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Customer Relationship Management (CRM)
CCustomer Relationship Management is a corporate level strategy that focuses on creating and maintaining lasting relationships with its customers.
Although there are several commercial CRM software packages on the market, a successful CRM strategy cannot be implemented by simply installing and integrating a software package and will not happen overnight.
To be effective, the CRM process needs to be integrated end-to-end across marketing, sales, and customer service. A good CRM program needs to:
- Identify customer success factors
- Create a customer-based culture
- Adopt customer-based measures
- Develop an end-to-end process to serve customers
- Recommend what questions to ask to help a customer solve a problem
- Recommend what to tell a customer with a complaint about a purchase
- Track all aspects of selling to customers and prospects as well as customer support.
Future Banking examines the changes that must occur at all levels including policies and processes, front-of-house customer service, employee training, marketing, systems and information management to ensure all aspects of the business are customer driven.
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