The Winning Banks Will Bring Branding and Marketing Right to the Point of Sale

Edlund, Campbell
October 2004
Bank Technology News;Oct2004 Supplement, Vol. 17, p27
Trade Publication
This article reports that the winning banks will bring branding and marketing right to the point of sale. It's the sales process that adds the differentiating value in the intangible world of financial services. Whether selling consumer mortgages, providing investors with funds or selling small business payroll, the bank's opportunity to sell and to dominate the relationship lies in the sales process itself and the service that delivers on the promises made. All the CRM in the world won't help make the sale a valuable and positive experience for the customer. Among clients with millions of dollars invested in the finest CRM and SEA systems, banks have found the most important link in driving rate of interest on these channel and systems investments is empowering the sales force with sales-ready content.


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