While the banking industry in Canada is dominated by large federal institutions, Alberta Treasury Branches has managed to compete pretty well in its footprint, which includes 144 branches throughout the province. With assets of about $12 billion, ATB went shopping for customer relationship management technology a couple of years ago, aiming to cultivate what executives there see as a key strength in their highly competitive market: being the "local" bank.

"As a regional bank, we're somewhat unique because most of the banks we compete against are large nationals," says Ken Casey, Alberta Treasury Branches' vice president for corporate services and operations. "We compete with five of the big banks and some credit unions ... and we compete with them toe to toe."

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