摘要:CRM has become one of the strongest areas of management focus in financial services companies throughout the world. While it is forecast that this will continue for the next few 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 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 and draws on the authors' extensive experience of working with companies to successfully implement and manage their CRM programmes. , Packed with 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: making the most of your customer base; systems and data management; risk and compliance; channels and value chain issues; implementation; strategic implications.
