Customer Relationship Management of Rupali Bank PLC

Abstract

I am doing my internship on Rupali Bank PLC. There is a report on their CRM. The primary purpose of the internship was to familiarize with and contribute bank's CRM strategies and processes adopted by it to keep the customer happier and happiest. As an intern, I analyzed CRM systems, contributed to digital marketing campaigns and helped customer service efforts. RBL's solution: Rupali Bank PLC, one of Bangladesh’s leading banks has adopted CRM methodologies in meeting its customers’ needs and requirements for long sustainable services. Notable findings relate to the effective use of customer data by the bank, targeted communication strategies and technology’s role in CRM. But there were some issues like; Improving CRM system for better customer insights to improve cross-departmental collaboration This study concludes with recommendations for enhancing the CRM systems of Rupali Bank PLC such as relying more on data to aid in decision-making, sharpening customer segmentation and use new technologies so that personalization becomes unmatched.