Internship Report on Enhancing Customer Service Efficiency by CRM Software A stady of MBL

Abstract

This paper examines Customer Relationship Management (CRM) technology in MercantileBankPLC in order to improve effectiveness of customer service. CRMSolutions enable thebankto provide faster and better customer services resulting improved customer satisfactionandefficiency. The second part of the report describes the unique functionality of the CRMsystemimplemented at Mercantile Bank: managing customer profiles, tracking of complaintsandmonitoring of service quality level. It also analyses the enhancements made to theservicesdelivered and operational performance thanks to the implementation of CRM. But the report also identifies some challenges that the bank confronts, including some technicalproblems with the CRM system, the lack of adequate training for employees, and a fewdatamanagement issues — like incomplete customer data and the existence of duplicate records. The article ends with numerous suggestions for continuing to improve the use of CRM. Theseinclude holding regular CRM training for employees, maintaining the currency of customer dataandupgrading the CRM software to provide better access to and functionality for users. Implementationof these suggestions will be helpful for Mercantile Bank Ltd. in sustaining competitive positioninthe populous banking industry of Bangladesh.