Banking Service Automation and Customer Relationship Management of Universal Banks in Metro Manila: Inputs to Client Management Enhancement Plan

Abstract

The study assessed banking service automation and customer relationship management (CRM) among universal banks in Metro Manila as the basis for a proposed service enhancement plan. Specifically, it evaluated banking service automation in terms of ATM and Cash Deposit Machine reliability, queueing and appointment system efficiency, mobile banking features and functionality, internet banking accessibility, e-payment and fund transfer systems, and digital authentication and security features. Likewise, CRM was assessed through client profiling and segmentation, personalized client interactions, customer feedback collection, customer retention strategies, cross-selling and upselling initiatives, communication and follow-through, and relationship-building programs. Using a descriptive research design, data were collected from 585 respondents consisting of operations officers, 106 operations officers, 159 branch frontline employees, and 320 bank clients from eight universal banks in Metro Manila through a validated survey questionnaire. Statistical tools included frequency, percentage, weighted mean, ANOVA, and Pearson correlation. Findings revealed that banking service automation and CRM practices were generally implemented at a high level and significantly contributed to service quality, customer satisfaction, and operational efficiency. Based on the findings, a Service Enhancement Plan was developed to strengthen digital banking services and customer relationship practices.