CUSTOMER RELATIONSHIP MANAGEMENT IN RBC ROYAL BANK OF CANADA (BAHAMAS): AN ANALYSIS OF THE PRESENT AND A PATHWAY TO FUTURE SUCCESS.

The purpose of this paper is to analyze the present Customer Relationship Management (CRM) strategies utilized by RBC Royal Bank of Canada (Bahamas) and to propose improvements that can lead to increased success. The paper shows that although RBC uses CRM as a strategy and not a solution, there are still inadequacies with respect to the implementation of said strategies that impedes RBC's goal of achieving customer loyalty. The opinions of 70 customers from 10 branches as well as employees were examined to ascertain how effectively the CRM strategies are being translated from policy to customer. Recommendations to the existing CRM strategies were proposed which should negate the implementation problems that currently exist thus enabling RBC to achieve customer loyalty. [ABSTRACT FROM AUTHOR]