As he says:
The vision for CRM is entirely relevant for Banks, but is way ahead of either capacity to afford, or certainly capacity to implement due to disparate systems.As Colin talks about in Its not about transactions, its about relationships! CRM can provide better relationships between banks and customers, and this can lead to strong upsell of services over time.
This is the key point as I see it for CRM. For any vendor to be able to help customers feel comfortable across the many different interaction points they have, and the many different call center personnel they may speak to, the vendor needs to provide enough knowledge of the customer's profile for the interaction to go smoothly.
CRM can provide this, as well as ensuring that information across the many disparate systems that contain customer information are easily accessible, and present useful information to the vendor on demand.
Integration of systems is essential, and being able to make a good guess of what is needed from which system, in advance will make any call center worker's job easier. BPM, SOA and CRM together can be very valuable if the technology helps the vendor's user, and doesn't just add more complexity to their job.