The Promise of CRM: Separating Myth from Reality
Many studies have shown over the years that CRM-related projects have not always delivered desired goals. But the good news is that implementing a successful CRM strategy can be achieved if bank management takes the right preparatory steps and unites all parties involved in setting reasonable and achievable goals. This is particularly true in today’s challenging economic environment.
In this Strategic Commentary entitled, “The Promise of CRM: Separating Myth from Reality,” Speer & Associates, Inc. (S&A) takes a look at CRM from its beginnings as an enhanced Customer Information File (CIF) process, through to its transformation to broad Business Intelligence (BI) analytics, customer service, contact management, and sales tracking components – all of which play a pivotal role in successful CRM strategies in these times.
