RBWM: Concepts and Practice · Part C: Marketing of Banking Services

Chapter 15: Customer relationship management

Why keeping a customer pays, how a bank knows, ranks and serves each one, how it measures the relationship, and the rules.

Open Chapter 15 in the e-book The book and its prices

Buyers of the e-book, or of the print copy, which includes it, read the whole chapter. Everyone can read the free sample, pages 1 to 24 of the e-book.

In this chapter

15.1What CRM is, and why a bank needs itp. 199
15.2The CRM process and the customer life cyclep. 200
15.3Segments, relationship managers, loyaltyp. 201
15.4CRM systems, data and the rulesp. 202
15.5Measuring the relationshipp. 203
Exam traps and quick checksp. 204
Practice: 16 questions in three roundsp. 205
Answers, with every wrong option explainedp. 207
Make it stickp. 209
Chapter 15 on one pagep. 210

Corrections and updates

None for this chapter so far. Every correction to the book, and any rule that changes after its date, is listed on the errata page.