Customer delight can be obtained by delivering more than the expectations. Hence, before making any promises, the system must be in order. Relationship banking is a lending decision-making technology widely used for making financing decisions for small, young and high-risk firms (Boot, 2000; Binks and Ennew, 1997 cited by Ashton and Pressey, 2004). A ‘relationship manager’ is designated the responsibility to keep a constant and close association with the customers and apprise them of the financial products, facilities that the bank grants. This benefits the bank in decision-making, in profitability and in assessing the requirements of the customers. National Bank of Bahrain (NBB) is one of the two companies that are implementing CRM in Bahrain (Al-Alawi, 2004). A survey revealed that the participants had only some theoretical knowledge of CRM with no physical implementation in their work processes. While they did show high regards for customers and customer services, the notable response was, “depends on customer choices”. This demonstrates the NBB exists for the purpose of serving the customers and when the customers demand more focused attention, CRM could be successfully implemented. A few cited costs and lack of appropriate technology as reasons for not implementing the CRM at NBB. Some also felt that since the customers were satisfied, they did not find it necessary to bring changes or implement CRM. . Customer Relationship Management of National Bank of Bahrain.
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