CRM in financial services: Are companies realising the benefits of CRM in practice, and how is the strategy being implemented in organisations? — Janet Winston, Interactive Marketing, Vol. 5 No. 4

As a potentially very powerful business strategy that can deliver signficant economic benefits for organisations, the subject of CRM has attracted growing attention throughout the 1990s to date. There has, however, been increasing criticism recently of the approach, because it does not appear to be delivering the expected results in practice. The concept of relationship marketing has also been criticised for being difficult to implement in practice, with many
organisations failing to implement the approach according to the advocated principles.

All users may view the comments on this page (which are visible to external search engines); however, you must log in to post comments.
Authors' names will be displayed with their comments for authenticity and to reduce inappropriate postings. Display of your organisation name is optional.
To keep comments legible and their presentation on this page tidy and consistent, there are no font or HTML formatting options available.
Comments are posted and displayed in real-time without moderation, however our editorial team regularly reviews these and will remove inappropriate comments.
The IDM will not be held liable for any comments made by users of this website or for any actions taken or arising as a result of these.
We have endeavoured to keep access as open as possible and these rules as short as possible. We trust our members, customers and users to use this facility to make informed comments in the pursuit of better knowledge and enhanced professional practice. At all times we expect comments on this page to be honest, respectful and in good taste. We accept that occasionally those from outside our professional community might be inclined to post inappropriate comments and we will do our best to remove these promptly. If we have missed something or you find a comment offensive or potentially slanderous, please advise us immediately by emailing servicesteam@theidm.com. Thank you.

buy this resource

Published	Format	Price	Buy
01 Apr 2004		£19.50
Free access to members (log in) Join now
NOTE: To view Portable Document Format files (denoted .pdf), you will require Adobe Acrobat Reader. If you do not have this application installed on your PC, click here to obtain a free Acrobat Reader download.

In this section