Information Requirements for Operational CRM in Banking

Customer Relationship Management is a strategy that seeks to select, cultivate and manage an organisation’s most profitable customers with a view to increasing long-term profitability. To achieve this, staff must have necessary information readily available when dealing with customers. Yet, most published papers to date focus on information requirements at a macro or management level rather than at the micro level. This paper seeks to close the knowledge gap by surveying branch and call centre sales agents within a bank to identify their information needs.