Tracking Systems in Financial Services: The Integration Role in Marketing Planning

The problem of multi‐branch and multi‐functional financial service organisations in obtaining timely and actionable information in a manner that can enhance co‐ordination among operational units and personnel is addressed. Tracking systems are proposed as a vehicle for improving organisational integration through both the process of managing the system and using the information. A tracking system can aid decision and functional levels to learn from each other and co‐ordinate service activities. An approach for developing and maintaining an effective tracking system is summarised, and its contribution to organisational integration discussed.