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Financial Institutions Must Transition Their CRM Focus from Operational to Analytical CRM

Published by: Jupiter Research Corporation

Published: Dec. 4, 2001 - 5 Pages


Table of Contents


Key Questions
  • What is CRM and what does it offer to financial services companies?
  • Why should financial services companies focus their CRM efforts on analytical CRM?
  • How do financial services companies’ CRM spending expectations compare to
    expectations in other industries?

Abstract

Large financial institutions should move beyond operational customer relationship management (CRM) requirements (i.e., automation of customer-facing processes), and use it as a foundation to implement analytical CRM to present customers with personalized products and services.

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