Increasing competition, customers with high expectations/demands and today’s financial crisis, demand a more flexible and accurate CRM approach of banks in order to survive. Atos Consulting and EFMA, the European financial management and marketing association, conducted an in-depth survey across 140 European companies - including retail banks, universals, private banks and insurance companies - to offer advise on choosing the right CRM strategy to improve customer relationships in line with an organizations ambitions.
The report is launched to customers in the finance sector across Europe and triggers the financial community to put CRM strategy on top of the agenda. The research discusses various CRM techniques, what are the issues to implement, what technology is needed, and proof of reaped successes. Financial institutions can use this information to benchmark and refine their strategies. The results should enable banks to realise the full benefits of their investment in CRM and help to move towards a state of ‘customer intimacy’