FTFM Potent new-generation tools for consumer relationship management (CRM) are redesigning the investment products offered by bancassurers and insurance companies.
"Twenty, even 10 years ago we were product-led not consumer-led," says Eva Borms, head of CRM at Fortis Bank. But all that has changed, with profound consequences for the asset management industry. "Client retention, getting out the best offer at the right moment, developing investment products that meet customer aspirations are all part of CRM," adds Ms Borms.
