Vrednost CRM inicijativa za banke - da li je skepticizam opravdan?

Abstract

Sektor finansijskih usluga karakteriše dinamičan razvoj i uočava se potreba za inovativnim poslovnim modelima koji će dovesti do zadržavanja postojećih klijenata, ali i pridobijanja novih. Upravljanje odnosima sa klijentima (engl. Customer Relationship Management - CRM) može se definisati kao strategija koja teži razumevanju potreba klijenata u cilju obezbeđivanja njihovog zadovoljstva, dugoročne saradnje i povećanja prodaje. Kako u literaturi i dalje postoji skepticizam oko vrednosti CRM inicijativa i dostignutih poboljšanja performansi poslovanja, cilj ovog rada je razumevanje osnova i pokazatelja uspeha CRM-a u bankarskom sektoru. Rad daje pregled literature u oblasti i utvrđuje neophodne resurse u cilju ostvarenja prednosti koju donose dugoročni i kvalitetni odnosi sa klijentima.

Financial services sector has undergone through dynamic development and there is an obvious need for innovative business models that will contribute to the clients' satisfaction as well as to acquisition of new clients. Customer relationship management could be defined as a strategy for understanding clients' needs with the goal to provide higher level of satisfaction, long-term cooperation and sales increase. In literature is still present scepticism about the value of CRM initiatives and accomplished improvements of business performances. Consequently, the aim of this paper is to understand basics and indicators of CRM success in banking sector. Paper gives literature review in this field and determines necessary resources to achieve advantages from long-term and good relationships with customers.