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Anglický jazyk
Customer Relationship Management in Banking Sector
Autor: Nils Merkel
Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Dongbei University of Finance and Economics (Dalian/China), course: Sales Management, 2 + 8 online entries... Viac o knihe
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O knihe
Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Dongbei University of Finance and Economics (Dalian/China), course: Sales Management, 2 + 8 online entries in the bibliography, language: English, abstract: According to the changing of the general conditions the German banks are forced to break new ground in order to assert their position: The market became much more lucent for customer because of new media.
The consequences are an increasing pressure of competition and demanding cus-tomer. Therefore a binding and long-term customer relationship seems to be neces-sary for many banks to react to the changed conditions and to guarantee the continu-ity. A majority of German credit institutions tried to implement concepts of Customer Relationship Management (CRM). In some cases the afford - to turn the customer re-lationship into the road to success - were unsatisfying and unsuccessful.
In this paper I want to show, how CRM works, how CRM can be implemented in banks and what problems can result from the implementation.
In the first chapter I describe the current situation of German banks. After a brief overview about CRM in general we analyze the previous attempts of CRM implemen-tation. Two examples - Dresdner Bank and Deutsche Leasing, a member of the "Sparkassen - Finanzgruppe" - follow. At the end I identify the problems of the im-plementation of CRM at the banks.
- Vydavateľstvo: GRIN Verlag
- Rok vydania: 2010
- Formát: Paperback
- Rozmer: 210 x 148 mm
- Jazyk: Anglický jazyk
- ISBN: 9783640522453
