Effective Customer Relations 16 International Journal of Communication Effective Customer Relations as a Public Relations Strategy in Financial Institutions. A Study of Access Bank PLC Ibadan, Oyo State, Nigeria Daniel I. Nwogwugwu Abstract Ineffective customer relationship, communication and lack of mutual understanding between organizations and customers are continuous public relations challenges. Establishing an effective customer relations between financial institutions, as banks, and their customers is a prerequisite to maintaining mutual relationships as it can lead to customer retention and also attract potential customers. This study, using the systems theory, analyzed the use of effective customer relations, as a public relations strategy, to enhance the patronage and delivery of quality customer service in Access Bank Nigeria, Ibadan. Using the available sampling technique of the survey methodology, 285 copies of two different structured questionnaire and one interview were analyzed. Findings revealed that customers perceive the customer relations programmes and services of the bank as good and also rated them high. It also revealed that to a great extent, effective customer relations led to increased patronage and attracted potential customers. Keywords: Customer relations, public relations, financial institutions, bank, customers Background Organizations exist to achieve set goals and objectives. In order to achieve these, various strategies are put in place by the management as means of ensuring that desired outcomes are measurable and achievable. For business organizations, attention is usually focused on the need to determine customer wants or demands and strive to meet them in order to stay in business. Hence, the need to provide maximum customer satisfaction. Mullings (2005) noted that the most critical approach of any organization wishing to stay in business is in its approach in dealing with its customers. Therefore, placing customers at the center of organizational activities is central to the success or otherwise of any customer relations strategy. Providing maximum customer satisfaction involves ensuring quality products or service as well as effective customer relationship which are in line with customer demands. A customer is a person, group of people or an organization (or all of them) whose needs a business or service seeks to meet satisfactorily. Customers have been regarded as the reason why organizations stay in businesses. Businesses, therefore, exist to satisfy customer wants and needs in a manner that would benefit both the customer and the organization. Establishing a favourable relationship with customers is therefore vital to any business organization. Customer relations is about developing an effective relationship and interaction between an organization and its customers. Mullings (2005) defined customer relations as