In the age of low margin, financial institutes as bankers, securities industries, and insurance services in Taiwan are plunged into the wave of integrating and merging the holding industry in order to face the breach and change of the market. The rage of cross-sell of the marketing leads the holding industries to the road of wealth management, as integration of resources and redefinition of institution continue. The motivation of this study lies in how to enhance the wealth management after the holdings. With various literature reviewed, it is found that wealth management are both highly flexible and complex. Besides, CRM (Customer Relationship Management) is the key to success in the wealth management services.
Therefore, this study discusses the mutually interactive relationship between employer, employee, and customer; and also concerns about the effect of the relationship on the whole picture. Based on the discussion, three elements of asset management are developed, including product, profession, and institution. Besides, this study displays the effects of the causes of customer property, asset allocation, and market trend on the implementation of investment.
The approach in this study is case study. By discussing how the case company ingeniously utilizes three elements of asset management on CRM in the preliminary stage of integration, in order to focus costumer demands, provide customized products and services, make use of advantage of novel technology, and positively help the costumers on investing and finance management, it is found that the efficiency of wealth management is improved and the integration of holdings are successful for costumer, employer, employee at the same time. It is found in this study that the wealth management keeps changing, concerning investing strategy and technique platform, and that the idea of asset allocation will be valued more due to diversified offering of products and customized services. “Profession” will certainly be the main stream in the future, which requires cross-fields knowledge and global business. It will be helpful for enhancing satisfaction and publishing business with CRM well infused into finance management services, in order to achieve the goal of synergy of holding merging based on the win-win situation of employer, employee, and customer.