MANAGING CUSTOMER RELATIONSHIP WITHIN FINANCIAL ORGANISATIONS
Hasan Hanic, Ivana Domazet
The paper points out the key market changes in the first decades of the twenty-
Keywords: Marketing, CRM concept, Financial organization, Information and communication technologies, Value chain
In the last decades of past and the first years of this century there have been dramatic changes in the market environment of financial organizations, which impose a need to review existing business practices, business management philosophy, concepts, principles and techniques of marketing management. Instead of organizing as per product and/or sales territories, successful organizations are organized in compliance with market segments. Successful organizations have adopted the maxim that they should retain the basic activities that constitute their core business, while some minor activities, which other individuals/organizations can perform better and cheaper, shall be procured from third parties (outsourcing). Successful organizations have also learned a valuable message by David Packard from HewlettPackard, who once said that marketing is too important to be left to the organizational unit (sector/service/department) for marketing. Consequently, these organizations have accepted the thesis that creating, communicating and delivering value to consumers, is not the responsibility of the personnel of the marketing organizational unit only, but of all other employees as well (organizational units of production, R&D, Accounting, Finance, HR Human Resource, IT Information Technologies, etc..). In particular, those from other organizational units who have more intense contact with customers /consumers/users.
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The financial services sector, along with the information technology, is the fastest growing field of activity nowadays. This fact is undoubtedly confirmed in Serbia. The establishment of Information Society, that is aimed to increase accessibility to knowledge, information and services through various networks and the convergence of different media, causes significant changes in the business. The processes of globalization are increasingly present in the theoretical and business considerations. Financial organizations with global operations and the way of thinking now tailor economic and political map of the world. Their interest and desire for global influence transcend the limits that had previously characterized a successful company. It is not enough to have a good product or service and development programs. The concept of product has been changed in the last decade and thus shook the previous vision of the global economy. Financial support, quality management and technology infrastructure are becoming increasingly important for the success of the company on a world scale. Information and communication infrastructure is of particular importance for business improvement, because it allows access to distant markets, helps speed up business transactions, significantly reduces operating costs, contact with customers, and personalization services. Transport of products and services that can be digitized, such as the news, software, financial services, airline tickets or hotel reservations, takes place almost instantly and at a minimal cost.
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ZARZADZANIE RELACJAMI Z KLIENTAMI W ORGANIZACJACH FINANSOWYCH
Niniejszy artykulwskazuje kluczowe zmiany, jakie zaszly na rynku w pierwszej dekadzie dwudziestego wieku oraz ich wplyw na filozofie biznesu, idee, zasady i techniki marketingu partnerskiego z punktu widzenia podejmowania strategicznych marketingowo decyzji w ramach organizacji finansowych. W celu zidentyfikowania przydatnych narzedzi i zaoferowania odpowiednich rozwiazan, ktorych zastosowanie bedzie korzystne w przypadku uslug finansowych, przedstawiono istotna role teleinformatyki (ang. ICT, Information and Communication Technologies) w osiaganiu wykonawczych oraz kreatywnych dzialan marketingowych, podkreslono analize procesu zarzadzania relacjami z klientami (ang. CRM, Customer Relationship Management) oraz przedstawiono racjonalny wglad w potencjal CRMu w udoskonalanie wynikow biznesowych.