Related Terms
DEFINITION
Customer Relationship Management (CRM)
Customer Relationship Management (CRM) refers to the strategies, technologies and processes a business uses to manage and analyze customer behavior throughout their lifecycle. The goal is to better customer satisfaction, loyalty, and profitability by providing more personalized services.
In the context of banking, this can mean offering high-net-worth customers tailored wealth management services or updating customers on investment opportunities if they’ve enquired about them in the past.
Synonyms
Client Management System
Acronyms
CRM
Share
Synonyms
Client Management System
Acronyms
CRM
Examples
A bank uses CRM software to automatically track customer preferences, such as which channel of communication they’re the most likely to use and the types of services they are interested in. Using their CRM software, the bank creates a customer segment that prefers communication through email and are interested in taking out a loan.
The bank then sends everyone in that segment an email update about new lending opportunities. By doing it this way instead of sending all of their customers updates across all channels, they keep customer frustration to a minimum and boost their conversion rate. Likewise, customers are only contacted with updates that are relevant to their needs.
FAQ
What are the key features of a CRM system in banking?
In the banking sector, CRM systems often include: centralized customer data, lead and opportunity tracking, automated reminders, personalized marketing campaigns, and analytics and reporting tools.
How does CRM improve customer loyalty?
By keeping track of customer preferences and utilizing trigger or time-based automation, CRM systems can provide a tailored service, building trust, addressing pain points, and creating long-term relationships with customers.
What are the challenges of implementing a CRM system?
As with most modern software, banks that rely on legacy systems may struggle to efficiently integrate a CRM system into their tech stack. CRM systems can also be costly to set up, especially when taking into account staff retraining.
Book your demo today and see why leading financial institutions
worldwide trust Atfinity to drive their digital transformation.
Book your demo today and see why leading financial institutions worldwide trust Atfinity to drive their digital transformation.