Analysis of strategies for customer’s relationship management: the case of National Microfinance Bank Public Limited Company

From time NMB plc has managed to establish mutually and business relationship that forms bases for its success, reduction of risk and increased customer relationship. However high competitive environment in financial industry has threatening its existence where long service and potential customers are attracted to other banks. This situation formed the main objective of the study to examine strategies for building customer relationship and retention in NMB plc. The study involved questionnaires with a sample of 100 for internal and external customer selected from NMB in DSM. Data was analyzed using multiple regressions and two hypotheses developed to test retention and commitment. Study findings conclude that there is positive relationship between strategies and the retention of customer as well as commitment of customer to the bank. Findings imply that business firm must be constantly in close contact with both its existing and potential corporate customers and check out every time to ensure the practically of its policies in daily processing. Thus the study recommends NMB management to make a clear guide on CRM. Customer segmentation, develop business to the need of customer and impose more market strategies focus both to employees as well as customers to strengthen the existing customer relationship in line with the growing banking industry as the ultimate goal for every business in today’s world is to increase its market share through customers.