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- Title
CRM-STRATÉGIÁK A BANK- ÉS BIZTOSÍTÁSI SZEKTORBAN.
- Authors
AGÁRDI, Irma; GYULAVÁRI, Tamás
- Abstract
Despite having a short, two-decade long history, CRM plays a significant role in corporate processes. After several stages of improvement, both business and informatics approaches are represented in the complex services offered by CRM suppliers and consultant partners to an appropriate extent. However, on the client side, successful implementation still has its barriers. The adaptation of CRM to a complex system of tools and diverse corporate processes cannot be smooth and the reactions to this challenge vary across companies. The goal of the current study is to investigate and demonstrate the challenges that should be addressed to manage CRM in the bank and insurance industry. The research based on seven expert interviews with seven managers responsible for CRM at financial organisations. In frame of the research we have identified a number of factors that can contribute to the effectiveness of the CRM system of an organisation. These factors can be the development of appropriate client strategy, enhancement of CRM approach in corporate culture, integration of CRM-processes, measurement and the connection between analytical and operative CRM.
- Publication
Vezetéstudomány / Budapest Management Review, 2017, Vol 48, Issue 2, p40
- ISSN
0133-0179
- Publication type
Article
- DOI
10.14267/VEZTUD.2017.02.04