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Technology, not just analytics, not just an impressive story of how customer focused people is. All major banks have invested heavily in technology and infrastructure over the last 5 to 10 years in this area, but hardly any of them have been successful in actually getting it effective. Neither has the customer felt a real difference nor has it contributed to higher ROI. The author says that optimizing every customer contact by effectively creating value for both their clients and their business, using customer knowledge, is the main differentiator compared to non-CRM focused companies.
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