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Speaking my language?

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Abstract

The competitive nature of the financial services sector means that financial organisations have to work harder than many other sectors to communicate with customers, to retain their business and to cross-sell additional products or services. This paper addresses the current state of Customer Relationship Management in the sector and the public perception of how well it targets its customer communications. It suggests that an improvement in targeted marketing standards could lift the sector out of its worsening record on customer retention.

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Authors and Affiliations

  1. 147 Scudamore Road, Leicester, LE3 1UQ, UK

    Andy Wood

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  1. Andy Wood
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Correspondence to Andy Wood.

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Wood, A. Speaking my language?. J Financ Serv Mark 14, 92–97 (2009). https://doi.org/10.1057/fsm.2009.3

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  • DOI: https://doi.org/10.1057/fsm.2009.3

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