This presentation outlines the following key messages:

• Conventional focus of customer management on business banking needs only (and credit !) does not suffice to make SME relationships profitable
• To make Customer Management matter in a bank's operational, everyday reality, it needs to spell out the "customer experience", i.e. how client needs and preferences will actually be addressed
• For an effective design of "experiences", the bank needs to understand what clients really value beyond their economic and industry sector profile
• Customer Management guides the bank to action by identifying the critical enablers and that need to be in place to deliver these "experiences" consistently, and any need for improvement

This presentation was given during a conference jointly organized by The Arab Monetary Fund and IFC on “Building a High Performance Small Medium Enterprise Business in the Arab World” on 7-8 May 2013 in Dubai, UAE.