Use of CRM in Cameroon Microfinance Industry

Use of CRM in Cameroon Microfinance Industry

Use of CRM in Cameroon Microfinance Industry

Staffordshire University
Msc. in Technology Management / Ludovic KEUTCHA TANKEU
Use of CRM in Cameroon Microfinance Industry

ABSTRACT
Key microfinance business challenges include building volume, keeping loan repayment rates high, and retaining customer.
From 1970s, microfinance innovators have been developing important solutions to these issues. Some have built huge organizations that serve a large number of clients and have demonstrated an impressive capacity for change.

Microfinance needs to be aligned with strategies that can help MFIs to cope up some challenges regardless the business environment.

Thus, CRM has been a favoured theme for various studies and reports. The use of technology and human resources has been a way out to understanding the behaviour, value and attitudes of customers. Though Cho et all (2002), and Gupta and Shukla, (2001) argued that the tool could help companies to provide a better customer service, increase customer satisfaction and help Marketing Staff close deals faster, it should be better to enable a holistic approach to managing the entire business strategy that is customer-satisfaction oriented.

In perspective to achieve the research objective, a qualitative research approach was used, and a quantitative approach was adopted. The qualitative data were re-coded in such a way that it can be inputted and analyzed into the SPSS program. The research elaborated the questionnaire that dealt wit

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