CRM has been one of the strongest areas of management focus in financial services companies all over the world in the last five years and is forecast to continue to be so for the next five years. But many companies are struggling with their CRM programs. Typically they have rushed ahead with the purchase of new CRM systems, and have not done the work to ensure that these systems will be deployed effectively. Most show weaknesses in one or more of the following areas – market analysis, marketing strategy, distribution channel management, program planning, people, processes, data management, understanding the customer’s perspective, and measurement. Written by topic experts from all over the IBM world, this book provides many ideas about how to improve CRM, shows how to avoid the main problems, and also challenges some of the conventional wisdom about what is happening in the financial services market.
