Unlocking Customer Value Through CRM

Gary Brown, Solution Architect, xansa

Wednesday 26th March 2003, 6:30 pm

The Royal Pharmaceutical Society, 36 York Place, Edinburgh

Customer Relationship Management (CRM) has been a well used phrase in recent years that has engendered a mixed understanding. For some it is the concept that will unleash the full potential of the sales organisation, for others it is a consultants buzz-word designed to increase their own sales.

The truth is that CRM has a great potential for commercial organisations but realising the gains can be difficult, requiring organisational change, senior management support and comprehensive IT systems.

‘Unlocking Customer Value Through CRM’ will focus on CRM in the Banking sector outlining the objectives to be achieved in delivering the benefits. It will draw parallels with initiatives to deliver Basel II Compliance showing how programmes to deliver each requires a common infrastructure and how Basel II Compliance can identify Customer Value which is then the key that unlocks the benefits of CRM.