Banco Central Hispano: Implementing CRM in Retail Financial Services

11th Dec 2000
In 1997, major Spanish retail bank Banco Central Hispano had recently completed the first phase of the implementation of a CRM System. This case study provides an overview of the Banks project, focusing on the business dimension, and covering: *The strategic view of the bank on CRM *The new requirements CRM demands from Sales and Marketing Systems *The banks approach to the project *The business use of the system *The early results achieved *Lessons learnt and future direction of the project. Charts and diagrams include: CRM Characteristics by Industry, Major Banking Distribution Channels and their Current Relative Importance, CRM Theoretical Benefit Curves, BCH CRM Project Calendar, CRM System Overview, BCH example segmentation, Normalized Gain Chart.

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