Can superior CRM capabilities improve performance in banking
Journal of Financial Services MarketingPublished 12 October 2007
Tim Coltman
Citations75
SJR quartileQ2
SJR score0.63
SNIP1.32
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Abstract
The market enthusiasm generated around investment in customer relationship management (CRM) technology is in stark contrast to the nay-saying by many academic and business commentators. This raises an important research question concerning the extent to which banks should continue to invest in CRM technology. Drawing on field interviews and a survey of senior bank executives the results reveal that a superior CRM capability can deliver improved performance. The paper then demonstrates that in order to be most successful, CRM programs require a combination of technical, human and business capabilities.
Keywords
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