Measuring the Financial Impact of Customer Relationship Management on Banks' Performance: A Risk-Oriented Approach

Abstract

Customer relationship management approach is a sophisticated phenomen- on in marketing literature. Not only does the implementation of such an approach include changing the level of operation management in accordance with new technological solutions, but it also requires change in all departments and stresses the importance of giving enough attention to the ultimate objective of customer relationship management program as a tool to increase the customer value in the long run. Over the last decade, many firms have made significant investments in CRM program, but these firms have run into financial difficulties. In this article, the author offers an integrated view which includes: the scientific foundations of the approach, its components, phases of implementation, and effects on banks' performance from a cost and profit efficiency perspective under two conditions of efficient frontier return and risk (Market risk, credit risk and operational risk). This is done within the context of both firm level factors and adoption-related factors, using a quantitative approach which enables banks to serve a mechanism to rationalize marketing decision. Nowadays, marketers can no longer afford to rely on the traditional assumptions that positive marketing activities and efforts will reflect automatically into the best financial results.