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Case Study End Chap-12

1°) In this case HSBC faced

Case Study End Chap-13

1°) Mark Singleton wanted to implement a CRM package to increase sales, by raising the number of contacts relationship bankers were making and improving the tracking of these activities so that the bank could learn from them. With the adoption of this package, the bank would also benefit by being able to approve credit and loan applications faster. Additionally, the bank would have a method of storing the interactions between relationship bankers and customers electronically. Before the implementation of the CRM package, the old paper system permitted salespeople who left Citizens National to take the records of customer interaction with them. The customer relationship software would also provide a solution to the old paper system which would allow a more effective business process for management.

2°) Citizens National Bank of Texas has 15 branches, with locations in 10 cities in and around Ellis County. However, they would like to increase its market share to at least 50 percent in eight counties south of the Dallas-Fort Worth area. With the implementation of the CRM package, an improvement would be made to the bank’s call center and sales force. This improvement would be targeted at and directly affect; 10-20 customer service representatives at the call center and 16 relationship bankers . The relationship bankers drive the business at Citizens National, with their contacts with customers generating loan sales and deposits. Singleton insisted that by implementing the CRM package, the relationship banker’s knowledge of their customers and potential customers would be enhanced.