Customer relationship management - is it really achievable?

Discusses the practical problems of Customer Relationship Management (CRM) in the context of a bank. Research described was a way of `listening to' customers and potential customers, eliciting what they really want and which solutions can be realistically achieved.

Customer Relationship Management Is it Really Achievable?

Maryan Broadbent The Royal Bank of Scotland & NatWest Bank  andDr Roger Donbavand Business Development Research Consultants


If you were to ask the mainstream retail bank...