CRM in financial services:a practical guide to making customer relationship management work
- About Author
Customer Relationship Management, CRM, has been one of the strongest areas of management focus in financial services companies throughout the world over the last five years. While it is forecast that this will continue for the next five years, many companies are struggling with their CRM programs. They have rushed ahead with the purchase of new CRM systems, but have not done the work to ensure that these systems are deployed effectively. Drawing on the authors' extensive experience of working with companies to successfully implement and manage their CRM programs, this book devotes itself exclusively to showing how organizations in insurance, banking, and other financial services can improve their CRM, and achieve their desired return on investment. Packed with illuminating international case studies and examples based on extensive global consulting and research carried out or commissioned by IBM over the last five years, the book begins with a detailed analysis of the state of CRM and e-business in the financial services globally, and then goes on to provide comprehensive and practical guidance on making the most of the customer base; systems and data management; risk and compliance; channels and value chain issues; implementation, and strategic implications.