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Managing Customer Relationships: Who's Serving the Middle Market for Customer Relationship Management?

Published by: TowerGroup

Published: Nov. 1, 1999 - 16 Pages


Table of Contents


Highlights

Introduction

Background

  • Common CRM Requirements at Middle Market Banks
  • CRM: Moving Beyond Database Marketing

    Marketing Customer Information Files

  • Strengths and Weaknesses of MCIFs
  • MCIF Vendors

    Campaign Management Software

  • Strengths and Weaknesses of Campaign Management Software
  • Campaign Management Software Vendors

    Integrated Relationship Management Suites

  • Strengths and Weaknesses of Integrated Management Suites
  • Vendors of Integrated Management Suites

    Conclusion

    Abstract

    Middle market banks in the US, those with between $3 billion and $50 billion in assets, are facing a considerable dilemma when they try to implement a CRM business strategy. The technology tools supporting CRM that are readily available in the market seldom meet the needs of these banks. The technology tools that are readily available include MCIF systems, which are often too limiting for middle market banks. Or banks may choose to embark upon custom projects involving data warehouses, campaign management, and best-of-breed analytical tools. Unfortunately, the custom projects are often beyond the resources and means of middle market banks. Middle market banks face the Goldilocks dilemma—are there any solutions on the market that are "just right" for their needs?

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