If you are work in analysis team of Retail Banking, this's the good book to study the CRM concept.

Abstract
Research has shown that over half of CRM projects fail to produce results whilst one in five actually damage long standing relationships. However when accompanied by appropriate training and organisational structure, CRM systems can have a significant impact on revenue. Customer Relationship Management Strategies in Financial Services: Achieving high performance and profiting from innovations in CRM is a new strategic management report providing a practical guide to the steps that are involved in successful CRM in financial services.

Table of Content
Chapter 1 The Origins and Rationale of
Customer Relationship
Management (CRM)
Summary
Introduction
21st century attitudes towards banks
How marketing oriented is your company?
Benefits of developing relationships
Relationship marketing versus transactional marketing
Eight major benefits of developing relationships
Long-term profitability
Lower costs
Repeat customers often cost less to service
Opportunities for cross-selling
Defection less likely
Employee retention
Family influence
Satisfied customers provide referrals and may be willing to pay a
price premium
A customer retention plan: reducing defectors and boosting retention
rates
Measure customer retention
The crude retention rate
The weighted retention rate
Ascertain defection motives
Price defectors
Market defectors
Are all customers the right customer?
Identifying profitable customers for CRM
First group of customers to target
The middle group of buyers
The final, less profitable, group of customers
Implementing relationship marketing
Defining the value proposition
Case study: First Direct
Meeting consumers diverse requirements
Delivering superior value and engaging entire organisation
Implications for practice
Demonstrating trustworthiness
Generalised trust
System trust
Personality based trust
Process based trust
Who owns the customer?
Effects of merger activity
The “customer is king”
“Everyone owns the customer”
Sharing information companywide is crucial to widening customer
ownership
How to evaluate your company’s success in offering customer satisfaction
Chapter 2 Creating Value for the

Organisation
Summary
Introduction
Developing a segmented service strategy that aims to deliver increased value
to the customer and the organisation
Step 2: Segment the customer base and determine segment value
Step 3: Identify segments’ service needs
Step 4: Implement segmented service strategy
Finalise segment service strategy plan
Chapter 3 How To Tackle Customer

Defections
Summary
Introduction
Case study: Abbey
Defection can be remedied
Possible reasons for customer defection
What are the factors that force customers to switch?
Retaining customers in a competitive business
Loyalty must start to count for something
Chapter 4 Achieving Customer Satisfaction

Through Service Quality
Summary
Introduction
Financial services characteristics and their implications for branding and relationship management
Intangibility
Implications for branding
Inseparability
Implications
Heterogeneity
Implications
Perishability
Implications for branding
Fiduciary responsibility
Two-way information flows
Implications
Impact of online delivery for service concepts
Consumer empowerment
Effective separation of production and consumption
Service quality
Example: customer care at the ANZ bank
ANZ’s ‘Customer Service Charter’
Researching service quality
Research objectives
The most common research objectives in financial services
Research methods
Regular customer surveys
Customer panels
Transaction analysis
Mystery customers
The SERVQUAL methodology
What to measure
How to measure
Internet customer questionnaire
Chapter 5 The Implications of eCommerce for CRM

Summary
Introduction
How should financial firms respond?
Example: internal marketing at Barclays
How different companies are approaching eBusiness
The reluctant approach of a life insurance company
The integrated approach of a national retail banking operation
The focus for change in an international insurance company
The stand-alone Internet bank
Key factors in developing effective strategies for eCommerce
The role of senior management
Capabilities required in a changing environment
Critical success factors
The threat of criminal activity on eCommerce
Ways to help customers protect themselves against fraud
Chapter 6 Avoiding the Pitfalls in CRM

Summary
Introduction
Peril 1: Implementing CRM before creating a customer strategy Example: Fidelity Investments
Peril 2: Rolling out CRM before changing your organisation to match
Peril 3: Assuming that more CRM technology is better
Peril 4: Stalking, not wooing customers
Chapter 7 Appendix

Example
Part A
List of Figures

Figure 1.1: First Direct customer communication preferences
Figure 2.2: The customer profitability matrix
Figure 2.3: A framework for developing a segmented service strategy that aims to deliver increased value to the customer and the organisation
Figure 2.4: Market maps
Figure 2.5: The segment competitor profile of an insurance company
Figure 3.6: Consumers are more demanding than ever
Figure 3.7: More consumers plan to switch in the next 12 months
Figure 3.8: Factors that erode satisfaction and trust
Figure 4.9: Reasons for customer loyalty
Figure 5.10: Reasons for customer preference for face-to-face contact
Figure 5.11: Complex products sell in the branch
Figure 5.12: Newcastle Building Society’s virtual customer service assistant
Figure 6.13: The imperatives of CRM
Figure 6.14: The imperatives of CRM, continued
List of Tables

Table 1.1: The contrasts between transaction and relationship marketing
Table 1.2: Customer satisfaction exercise
Table 2.3: Customer management stage analysis, problems and opportunities
Table 4.5: A comparison of different online metric collection methods
Table 7.6: Dimensions of Internet banking service quality
Table 7.7: Expectations of an excellent online bank, Part A
Table 7.11: Expectations of an excellent online bank, Part B