Can Superior CRM Capabilities Improve Performance in Banking

T. R. Coltman, University of Wollongong

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This article was originally published as Coltman, TR, Can Superior CRM Capabilities Improve Performance in Banking, Journal of Financial Services Marketing, 2007, 12(2), 102-114. The definitive publisher-authenticated version is available online here.

Abstract

The market enthusiasm generated around investment in customer relationship management (CRM) technology is in stark contrast to the nay-saying by many academic and business commentators. This raises an important research question concerning the extent to which banks should continue to invest in CRM technology. Drawing on field interviews and a survey of senior bank executives the results reveal that a superior CRM capability can deliver improved performance. The paper then demonstrates that in order to be most successful, CRM programs require a combination of technical, human and business capabilities.