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

Published by: Jupiter Research Corporation

Published: Jan. 4, 2002 - 4 Pages


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Abstract

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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