I am a final year student of the University of London. The subject area for my final year dissertation is CRM in the financial services industry. If you were to write a short academic piece of work on CRM, balancing academic theory with practical findings, what would you suggest is a good area to look at?


Sid Adelman's Answer: I'd like to see a study of changes in market share as a result of a bank's successful CRM implementation.

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