CRM and Channel Delivery Strategies: Case Study on TCF Bank

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18 June 2004

Abstract

Boston, MA, USA June 18, 2004

CRM & Channel Delivery Strategies: A Case Study on TCF Bank

This case study looks at how one bank used customer knowledge when selecting an Internet banking application.

In a new report "CRM & Channel Delivery Strategies" Celent examines how TCF Bank, subsidiary of TCF Financial, choose an internet banking application. TCF recognized that their customers are becoming increasingly savvy on the Internet and they wanted to find a way to offer premium services.

The report looks at how TCF Bank segmented their customer data according to customer preferences for online features and functionality. After analyzing the segmented data, TCF concluded that they could best serve these segments by offering a tiered online banking service. In order to do this, they needed to upgrade their online banking technology. Thus, to fulfill their marketing strategy they had to implement a newer, more robust online banking application.

TCF's experience illustrates two important conclusions. First, in order for banks to gain full value from their customer relation management technology and processes, they have to apply segmentation and analytics to their delivery strategies. Second, banks must implement front-end applications that optimize these strategies.

According to

Anjalee Davis, banking analyst at Celent and author of the report, "If banks wish to gain full value from their investments in customer relationship management technology and reengineering processes, they need to leverage customer knowledge during any phase of customer interaction. Those that succeed can provide pro-active personal service and implement targeted selling in all of their delivery channels - branches, online banking, call centers, and ATMs."

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