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Managing customer relationship within financial organisations

Hanić H., Domazet I.

Polish Journal of Management Studies

2011

Vol. 4

151-165

The paper points out the key market changes in the first decades of the twenty-first century and their implications on business philosophy, concepts, principles and techniques of relationship marketing from the point of making strategic marketing decisions within financial organizations. In this context points are made to the important role of information and communication technologies (ICT) in accomplishing executive and creative marketing activities, highlighting the analysis of the process of customer relationship management (CRM) in financial organizations and providing rational insight in CRM potential for improving business results, in order to identify useful tools in this complex area, and offer appropriate solutions, which confirms the benefits of its application in financial services.

Niniejszy artykuł wskazuje kluczowe zmiany, jakie zaszły na rynku w pierwszej dekadzie dwudziestego wieku oraz ich wpływ na filozofię biznesu, idee, zasady i techniki marketingu partnerskiego z punktu widzenia podejmowania strategicznych marketingowo decyzji w ramach organizacji finansowych. W celu zidentyfikowania przydatnych narzędzi i zaoferowania odpowiednich rozwiązań, których zastosowanie będzie korzystne w przypadku usług finansowych, przedstawiono istotną rolę teleinformatyki (ang. ICT, Information and Communication Technologies) w osiąganiu wykonawczych oraz kreatywnych działań marketingowych, podkreślono analizę procesu zarządzania relacjami z klientami (ang. CRM, Customer Relationship Management) oraz przedstawiono racjonalny wgląd w potencjał CRMu w udoskonalanie wyników biznesowych.

Koncepcja Customer Relationship Management jako instrument poprawy jakości obsługi klienta w stomatologii

Bukowska-Piestrzyńska A., Piestrzyński P.

Problemy Jakości

2002

R. 34, nr 12

38-40

The CRM concept is a way to business management where the long term partnership relationships with customers are build. It is necessary to apply here a very good recognition of customer preferences and needs, including even individual customs. The construction of customer loyalty is much cheaper in comparison to attract new customers from the market. Specially in developed countries is not existing an increase of population and the number of customers in general sense. Only the generations are changed. Therefore this concept was applied in dentistry (stomatology) where the loyalty to physician (dentist) plays the most important role starting even just from the childhood. It is possible to distinguish 5 groups of different patients. The adequate description is in article presented. Different aspects are demonstrated. The discussion of conclusions and experiences is included as well. But based on the results obtained, always appears a minimal dissatisfaction of customers due the problems of costs, profits and performances. Apart of that the aspiration to excellence is the most important and useful in consideration of CRM - concept.