Essays on Commonwealth Bank CRM Case Study

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The paper "Commonwealth Bank CRM" is a perfect example of a business case study. The Commonwealth Bank of Australia, in one of the largest banks in the economy. Over the years, the bank has evolved both in its operations, management as well as ownership structures. Initially, the bank was a statutory corporation under the Australian federal government. However, in a bid to increase its efficiency as well as promote its expansion strategy, the Commonwealth restructuring Act of 1990, converted the bank from a statutory entity to a public entity.

The organization privatization process was completed by 1996. Subsequently, the organization revolutionized its operations both in consumer service, technology adoption and incorporation as well as geographical expansions to strategic areas with banking market gaps such as Asia. Currently, the organisation categorizes its consumer relationships and services as one of its key strategic competitive edges (“ Commonwealth Bank” , 2014). This report evaluates the organizational consumer relationships and management system outlining its key features and merits to its overall market objectives. 2.0 Consumer Relationship Management Systems 2.1 Technology Application Increased global changes in the market have in the past increased the overall financial industry competition levels.

As such, organisations have been required to apply innovative operational structures. One among them is efficiency and reduced service wait time for the consumers. Such an approach is applied through technology use. Chuang, Nakatani and Zhou (2009) conducted a review, to establish the nature and extent of technology application on global organisations today. The review established that organisations with increased technology application through systems such as enterprise management systems and the consumer management systems, registered increased performance and success in the market.

As such, the review established that technology application has a direct impact and relationship to consumers’ management in the market. As such, the study concluded with a recommendation for technology application in consumer management programs.


Commonwealth bank, (2014). About Us. Author. Retrieved from

Ta-Tao Chuang, Nakatani, K., & Zhou, D. (2009). An exploratory study of the extent of information technology adoption in SMEs: An application of upper echelon theory. Journal of Enterprise Information Management, 22(1), 183-196.

Pikkarainen, T., Pikkarainen, K., Karjaluoto, H., & Pahnila, S. (2004). Consumer acceptance of online banking: An extension of the technology acceptance model. Internet Research, 14(3), 224-235

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Milner, T., & Rosenstreich, D. (2013). A review of consumer decision-making models and development of a new model for financial services. Journal of Financial Services Marketing, 18(2), 106-120.

Hoffman, D., Bateson, J., Elliot, G. & Birch, D. (2010), Services Marketing: Concepts, Strategies and Cases, Cengage Learning Australia

Day, E. (2002). The role of value in consumer satisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 22-32.

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