Today, many businesses such as banks, insurance companies, and other service providers realize the importance of Customer

Relationship Management (CRM) and its potential to help them acquire ne customers retain e!isting ones and ma!imize their lifetime value" #t this point, close relationship ith customers ill require a strong coordination bet een $T and marketing ith the ays of departments to provide a long%term retention of selected customers" This paper deals flo s, then discusses the resultant conflicts bet een the t o parties" $n the same paper, resolving conflict have been discussed ith reference to &arclays &ank 'ambia (imited" )rganizational communication in is a relatively ne field of research, particularly ithin the

role of communication in the banking sector, analyses the methods and channels for possible

banking sector" Therefore, the purpose of this research &ank representing &arclays &ank *lobal"

as to investigate the channels of ith &arclays

communication in the banking sector" The research took the form of a case study

Communication process plays an important role in everyday life and much more in organizations, in general and in banking organizations, in particular" &ecause of the dynamic of banking environment, any change raises suspicions in customer perceptions, so, there is needed a special attention to the communication process considered in terms of internal and e!ternal perspective" )rganizational communication is defined as the process in hich messaging takes place bet een individuals, groups and organizational levels ithin the organization to achieve individual and common goals of its members" (*runig, +" , *runig, (, -../)" Through communication process organizations provide information about themselves, their services, their pricing structures and distribution channels to a diverse audience that includes the main staff, e!isting and potential customers, intermediaries and the media" &arclays &ank 'ambia 0lc, also kno n as &arclays &ank of 'ambia, is a commercial bank in 'ambia" $t is one of the commercial banks licensed by the &ank of 'ambia, the national banking regulator" The bank is a large financial institution in 'ambia, accounting for 123 of commercial banking assets and about 1/3 of commercial banking deposits in the country in -.1-" #t that time, &arclays &ank of 'ambia as one of the largest private bank in 'ambia, by assets" The
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institution serves the banking needs of large and small business customers as ell as individuals, employing over 1,1.. people in 'ambia" The bank has idest net ork of 0oint of 4ale terminals hich facilitate the use of debit and credit card transactions in 'ambia" The bank has also invested in state of the art electronic banking and mobile banking platforms for its customers" Communication model used at Barclays Bank (Z) Limited. Retail banking

5igure 16 retail banking The researcher found that at &arclays 7ab e, the management has t o models of communication , the first one is retail banking and the other one is for commercial banking" The personal banking communication model used at &arclays starts ith the dissatisfied client contacting the branch manager and it is considered as stage 1" Meaning that customers from 7ab e ill refer the challenges to the customer advisors ho are found in the bank" $f the client is still not happy about the response, and it all this t o fails the customer distribution at 7afue 8ouse in (usaka" The researcher found that there are cases here the client ill still not be happy and ill take the complaints to the Managing 9irector of &arclays &ank 'ambia (imited" $n support of this *r:nroos (1;<16;<) asserts that, = The role of organizational communication process is to forward all aspects of an organization's image and mode of this image is presented to more interest groups in society "> #ttitudes of people and the ay they act are so strongly influenced by the image had about a bank and services provided" Communication provides to organizations an opportunity to differentiate at both corporate and brand level" ill proceed to the &ranch Manager (7ab e)

ill present the problems to the 8ead of &ranch and

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Commercial &anking

5igure -6 Communication model for commercial banking ?ffective communication requires a comprehensive approach and systematic planning in order to ensure a fair and consistent message ith the organization@s desired image" The problem faced by financial services providers in developing a communication strategy is that they donAt have a physical product to present" Consequently, a maBor demand of communication in the banking system, is developing a message and a form of presentation of the product that is essentially intangible in a tangible form (?nne , C", Catkins, T", Cright, M", -...611D)" The researcher found that, commercial banking for those ho have business accounts, or ill

institution are referred to as commercial customers "$f there is a complaint the complaint has to be taken to the nearest branch and if the complainant is still unans ered, the complainant take it to the relationship manager and if it still fails the person manager and if it still fails he ill take it to the managing 9irector" CRM is a sound business strategy to identify the bankAs most profitable customers and prospects, and devotes time and attention to e!panding account relationships delivered through the various sales channels that the bank uses" *iven that most banks have a considerable number of employees, and some elements of organizational culture and decision are communicated to all employees, a maBor emphasis is on communication as fast and accurate ithin the organization" $n this respect, the intranet plays an important role as ill be sho n belo " #lso, the information submitted must verifiable over longer periods of time" Thus, the most used method of communication is ritten" To request or send internal memos, reports, decisions, plans, and letters addressed to persons inside or outside the organization it is used the paper, and
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ill take it to the customer

ith those customers through

individualized marketing, repricing, discretionary decision making, and customized service%all

these documents are filed and stored for subsequent records" $n recent years, e%mail plays an increasingly large percentage of the amount of information communicated organization by ay of ritten communication" $n literature, many definitions ere given to describe CRM" The main difference among these hile theothers considers $T perspective of ithin the

definitions is technological and relationship aspects of CRM" 4ome authors from marketing background emphasize technological side of CRM CRM" 5rom marketing aspect, CRM is defined by ECould ell 1;;<F as ="" a combination of business process and technology that seeksto understand a companyAs customers from the perspective of CRM ho they are, hat they do, and hat they are like>" Technological definition of as given as ="" the market place of the future is undergoing a technology%driven

metamorphosis>E0eppers and Rogers 1;;DF" Consequently, $T and marketing departments must ork closely to implement CRM efficiently" Mean hile, implementation of CRM in banking sector customer groups as considered by EMihelis et al" -..1F"

They focused on theevaluation of the critical satisfaction dimensions and the determination of ith distinctive preferences and e!pectations in the private bank sector" The met hodological approach is based on the principles of multi%criteria modeling and preference disaggregation modeling used for data analysis and interpretation" $n conclusion, &anks have largely implemented service delivery technology as a ay of

augmenting the services traditionally provided by bank personnel" $mplementation results both from the need to reduce the cost of delivering service primarily through personnel, and, the corresponding need to meet the challenge posed by technologically innovative competitors" 4ervice quality can be improved only through a systematic, step%by%step voyage that enhances the employeeAs ability and effective communication illingness to provide service by creating an organization that ill have to be supports service in all areas $n order to achieve this, one of the key factors

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References &itner et al", (-...)" Technology infusion in service encounters, +ournal of the #cademy of Marketing 4cience, Gol" -< Ho"1, pp"1I<%J;" ?nne , C" M" (-...)" Marketing Financial Services, &utter orth 8einemann 0ublishing, )!ford *laveli, H", 0etridou, ?", C", (iassides , 4pathis, C" (-../)" Bank service quality: from five !alkan countries" Managing 4ervice Kuality, 1/6 I<.% I;J" *r:nroos, C" (-..1)"The "erceived Service #uality $oncept % & Mistake'( Managing 4ervice Kuality, vol"11, no"I, 1D.%1D-" vidence

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