This document summarizes a presentation on customer relationship management (CRM) at SIBM Bengaluru. It lists the group members who presented and identifies various touchpoints customers have with a bank, including advisors, statements, events, products, reports, websites, and more. It then discusses improving customer touchpoints by analyzing their value and impact from the customer perspective. The presentation emphasizes understanding customer needs and expectations, using technology to improve the customer experience, and conducting touchpoint analysis to catalyze positive change.

1. SIBM Bengaluru
MBA (Marketing) Sem-4
CRM Presentation
Group 6
• Adan Khan
• Advait Bhobe
• Akansha Vaish
• Anand Bhate
• Harmanpreet Kaur
• Kumar Vaibhav
• Mohit Mahal
• Sanchit Baweja

2. Touch points in a bank
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Client service advisors
Statements
Promotional events
Products
Financial expert reports
Website
Intranet
IT-systems
Research reports
Sponsoring
Word of mouth
E-banking
Call centres
Bank Customer Touch Point Matrix

3. Touch points in a bank

4. Touch-point Improvement
• Traditionally, it was believed that customer experience is
the summation of all the customer’s interactions with a
bank at various touch points, over time.
• But, few researchers like Steven Walden have observed
that customer experience is the extraction of value from
what the touch points mean to the customer i.e., some
touch points weigh heavier in the experience than
others.
• It is important to take the time to look at the bank’s own
business practices comprehensively through the lens of
their customers to understand how they measure up to
their customers’ needs and expectations.

5. Touch-point Improvement
• Conducting customer-satisfaction surveys is not enough.
• To better serve your customer base and more effectively
acquire new customers, you need to delve into the details of
individual interactions to understand the relationship
between each customer touch point and the value it delivers
to customers.
• Value may be built through a series of positive experiences,
but it is maintained through consistently meeting the needs
and expectations of your customers throughout the customer
lifecycle—from pre-purchase consideration to post-purchase
evaluation.

6. Touch-point Improvement
• Every bank, whether it starts with small steps or radically
shifts its culture to become more customer-centric, should
consider customer touch-point analysis and management as a
tool to drive increased business value.
• The steps necessary to improve customer experience are not
rocket science but a conscious analysis of bank’s
organizational boundaries and functional implications.
• Banks would benefit by adopting technology to aid them in
this effort of taking a really honest look in the organizational
mirror to see the face the customer are actually seeing rather
than the they thought their customers were seeing.
• When conducted the right way, customer touch-point analysis
can provide invaluable insights that serve as a catalyst for
change and increase customer value.

7. Did you know?

8. Merits of single customer ID system
• Single customer ID will help banks to cross sell their
products to their customers, customer servicing
• It will help banks to maintain a complete record and
database of all customers through one single ID giving to
each customer
• Customer profiling-
• It will help banks in doing integrated CRM activity in a
better way

9. Demerits
• Customers will get a single statement for all their
products which they buy from bank
• It will a hassle for a customer to maintain a single
statement for all activities
• Customers will not be able to keep their transactions
discrete.
• A single ID system has challenge of maintaing customer
privacy.

10. THANK YOU!