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Implementation of Customer Relations Management at Anz Bank

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IMPLEMENTATION OF CUSTOMER RELATIONS MANAGEMENT AT ANZ BANK

Table of Contents

1.0 Introduction 3

2.0 Company Background 3

3.0 SWOT Analysis 4

4.0 CRM Project Objectives 4

5.0 Selected CRM Suite and Analytical Capabilities 5

6.0 Infrastructure Requirements 10

7.0 Training 11

8.0 Timeline 12

9.0 Budget 14

10.0 Conclusion 14

References 15

Implementation of Customer Relations Management at ANZ Bank

Introduction

Customer Relations Management (CRM) is the integration of people, processes, and technology to maximise relationships with its customers (Goldenberg, 2003, p.7). It involves a comprehensive approach that provides seamless coordination between all customer-facing functions through technology, which is used to organize, automate, and synchronize sales, marketing, customer service and technical support. The main aim of the CRM initiative is to facilitate the use of technology and human resources to gain valuable insights into the behaviour and value of its customers (Onut et al., 2002, p.3). This is particularly very instrumental in the banking sector (Yao & Khong, 2012, p.151). CRM programs are associated with improved financial performance, customer loyalty and satisfaction.

Company Background

The Australian and New Zealand Banking Group (ANZ bank) is the third largest bank in Australia and the largest bank in New Zealand in terms of market capitalization. Australian operations, especially commercial and retail banking constitute the largest part of the bank's business. The bank provides a wide range of financial products and services to at least 8 million customers globally. It is committed to forging long-term relationships with customers, shareholders and communities in over 32 countries worldwide. Furthermore, the bank actively participates in sustainable supply

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