Customer Relationship Management (CRM) in financial services

Joe Peppard

European Management Journal, 2000, vol. 18, issue 3, 312-327

Abstract: Today, many financial services organisations are rushing to become more customer focused. A key component of many initiatives is the implementation of Customer Relationship Management (CRM) software. Our research has highlighted that most institutions take a rather narrow view of CRM and as such, benefits have been limited. While second generation CRM has emerged to embrace the total organisation (hence Enterprise CRM), success in general has still not been widespread. In the paper, a framework is presented which is based on incorporating ebusiness activities, channel management, relationship management and back-office/front-office integration within a customer centric strategy.

Date: 2000
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