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Barclays Bank

C/M/1324. ‘They are not just customers - they are co-producers!' Discuss with reference to CRM theory and practices at Barclays Bank

WORDS:
3600
DATE:
2010
PRICE:
39.99 GBP

The paper addresses the use of customer centric approach in strategic decisions examining customer relationship management (CRM) as a management tool, and discussing the opportunities offered by electronic CRM (e-CRM). Literature on CRM theory is reviewed, analysis of CRM practices in Barclays Bank is conducted.

 

KEYWORDS: Customer relationship management, CRM, Barclays Bank!,

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