CRM in GP bank : The role of the core banking system

Abstract

The purpose of this study is to get the full view of the CRM system in GP Bank and determine the role of the Core banking system in term of CRM. However, due to the diversified in the applications used and type of bank, the researcher decided to conduct the study within only one bank - GP Bank and its system, Temenos T24. So that, to justify the purpose, four research questions have been addressed. Based on the research questions, relevant literature was reviewed and used as a guide for the data collection. To get required information, the researcher used the exploratory research with qualitative approach. A questionnaire for low - level staff combined with in - depth interview with upper - level managers assisted the researcher to figure out the current state of CRM within GP Bank. The main findings showed that the bank heavily focused on the T24 system, ignored or less concentrate on others elements in CRM like process or people. This leads to many problems related to the interaction between the end - users with the Core banking system.