Most CRM systems focus on customer interactions, either outbound or inbound requests made by the client. However, cross-sell opportunities are most prevalent and profitable when they occur naturally, on the basis of life occurrences or as a result of customer initiated transactions. Today's CRM systems often rely on employees to identify opportunities and initiate actions based on self-defined reports. This has kept the focus on sales and marketing instead of on day-to-day operations. Linking transactions to CRM and, as a result, launching processes can help banks connect the dots for branch employees. By enhancing CRM with business rules and process management, it can turn the branches into the sales and service engines that will propel retail banking to new heights.
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