Banking · Customer Relationship Management (CRM)
Evaluate the following statements in the context of Customer Relationship Management (CRM) principles in retail banking: Statement 1: In the implementation of a CRM system, the 'Discovery Phase' involves the bank identifying its core business objectives, assessing its current technological maturity, and defining the specific customer segments it intends to target for improved relationship management. This phase prevents the bank from purchasing expensive software that does not align with its operational needs or employee skill levels, reducing the risk of 'feature creep'. Statement 2: The 'Operational CRM' component is exclusively focused on backend processing of data and does not involve any customer-facing applications (like mobile banking apps or website portals), serving strictly as a reporting tool for management. Statement 3: 'Collaborative CRM' facilitates the synchronization of customer interactions across multiple channels (such as phone, email, and social media), ensuring that the bank speaks with 'one voice' and that customer care agents have immediate access to past interaction history across all channels to provide a seamless resolution. Identify the correct assessment:
- 1All statements are correct
- 2Statement 1 and Statement 3 are correct✓
- 3Statement 2 and Statement 3 are correct
- 4Statement 1 and Statement 2 are correct
Correct answer
Statement 1 and Statement 3 are correct
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