CUSTOMER RELATIONSHIP

MANAGEMENT AT BARCLAYS BANK

Project Report submitted to

“The Institute of Commercial Management”
In partial fulfillment for the award of the degree of

Graduate Diploma in Management Studies

By
Mrs. Grace Zephania Msigala
Student number: 2168740

Under the guidance of

Mr. Rany Chowdhury

Principal
“Zanzibar College of Business & Management”
Zanzibar, Tanzania

Duration: March 2017 to August 2017

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This project report mainly dealing with the following area at
“Barclays Bank, Zanzibar (Branch), Tanzania”:

 Service quality of Barclays Bank at Zanzibar, Tanzania Branch

 Comparative Analysis of Products
 Need of Customer Relationship Management

About this research project report:

This Project Report is a part of my “Graduate Diploma in Management studies”

under “The Institute of Commercial Management” at “Zanzibar College of
business & management”.

The purpose of this research case study is to understand about the Banking sector
in Zanzibar, Tanzania and analysis Customer relation service provided by one of
the leading Banks named Barclays in Zanzibar, Tanzania.

Declaration:

I hereby declare that this Project Report titled “CUSTOMER RELATIONSHIP

MANAGEMENT AT BARCLAYS BANK” submitted by me is a bona fide work under
taken by me and it is not submitted to any other University or Institution for the
award of any degree/diploma / certificate or published any time before. The data
collected for this survey is just an estimated data to build the concept on how the
organization works.

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 ACKNOWLEDGEMENT

First and foremost, I thank the Almighty God for his perpetual showers of
blessings, which led me to the successful completion of my project.

I take this opportunity to express my deep sense of gratitude to all those who
have helped me throughout this project. It gives me immense pleasure to
acknowledge all those who have rendered encouragement and support for the
successful completion of this work.

I would like to give special acknowledgement to The Branch Manager of

“Barclays Bank, Zanzibar branch, Tanzania” for his consistent support and
motivation and also would like to appreciate all the helps received from the
stuffs, Co-workers and senior management from Barclays, Zanzibar.

I am grateful to Mr Rany Chowdhury, Principal of “Zanzibar College of

Business & Management” for his technical expertise, advice and excellent
guidance and giving me proper directions and Suggestions throughout this
project.

I am indebted to my other faculty members who gave time and reviewed

portions of this project and provided many valuable comments.

I would like to thank all those who have directly or indirectly contributed to the
success of my project.

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 TABLE OF CONTENTS

Chapter Page No.

Title
5 List of Charts
1 6 Introduction
7-8 Company Profile
2 9 Objective of the study
3 10 Research Methodology
11 The Need For Marketing
12-14 Service Quality Of Barclays Bank At
Zanzibar, Tanzania Branch
4 15-16 Appropriate Product And Service Offering
And Match It To The Customers Unique
Needs
17-20 Comparative Analysis Of Products &
Services
21-22 Need Of Customer Relationship Management
5 23-32 Data Analysis and Interpretation
6 33-34 Findings of the study
35-36 SWOT Analysis
37 Suggestions
38 Limitations
7 39 Conclusion
8 40-41 Questionnaire
42 References

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 LIST OF CHARTS

Chart Page TITLE

No. No.
5.1 24 Reasons To Use Barclays Bank
5.2 25 Satisfaction Level At Barclays Bank
5.3 26 Interest To Open An Account With Barclays
5.4 27 Features/Attributes, Expecting By The
Customers, While Opening An Account
5.5 28 Account Details
5.6 29 Reason To Open Account In Barclays
5.7 30 Remark On Products Of Barclays Bank
5.8 31 Comparison Of Barclays Bank With Others
5.9 32 Availability Of Modern Equipment

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 CHAPTER – 1

1.1 INTRODUCTION
Customer relationship Management (CRM) defines the process of the company are
fully occupied with acquiring customers, selling the product to the customers, and
maintaining a LONG TERM RELATIONSHIP to a customer.

CRM is actually a tremendous step forward in creating a system that can pr-
ovide a means for retaining individual loyalty in a world of nearly seven billion so-
uls. CRM helps in order to understand changing nature of the customer because cu-
stomers are not what they used to be.

In Tanzania Banking sector plays a major role in savings of a person. There

are many players in banking sector, and Peoples Bank of Zanzibar (PBZ) is leading
as it has roots in Zanzibar, Tanzania from more than 50 years. To purchase anythi-
ng in this world the customer has his/her own choice of preferences according to
those preferences only, one can purchase the require product. The project study of
Service quality, Products analysis of BARCLAYS BANK linked with CRM (CUS-
TOMER RELATIONSHIP MANAGEMENT).

The aim of study to examine and make the company enable to the track cust-
omer sell the appropriate product understanding their needs and wants and to insu-
re a long term retention of customers through the application of CRM in a compre-
hensive manner monitoring the performance of CRM to take corrective actions ne-
cessary to assure the results match the plan projections.

Coming to BARCLAYS BANK, Zanzibar in Tanzania, its making effort to

attract customers and tap the Banking market. So this study is also intended to find
customers and the retention value through the application of CRM in BARCLAYS
BANK.

The method of this study is based on marketing research with structured que-
stionnaire consisting of multiple choice questions.

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 The sample survey is conducted on 100 customers belonging to different cat-
egories. Private Banking Sectors are unable to create enough brand value and trust
in customers. So CRM makes suggestions to BARCLAYS BANK how to make
trust of customers and hoe to make the retention value.

1.2 COMPANY PROFILE

Barclays PLC is a British multinational bank and financial services company

headquartered in London. It is a universal bank with global reach, offering produc-
ts and services across personal, corporate and investment banking, credit cards and
wealth management. It has operations in over 40 countries and employs approxim-
ately 120,000 people. Barclays is organised into four core businesses: Personal &
Corporate (Personal Banking, Corporate Banking, Wealth & Investment Manage-
ment), Barclaycard, Investment Banking and Africa.

Barclays Bank Tanzania Limited first opened its doors in Tanzania in 1925
and continued to operate in the country until 1967 when its Tanzania operations
were nationalized to become National Bank of Commerce. With the liberalization
of the economy in 1990s, Barclays Bank Plc made a decision to re-enter the Tanza-
nia market and re-opened its doors in the year 2000. Barclays Bank Tanzania now
has 24 branches and 51 ATM's strategically located countrywide, over 400 emplo-
yees and over 110,000 customers. It is one of the commercial banks licensed by
the Bank of Tanzania, the country's central bank and national banking regulator.

BBT (Barclays Bank Tanzania) is a large financial services provider in Tan-

zanian, serving large corporations, small-to-medium enterprises, and individuals.
As of March 2013, its total assets were valued at about US $382 million. As of De-
cember 2013, BBT had 42 automated teller machines, and maintained 24 network-
ed branches. As at March 2016, Barclays Bank Plc. is seeking regulatory approval
in Tanzania to merge this bank with National Bank of Commerce (Tanzania) in w-
hich Barclays maintains 55% shareholding.

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1.2.1 BRANCH NETWORK:

As of November 2014, BBT maintained a network of 24 branches at the following

locations:
1. Ohio Street Branch - Barclays House, Ohio Street, Dar es Salaam Main
Branch
2. Slipway Branch - Msasani, Dar es Salaam
3. Magomeni Branch - Magomeni, Dar es Salaam
4. Kinondoni Branch - Kinondoni Market, Dar es Salaam
5. Mwenge Branch - New Bagamoyo Road, Dar es Salaam
6. Mikocheni Branch - Old Bagamoyo Road, Mikocheni, Dar es Salaam
7. Pugu Branch - Nyerere Road, Dar es Salaam
8. Kisutu Branch - Morogoro Road at Libya Street, Kisutu, Dar es Salaam
9. Buguruni Branch - Buguruni, Dar es Salaam
10.Uhuru Street Branch - Uhuru Street, Kariakoo, Dar es Salaam
11.Arusha Sopa Plaza Branch - Sopa Plaza, Serengeti Road, Arusha
12.Arusha TFA Branch - TFA Shopping Center, Arusha
13.Mkunguni Street Branch - Mkunguni Street, Kariakoo, Dar es Salaam
14.Mbeya Branch - Mwanjelwa, Mbeya
15.Morogoro Branch - Lumumba Road, Morogoro
16.Moshi Branch - Mawenzi Road, Moshi
17.Dodoma Branch - Madukani Road, Dodoma
18.Iringa Branch - Iringa
19.Mwanza City Centre Branch - Pamba Road, Mwanza
20.Tanga Branch - King Street, Tanga
21.Zanzibar Main Branch - Zanzibar State Trading Corporation
Building, Zanzibar
22.Zanzibar Darajani Branch - Darajani Kisiwandui, Zanzibar

1.2.2 BUSINESS DESCRIPTION:

The Bank's principal activities are to provide commercial banking services which
include merchant banking, direct finance, infrastructure finance, venture capital
fund, advisory, trusteeship, forex, treasury and other related financial services.

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 CHAPTER – 2
OBJECTIVE OF THE STUDY

 To search for the growth opportunities available by studying the overall

methods followed by the Barclays Banking Service.
 To study inclination of various customers towards eventualities and the
benefits received by the Account holders. Benefits like death benefit,
maturity benefit, mutual fund benefit, investment growth benefit.
 To study the various Products available to cater the needs of differenr kinds
of customers by the Barclays Bank.
 To study also the different strategies methods followed by the Banking
sector. The various techniques followed by Barclays Bank to attract the new
type of customers.
 To examine the essential dimensions of service quality i.e. RATER- Reliab-
ility, assurance, tangibles, empathy and responsiveness of Barclay bank and
its effect on customer’s satisfaction.
 To find out the level of perception of the customers from the service quality
offered by the banks.
 To know which service quality dimension of the bank is performing well.
 To identify which dimension of service quality needs improvement so that
the quality of service of Barclay banks is enhanced.

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 CHAPTER – 3

RESEARCH METHODOLOGY

3.1 SOURCE OF DATA

There are basically two sources of data: A) Primary data.
B) Secondary data.

PRIMARY DATA: It is not recorded data. It is collected personally interviewing

the respondents through experience, observation and survey methods. It is collec-
ted specially for a particular purpose with certain objectives in mind.

SECONDARY DATA: It is already collected and recorded data by some other pe-
rson for some purpose and is available for present study. Example: internet, textb-
ooks, organizations annual report etc.

3.2 SAMPLE SURVEY: At the period of research work, it is necessary to collect

a certain data from the people but it is not possible to survey each every person
who can give information on the issue.

SAMPLE CHARACTERISTICS:
sample size: 100 clients.
Nature of sample : Highly representatives of the population.

3.3 TOOLS OF DATA COLLECTION: The tools of data collection used in the
project are questionnaires. There are basically two types of questionnaires.
Open-ended: Here the respondents can answer the questions in their own way.
Close-ended: Here the choices of answers are given and the respondents have to
choose from the choices, the answer closest to this

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TECHINIQUES OF INTERPRETATION AND ANALYSIS
 Percentage method has been used to analyse the effect of brands on
respondents.
 Bar, pie diagrams had been used for better presentation and better
understanding data
The information collected is calculated in the forms of percentage to make inter-
pretation easy.
CHAPTER – 4
4.1 THE NEED FOR MARKETING
A popular notion in many organization remains that marketing is a function of
the sales department only and they are solely responsible for it. Nothing could be
further from the truth. Marketing is more than advertising, sales and promotion. No
doubt the sales department directly interacts with customers in the market place, still
they are only front-ending the organization.

Basically, whatever an organization does, with its end goals of customer de-
light, enhancement in share value and ROI, is marketing. An end-to-end, customer-
centric approach requires all segments of the organization –viz production, finance,
HRD and administration –to align them and evolve a customer-driven approach and
understand the meaning of marketing. They must become an integral part of the mar-
keting team and assist in the company’s marketing efforts. Employees of successful
Organizations, while carrying out their day-to-day roles, cannot isolate themselves
from the gamut of marketing. The entire organization must orchestrate itself in a co-
hesive manner, keeping the marketing at the forefront.

In a successful publishing organization, when the production-in-charge wor-

ks through the night to print news paper and meet his schedules, he is deeply involv-
ed in marketing. Here his primary concern is commitment to his reader for the prod-
uct’s timely delivery. Editors who burn the midnight oil to maximize value are keep-
ing the marketing function in focus and striving for customer delight.

In today’s globally competitive environment involvement in marketing cohes-

iveness is necessary for every segment of the organization and best practices can ev-
olve only by understanding the true meaning of marketing.

4.1.1 MARKETING:

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 Marketing is indeed an ancient art. It has been practiced in one way or the oth-
er since the days of Adam and eve. Its emergency as a management discipline, how-
ever, is of relatively recent origin. And with in this relatively short period, it has gai-
ned a great deal of importance and stature, in fact today most management thinkers
and practitioners the world over, regarding marketing as the most important of all
management function in any business.

4.2 SERVICE QUALITY OF BARCLAYS BANK AT

ZANZIBAR, TANZANIA BRANCH

Service quality has been defined by various experts in various ways as: 'Service
Quality is the difference between customers' expectations for service performance
prior to the service encounter and their perceptions of the service received.' Acco-
rding to Gefan, ‘Service quality is the subjective comparison that customers make
between the qualities of service that they want to receive and what they actually
get.' Parasuraman says, 'Service quality is determined by the differences between
customer's expectations of services provider's performance and their evaluation of
the services they received.’

4.2.1 DIMENSIONS OF SERVICE QUALITY:

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TANGIBILITY: This dimension deal with modern looking equipments and visual
appealing part of banks.
RELIABILITY: This dimension has a direct positive effect on perceived service
quality and customer satisfaction in banking institutions. Banks must provide error
free service and secure online transactions to make customers feel comfortable.
RESPONSIVENESS: Customers expect that the banks must respond their inquiry
promptly. Responsiveness describes how often a bank voluntarily provides service-
es that are important to its customers. Researchers examining the responsiveness of
banking services have highlighted the importance of perceived service quality and
customer satisfaction.
ASSURANCE: Customer expects that the bank must be secured and the behavior
of the employees must be encouraging.
EMPATHY: Individual attention, customized service and convenient banking hou-
rs are very much important in today’s service.

In order to achieve better understanding of service quality in banking sector, the

proposed five service quality dimensions are conceptualized to illustrate the overall
service quality of the banking in relation to customers‟ and providers perspective.

4.2.2 BANKING SERVICE:

WHOLESALE BANKING SERVICES: The Bank's target market ranges from

large, blue-chip manufacturing companies in the Tanzanian corporate to small &
mid-sized corporates and agri-based businesses. For these customers, the Bank
provides a wide range of commercial and transactional banking services, including
working capital finance, trade services, transactional services, cash management,
etc. The bank is also a leading provider of structured solutions, which combine
cash management services with vendor and distributor finance for facilitating su-
perior supply chain management for its corporate customers. Based on its superior
product delivery / service levels and strong customer orientation, the Bank has ma-
de significant inroads into the banking consortia of a number of leading Tanzanian
corporate including multinationals, companies from the domestic business houses
and prime public sector companies. It is recognised as a leading provider of cash
management and transactional banking solutions to corporate customers, mutual
funds, stock exchange members and banks.

RETAIL BANKING SERVICES: The objective of the Retail Bank is to provide

its target market customers a full range of financial products and banking services,
giving the customer a one-stop window for all his/her banking requirements. The

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products are backed by world-class service and delivered to customers through the
growing branch network, as well as through alternative delivery channels like
ATMs, Phone Banking, Net Banking and Mobile Banking.

The Barclays Bank Preferred program for high net worth individuals, the
Barclays Bank Plus and the Investment Advisory Services programs have been de-
signed keeping in mind needs of customers who seek distinct financial solutions,
information and advice on various investment avenues. The Bank also has a wide
array of retail loan products including Auto Loans, Loans against marketable secu-
rities, Personal Loans and Loans for Two-wheelers. The Bank is well positioned as
a leader in various net based B2C opportunities including a wide range of internet
banking services for Fixed Deposits, Loans, Bill Payments, etc.

TREASURY: Within this business, the bank has three main product areas - Foreign
Exchange and Derivatives, Local Currency Money Market & Debt Securities, and
Equities. With the liberalization of the financial markets in Tanzania, corporates
need more sophisticated risk management information, advice and product structu-
res. These and fine pricing on various treasury products are provided through the
bank's Treasury team.

4.2.3 COMPETITIVE SERVICE:

Earlier Barclays focus why traditional sales approaches are unable to satisfy what
customers want salespeople to know. That's true but it should be noted that Barcl-
ays views the VCS process - if properly formulated and then effectively implemen-
ted - should directly or at least directly involve everyone within the given enterpri-
se. In fact, because the VCS process is information-driven, Barclays strongly reco-
mmends that external sources also be utilized to obtain the information needed ab-
out each customer and its business. Those sources include online and electronic
business media as well as vendors and research analysts within the given market-
place. Thorough as always, Barclays even suggests what kinds of questions should
be asked to determine specific information needs and objectives.

Near the conclusion of the Barclays observes: "Transforming a sales force from
transactional selling to one that creates value for the customer is a long journey.
Every part of the company has to put the customer first. Virtually every company
will have among its customers some who are progressive and fully understand the
value of collaborating with their suppliers to the mutual benefit of both. Start there,
and don't turn back.

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 4.3 APPROPRIATE PRODUCT AND SERVICE
OFFERING AND MATCH IT TO THE
CUSTOMERS UNIQUE NEEDS
More than half of all consumers say a negative online experience leads to online
and offline abandonment. With the click of a mouse, a customer who has invested
time and effort researching your products and services online, and who may have
availed any services in the past, will disappear forever because of a single, bad
online experience. Often the issue that caused the customer to abandon his or her
transaction could have been resolved easily with help from a live agent. As such,
Barclays realize can no longer think of their individual channels as self-sustained
entities, but as integral parts of an entire brand operation.

Interactive help options like "click to call" and "click to chat" deliver cross-channel
personalization capabilities that allow companies to target and engage customers
proactively based on their perceived needs. These technologies can have a profou-
nd effect on online sales, provided that the companies implementing them follow
certain guidelines. These guidelines include:
 Proactively targeting "engaged" Web site visitors
 Offering the most appropriate contact based on context
 Moving shoppers seamlessly across channels
 Sharing information from one channel to the next

Can you imagine retail stores where nine out of 10 customers left without buying
and no one ever asked them what they were looking for? Well that's the state of
affairs in the online customer service world. Engaging customers proactively is the
equivalent of a sales representative walking up to a customer in a retail store and
kindly saying, "May I help you with something?"

Companies that deliver personalized cross-channel experiences for their customers

using click to call and click to chat have increased sales conversions, reduced Web
site abandonment and improved service efficiency dramatically. This kind of cont-
extualized approach to online customer interaction has increased conversion rates
by as much as 20 percent and decreased handling times by up to 20 percent,
according to a recent Jupiter Research report.

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4.3.1 THE RIGHT CONTACT AT THE RIGHT TIME:

The reality is that most companies would prefer not to have every customer inquiry
result in a phone call or chat, and they invest heavily in providing self-service tools
to address basic customer service issues. While many online marketers view this as
an effective way to reduce costs, it sometimes exacerbates customer frustration by
denying them the personalized service they need to complete a sale. The result is
an unhappy customer and a missed opportunity for the company to generate reven-
ue.

"In the future, retailers will need to develop a more balanced view of interactions
across channels, optimizing for a combination of cost and satisfaction. Valuable
customers, for instance, may require different service options than other custome-
rs

For example, companies that segment their customer base into gold, silver and
bronze categories can set a rule that presents click to call to gold (high-value)
customers throughout their session, but only to silver and bronze customers once
their shopping carts reach a certain threshold. Gold customers get the piece of
mind of always having the phone option should they have questions, while lower-
value customers are channeled to less costly service options like FAQs, e-mail or
chat.

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4.4 COMPARATIVE ANALYSIS OF PRODUCTS &
SERVICES
Barclays Bank is one of the most famous banks in Tanzania. The various products
and services offered by it include:

PRODUCT:
 Deposits (Saving account and current account)
 Loans
 Card

SERVICES:
 ATM
 Mobile Banking
 Internet Banking
 Payment
 Other Services

The deposit mix of an organization especially the saving accounts are the backbone
of every bank as an ordinary man is most inclined to invest in it due to its conveni-
ence and easy availability. This project deals with the various customer concerns
regarding these and tries to suggest appropriate suggesting based on conclusions. I
hope that this report would be able to suggest some measures and draw attention of
bank towards the area of improvement.

4.4.1 PERSONAL BANKING:

Barclays Offers variety affordable range of products from Current accounts, Salary
Accounts, Savings Accounts and Bonus Savings Account (Earn a bonus interest in
addition to the ordinary interest).

ATM TRANSACTIONS: Free unlimited ATM withdrawals depend on the bundled

products, free deposits (for deposit-taking ATMs), balance and mini-statement
enquires at any of Barclay’s 46 ATMs country wide.
 
INTERNATIONAL ACCESS AND ONLINE TRANSACTIONS: Customers can
now get cash, shop online or pay for purchases at over 1.7 million VISA ATMS.
The VISA global ATM network encompasses PLUS and VISA’s global mark for
ATMs. Visa is accepted at 24 million locations world-wide.

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FREE SMS ALERTS: SMS Alert is a unique customer service and security featu-
re that keeps Barclays’ customers up to date on their account activities. Barclays
customers get SMS alerts for all banking transactions in their accounts. They will
also receive a weekly updates on their account balance.
 
INTERNET BANKING: Internet banking allows Customers to securely keep track
of their money from anywhere anytime. The service is free including transfers wit-
hin Barclays Tanzania (standard bank charges apply for external money transfers). 

OPENING A PERSONAL ACCOUNT: To open a personal account, Customers

need to carry the following documents:
• Two passport size photos
• Address verification document (e.g. utility bills or a letter of introduction).
• ID documents (passport, voter’s ID or driving license. National ID for Zanzibar
only)

4.4.2 PRESTIGE BANKING:

Prestige Banking is designed by customers, for customers. Prestige Banking (pr-
eviously known as Premier Life) offer customers exclusive service, upgraded
benefits and access to world class financial products.

PRESTIGE CURRENT ACCOUNT: This is a transactional account that offer

customers free banking with high balances.
 Free SMS alerts
 Free cheque book
 International Debit Card
 Available in Tanzania shillings only
 Internet banking with no sign-up fee
 Free unlimited ATM transactions on Barclays Bank Tanzania ATMs

PRESTIGE SAVINGS ACCOUNT PLUS:

 Free SMS alerts
 Free counter cash withdrawal
 Credit interest based on the balance as our rates are tiered
 International debit card
 Available in Tanzanian shillings only
 Internet banking with no sign-up fee
 Free unlimited ATM transactions on Barclays Bank Tanzania ATMs only.

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 PRESTIGE BONUS SAVINGS ACCOUNT: Saving money has never been this
convenient;-
 Bonus quarterly interest (Terms & Conditions apply).
 Competitive tiered interest rates.
 Internet Banking service
 Free SMS alerts
 Available in Tanzania shillings only.

4.4.3 TERM DEPOSIT:

Classic Fixed deposit. The account has the following features:
 Interest paid on maturity
 Terms of 1 month up to 5yrs
 Option to re-invest upon maturity is available
 Available in Tanzanian shillings, US dollars, Pound Sterling and Euro
 Minimum opening amount TZS 2million/USD 5,000/GBP 5,000/EUR 5000
or more

REGULAR INTEREST FIXED DEPOSIT ACCOUNT:

 Terms of 12 months up to 5yrs
 Available in Tanzanian shillings only
 Minimum opening amount TZS 15million
 Option to re-invest principal on maturity is available
 Get regular interest income paid to your current account monthly

FLEXI TERM DEPOSIT:

 Term of 12 months up to 5yrs
 Interest paid on maturity.
 Available in Tanzanian shillings only
 Minimum opening amount TZS 15million
 Automatic overdraft facility of up to 80% of your fixed deposit.
 Interest on overdraft is only charged on the amount and period withdrawn.
 Option to re-invest principal and interest on maturity or re-invest just the
principal is available

UNFIXED TERM DEPOSIT:

 Term of 12 months up to 5yrs
 Interest paid on maturity or upon breaking of sum of the deposit after more
than one month of fixing
 Available in Tanzanian shillings only
 Minimum opening amount TZS 60million

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4.4.4 FOREIGN CURRENCY CURRENT ACCOUNT:

This is a transactional account for individuals who want to keep foreign currency.
The account is for all retail segments and has the following features
 Free SMS alerts
 Free Monthly statements
 Cheque book for US$ accounts
 Available in US Dollars, GBP and Euro

CHARGES: Prestige Banking offers customer bundled banking transactions and

charges. As a Prestige Banking customer, your monthly fees will be waived based
on tiered balances. Our Prestige current accounts attract no monthly fees if balance
is greater than or equal to TZS 30million. If falls below that a charge of TZS
15,000 will be applicable.

4.4.5 IMPORTS TRADE FINANCING / IMPORT LETTER OF CREDIT:

Barclays has invested significantly in information technology to facilitate electron-

ic cash movement, automated on-line cashier terminals and centralized database
processing facilities.

• Account Services
• Local & Foreign Currency Accounts
• Interest bearing current accounts
• Agency Arrangements
• Bulk cash handling
• Counter service
• Bank Statement Reporting (Paper and Electronic)
• Internet Banking
• Customer Cheque books
• Customer Cheque printing
• Bankers cheque

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 4.5 NEED OF CUSTOMER RELATIONSHIP
MANAGEMENT
Barclays Bank targeted marketing solutions provide the tools Bank need to effecti-
vely reach and retain their best customers, while improving customer loyalty and
customer profitability. When conducting business-to-consumer marketing, Bank
will discover their customers' lifestyles, habits, preferences and needs, including:
 Specific product usage
 Channel preferences
 Technology adoption
 Media usage
 Lifestyle and other consumer behaviors
 Life cycle data

4.5.1 PROVEN STEPS TO SUCCESS:

Barclays Bank established best practices for customer acquisition and customer
retention marketing integrates information, analysis and marketing applications for
targeting their best customers and prospects and retaining company’s best custom-
ers. Barclays Bank Using ' 4-step market targeting process of Discovery, Strategy,
Implementation and Measurement. Barclays Bank’s trained representatives will
help company apply Precision Marketing techniques to develop the best customer
acquisition and customer retention solutions to tackle your specific marketing
challenges:
 Discovery – Barclays Bank Begin with a complete examination of both cus-
tomer base and market to identify their highest value customer segments and
best new sales opportunities. This link between their internal information &
the marketplace provides valuable insight into their customers' purchasing
behavior and preferences – revealing who is likely to buy more and which
products or services they want. With this information in hand, Bank immedi-
ately improve Their opportunities to increase customer profitability and imp-
rove customer loyalty. Lifestyle segmentation is a key component of the cus-
tomer analysis phase and helps to identify life stages, income ranges, educa-
tion levels and media preferences.
 Strategy - Once key customer segments have been identified, Barclays Bank
develop targeting strategies that address customer needs and take full advan-
tage of their new opportunities today and into the future. This strategic phase
focuses on the three core areas essential for true customer acquisition and
retention success: customers, markets and delivery channels.

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  Implementation – The knowledge gained from the analysis and strategic
planning phases allow you to implement a solid targeted marketing plan.
Target prospects precisely, choosing segments that match your customer
base and media channels that match their preferences. Reaching potential
customers with targeted offers has never been easier.
 Measurement –During the measurement phase of your program, arm yours-
elf with the performance benchmarks and "potential" analysis to assess the
effectiveness of your strategies and implementation tactics. The ability to me
asure against these actions is critical – it is the only way you can gain the ins
ight to make improvements, implement cost savings and accurately assess ga
ins or losses. Measuring your results can increase your response rates for the
next campaign and help to allocate your marketing budget more effectively.

4.5.2 Barclays Bank follows the below techniques:

DIRECT MARKETING: Direct marketing uses mail, telephone, fax, e-mail, and
internet to communicate directly with or solicit a direct response from specific cus-
tomers and prospects. It has its roots in direct marketing and mail and catalog mar-
keting. The direct marketing as an interactive marketing system that uses one or
more time from anywhere.
CALL CENTER TECHNOLOGY: A call center is a group of agents and voice re-
sponsive (VRUS) that assist customers with support, inquiry and transaction funct-
ions. Some type of call center technology with VOIP (voice over internet protocol)
. Integrated with intelligent call routing is an absolute must for an interface with
the live customers.
CRM IN Barclays Bank provides an integrated view of a company’s customer to
everyone in the organization and thus, ensures that everyone in the Barclays Bank
focused on the customer.
CRM provides seamless integration between all applications and flexible deploy-
ment of solutions, merging front-office and back-office into one office that focuses
on increased customer satisfaction.

The company focuses their attention on how to achieve and then sustain superior
organizational performance. The Barclays Bank wants to know the excellent com-
panion for what the customers wants you to know. Because it helps those in sales
and who supervise them, it can be done through the heart of new approach to selli-
ng is an intense focus on the prosperity of your customer is through value creation
selling (VCS).

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 CHAPTER – 5

DATA ANALYSIS AND INTERPRETATION

Analysis and interpretation refers to the computation of certain measures along

with searching for the level of communication that exists between the top
management and the employees. After, collection of data coding was done for the
purpose of appropriate statistical analysis.
Analysis was done with an attempt to organize and summarizes data, in
order to enhance the efforts of outcome in such a manner that enable to relate
critical points with the study objectives.

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 CHART – 5.1
REASONS TO USE BARCLAYS BANK

CATEGORY RESPONDENTS
Safety 35
Benefits 23
Comfort 22
Brand 20

40

35

30

25

20

15

10

0
Safety Benefits Comfort Brand

INTERPRETATION:

Out of 100 people who participated in survey it is found 35 are giving more
importance to safety, and 23 are giving for benefits, and 22 are giving for
comfort, and 20 are giving for the brand. The majority of the customers are
giving more importance to safety.

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 CHART – 5.2
SATISFACTION LEVEL AT BARCLAYS BANK

CATEGORY RESPONDENTS
Yes 74
No 26

80

70

60

50

40

30

20

10

0
Yes No

INTERPRETATION:
Out of 100 respondents who received benefits and service from Barclays Bank, 74
are satisfied with the company service. Out of 100 respondents, 26 are not satisfied
with their services.

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 CHART – 5.3
INTEREST TO OPEN AN ACCOUNT WITH
BARCLAYS

CATEGORY Respondents
YES 65
NO 35

INTERPRETATION:
As most of them have their own choice of opening account in the real world of
competition in the market where Barclays also plays a role of Banking sector, in
my project survey where most of them have a good opinion of about 65% with
Barclays and the rest 35% are with negative opinion.

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 CHART – 5.4

FEATURES/ATTRIBUTES, EXPECTING BY THE

CUSTOMERS, WHILE OPENING AN ACCOUNT

PARTICULARS RESPONDENTS
Quick service 45
Variety of Products 10
Working hours 20
Proper Information 25
Total 100

INTERPRETATION:
When a customer visits any bank the first and foremost thing he expects is the
quickness of service and the promptness in entertaining by the bank employee.
Second thing customer wishes to have is proper information regarding his queries.
Varieties of product do not make a big impact on customer behavior for opening an
account in any bank if its services are efficient. But on the other hand bank can’t
ignore working hours. As in this bar customer has erred it. For these services like
bank preference should be given to make a prompt and customer friendly service
channel.

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 CHART – 5.5

ACCOUNT DETAILS
PARTICULARS RESPONDENTS
Saving Account 40
Current Account 35
Fixed Deposits 20
Trading Account 05
Total 100

INTERPRETATION:
Saving account is the leading and attractive product for the Barclays bank as it occ-
upies a major chunk in this bar. It is clearly implying that this product has the abil-
ity to satisfy the customers. On the second had and the positions current accounts
and fixed deposits has also been helpful to increase the customer base but still their
performances needs to be improved. One thing in this bar which is significant is th-
e business of the bank is relying on only few leading products, reason for this cou-
ld be, neither it has limited range of products nor rest of the product does not have
much ability to penetrate in the stiff market of banking of Zanzibar. That is giving
an alarming message to the management of the bank to go or analyzing the situati-
on very minutely and must ascertain where things are going wrong and for that wh-
at short of necessary step could be taken. Providing better services in comparison
with the competitors is a must for excelling in industry.
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 CHART – 5.6

REASON TO OPEN ACCOUNT IN BARCLAYS

PARTICULARS RESPONDENTS
Bank Employees 20
Prospectus 07
Advertisement 35
Friend and Relative 38
Total 100

INTERPRETATION:
As it is said a satisfied customer is the best medium for advertisement since in this
bar friends and relatives have play a key role in opening the accounts for others,
which implies that bank real customer are satisfied enough with the facilities avail-
able on the products and the services enjoyed by them. An advertisement and bank
employees more or less has been good performer in their respective domain. It rev-
eals advertisement of different medium, as been a key factor in generating the awa-
reness about banks product as well as facilities that are made to available on then
in the peoples mind.

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 CHART – 5.7

REMARK ON PRODUCTS OF BARCLAYS BANK

PARTICULARS RESPONDENTS
Excellent 30
Good 42
Average 20
Poor 08
Total 100

INTERPRETATION:
As this bar is showing at what level people are saved with saving account, with its
unique facilities features, and ability to serve all the needs of customer because by
and large it can be said 75% people are saving good to savings accounts, this
implies that this product has been a leading product and still an attractive product
of the Barclays bank. Reason for this could be different type of facility associated
with this product, which are reading true value to the customer and marketing
people are also very much devoted to give the best from this part. Efforts must be
given to know why they are people who are still saying average and poor about
saving accounts and what are the factors that are going wrong with that segment of
people.

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 CHART – 5.8

COMPARISON OF BARCLAYS BANK WITH

OTHERS

PARTICULARS RESPONDENTS
Excellent 20
Good 46
Average 30
Poor 04
Total 100

INTERPRETATION:
Rating of any bank depends on its overall performance in the eye of the people.
This bar is vividly showing that the performance of Barclays bank has been good
because in such a short span of its existence in this city with strong competition
from major public sector bank like PBZ and other private banks, Reason for this
could be, it has occupied a different position in the people mind with its customer
friendly products and to serve them a efficient and prompt banking system.

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 CHART – 5.9

AVAILABILITY OF MODERN EQUIPMENT

PARTICULARS RESPONDENTS
Strongly Agree 8
Agree 32
Disagree 50
Strongly Disagree 10
Total 100

Respondents

8 % 10 %
STRONGLY DISAGREE
32 % DISAGREE

50 % AGREE
STRONGLY AGREE

INTERPRETATION:

Barclays bank has modern-looking and hi-tech equipments. Here analysis show
that most of the respondents disagreed with this statement. Among the total respo-
ndents 50% disagreed, 32% were agreed and 8% strongly agreed. After analysis I
found that majority of the respondents think that Barclays Bank do not have mod-
ern looking equipments or no hi-tech equipments.

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 CHAPTER – 6

6.1 FINDINGS OF THE STUDY

 The bank has good relation with its customers. The customers are very
satisfied with the relationship manager service provided by Barclays Bank.
 The bank and its customers have a long term relationship. Barclays Bank has
the tendency to retain its customers at any cost. They believe that the old
customer is more profitable instead of a new one that’s why they try to
maintain good and long term relations to their customers.
 Less no. of customer use mobile banking or net banking.
 The accounts of Barclays Bank (both salary & saving) provide great flexi-
bility in terms of offering.
 The accounts of others banks don’t have much difference in terms of feat-
ures but when it comes to service providing the Barclays Bank gets an edge
because of their great customer services.
 The Barclays Bank has good no. of branches and ATM’s that’s why it has
more ease of access.
 The customers of Barclays Bank are satisfied with their savings and salary
accounts.
 The Reliability dimension of service quality is better as compared to emp-
athy and tangibility. Still the score is low. For most services, customer’s per-
ceptions of whether the service has been performed correctly, and not prov-
ider-established criteria, are the major determinants of reliability. Customers
of the bank hesitate to rely on the bank. Whenever they have a problem, the
bank shows sincere interest in solving it but the services are not performed
by a certain time as promised. The employees should take this problem seri-
ously and take steps to remove this.

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 According to my findings, the score of Empathy is not satisfactory but not
unsatisfactory also. Barclays Bank is unable to give individual attention to
its customers and is unable to understand specific needs of its customers.
But still bank has taken steps to satisfy its customers by keeping operating
hours convenient to its customers and keeping their interest best at heart.
 In Barclays Bank, the score of Responsiveness is highest so they are focus-
ing on prompt service, employees are willing to help the customers and say
the exact time when the services will be performed. Employees at bank give
their customers first preference and are always ready to help them. Overall
Barclays Bank’s responsiveness dimension of service quality is the highest.
 According to the customer perception, Barclays Bank is highly responsive.
Customers are assured while transacting with the bank. The reliability dime-
nsion is lower than the first to dimension. They feel that the bank is unable
to give them individual attention and its equipments are not modern and suff
icient for the bank.

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 6.2 SWOT ANALYSIS

6.2.1 STRENGTHS:
 Barclays Bank has been given the rating as one of top three positions in ter-
ms of fastest growth in private sector banks in Tanzania.
 Financial express has given number two position and Bank of Tanzania has
rated Barclays Bank as the best bank with some 16 parameters.
 The bank has a network of 24 domestic branches and 54 ATMs in Tanzania.
 The bank has its presence in 1o cities and towns in the country.
 The banks financial positions grows at a rate of 20% every year which is a
major positive sign for any bank.

6.2.2 WEAKNESSES:
 Gaps – Majorly they concentrated in corporate, wholesale banking, treasury
services, retail banking.
 Foreign branches constitute only 8% of total assets.
 Very recently the bank started focusing its attention towards personal banki-
ng and rural areas
 The share rates of Barclays Bank is constantly fluctuating in higher margins
which makes investors in an uncomfortable position most of the time
 There are lot of financial product gaps in terms of performance as well as re-
aching out to the customer

6.2.3 OPPORTUNITIES:
 Acquisitions to fill gap.
 No. of e-transactions increased from 0.3 million to around 1 million
 Geographical expansion to rural market – 80% of them have no access to
formal lending
 46% use informal lending channels.
 24% unregulated money lenders.
 Now number of branches increased to 28.
 Since it’s a new age banking there are lot of opportunities to have the adva-
nce technicalities in banking solutions compared to existing major players
 The concept of ETM (Everywhere teller machine) by Barclays Bank had a
good response in terms of attracting new customers in personal banking
segment.

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6.2.4 THREATS:
 Since 2009, BOI has increased CRR by 100 basis points
 Increased repo rate reverse repo rate by 50 points – 11 times of late
 Increasing popularity of QIPs due to ease in fund raising
 BOI allowed foreign banks to invest up to 74% in Tanzanian banking.
 DTB and Barclays Bank are imposing strong threats in terms of their
expansion in customer base by their aggressive marketing strategies

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 6.3 SUGGESTIONS
 Mostly service class persons prefer the Barclays Bank in the comparison of
business and students and other class persons thus it needs to promote its
product and services that are offered mainly for the business class people
and students. Because these two class forms major users of the banking
services.
 This bank is not investing more into the marketing sector so I will suggest
that some of the part of income it investing in the advertising and marketing
sector.
 Into the comparison of other bank its performance is quite good but not an
effective so this may be doing the rates were down with some other facilities
 Reliability is an obvious place to start. Customers of the bank want to know
their resources are safe and within trustworthy institutions. A way to ensure
this peace of mind would be to take steps to ensure bank employees are well
trained, so each bank associate is able to offer complete and comprehensive
information at all times.
 Responsiveness, again when associated with a well-trained staff and timely
answers to service-related questions, would make significant inroads into
causing Barclays Bank be regarded as responsive. Staff should be encoura-
ged to present relevant options to banking customers in a manner that does
not resemble salesmanship so much as a desire to serve.
 Intangibles please customers just as much as tangibles in the banking
industry. People tend to visit the same branch of a bank over and over again.
Usually, this is a location close to their home or their workplace. It is natural
that customers become comfortable and habituated to these branch banks,
for the same reason they develop familiarity with a neighborhood superma-
rket or convenience store. It makes sense that bank employees would be enc-
ouraged to learn to recognize these regular customers, learn their names, and
begin to identify their basic service requirements.
 Learning to understand customers‟ needs will allow bank associates to offer
enhanced services, perhaps lowering customers‟ banking costs and increasi-
ng their investment potential. This could also open up the possibility of incr-
eased profits for banks, for when perceived as more service and customer
oriented, they will, in effect, become a useful and pleasant way to “shop.”
 Keeping the bank with up-to-date technologically are important factors. Mo-
dern equipments, new improved technology should be replaced with the old
ones. If the staff inside is pleasant and well-informed, in an aesthetically ple-
asing environment, then customer satisfaction will be high.

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 6.4 LIMITATIONS

 The information collected and opinions are of customers as to what they

feel. Thus the accuracy and information collected depends upon the per-
ception of each respondent and circumstances involved.
 The study has been conducted by including 100 customers. Though the sam-
ple is highly representative of the population, it does not cover the entire ma-
rket of customers having banking service.
 Analysis could not draw for the entire questionnaire; only specific questions
have been analyzed and interpreted.
 Due to time constraint more information can not be collected.
 The scope of the project is related with only Zanzibar branch and not with
other.
 The project is related to low income and middle income people.
 There is not much sufficient time to explain about the various plans.
 Study is entirely based on data willingly provided by the bank officials.
 Study is confidential in nature, so the views expressed by the officials may
be a general opinion.
 The findings of the Study cannot be applied to other branches of Barclays
Bank.
 The study was based on a very modest sample size hence cannot be called as
a representation of the views and opinion of the majority.
 In a rapidly changing industry, analysis on one day or in one segment can
change very quickly. The environmental changes are vital to be considered
in order to assimilate the findings.
 The conclusion arrived at are based on a very less experience of researcher
in this field.
 The study is only for the Barclays Bank confined to a particular location and
a very small sample of respondents. Hence the findings cannot be treated as
representative of the entire banking industry.
 The study can also not be generalized for public and private sector banks of
the country.
 Respondents may give biased answers for the required data. Some of the
respondents did not like to respond.

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 CHAPTER - 7

CONCLUSION

In this study I found that the bond of Barclays Bank with its customers is very str-
ong, because Barclays Bank mainly focuses on retaining their customers. This st-
udy finds that however Axis Bank is not the leading private sector bank but its vast
range of products and availability of options make it one of the better banks in
Tanzania. The bank should focus on the semi urban and rural market because these
markets are very good opportunity for someone like Barclays Bank which is in gr-
owing face. Without expanding in these markets Barclays Bank cannot be a leadi-
ng bank so they should focus on this market.

The bank should focus on mass banking in order to increase their market share.
They should launch such products which would be within the reach of the lower
middle class. The bank should pay more attention on giving updates and should
increase the level of service providing because the competitors of axis are better in
this area. The bank should try to increase the use of technology like mobile and net
banking among its customers.

The study of my overall data relates with the different techniques, methods, plans
which are mainly benefit to the Account holders. As my overall study gives a brief
explanation of the various plans followed by the Barclays Bank. My study mainly
summarizes about the various marketing techniques used by the Barclays Bank to
attarct the new type of customers where the competition prevails in the market.

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At last I briefly conclude that Barclays Bank has very much potential abilities to
prevail in the market.
CHAPTER - 8

8.1 QUESTIONNAIRE
BARCLAYS BANK
ANALYSIS OF CUSTOMER RELATIONSHIP MANAGEMENT IN
ZANZIBAR

Respondents Profile
Name: Sex:
Age: Phone :

1. Please tick the factor that drives you to use Barclays Bank.
a) Safety b) Benefits
c) Comfort d) Brand

2. Are you satisfied with the services and benefits of the Barclays Bank?
a) Yes b) No

3. Are you willing to open an account with Barclays?

a) Yes b) No

4. What features/attributes, while opening an account do you expect from a bank?

a) Quick Services b) Variety of products
c) Working hours d) Proper information

5. What kind of account do you have in Barclays Bank?

a) Saving Account b) Current Account
c) Fixed Deposits d) Trading Account

6. Who influenced to open an account in Barclays Bank?

a) Bank Employees b) Prospectus
c) Advertisement d) Friend and Relative

7. Your remark on products of Barclays Bank?

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 a) Excellent b) Good
c) Average d) Poor
8. In comparison to other bank how would you rate Barclays Bank?
a) Excellent b) Good
c) Average d) Poor

9. Do you think the numbers of counters available are sufficient?

a) Yes b) No

10. Barclays Bank has modern looking equipment.

a) Strongly Agree b) Agree
c) Disagree d) Strongly Disagree

If you have any Suggestions/Ideas/Complaints/Reviews, feel free and let “Barclays

Bank” grow and develop.
………………………………………………………………………………………
………………………………………………………………………………………
………………………………………………………………………………………
………………………………………………………………………………………
…………………………….

DATE: …………………………….

Thank you for sharing your thoughts with us.

Enjoy our Services at “Barclays Bank”

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 8.2 REFERENCES

 Stuff and management of Barclays Bank

 Daily Customer
 Organasational Behaviour – Laurie J Mullins
 Principles of Marketing – Philip Kotler
 Business World
 Banking and Financial Systems by A.V.Ranganathachary, K.Anjaneyulu,
K.Lalitha

Websites:

 www.barclays.co.tz
 https://en.wikipedia.org/wiki/Barclays_Bank_of_Tanzania
 Google Search

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