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1、13CRMininvestmentbankingandfinancialmarketsGenevieveFindlay,PeterMathias,ParisdeL’EtrazandMerlinStoneINTRODUCTIONInthischapter,wediscussjustafewoftheconsiderationsinvolvedinimplementingCRMininvestmentbankingorfinancialmarkets.Althoughnearlyalloftherestofthisbookfocusesonretailfinancial
2、services,wethoughtitappropriatetocoverbrieflysomeaspectsofaresearchprogrammefocusingoninvestmentbankingandfinancialmarketsCRMthatwasbeingundertakenatIBMatthetimeofwritingthisbook.Inthepastfewyears,insurersandretailbankshavemademostoftherunninginCRM.Increasedcompetitionandshrinkingmargi
3、nshaveforcedthemtodeployCRMstrategiesandtechnologiesinordertorespondtotheneedsofshareholdersandclients.Morerecently,investmentbankshavebeguntorealizetheintrinsicvalueofCRM.TheprinciplesofCRMholdtrueforthissector.Justbecauseinvestmentbankingisabusiness-to-businessapplicationdoesnottakea
4、waythefactthatrecognitionoftheclientisstillkeyforCRMsuccess.However,mostofCRMininvestmentbankingisstillworkinprogress.Itisamissedopportunitysinceitoffersbanksachancetorethinktheirfundamentalapproachtoclientmanagement,toredesigntheircoveragestrategiesandtousetechnologytobringthisabout.C
5、RMininvestmentbankingandfinancialmarketsI211Betterclientmanagementisnolongeroptional.Innearlyallbusiness-to-businessmarketsinwhichclientsareaslargeas,orasinthiscase,oftenmuchlargerthantheirsuppliers,thelattermustrespondquicklytopressuresfromtheirclientstoimproveclientmanagementprocesse
6、sandsystems.Bankscannolongerrelyonaninformationadvantageoverclients.Clientsarebetterinformedthaneverandarehencemorediscriminating.Awarenessofthefullspectrumofwhatcanbeoffered(andatwhatprice)leadstoincreasedneedsandmorestringentdemandsbutlowerbrandloyalty.Tokeeptheirclients,banksneedtom
7、anagerelationshipswiththembetter,formutualadvantage.Evenifbanksthem-selvesarenotworkinghardtomanageclientsbetter,throughanalysis,segmentation,designanddeliveryoftheproposition,andtrackingperformance,clientsthemselvesareoftenfocusingonhowtomanagetheirsupplierstotheirownadvantage.Inpar
