Customer Relationship Management Is it Really Achievable?
Maryan Broadbent The Royal Bank of Scotland & NatWest Bank andDr Roger Donbavand Business Development Research Consultants
NOT ANOTHER BUZZWORD
If you were to ask the mainstream retail bank customer 'Do you want a relationship with your bank, or building society or life and pension company' they would look at you as if you had just landed from Mars. The idea of having a 'relationship' with a financial organisation, until recently, had largely been unheard of.
True, relationships have always existed for certain customers. In life...