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Banco de Guayaquil, a leading private bank in Ecuador, wanted to offer a more personalized service to its 1.3 million clients by adopting a Customer Relationship Management (CRM) system. The bank aimed to offer customers bundled services from its various subsidiaries to help boost profits. It chose Microsoft Dynamics CRM version 1.2, to better align its sales and customer services strategies, and now plans to upgrade to Microsoft Dynamics CRM 3.0.
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