relationship Management is the hottest trend in Marketing today. It emphasizes customer needs and preferences. Effective customer relationship management practices result in sustainable growth and value creation. It also boosts customer retention and loyalty, and eventually enhances sales and market share of the organization. Research has shown that very successful and truly excellent companies care excessively for their customers. As a result, they secure loyalty of their customers and ensure long term revenue growth. Available statistics indicate that Rural and Community Banks (RCBs) control a small percentage of the market share of the banking sector of the Ghanaian economy in spite of their visible presence in every part of the country.This situation has generally been attributable to poor and ineffective customer relationship management practices. This book, which is the result of a research work, examines the various challenges faced by the RCBs in their customer relationship management practices and provides practical and workable solutions to these challenges which will make them competitive in this turbulent business environment.

Autorentext

George Agyekum Nana Donkor is a Barrister and Solicitor of the Supreme Court of Ghana and a Marketing Scholar. He holds a Ph.D. degree in Marketing from the Commonwealth Open University, (UK), MBA and LLB degrees from the University of Ghana, Legon. He is currently the Head of Legal Division of the ECOWAS Bank for Investment and Development (EBID)