Abstract
The banking sector has been characterised by ongoing evolution in service rendering, driven by advances in technology, changes in client profiles, and susceptibility to political and economic issues. This article describes the development stages of a decision-aid system to manage the customer relations and business development process with bank clients, using the perceptions of both managers and clients. The investigation was conducted through a case study, using the constructivist MCDA. The elaborated model allowed for the structured identification and evaluation of 99 descriptors. Through use of the model, managers gained focus and confidence, customers reacted with gratitude and loyalty, and stakeholders realised the importance of the approach as they had a clear understanding of the goals.
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