Leveraging the customer: CRM packages for financial services firms ensure the further mining of...

THE FINANCIAL SERVICES industry has changed. It has become more sophisticated throughout the past two decades as well as more demanding. Several events factor into this morphing, one of which is the greater responsibility employees have for their own financial future. Providers have developed a still-expanding line of services and products in an attempt to keep the customers happy. Deregulation of the banking industry has also expanded the list of solutions companies provide, but an increased array of offerings coupled with the multiple touchpoints and identities that a customer m