Operations Research, Systems Engineering and Industrial Engineering Commons^™

Impact Of Crm Systems On Organisational Performance: A Case Study Of Anz Bank, Deogratias Harorimana Sr

Dr Deogratias Harorimana

This paper reports case study results analysis of the ANZ Bank in the Pacific Region. The case study results show that ANZ has a well-established CRM system supporting its marketing and sales activities, but equally the results indicate mixed scenarios. A positive relationship between CRM to performance was established. That is, it has a positive contribution to the bank’s performance, both financial and non-financial. There is also negative feedback on the bank’s CRM system which illustrates that CRM system can also have negative consequences. CRM success is questionable from a stand-alone perspective. Although there are encouraging results from the use …