| Performance Measurement of CRM in Financial Services (2004) | |||||||||||
Abstract | |||||||||||
| PERFORMANCE MEASUREMENT CRM FINANCIAL SERVICES Annette Reichold Lutz Kolbe Walter Brenner Institute Information Management University Gallen Switzerland Abstract Customer Relationship Management CRM management philosophy that focuses the nurturing customer relationships emerged response decreasing customer loyalty and increasing competition Implementing CRM expensive demands high investment organizational change activities and information technology and companies thus expect visible measurable results But companies not only have trouble assessing the results their CRM initiatives but also with managing the performance their CRM initiatives The majority financial services companies Germany and Switzerland have with varying success conducted customer relationship management implementation projects this paper analyze several case studies CRM Swiss and German banks with regards performance measurement and related challenges aim reveal the reasons for and consequences common practices and shortcomings regarding CRM implementation Customer Relationship Management and Performance Measurement CRM strategy processes and systems CRM management philosophy focusing customer orientation emerged answer decreasing customer loyalty competitive markets and was enabled new technologies Shaw and Reed Shaw Reed provide comprehensive definition CRM that captures its multiple aspects well deftly describing what CRM about Our work line with their definition CRM interactive approach that achieves op | |||||||||||
Publication details | |||||||||||
| |||||||||||