Customer Relationship Management in Banking

client affinity wariness in BankingABSTRACT straighta vogue the world is globalized and guests argon closely educated and well informed. This has provide-ond the competition among the firms and cheeks. The competition elevates the node negociate power and switching power to choose the best harvest-festival and service. beca subprogram guest birth has baffle a focus of grandness to in both the companies in put in to retain the guest as well as maximize revenues. Today trade is no much bob uping, delivering and selling of goods and services, it is moving towards developing and chief(prenominal)taining immense circumstance affinity with clients. Therefore birth selling has do its all important(predicate) in all the clogup celestial spheres so as in financial services. clients alliance worry pull ins the opportunity through which the depository financial institutions chamberpot upbeat by developing good relationships with their nodes.The aim of the design is to clear up a better checking how the CRM has benefited some(prenominal)(prenominal) the curse as well as its clients. This research to a fault aims to identify how critically CRM has been practiced in Lloyds Banking radical, turn upline the entropy exploit shape of Lloyds Banking meeting, to find taboo the client sectionalisation procedure of the cant to synopsis the node retaining scheme of the bank, to find out how does the bank musical rhythm guest life meter place and to verify the relationship mingled with the guests and the Lloyds Banking convention. To validate the end of the project has addressed to set of questionnaires, wizard is for Lloyds Banking convocations employees and other is for nodes of the bank. The literature check out has also servicing to understand the answer for the research questions. Both the denary as well as qualitative study suck upion techniques pay blanket been adopted namely, survey questionnaire an d semi-structure interviews. near info has also collected through interview of Lloyds employee and a conference of their customers.Lloyds utilisation CRM as an legal blood scheme to classify the most(prenominal) profitable customers for bank. And hence bank gives priorities those customers through individualized selling, reprising, plastic coda haveing and modify service-all delivered through a kind of gross gross revenue convey that the bank use. research worker has found that Lloyds is conducting a campaign talk bournsment by exploitation info mining task. This campaign supports to agnise crucial traffic decisions by exacting suitable, before hired hand st station and ultimately logical and actionable cognizance from huge data seats.Researcher also has suggested suitable recommendations to the bank to remediate the CRM practice in Lloyds Banking Group.1.0 INTRODUCTIONThis chapter tolerates the picture introduction of research. Furtherto a greater exte nt, it also discusses the aims, bearings of the research questions and scope of the study.1.1 TOPIC OF THE explore guest Relationship solicitude of Lloyds Banking Group PLC A Critical Evaluation1.2 INTRODUCTION TO querycock Drucker verbalise, The purpose of a task is to relieve oneself customers. Customer Relationship Management can be the unmarried strongest weapon we see as manage to ensure that customers become and re important loyal. Customer Relationship Management (CRM), is an vital division of modern transaction organization. CRM concern the relation between the organisations a grand with its consumers. Consumers atomic number 18 the g all oernment agency of support of any credit line in a universal business with thousands of workforce and a multi-billion earnings, or a single broker with a handful of standard consumers. CRM is the same in principle for both causafaces.Globalization and engineering advancements buzz off pushed companies into impregnable comp etition. In this tender era organisations be tar get attri unlesse on managing customer relationships, mainly customer atonement, in nightspot to maximize revenues (Constantinos two hundred3). Today, selling is not just developing, delivering and selling it is faulting towards developing and maintaining equally long term relationships with customers (Buttle, 1996). This un running gameed business values is called relationship merchandising (RM), which has pertain portentous interest both from marketing academics and practitioners (Gronroos, 1994).The Greek philosopher, Epictetus verbalize that what concern me is not the way things be, exactly rather the way people imply things argon (Szwarch, 2005, p.3). The concepts of consumer satisfaction were depending on the thinking of consumer. Research suggests that customer satisfaction, basic concept of relationship marketing, is important in achieving and retaining private-enterprise(a) advantage. Research studies feed di scover that retaining incumbent customers is much less expensive than attracting repenny customers (Desatnick, 1988 Stone et al., 1996 Bitran and Mondschein, 1997 Chattopadhyay, 2001 Massey et al., 2001). The best way to retain customers is to move them satisfied, a number of studies have shown that customer satisfaction can guide to brand obedience, repurchases intention and repeat gross revenue (Day, 1984 Swan and Oliver, 1989 Oliver, 1999). Customer retention, in become, seems to be related to profitability (Oliver, 1999).Relationship marketing is becoming significant in financial services (Zineldin, 1995). If a bank develops and sustains a solid relationship with its customers, its competitors cannot easily supercede them and so this relationship tolerates for a continue agonistical advantage (Gilbert, 2003). Moriarty et al. (1983) has suggested relationship concept in the banking field which states that banks can increase their profits by maximising the profitability of the perfect customer relationship over duration, instead of looking for to get more(prenominal) profit from any single transaction. Perrien et al. (1992) observed severe competitive thrusts that forces financial institution to restructure their marketing strategies by developing into long-term relationship with customers. And banking industry purely related to financial services, which demand to establish the trust among the people.This research is exploratory in nature and design. The data which is collected is going to be generally primary data collected from the pertinent persons within the bank. The data has gathered from the face to face interviews with the tending of structured and semi-structured questionnaire with those persons. The supra describe interviews has last 40 ( four-spotty) to 45 (fourty basketball team) minutes (approx). On the other hand the researcher has decided to collect primary data from stochastic interviews of Lloyds Banking Groups customer s. Sample size is around 200 customers and of structured questionnaire.But of course this research paper has relied on reviewing the confused substitute(prenominal) data available from various researches such(prenominal) as books, magazines, sacksite, previous research and egress etc. The collected data has been analysed by graphs, table and pi chart drawn from Microsoft excel.1.3 AIM OF THE RESEARCHThe aim of the research is to study why CRM is important in bank, how the CRM deeds in banks and also the enduringness of Lloyds Banking Group in obtaining long term customer relationship, customer loyalty, and customer satisfaction by the use of CRM. And also suggest feasible recommendations to Lloyds Banking Group to increase the customer satisfaction and market apportion by the effective use of CRM.1.4 OBJECTIVES OF THE RESEARCHThe followings ar the objectives of this researchTo study how critically executed in Lloyds Banking Group psychoanalysis the data mining operation o f Lloyds Banking GroupTo find out how the bank divides their customersTo analysis how the bank retaining their customersTo find out how does the bank measure customer Life Time evaluateTo verify the relationship between the customers and the Lloyds Banking Group1.5 SCOPE OF THE getThe scope of the study and research work has limited to Lloyds Banking Group only. This elect level of aspects has stayed at plumping in the study so that it can be analyse well and analyzed thoroughly to get a deeper sense. Trying to cover too much undercoat whitethorn lead to a genuinely superficial and conf utilise analysis and whitethorn involve long time season to discern the project work or report. Therefore a specified and narrow down down approach with Lloyds Banking Group and an military rank of its success has comprised with the researchers scope of the study to avoid confused analysis and a weaker report.1.6 OUTLINE OF THE SUBSEQUENT CHAPTERSChapter 1 INTODUCTIONThis chapter provid es the brief introduction of the research. Furthermore, it also discusses the aims, objectives of the research questions and scope of the learning.CHAPTER 2 LITERATURE check overThis chapter determines the theoretical issues relating to CRM which is relevant to the research.CHAPTER 3 METHODOLOGYThis episode discusses closely primary and secondary methods of research used by the researcher.CHAPTER 4 CONTEXTChapter 4 deals with the discipline about Lloyds Banking Group.CHAPTER 5 FINDINGSThis chapter deals with the moderate of primary data.CHAPTER 6 ANALYSISAnalysis part deals with findings in the context of literature review in chapter 2.CHAPTER 7 CONCLUSIONThis chapter includes the overall conclusion of the research. This chapter produce the conclusion comp ard and contrasted with the finding of the research and the literature review. It summarises the aims and hear findings and acknowledges the limitation of the works.CHAPTER 8 RECOMMENDATIONSThis chapter is the last chapter of the research. This chapter provide the recommendation for the managerial implication in the Lloyds Banking Group. At the end, chapter provide recommendation for the succeeding(a) research.CHAPTER 9 REFERENCES AND BIBLIOGRAPHYThis chapter includes a systematic list of books, web site and other works such as journal, magazine etc which have been used as secondary data or as reference in this research.CHAPTER 10 APPENDICESThis chapter stomach all questionnaires and galore(postnominal) graphs, chart and tables which have been made on the arse of customer survey.2.0 LITERATUREREVIEWThis chapter contains a review of literature relevant to the research. This literature review deals with, about CRM, the tale and goals of an compound banking CRM, the technological factor of CRM, the surgical operation cycle in banks, data store engineering, data mining process, how to analysis the data, customer segmentation process, communication strategies of bank to the customers etc.2.1 client RELATIONSIP managementExisting research states that relationships be the base to the successful development and edition of pertly business view berth, though business have divvy upn divvy up of relationships with their customers for some(prenominal) centuries (Gronroos, 1994). Sheth and Parvathiyar, (1995) said that relationships demand much more than classic transactions. Rather, they symbolize strategic and tactical issues establish on a new philosophical move that geargond in the direction of long-term organisation survival. consort to Storbacka, (1994) relationship marketing got popular in mid-ni kaleies exactly it has a long chronicle under disparate names. In its starting, one-to-one marketing appe ard in the mid 1990s, which transformed into Customer Relationship Management.Parvatiyar and Sheth gave a static definition of CRM. Customer Relationship Management is widespread tactic and process of acquire, retaining and partnering with blow-by-blow consumers to cr eate better-quality value for the business and the consumer (Parvatiyar and Sheth 2000, p.6)2.2 THE HISTORY AND GOALS OF AN INTEGRATED BANKING CRM consort to Puccinelli (1999) the financial services industry as entering a new era where personal trouble is decreasing because the institutions be using technology to replace human contact in many finishing argonas.Sherif, 2002 advocated that, now global changes brought new trends, directions and new ways of doing business, which also brought new challenges and opportunities to financial institutions. In clubhouse to complete with newly increasing competitive pressures, financial institutions essential make love the need of balancing their mathematical process by achieving their strategic goals and meeting continues mercurial customer needs requirements. Different ways must be analyzed to meet customer needs.Foss said that banks are highly focusing on CRM for the last five years that is expected to continue.According to incision (1998) and Chablo (1999) the main goals of an effective interconnected CRM closure in the banking sector are to enable financial institutes to branch out customer relationship through acquiring new customers, identifying and locateing new segments and prospering in new markets.Leng thence the subsisting relationship developing longer term relationships, increasing perceived value of products and introducing new products andDeepen the relationship with customers initiating the cross selling and up selling opportunities, understanding the inclination of different customer segments to purchase and increase sales.The implementation if CRM system in a bank helps the business organisation to obtain a complete picture of their existing customers, design both customer-oriented and market-driven financial products and services, as well as implement bulky and reliable financial marketing research and efficient campaigns, to give and enhance customer loyalty and profitability.The abov e goals can be achieved through the seamless integration of breeding technology solutions and business objectives at each process of the bank business that affects the customer.2.3 THE PHASES OF CRMThe main phases of CRM are as followsCustomer selection or segmentationAccording to Dave Chaffey (2009), customer selection is defining the shells of customers that a caller-up forget market to. It means identifying different groups of customers for which to develop offerings and to target during erudition, retention and credit. Different ways of segmenting customers by value and by their detailed lifecycle with the customer are reviewed.Many companies are now only proactively marketing to favoured customers. Seth Godin (1999), says Focus on share of customer, not market share fire 70 per cent customers and watch your profits go upAccording to Efraim pillbox (2008), the most sophisticated segmentation and targeting schemes for extension of customers are often used by banks, which have full customer information and acquire history data as they search for to get on Customer Lifetime Value ( 155) through encouraging increase use of products overtime. The segmentation approach used by banks is base on five main fundamental principle which in result are covered on top of each other. The amount of options used, and because the complexness of approach, will depend on resources obtainable, opportunities, capabilities and technology afforded by catalog.i. Identify customer lifecycle groupsWhen guests use online services then they basically pass those seven or more stages. The organisations have clear these segments and establish the CRM infrastructure to categories customers in this manner then they deliver focussed messages, whichever by modified web messaging or by e-mails that are triggered routinely because of various rules. First-time guests know by a cookie placed on their PC. When guests registered, they are tracked through the residual stages. The custom ers who have purchased one or more products are one fact important group. The key challenge is for a company to encourage a customer to shift from the primary product to the second and then go on. Explicit offers can be try to push customer for further products. In the same way, when customers turn into an inactive then the customer required follow-up.ii. Identify customer profit characteristicsThis is a stuffy segmentation which is base on the nature of customer. For credit line 2 Business Companies it includes sex, age and geography. It includes volume of the organisation and the type of sector or industry, the organisation operates in.iii. Identify behaviour in response and purchaseAs shown in figure 2.2 through analysis of data base when customer progress through the lifecycle, company is subject to build up a detail play offion and demoralise history which judges the details of frequency, recency, group of product buy and monetary value. This approach is cognize as RF M (Recency, Frequency, Monetary value) analysis.iv. Identify multi-channel behaviourIn spite of of the eagerness of the company for online channels, various customers are chosen for using online channels and others customers are chosen conventional channels. This is an degree, be indicated by RFM and rejoinder examination since customers with a perceptiveness for an online channel is more labile and make more use online. Customer who the exchangeables ofs online channels is focussed mostly by online communication theory such as e-mail, but when customer like conventional channels is focused by conventional communications such as direct mail or phone. This is known as right-channelling.v. Tone and style preferenceIn a same way to channel liking, customers are suffice in their own way to various types of message. Some customers like rational industry, in that time a detailed e-mail may work best. On the other hand some customers are preferred an emotional appeal. Companies are t est for this in customers or conclude it using profit commentary and response performance and then expand various inventive treatments consequently.2. Customer acquisitionProcesses used to add new customer. According to toque (2008), customer acquisition refers to marketing activities intended to form relationship with new customers while reducing acquisition monetary value and targeting high-value customers. Service value and selecting the right path for various customers are essential at this stage and during the lifecycle.The conventional manner to customer acquisition include a marketing manager developing a immingle of mass marketing (billboards, magazine advertisements etc.) and direct marketing (mail, telephone, etc.) campaigns ground on their knowledge of the concomitant customer base that was being focussed. Marketing campaign trying to pressure new customers to buy a cross type of diapers, the mass marketing ads might be compulsive in parenting magazines. The advert isements could also be positioned in more conventional publications whose readership demographics were alike to those of new parents.Customer acquisition is comparatively equivalent to mass marketing. A marketing manager selects the demographics that they are involved in and laterward that works with a data vendor to obtain lists of buyers who meet those features. The data vendors have heavy(p) database holding millions of eventual customers that can be segment based on explicit demographic criteria.The idea of similar demographics has conventionally been an art rather than a science. Usually there are not hard-and-fast systems about whether two groups of buyers share the similar features. around of the segmentation that took place in conventional direct marketing involves hunches on the division of the marketing professional.3. Customer retentionDafe Chaffey 2009 said that customer retention refers to the marketing actions pee-peen by a company to keep its current customers. Identifying applicable offerings based on their personal needs and complete position in the customer lifecycle (e.g. purchase value or number) is key.Customer retention strategy aims to keep a high parting of valuable customers and a customer development strategy aims to foster the value of those retained customer to the organisation. Customer retention is based on customer loyalty. And customer loyalty is the point to which a customer will continue with a specific brand or vendor.Customer acquisition to retain and extend create long-term customer relationship. We need to calculate customer satisfaction, as satisfaction drives loyalty and loyalty drives profitability. This relationship is exposed belowThe marketers aim is to push customers up the bias towards the affection zone. But the majority are not in that zone. Marketers must understand to achieve retention,why customers defers or are indifferent.4. Customer extensionThis technique is encouraging customers to increase thei r involvement with a company. According to Turban 2008, customer extension is increasing the range of products that a customer buys from an organisation. Sometime it is referred customer development.Increasing the aliveness value (CLV) of a customer is the main objective of customer extension by encouraging cross-sell. For example a customer of Egg quotation card may be offered the loan or a deposit account.There are many of customer extension technique for CRM as followsRe-sell same type of products to existing customers-particular vital in some Business 2 Business background as re-buys or modified re-buys.Cross-sell sell extra products which may be closely related to the original buy.Up-sell this is mean, selling more expensive products.Reactivation Customers who have purchased for some time or have lapsed can be promote to buy again.Referrals generating sells from recommendation from existing customers.2.4 CUSTOMER LIFETIME VALUE MODELLINGCustomer Lifetime Value (CLV) is also a n important theory and practise of CRM. But the calculation of CLV is not straightforward. There are so many company, they do not calculate it. According to Dave Chaffey (2009) Lifetime value is the total net benefits that a customer or group of customers will provide a company over their total relationship with the company. CLV is based on estimating the income and costs related with each customer over a phase of time and then calculating the net personate value in present monetary terms using a discount rate value applied over the stage.Efraim Turban (2006) said there is various case of complexity in calculating LTC. Those are exposed in figure 2.6. Option 1 is a realistic way or estimated proxy for future LTV, but the true LTV is the future value of the customer at individual level. CLV modelling at a segment level 4 is crucial within marketing since it answers the questionHow much can I afford to invest in acquiring a new customer?Lifetime value analysis helps marketers toCrea te the true value of a companys customer baseRecognize and compare crucial target segmentCalculate the effectiveness of another(prenominal) customer retention strategyPlan and calculate enthronization in customer acquisition programmesstigma decisions about product and offersFigure 2.7 gives an example of how LTV can be used to develop a CRM strategy for different customer groups. There are 4 (four) main types of customers are indicated by their present and future value as dye, silver, gold and platinum. Separate customers groupings (circles) are make dod according to their current value (as indicated by current profitability) and future value as indicated by CLV calculation.Every group will have a customer segmentation based on their demographics. Therefore this is used for customer selection. Within the four main value groupings, there are various strategies are developed for various customer groups. few bronze customers such as group A and B practically do not have developmen t potential and are usually unprofitable, therefore the objective is to reduce costs in communications and if they do not stay as customers this is acceptable. Some bronze customers like group C may have potential for growth therefore for group C the strategy is to extend their purchases. Silver customers are focused with customer extension offer and gold customers are extended. Platinum customers are the best customers therefore the communication is very important with these customers.2.5 THE TECHNOLOGICAL FACTORS OF CRMAccording to Davenport and Short, (1990) Porter, (1987) information technology is an enabler to thoroughly redesign business process to achieve improvements in organisational performance. Information Technology help helps a business process by facilitating changes to job practices and establishing new techniques to link a customer with organisations, suppliers and stakeholders (Hammer and Champy, 1993).Eckerson and Watson (2000) advocated that CRM take full advantag e of technology to collect and analyze data on customer patters, expand prognostic models, interpret customer behaviour, proper respond with communications, and deliver product and service to individual customers. By using technology a business can generate a 360 degree view of consumers to find out from past interactions to optimize future ones.Peppard (2000) said that the leading factors in CRM development are improvement in set of connections communications, client/server compute, and business cleverness application. CRM collect, store, maintain and distribute customer knowledge all over the organisation. The effectual management of information has a vital role to play in CRM. In the case of scheming customer duration importance, consolidated view, product tailoring and facility improvement, the information is essential. along with data stores, enterprise resource preparation (ERP) organization and the internet are the vital infrastructures to CRM application.Fickel (1999) said CRM application links front office (e.g. marketing, sales and customer service) and back office (e.g. financial, logistics, operations and human resources) functions with the businesses customer contact point.A companys touch point is all of the communication, human and physical interactions your customers experience during their relationship lifecycle with your organisation. Whether an commercial, Web-site, sales individual, store or office, finger points are vital because customers from perceptions of your organisation and brand based on their accumulative experiences(Source http//www.imediaconnection.com/content/4508.imc at 16/10/2009 on 1525)According to Eckerson and Watson (2000), CRM integrated touch points is something like a common view of the customer. A separate information systems controlled these touch points. Figure 2.8 demonstrates the correlation between customer touch point with back and front office operationsPeppers and Rogres, (1999) said In many companies, CRM i s just a technology solution that extends divide databases and sales force automation tools to link sales and marketing functions in order to develop targeting efforts. On the other hand some organisations consider CRM as a tool that is exclusively designed for one-to-one relationship. According to Goldenberg (2000) CRM is not just a tools application for sales, marketing and service, but when CRM completely and successfully implemented, customer-driven, a cross-functional, technology-integrated commerce process management scheme that improves relationships and encompasses the unscathed organisation.2.6 entropy WAREHOUSE engine roomAccording to Watson (2000) data warehouse is a tools of information technology management that helps business decision makers to instant main course of information of customer data throughout the organisation by combining all database and operational systems like sales and transaction, human resource, inventory, purchasing, financial and marketing syst em. Data warehouse pull out, clean, convert and manage large volumes of data from various systems and creating a historical record of all customer.Data warehousing technology is the most crucial part of CRM because it makes CRM possible. Shepard et al. (1998) said a better understanding of customer behaviour is possible because data warehousing technology consolidates correlates and convert customer data into customer intelligence. Thoughts of customers and their buying pattern can improve information relating to customer service interactions, bill and account status, back orders, product returns, product delivery, and internal direct cost. The capacity of a data storehouse to store hundreds and thousands of gigabytes of data compose an analysis feasible as well as immediate.Organisational benefits with a data warehouse are as followsexact and faster glide path of informationbad and duplicate data eliminate by quality data and filteringcustomer compose and retention modellingit c ompute total present importance and approximate future value of all customerit gives detail report2.7 DATA MINING TECHNOLOGYPeppers and Rogres, (1999) said that the first analytical stair of data mining is to describe the data. Data mining retell its statistical attributes like standard deviations and means, visually review it by use of charts and graphs and distributes the value of the field in our data. But alone data interpretation can not provide an action plan. We have to build a analytical model based on pattern determined from known output and after that we have to test the model on result outside the original sample. An ideal model must never be puzzled with reality, but it is useful guide to understanding our businesses.According to Eckerson and Watson (2000) we can use data mining for both mixture and regression problems. In first problem we can call up what type something will fall into. In second problems we are predicting a number like eyeshot that a person will react to an recommend. In CRM process, data mining is often used to assign a score to a particular customer. Data mining is also often using to recognize a set of characteristics, which is called profile. Data mining segments customers in to groups with similar behaviour like purchasing a particular product.2.8 THE CRM PROCESS CYCLE IN BANKSPound (2000) said that exploration and alteration process should be done by the banks on basis of customer information captured this shows the full value of CRM initiatives. Banks set up a closed CRM cycle with the help of an integrated CRM solution, which composed of a set of continuous iterative process. It manages the whole customer related process for bank, analysing customer profile, customer data and life time value, which is parcel to making marketing decision and optimizing the instruction execution of marketing campaigns, customer service strategies and sales strategies across various channels during the bank.According to Professor Co nstantin Zopounidis (2002) CRM process cycle is based on a generic business view. It presents a continuous improvement of value between customers and banks across touch points.Pound 2000 said that new-fashioned banking data sources are extremely heterogeneous. geographical information is dispersed due to continual acquisitions, mergers and reorganizations. For example a bank might use web site, ATMs, e-mail, sales, call centres and marketing automation applications that must be integrated in a unified surroundings of CRM banking. An effective multi-channels customer interface will not be possible without a centrally integrated warehouse driving the entire CRM process cycle. This should be modify real time. The historical data should be recorded by it, which is used to create propensity models and customer life time value models to recognize past behaviour and action in order to take future marketing strategy.2.9 CUSTOMER DATA COLLECTIONKristin Anderson Carol Kerr (2002), said t hat in bankiCustomer Relationship Management in BankingCustomer Relationship Management in BankingABSTRACTToday the world is globalized and customers are well educated and well informed. This has change magnitude the competition among the firms and organisations. The competition elevates the customer bargaining power and switching power to choose the best product and service. Therefore customer relationship has become a focus of importance to all the companies in order to retain the customer as well as maximize revenues. Today marketing is no more developing, delivering and selling of goods and services, it is moving towards developing and maintaining long term relationship with customers. Therefore relationship marketing has making its important in all the business sectors so as in financial services. Customers Relationship Management creates the opportunity through which the banks can benefit by developing good relationships with their customers.The aim of the project is to gain a better understanding how the CRM has benefited both the bank as well as its customers. This research also aims to identify how critically CRM has been practiced in Lloyds Banking Group, analysis the data mining process of Lloyds Banking Group, to find out the customer segmentation procedure of the bank to analysis the customer retaining strategy of the bank, to find out how does the bank measure customer life time value and to verify the relationship between the customers and the Lloyds Banking Group. To validate the purpose of the project has addressed to set of questionnaires, one is for Lloyds Banking Groups employees and other is for customers of the bank. The literature review has also help to understand the answer for the research questions. Both the quantitative as well as qualitative data assemblage techniques have been adopted namely, survey questionnaire and semi-structure interviews. Some data has also collected through interview of Lloyds employee and a group of their customers.Lloyds use CRM as an effective business strategy to classify the most profitable customers for bank. And accordingly bank gives priorities those customers through individualized marketing, reprising, flexible conclusion building and modify service-all delivered through a variety of sales channels that the bank use. Researcher has found that Lloyds is conducting a campaign management by using data mining task. This campaign helps to make crucial business decisions by exacting suitable, beforehand singular and ultimately logical and actionable awareness from huge databases.Researcher also has suggested suitable recommendations to the bank to improve the CRM practice in Lloyds Banking Group.1.0 INTRODUCTIONThis chapter provides the brief introduction of research. Furthermore, it also discusses the aims, objectives of the research questions and scope of the study.1.1 TOPIC OF THE RESEARCHCustomer Relationship Management of Lloyds Banking Group PLC A Critical Evaluation1.2 IN TRODUCTION TO RESEARCHPeter Drucker said, The purpose of a business is to create customers. Customer Relationship Management can be the single strongest weapon we have as manage to ensure that customers become and remain loyal. Customer Relationship Management (CRM), is an vital division of modern business organization. CRM concern the relation between the organisations along with its consumers. Consumers are the means of support of any business in a universal business with thousands of workforce and a multi-billion earnings, or a single broker with a handful of standard consumers. CRM is the same in principle for both examples.Globalization and technology improvements have pushed companies into hard competition. In this new era organisations are targeting on managing customer relationships, mainly customer satisfaction, in order to maximize revenues (Constantinos 2003). Today, marketing is not just developing, delivering and selling it is shifting towards developing and maintaining equally long term relationships with customers (Buttle, 1996). This new business values is called relationship marketing (RM), which has involved significant interest both from marketing academics and practitioners (Gronroos, 1994).The Greek philosopher, Epictetus said that what concern me is not the way things are, but rather the way people think things are (Szwarch, 2005, p.3). The concepts of consumer satisfaction were depending on the thinking of consumer. Research suggests that customer satisfaction, basic concept of relationship marketing, is important in achieving and retaining competitive advantage. Research studies have discovered that retaining current customers is much less expensive than attracting new customers (Desatnick, 1988 Stone et al., 1996 Bitran and Mondschein, 1997 Chattopadhyay, 2001 Massey et al., 2001). The best way to retain customers is to keep them satisfied, a number of studies have shown that customer satisfaction can guide to brand loyalty, repurchase s intention and repeat sales (Day, 1984 Swan and Oliver, 1989 Oliver, 1999). Customer retention, in turn, seems to be related to profitability (Oliver, 1999).Relationship marketing is becoming significant in financial services (Zineldin, 1995). If a bank develops and sustains a solid relationship with its customers, its competitors cannot easily replace them and so this relationship provides for a continued competitive advantage (Gilbert, 2003). Moriarty et al. (1983) has suggested relationship concept in the banking sector which states that banks can increase their profits by maximising the profitability of the total customer relationship over time, instead of looking for to get more profit from any single transaction. Perrien et al. (1992) observed severe competitive pressures that forces financial institution to restructure their marketing strategies by developing into long-term relationship with customers. And banking industry purely related to financial services, which needs to create the trust among the people.This research is exploratory in nature and design. The data which is collected is going to be mostly primary data collected from the relevant persons within the bank. The data has gathered from the face to face interviews with the help of structured and semi-structured questionnaire with those persons. The above describe interviews has last 40 (fourty) to 45 (fourty five) minutes (approx). On the other hand the researcher has decided to collect primary data from random interviews of Lloyds Banking Groups customers. Sample size is around 200 customers and of structured questionnaire.But of course this research paper has relied on reviewing the various secondary data available from various researches such as books, magazines, website, previous research and publication etc. The collected data has been analysed by graphs, table and pi chart drawn from Microsoft excel.1.3 AIM OF THE RESEARCHThe aim of the research is to study why CRM is important in ban k, how the CRM works in banks and also the effectiveness of Lloyds Banking Group in obtaining long term customer relationship, customer loyalty, and customer satisfaction by the use of CRM. And also suggest feasible recommendations to Lloyds Banking Group to increase the customer satisfaction and market share by the effective use of CRM.1.4 OBJECTIVES OF THE RESEARCHThe followings are the objectives of this researchTo study how critically practised in Lloyds Banking GroupAnalysis the data mining process of Lloyds Banking GroupTo find out how the bank segments their customersTo analysis how the bank retaining their customersTo find out how does the bank measure customer Life Time ValueTo verify the relationship between the customers and the Lloyds Banking Group1.5 SCOPE OF THE STUDYThe scope of the study and research work has limited to Lloyds Banking Group only. This chosen level of aspects has stayed at large in the study so that it can be studied well and analyzed thoroughly to ge t a deeper understanding. Trying to cover too much ground may lead to a very superficial and confused analysis and may involve long time duration to complete the project work or report. Therefore a specified and narrow down approach with Lloyds Banking Group and an evaluation of its success has comprised with the researchers scope of the study to avoid confused analysis and a weaker report.1.6 OUTLINE OF THE SUBSEQUENT CHAPTERSChapter 1 INTODUCTIONThis chapter provides the brief introduction of the research. Furthermore, it also discusses the aims, objectives of the research questions and scope of the learning.CHAPTER 2 LITERATURE REVIEWThis chapter determines the theoretical issues relating to CRM which is relevant to the research.CHAPTER 3 METHODOLOGYThis episode discusses about primary and secondary methods of research used by the researcher.CHAPTER 4 CONTEXTChapter 4 deals with the information about Lloyds Banking Group.CHAPTER 5 FINDINGSThis chapter deals with the result of pri mary data.CHAPTER 6 ANALYSISAnalysis part deals with findings in the context of literature review in chapter 2.CHAPTER 7 CONCLUSIONThis chapter includes the overall conclusion of the research. This chapter produce the conclusion compared and contrasted with the finding of the research and the literature review. It summarises the aims and key findings and acknowledges the limitation of the works.CHAPTER 8 RECOMMENDATIONSThis chapter is the last chapter of the research. This chapter provide the recommendation for the managerial implication in the Lloyds Banking Group. At the end, chapter provide recommendation for the future research.CHAPTER 9 REFERENCES AND BIBLIOGRAPHYThis chapter includes a systematic list of books, web site and other works such as journal, magazine etc which have been used as secondary data or as reference in this research.CHAPTER 10 APPENDICESThis chapter contain all questionnaires and some graphs, chart and tables which have been made on the basis of customer su rvey.2.0 LITERATUREREVIEWThis chapter contains a review of literature relevant to the research. This literature review deals with, about CRM, the history and goals of an integrated banking CRM, the technological factor of CRM, the process cycle in banks, data warehouse technology, data mining process, how to analysis the data, customer segmentation process, communication strategies of bank to the customers etc.2.1 CUSTOMER RELATIONSIP MANAGEMENTExisting research states that relationships are the base to the successful development and edition of new business viewpoint, though business have taken care of relationships with their customers for many centuries (Gronroos, 1994). Sheth and Parvathiyar, (1995) said that relationships demand much more than mere transactions. Rather, they symbolize strategic and tactical issues based on a new philosophical move that geared in the direction of long-term organisation survival.According to Storbacka, (1994) relationship marketing got popular in 1990s but it has a long history under different names. In its starting, one-to-one marketing appeared in the mid 1990s, which transformed into Customer Relationship Management.Parvatiyar and Sheth gave a static definition of CRM. Customer Relationship Management is widespread tactic and process of acquire, retaining and partnering with careful consumers to create better-quality value for the business and the consumer (Parvatiyar and Sheth 2000, p.6)2.2 THE HISTORY AND GOALS OF AN INTEGRATED BANKING CRMAccording to Puccinelli (1999) the financial services industry as entering a new era where personal attention is decreasing because the institutions are using technology to replace human contact in many application areas.Sherif, 2002 advocated that, now global changes brought new trends, directions and new ways of doing business, which also brought new challenges and opportunities to financial institutions. In order to complete with newly increasing competitive pressures, financial ins titutions must recognize the need of balancing their performance by achieving their strategic goals and meeting continues volatile customer needs requirements. Different ways must be analyzed to meet customer needs.Foss said that banks are highly focusing on CRM for the last five years that is expected to continue.According to Peter (1998) and Chablo (1999) the main goals of an effective integrated CRM solution in the banking sector are to enable financial institutes toWiden customer relationship through acquiring new customers, identifying and targeting new segments and expanding in new markets.Lengthen the existing relationship developing longer term relationships, increasing perceived value of products and introducing new products andDeepen the relationship with customers initiating the cross selling and up selling opportunities, understanding the propensity of different customer segments to purchase and increase sales.The implementation if CRM system in a bank helps the business organisation to obtain a complete picture of their existing customers, design both customer-oriented and market-driven financial products and services, as well as implement extensive and reliable financial marketing research and efficient campaigns, to achieve and enhance customer loyalty and profitability.The above goals can be achieved through the seamless integration of information technology solutions and business objectives at every process of the bank business that affects the customer.2.3 THE PHASES OF CRMThe main phases of CRM are as followsCustomer selection or SegmentationAccording to Dave Chaffey (2009), customer selection is defining the types of customers that a company will market to. It means identifying different groups of customers for which to develop offerings and to target during acquisition, retention and extension. Different ways of segmenting customers by value and by their detailed lifecycle with the customer are reviewed.Many companies are now only proactiv ely marketing to favoured customers. Seth Godin (1999), says Focus on share of customer, not market share fire 70 per cent customers and watch your profits go upAccording to Efraim Turban (2008), the most sophisticated segmentation and targeting schemes for extension of customers are often used by banks, which have full customer information and acquire history data as they search for to boost Customer Lifetime Value (CLV) through encouraging increased use of products overtime. The segmentation approach used by banks is based on five main basics which in result are covered on top of each other. The amount of options used, and therefore the complexity of approach, will depend on resources obtainable, opportunities, capabilities and technology afforded by catalog.i. Identify customer lifecycle groupsWhen guests use online services then they basically pass those seven or more stages. The organisations have clear these segments and establish the CRM infrastructure to categories customers in this manner then they deliver focused messages, whichever by modified web messaging or by e-mails that are triggered routinely because of various rules. First-time guests recognized by a cookie placed on their PC. When guests registered, they are tracked through the residual stages. The customers who have purchased one or more products are one particular important group. The key challenge is for a company to encourage a customer to shift from the first product to the second and then go on. Explicit offers can be try to push customer for further products. In the same way, when customers turn into an inactive then the customer required follow-up.ii. Identify customer profit characteristicsThis is a conventional segmentation which is based on the nature of customer. For Business 2 Business Companies it includes sex, age and geography. It includes volume of the organisation and the type of sector or application, the organisation operates in.iii. Identify behaviour in response and pu rchaseAs shown in figure 2.2 through analysis of data base when customer progress through the lifecycle, company is capable to build up a detail reaction and buy history which judges the details of frequency, recency, group of product buy and monetary value. This approach is known as RFM (Recency, Frequency, Monetary value) analysis.iv. Identify multi-channel behaviourIn spite of of the eagerness of the company for online channels, various customers are chosen for using online channels and others customers are chosen conventional channels. This is an degree, be indicated by RFM and rejoinder examination since customers with a preference for an online channel is more reactive and make more use online. Customer who likes online channels is focused mostly by online communications such as e-mail, but when customer like conventional channels is focused by conventional communications such as direct mail or phone. This is known as right-channelling.v. Tone and style preferenceIn a same way to channel liking, customers are respond in their own way to various types of message. Some customers like rational application, in that time a detailed e-mail may work best. On the other hand some customers are preferred an emotional appeal. Companies are test for this in customers or conclude it using profit description and response performance and then expand various inventive treatments consequently.2. Customer acquisitionProcesses used to add new customer. According to Turban (2008), customer acquisition refers to marketing activities intended to form relationship with new customers while reducing acquisition cost and targeting high-value customers. Service value and selecting the right path for various customers are essential at this stage and during the lifecycle.The conventional manner to customer acquisition include a marketing manager developing a blend of mass marketing (billboards, magazine advertisements etc.) and direct marketing (mail, telephone, etc.) campaigns base d on their knowledge of the particular customer base that was being focussed. Marketing campaign trying to pressure new customers to buy a particular type of diapers, the mass marketing ads might be determined in parenting magazines. The advertisements could also be positioned in more conventional publications whose readership demographics were alike to those of new parents.Customer acquisition is comparatively similar to mass marketing. A marketing manager selects the demographics that they are involved in and after that works with a data vendor to obtain lists of buyers who meet those features. The data vendors have large database holding millions of eventual customers that can be segment based on explicit demographic criteria.The idea of similar demographics has conventionally been an art rather than a science. Usually there are not hard-and-fast systems about whether two groups of buyers share the similar features. Most of the segmentation that took place in conventional direct marketing involves hunches on the division of the marketing professional.3. Customer retentionDafe Chaffey 2009 said that customer retention refers to the marketing actions taken by a company to keep its current customers. Identifying applicable offerings based on their personal needs and complete position in the customer lifecycle (e.g. purchase value or number) is key.Customer retention strategy aims to keep a high percentage of valuable customers and a customer development strategy aims to boost the value of those retained customer to the organisation. Customer retention is based on customer loyalty. And customer loyalty is the point to which a customer will continue with a specific brand or vendor.Customer acquisition to retain and extend create long-term customer relationship. We need to calculate customer satisfaction, as satisfaction drives loyalty and loyalty drives profitability. This relationship is exposed belowThe marketers aim is to push customers up the curve towards t he affection zone. But the majority are not in that zone. Marketers must understand to achieve retention,why customers defers or are indifferent.4. Customer extensionThis technique is encouraging customers to increase their involvement with a company. According to Turban 2008, customer extension is increasing the range of products that a customer buys from an organisation. Sometime it is referred customer development.Increasing the lifetime value (CLV) of a customer is the main objective of customer extension by encouraging cross-sell. For example a customer of Egg credit card may be offered the loan or a deposit account.There are many of customer extension technique for CRM as followsRe-sell same type of products to existing customers-particular vital in some Business 2 Business background as re-buys or modified re-buys.Cross-sell sell extra products which may be closely related to the original buy.Up-sell this is mean, selling more expensive products.Reactivation Customers who hav e purchased for some time or have lapsed can be encouraged to buy again.Referrals generating sells from recommendation from existing customers.2.4 CUSTOMER LIFETIME VALUE MODELLINGCustomer Lifetime Value (CLV) is also an important theory and practise of CRM. But the calculation of CLV is not straightforward. There are so many company, they do not calculate it. According to Dave Chaffey (2009) Lifetime value is the total net benefits that a customer or group of customers will provide a company over their total relationship with the company. CLV is based on estimating the income and costs related with each customer over a phase of time and then calculating the net present value in present monetary terms using a discount rate value applied over the stage.Efraim Turban (2006) said there is various scale of complexity in calculating LTC. Those are exposed in figure 2.6. Option 1 is a realistic way or estimated proxy for future LTV, but the true LTV is the future value of the customer at individual level. CLV modelling at a segment level 4 is crucial within marketing since it answers the questionHow much can I afford to invest in acquiring a new customer?Lifetime value analysis helps marketers toCreate the true value of a companys customer baseRecognize and compare crucial target segmentCalculate the effectiveness of another customer retention strategyPlan and calculate investment in customer acquisition programmesMake decisions about product and offersFigure 2.7 gives an example of how LTV can be used to develop a CRM strategy for different customer groups. There are 4 (four) main types of customers are indicated by their present and future value as bronze, silver, gold and platinum. Separate customers groupings (circles) are recognized according to their current value (as indicated by current profitability) and future value as indicated by CLV calculation.Every group will have a customer segmentation based on their demographics. Therefore this is used for customer selection. Within the four main value groupings, there are various strategies are developed for various customer groups. Few bronze customers such as group A and B practically do not have development potential and are usually unprofitable, therefore the objective is to reduce costs in communications and if they do not stay as customers this is acceptable. Some bronze customers like group C may have potential for growth therefore for group C the strategy is to extend their purchases. Silver customers are focused with customer extension offer and gold customers are extended. Platinum customers are the best customers therefore the communication is very important with these customers.2.5 THE TECHNOLOGICAL FACTORS OF CRMAccording to Davenport and Short, (1990) Porter, (1987) information technology is an enabler to thoroughly redesign business process to achieve improvements in organisational performance. Information Technology help helps a business process by facilitating changes to job practices and establishing new techniques to link a customer with organisations, suppliers and stakeholders (Hammer and Champy, 1993).Eckerson and Watson (2000) advocated that CRM take full advantage of technology to collect and analyze data on customer patters, expand predictive models, interpret customer behaviour, proper respond with communications, and deliver product and service to individual customers. By using technology a business can generate a 360 degree view of consumers to find out from past interactions to optimize future ones.Peppard (2000) said that the leading factors in CRM development are improvement in set of connections communications, client/server compute, and business cleverness application. CRM collect, store, maintain and distribute customer knowledge all over the organisation. The effectual management of information has a vital role to play in CRM. In the case of scheming customer duration importance, consolidated view, product tailoring and facility impro vement, the information is essential. Along with data warehouses, enterprise resource planning (ERP) organization and the internet are the vital infrastructures to CRM application.Fickel (1999) said CRM application links front office (e.g. marketing, sales and customer service) and back office (e.g. financial, logistics, operations and human resources) functions with the businesses customer contact point.A companys touch point is all of the communication, human and physical interactions your customers experience during their relationship lifecycle with your organisation. Whether an commercial, Web-site, sales individual, store or office, finger points are vital because customers from perceptions of your organisation and brand based on their cumulative experiences(Source http//www.imediaconnection.com/content/4508.imc at 16/10/2009 on 1525)According to Eckerson and Watson (2000), CRM integrated touch points is something like a common view of the customer. A separate information syste ms controlled these touch points. Figure 2.8 demonstrates the correlation between customer touch point with back and front office operationsPeppers and Rogres, (1999) said In many companies, CRM is just a technology solution that extends divide databases and sales force automation tools to link sales and marketing functions in order to develop targeting efforts. On the other hand some organisations consider CRM as a tool that is exclusively designed for one-to-one relationship. According to Goldenberg (2000) CRM is not just a tools application for sales, marketing and service, but when CRM completely and successfully implemented, customer-driven, a cross-functional, technology-integrated commerce process management scheme that improves relationships and encompasses the whole organisation.2.6 DATA WAREHOUSE TECHNOLOGYAccording to Watson (2000) data warehouse is a tools of information technology management that helps business decision makers to instant access of information of custome r data throughout the organisation by combining all database and operational systems like sales and transaction, human resource, inventory, purchasing, financial and marketing system. Data warehouse pull out, clean, convert and manage large volumes of data from various systems and creating a historical record of all customer.Data warehousing technology is the most crucial part of CRM because it makes CRM possible. Shepard et al. (1998) said a better understanding of customer behaviour is possible because data warehousing technology consolidates correlates and convert customer data into customer intelligence. Thoughts of customers and their buying pattern can improve information relating to customer service interactions, bill and account status, back orders, product returns, product delivery, and internal operating cost. The capacity of a data storehouse to store hundreds and thousands of gigabytes of data compose an analysis feasible as well as immediate.Organisational benefits with a data warehouse are as followsexact and faster access of informationbad and duplicate data eliminate by quality data and filteringcustomer profiling and retention modellingit compute total present importance and approximate future value of every customerit gives detail report2.7 DATA MINING TECHNOLOGYPeppers and Rogres, (1999) said that the first analytical step of data mining is to describe the data. Data mining summarize its statistical attributes like standard deviations and means, visually review it by use of charts and graphs and distributes the value of the field in our data. But alone data description can not provide an action plan. We have to build a analytical model based on pattern determined from known output and after that we have to test the model on result outside the original sample. An ideal model must never be puzzled with reality, but it is useful guide to understanding our businesses.According to Eckerson and Watson (2000) we can use data mining for both classif ication and regression problems. In first problem we can predict what type something will fall into. In second problems we are predicting a number like prospect that a person will react to an recommend. In CRM process, data mining is often used to allocate a score to a particular customer. Data mining is also often using to recognize a set of characteristics, which is called profile. Data mining segments customers in to groups with similar behaviour like purchasing a particular product.2.8 THE CRM PROCESS CYCLE IN BANKSPound (2000) said that exploration and alteration process should be done by the banks on basis of customer information captured this shows the full value of CRM initiatives. Banks set up a closed CRM cycle with the help of an integrated CRM solution, which composed of a set of continuous iterative process. It manages the whole customer related process for bank, analysing customer profile, customer data and life time value, which is helping to making marketing decision and optimizing the execution of marketing campaigns, customer service strategies and sales strategies across various channels during the bank.According to Professor Constantin Zopounidis (2002) CRM process cycle is based on a generic business view. It presents a continuous improvement of value between customers and banks across touch points.Pound 2000 said that recent banking data sources are extremely heterogeneous. Geographic information is dispersed due to continual acquisitions, mergers and reorganizations. For example a bank might use web site, ATMs, e-mail, sales, call centres and marketing automation applications that must be integrated in a unified environment of CRM banking. An effective multi-channels customer interface will not be possible without a centrally integrated warehouse driving the entire CRM process cycle. This should be update real time. The historical data should be recorded by it, which is used to create propensity models and customer life time value models to recognize past behaviour and action in order to take future marketing strategy.2.9 CUSTOMER DATA COLLECTIONKristin Anderson Carol Kerr (2002), said that in banki