In the mid-1990s, a sleepy IBM employees' credit union woke up to the fact that it needed to market itself more aggressively. Today, the changes are quite visible for visitors to Meriwest Credit Union's branches in River Oaks and Milpitas, Calif., where customers can sip Peet's Coffee in a cybercafe that features access to online banking services. These updated branches, with their granite countertops and slate floors, are purposefully designed to dramatize the changes in the former Pacific IBM Credit Union.
But the changes at Meriwest run deeper than interior decorating, and include a customer relationship management (CRM) architecture that connects Siebel eFinance software …
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