Full Service Brokerages Should Move Toward Analytical CRM, but Without Reducing Role of Account Representatives

Jupiter Research Corporation
January 4, 2002
4 Pages - SKU: JUPT749930
License type:
Countries covered: United States

Full Service Brokerages Should Move Toward Analytical CRM, but Without Reducing Role of Account Representatives

 
While Jupiter stresses the importance of large financial services institutions shifting their emphasis from operational CRM requirements to analytical CRM (i.e., from automation of customer-facing processes to internal customer management tools), full-service brokers and wealth management firms must be careful to leave registered representatives in a position of control over customers. Use analytical CRM to automate time-consuming tasks and free reps to build better relationships and marshal assets.


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