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Dynamic Service and Guided Selling

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During the current economic crisis, financial institutions, distracted by liquidity and credit issues, have retrenched and are waiting for the storm to pass. Others continue to invest in technologies and innovations that can lower costs and improve efficiencies in both the retail branch and the back office. Itís the latter group that will be able to grow and gain marketshare as other financial institutions flounder. These winning institutions are investing in technologies such as data warehouses that will supply the bank with customer information they can use to better define target markets and deliver the products and services to meet those market needs. These banks are adopting a retail model for their branches, including incorporating life events into the branch experience and delivering dynamic service and guided selling to fit customersí lifestyle needs, says Dino Trevisani, VP, and Bryan Lee, marketing director, with IBM Financial Services.

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