Bank Management

CRM, market and customer analysis in the financial sector

Integrated course, 3.00 ECTS


Course content

The market and customer analysis forms an essential basis for the customer-oriented strategic orientation in the financial sector. The LV presents methods of market and customer analysis and discusses their application on the one hand (a) in the development of new markets or new customers, and on the other hand (b) as a competitive advantage in the field of customer relationship management and customer retention.

The core contents should include
[1] General customer theory: Typification and segmentation of customers, identification of customer needs, analysis of the need for risk protection, etc;
[2] Qualitative and quantitative-statistical methods of market and customer analysis;
[3] Analysis of new customers or new markets: Market and customer analysis to support sales projects such as market entry, development of customer groups or segments, life cycle models;
[4] Analysis of existing customers: Customer clustering, CRM to increase the cross-selling rate, estimation of purchase probabilities, key account management.
Optional content may include:
[5] Choice of sales strategies depending on customer needs and groups;
[6] CRM opportunities through the use of e-commerce solutions.

Learning outcomes

Basis for demand-oriented sales decisions (product and sales management): In particular, students deal with the possibilities of customer acquisition and retention (in the sense of customer relationship management) in the banking segment. After completion of the course, graduates will have a broader understanding of the changes in the financial sector as well as their modern challenges and the resulting need for new technical possibilities, competence about development trends in the field of CRM, get to know different CRM components for a deeper understanding of the processing of available data, are able to identify influencing factors and know mathematical models for calculating purchase probabilities, understand the interrelationships between the optimization of the use of funds and the turnover of a company in the financial sector, understand CRM as a possible basis for strategic decisions and marketing strategies and are able to apply adequate analysis tools to prevent unwanted fluctuation.

Recommended or required reading and other learning resources / tools

References: Effert/Köhler (2004): Wettbewerb der Vertriebssysteme: Strategien und Lösungen für das Privatkundengeschäft der Banken, Gabler. Ledig (2008): Customer Relationship Management in Banken, VDM Dr. Müller. Mueller (2011): Sales Management Control Strategies in Banking: Strategic Fit and Performance Impact, Gabler. Ziegler/Sohl (2010): Moderner Bankvertrieb im Dienst des Kunden, Gabler.
Benölken et al (2005): Versicherungsvertrieb im Wandel: Schlüsselfaktor: Kundenbeziehungsmanagement, Gabler. Köhne/Lange (2009): Marketing und Vertrieb von Versicherungs- und Finanzprodukten für Privatkunden, VVW. Robra-Bissantz/Lattemann (2018): Digital Customer Expoerience; Keller/ott (2017): Tourchpoint Management; Rusnjak/Schallmo (2018): Customer Experience im Zeitalter des Kunden;

Mode of delivery

3 ECTS Integrated Course

Prerequisites and co-requisites


Assessment methods and criteria

ILV: final exam, immanent assessment in the practice part