| dc.description.abstract | The study set out to determine he challenges in the implementation of Customer Relationship
Management (CRM) system strategy in Barclays Bank of Kenya (BBK). The research employed
a cross section survey design where respondents were interviewed at a point in time. The
population under study was employees of BBK who were senior leaders provide strategic insights
into the challenges facing BBK in implementing the CRM strategy and middle level and lower
level employees who gave hands-on details of the implementation process. The study mainly used
primary data gathered face-to-face from Head of Change, Head of Card Operations (Doc Prep),
Head of Contact Centre, Operations Transform Manager, Administration Team Manager,
Investigations & Doc Prep Manager, Branch Manager, Complaints Handling Unit Team
Manager, Premier Manager Assistant, Operations Training Advisor, Barclays Africa Project
Officer, Management Information (MI) Analyst and Personal Banker, through the administration
of the interview guide. Content analysis was employed in data analysis mainly because gathered
data were largely qualitative and textual in nature, and the outcomes presented in prose. The key
challenges identified included employees resistance to the new technological adoption; lack of
real time reports to serve customers faster which was aggravated by the inability of the systems to
integrate and be stable to provide centralized customer data retrieval as well as a single view of
customer details. Other key concerns touched on cost constraints to effectively deal with the
entire project; inadequate and ineffective classroom-type training; and incomplete well-defined,
structured and documented end-to-end process. In light of the study findings, the researcher
recommended that BBK needs to come up with measures aimed at countering the challenges right
from the onset of any project to avoid such pitfalls. It is further recommended by the researcher
that another study spanning the banking sector, public and private organizations be conducted on
challenges in the CRM system strategy implementation to give a balanced look at these
challenges holistically. The Study contributed greatly to the policy formulation when crafting a
manual to guide delivery of a strategy. It did also add to the body of knowledge through the
provision of reading literature. Importantly, the Study acts as a reference material to help
organizations formulate effective strategy delivery of any project undertaken such as CRM. | en_US |
