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Case Study: Making Progress in the Journey Toward Customer Relationship Management (CRM) at Changing BankPublished by: TowerGroup Published: Feb. 1, 2000 - 11 Pages Table of ContentsHighlights Introduction Background Changing Bank's Major CRM Initiatives Current Results Next Stages in the CRM Journey Conclusion AbstractThis case study regarding Changing Bank (an alias) provides interesting insights into how and why CRM is often deployed in large FSIs. Changing Bank has national reach in its branch network. It has an asset base consistent with a large FSI. However, Changing Bank does not have the scale of very large FSIs such as Chase, or Citibank, or Bank of America.Changing Bank is using customer relationship management (CRM) to help in a strategic transformation from a traditional commercial bank with a significant retail presence to a multiline provider of financial services. The bank has made numerous acquisitions to assist in the transformation, but it is CRM that will allow the bank to ultimately succeed. This TowerGroup Research Note looks at the infrastructure that Changing Bank has in place today and recommends next steps in its CRM evolution.
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