CRM strategy implementation in a Guatemalan bank

Abstract

This thesis focuses on CRM strategy and presents a financial analysis in order to figure out if there is any feasible implementation of the strategy in a Guatemalan bank.

This paper concentrates on the importance of redesign the bank process, implementation of e-banking, and it remarks how important is nowadays to create a customer focused institution.

The bank in Guatemala aims to position itself as the market leader and also be recognized for its outstanding customer service. CRM strategy offers the opportunity to reach these aims in a timely and proper manner, and avoid any waste of resources.

Through the financial analysis performed in this study it can be concluded that there is a feasible opportunity to implement the CRM strategy and it exists a concrete justification to carry out the project. As part of the assumptions of this study the current budget is set as a constant, and effect of exchange rate and inflation rate are not taking into consideration