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Article: Put the knowing into building relationships. (examining the customer).(relationship marketing)
- Article from:
- Australian Banking & Finance
- Article date:
- November 29, 2002
- Author:
CopyrightCOPYRIGHT 2002 First Charlton Communications Pty Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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FINANCIAL INSTITUTIONS THE world over are seeking to embrace the concept of relationship marketing or RM (please note, NOT CRM!), because they have recognised the potential for long term growth and performance improvement RM offers. Financial institutions, largely being conservative organisations, have been slower than the rest of the market to embrace RM mainly because no one has shown how RM can work to improve the bottom line.
That is until now.
A report which looks at world's best relationship marketing practice, including a look inside a major bank, has just been released. "Building Growth and Profits through Relationship Marketing" is a joint ...