This 5 page paper is a dissertation proposal with the aim of undertaking a study to develop an evaluation system to predict the value that CRM may add to a banking organisation when looking at any specific organisation and the specific CRM system. The bibliography cites 11 sources.
management (CRM) has been facilitated by the technology. However, by understanding the potential of customer relationship from a business and marketing perspective the system upon which different CRM programmes are
based needs evaluated in terms of the way that they operate and provide information. Different industries will have a variety of information requirements in order to maximise the potential of
the customer relationship. Service based sectors, such as banking will have differing needs to product based sectors. The proposal for the dissertation will be to develop a system evaluation for
CRM system that can accurately product, within preset limits, the level and type of value that CRM can add to a banking organisation.
The ability to understand what is meant by CRM is key to the paper before looking at how the study can be of value and the reasons
for the need to create a reliable evaluation system. Customer relationship management is a wide ranging set of tool, to define it an holistic approach is required, CRM Guru defines
it as "a business strategy to select and manage customers to optimize long-term value. CRM requires a customer-centric business philosophy and culture to support effective marketing, sales, and service
processes. CRM applications can enable effective Customer Relationship Management, provided that an enterprise has the right leadership, strategy, and culture." (CRM Guru, 2003). This outlines the ideas behind CRM, however,
to gain this type of system there also needs to be the use of technology to underlie and support this idealistic operational paradigm. This means that threw will need to
be many changes in any business seeking to make use of CRM, this may range form a need to change the culture to a total re-engineering of the internal systems