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CRM in Financial Services
A Practical Guide to Making Customer Relationship Management Work
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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 programmes. 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.
CRM in Financial Services is the first book devoted exclusively to showing how organizations in this sector can improve their CRM and achieve their desired return on investment. It is based on extensive global consulting and research carried out or commissioned by IBM and its business partners over the last five years, and draws on the authors’ extensive experience of working with companies to successfully implement and manage their CRM programmes.
Packed with illuminating international case studies and examples, 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:
If you are in the financial services sector and responsible for any aspect of customer management - at whatever level - this important book should be top of your business reading list.
