Direct Unit Trust Company: creating a new direct service

16th May 2001
This case study considers the implementation of CRM in a Direct Unit Trust Company. The paper shows the companys direct vision - build on existing direct business, offer new customer proposition, adopt a strong customer focus, commit IT to deliver service and provide management with information. It goes on to explain the customer proposition in terms of an extended, enhanced product range, accessible, information-centric services and added value, and shows a path through CRM and IT to improved and measured corporate positioning, before defining the customer services and systems to form a picture of the customer journey. Finally, the paper offers insights into customer strategies and management, and defines the companys position and next steps.
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