CRM Case Study : The Analytics That Power CRM at Royal Bank [ of Canada
نویسنده
چکیده
• Managing the quality of the customer interaction is no small task. The bank is one of the first financial services institutions (FSIs) that committed itself to a CRM strategy that would give equal emphasis to service and sales. For Royal Bank this means providing customer contact personnel with the information that allows for appropriate decision making. In this case, the bank seeks to ensure that service decisions are standardized.
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