THE SYSTEM OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Abstract
Nowadays the world banking community is suffering from world finance crisis.
The crisis has affected all spheres of life - private sector, public sector and society. Some
companies have to stop their production; some people lost their jobs; banks have problems
with cash because of massive money withdrawing from accounts; governments are reducing
expenditures including social programs - that is not a full list of problems caused by global
financial crisis.
In new circumstance banks have to find their way of profit saving and customer retention.
What instruments could banks use to keep their customers? What strategy could help banks to
establish a long-term relationship of mutual trust and benefit with customers and guarantee financial
institutions future stability and well-being? International banking community has made
its choice in favor of using Customer Relationship Management (CRM) for these purposes
The crisis has affected all spheres of life - private sector, public sector and society. Some
companies have to stop their production; some people lost their jobs; banks have problems
with cash because of massive money withdrawing from accounts; governments are reducing
expenditures including social programs - that is not a full list of problems caused by global
financial crisis.
In new circumstance banks have to find their way of profit saving and customer retention.
What instruments could banks use to keep their customers? What strategy could help banks to
establish a long-term relationship of mutual trust and benefit with customers and guarantee financial
institutions future stability and well-being? International banking community has made
its choice in favor of using Customer Relationship Management (CRM) for these purposes
Keywords
customer relationship management,
bank,
customer,
services,
satisfaction,
quality,
profit,
relationships
References
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2. Adam E.E., Edtrt J.R. Production and Operation Management: Concepts, Models and Behavior. -5th ed. - N. - Y., Prentice Hall Englewood Cliffs, 1990.
3. Anton Jon, Monger Jodie E., Customer relationship management: making hard decisions with soft numbers, Upper Saddle River, London: Prentice Hall, 1996
4. Brown Stanly, Customer Relationship Management: a strategic imperative in the world of e -business, JOHN WILEY & SONS, LTD, 2000
5. Bryan Foss, Merlin Stone, CRM in Financial Services: A Practical Guide to Making Customer Relationship Management Work, Kogan Page Limited, London, 2002.
6. Heizer J.H., Render B. Production and Operation Management: Strategies and Tacties. -3th ed. - Boston: Allyn and Bacon, 1993.
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