A CRM-rendszerek hatékonyságának vizsgálata a banki gyakorlatban

Balázsné Lendvai Marietta (2015) A CRM-rendszerek hatékonyságának vizsgálata a banki gyakorlatban. In: Alkalmazott tudományok II. fóruma. Budapesti Gazdasági Fóiskola, Budapest, pp. 49-62. ISBN 978-963-7159-99-2

Szöveg
A CRM-rendszerek hatékonyságának vizsgálata a banki gyakorlatban.pdf - Megjelent verzió
Restricted to Csak regisztrált felhasználók
Download (1MB)

Hivatalos webcím (URL): https://uni-bge.hu/Root/Sites/BGF/tartalmak/Alkalm...

Abstract

The financial crisis has resulted in the loss of trust at financial markets on a global scale. Then, it has further been deepened by the financial risks put onto customers also in Hungary. Think of foreign currency borrowers as well as client deposits and investing clients of financial services who have become insolvent. The ever growing insecurity challenges providers to a remarkable extent. Nowadays there has been massive need for well-functioning CRM (Customer Relationship Management) systems which not only fight for gaining and keeping customers but can also be remarkable support on the way of restoring trust. It can be regarded as a kind of trace tracker which follows the users’ every single step from the beginning, records transactions and interactions with the supplier, such as phone calls, visits to websites, reactions to offers and marketing sales actions. It holds similar functions as medical charts of patients. Taking a look at the system we can see the entire client profile. It can be detected what products a certain customer purchases at what frequency, the income rate per customer, what reasons are in the background of customer loss. Furthermore, customer value, remarkable perceptions and attitudes in connection with marketing actions can be analysed. Thus, CRM systems support the operations of the front line, the intermediary activities, marketing initiatives and deliver valuable information to the top management. With the help of in-depth interviews I will analyse not only what potentials banking CRM systems involve but also what experience and impressions users and managers have. Furthermore, I will identify qualms and barriers as regards CRM systems as well as the initiatives of development.