Meeting customer needs - Young Savers
A Yorkshire Building Society case study

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Page 8: Customer Relationship Management (CRM)

CRM involves developing real, effective relationships with customers, and YBS has built an important lead in this area. CRM works only if a business is able to build up knowledge of its customers, identify the different segments and adopt a different contact strategy for each segment based on this. Rather than bombarding the public indiscriminately with communications, YBS aims to use a targeted approach, providing only those communications that will be of interest, thereby helping to improve customer acquisition, retention, loyalty and, of course, value for the customer.

Yorkshire Building Society | Meeting customer needs - Young Savers