Thought Leaders

 

Customer Relationship Management (CRM)

Customer 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.

Thought Leaders

Issue 2008-1
Hands-on Dexia
Dirk Hoebeeck, Dexia
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Charting a Course
Helen Kan, Standard Chartered Bank
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Issue 2007
24-Hour Service
Dirk Hoebeeck, Dexia Group
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Customers Go Hands-Free
Chris Skinner, Financial services Club
Click here to read

Issue 2006
Responding to the Customer
Barnaby Davis & Daniel Meere, Barclays
Click here to read

   
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