CRM in the Nordic Banking Market
The purpose with our study was to find out in what ways the banks within the Nordic area can increase their profitability and raise customer satisfaction by developing their services with Customer Relationship Management (CRM). ... The theoretical research lead us to a conceptual CRM model consisting of three main areas of CRM that we believed could be used to increase profitability and customer satisfaction in banking. ... These were tested in a quantitative study with 435 participants chosen among IBM Nordic’s employees. Based on the results from the empirical part of the study we concluded that our conceptual model covered all the areas of CRM that the banks were familiar with and were working on.