Learning Objectives:

  • Explain the role of CRM systems in digital banking.

  • Understand how customer data is captured, stored, and analysed.

  • Describe the use of AI-driven CRM systems.

7.1 The Role of CRM Systems in Digital Banking

Customer Relationship Management (CRM) is a strategic approach to managing customer relationships at scale . With the rise of digital banking, CRM has become even more powerful . The LIBF certificate programme covers how banks capture and analyse customer data and use it to provide more helpful and effective service . Key functions include:

  • Unified Customer View: Integrating data from all touchpoints.

  • Customer Segmentation: Classifying customers by value and needs.

  • Marketing Automation: Automating campaigns and communications.

  • Customer Service: Managing complaints, inquiries, and service requests.

7.2 Customer Data Capture and Analysis

The HKQF competency standards require the ability to analyse the needs and behaviours of customers at different service channels and fill in experience gaps . Banks capture data from multiple sources:

  • Transactional Data: Account balances, transaction history, and payment behaviour.

  • Behavioural Data: App usage, website visits, and engagement patterns.

  • Demographic Data: Age, income, occupation, and location.

  • Customer Feedback: Surveys, complaints, and NPS responses.

7.3 AI-Driven CRM Systems

AI-driven CRM systems can predict customer needs before they even ask . Key capabilities include:

  • Chatbots: Powered by CRM data to solve customer queries instantly .

  • Predictive Analytics: Identifying at-risk customers and recommending retention actions.

  • Next-Best-Action: Recommending the most appropriate product or action for each customer interaction.

  • Personalised Dashboards: Showing customers a customized view of their financial data .

7.4 Data Privacy and Regulatory Considerations

The Bursa Uludağ University programme covers customer privacy, data security, and regulatory obligations in banking marketing . Key considerations include:

  • Data Protection: Adhering to regulations like GDPR and national data protection laws .

  • Customer Consent: Obtaining explicit consent for data collection and use .

  • Data Security: Protecting customer data from breaches and unauthorised access.

 

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