CRM for Financial Services, Part 1: Unmet Potential
The chastening effect of the recession has many financial services firms taking a cautious view of future CRM investments. One reason is that these firms are husbanding their resources. Another is a growing awareness that investments in CRM by the financial sector have not been all that successful. The first wave of CRM programs had the positive effect of providing more efficient ways of implementing marketing programs through automation, indicates a study by the Aite Group. However, the report questions the true effectiveness of CRM programs.
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CRM for Financial Services, Part 1: Unmet Potential
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