Aggregation: The Next Step In Customer Relationship Management
To consumers, account aggregation is an easy way to consolidate information from the Internet including e-mail, frequent flier miles and financial accounts. To financial institutions, aggregation is an easy way to gather valuable data for cross-sell and up-sell opportunities. But the true value of aggregation goes well beyond convenience. Aggregation provides financial institutions the information and the method to establish a unique and long-lasting relationship with the customer, a relationship built on trust. As such, aggregation should not be seen as another on-line feature, but as an integral part of the institution’s evolving CRM strategy.
