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ISBN: 0749436964Издательство: Kogan Page
Год издания: 2002
Customer Relationship Management, 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 programs. 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. Drawing on the authors' extensive experience of working with companies to successfully implement and manage their CRM programs, this book devotes itself exclusively to showing how organizations in insurance, banking, and other financial services can improve their CRM, and achieve their desired return on investment. Packed with illuminating international case studies and examples based on extensive global consulting and research carried out or commissioned by IBM over the last five years, the book begins with a detailed analysis of the state of...