Relationship management is about as abused a phrase in financial services as electronic commerce. Yet, purely viewed and accurately targeted, both represent significant strategic areas of new market opportunity and increased customer retention and profitability for financial institutions. In the end, it comes down to serving customers-your greatest assets. Behind every great brand-pick any industry-is the company's ability to deliver consistently on customer expectations. That's what gives an institution sustainable identity.
The first priority lies in defining your institution's business strategy with razor-sharp vision. Who are your customers? Your prospects? And what does your institution want to be to them?