Financial exchanges traditionally rely on banks as intermediaries for retail trading, hindering direct customer relationship management (CRM) between exchanges and retail investors. This paper discusses the challenges posed by this structure and presents a collaborative project between the Berlin Stock Exchange and Potsdam University to implement a web 2.0 platform facilitating direct CRM between exchanges and retail investors. The platform aims to enhance market transparency and responsiveness to retail investors' needs, offering insights into its implementation and early community responses.
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Lattemann, Christoph, and Stefan Stieglitz. "Online communities for customer relationship management on financial stock markets-a case study from a project at the berlin stock exchange." (2007).
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