The application of a customer relationship system (CRM) in Banco Espírito Santo (BES)
: case study

  • Luís Tomás Machado Bairrão (Student)

Student thesis: Master's Thesis


Summary: Today, the financial market faces huge challenges: new usage of technology, scarcity of capital and changes in how consumers perceive and interact with their banks. A new dynamic is evolving in the bank-consumer relationship. Clients, who are borrowing and spending less but saving more, do not frequent the bank in person as they once did. Banks must resort to other ways of communicating with their clients. A strong bank-customer relationship is essential for retaining and attracting new customers. Customer Relationship Management systems and software create opportunities to improve customer satisfaction. Microsoft and Oracle produce CRM software that handles client data and helps users interact with all clients. Customer Management has many variables that are important in improving this relationship and client perception. Banco Espírito Santo is one of the largest Portuguese banks and has as its main marketing goals customer satisfaction and the quality of service. To achieve these goals the bank has focused on top quality service and integrity. In this case study we will see how BES relates to its customers, how this relationship is used to an advantage and how the CRM system has helped to improve this relationship and business results. We'll see a selection of practical examples in day-to-day banking practices as well as what goes on behind the scenes from administrative, marketing and structural perspectives.
Date of Award22 Feb 2013
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPedro Celeste (Supervisor)


  • Mestrado em Gestão

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