| Abstract | Prikupljanje i obrada podataka o klijentima u svrhu optimiziranja ponude na obostranu korist. Ovo je kratka definicija jednog vrlo složenog sustava upravljanja odnosima s klijentima, odnosno CRM. CRM je puno više od pukog prikupljanja podataka ili samo programa za prikupljanje podataka. Ono je ustvari jedan cijeli poslovni plan gdje se profit ostvaruje posredno iz glavnog cilja, a to je zadovoljenje potreba klijenta. Način na koji se to postiže je da se klijentu prema njegovim sklonostima, preferencijama i ostalim pokazateljima ponudi proizvod za koji on sam ima potrebu, ali je nije bio svjestan. Kako bi se uspješno proveo ovakav sustav funkcioniranja unutar neke organizacije potrebna je sinergija apsolutno svih odijela, odnosno „svi moraju misliti kao jedno“ u smjeru zadovoljenje klijenata. CRM način poslovanja je financijski poprilično skup, to je dugotrajan proces koji zahtjeva izvrsnost, ali na kraju bude nagrađen najboljim klijentima, a to su lojalni klijenti. Lojalan klijent ima strpljenja kada čeka na uslugu, on ima razumijevanja kada proizvod ili usluga ne funkcioniraju kako treba, dati će nabolje prijedloge poboljšanja kvalitete poslovanja i ono najvažnije sklon je prihvatiti sugestiju u vidu nekog novog proizvoda ili usluge. O lojalnim klijentima uvelike ovise banke i bankarski sustavi. Možemo reći da su za opstanak bankarskog sustava klijenti od krucijalne važnosti, oni su najvrjednije što banka posjeduje, klijenti i informacije o njima. Iz tog razloga banke su pioniri razvoja CRM poslovanja, te se najveći napredak i rezultati korištenja CRM sustava vide upravo u njihovom poslovanju. Sposobnost prilagodbe klijentu i njegovim potrebama u bankarskim sustavima velike su, a to je ujedno i razloga zašto banke trebaju ostati predvodnici razvoja i napretka u upravljanju odnosima s klijentima. |
| Abstract (english) | Collecting and processing customers' data in order to optimize supply for mutual benefit. This is a brief definition of a very complex customer relationship management system, namely CRM. CRM is much more than a data collecting or just a data collection program. It is, in fact, one whole business plan where profit is generated indirectly from the main goal, which is to satisfy the customer's needs. The way to achieve this is to offer the customer, according to his inclinations, preferences and other indicators, a product which one needs, but was not aware of it. Successful implementation of such a system of functioning within an organization requires the synergy of absolutely all departments, i.e. "everyone must think as one" in the direction of customers' satisfaction. The CRM way of doing business is quite expensive financially, it is a time-consuming process that requires excellence, but in the end, it is rewarded with the best customer and the best customers are loyal ones. A loyal customer has patience when waiting for a service, he understands when a product or service is not working properly, he will give the best suggestions for improving the quality of business, and most importantly, he is inclined to accept the suggestion in the form of a new product or service. Banks and banking systems largely depend on loyal customers.We can say that customers are of crucial importance for the survival of the banking system, they are the most valuable thing a bank owns- customers and information about them. For this reason, banks are the pioneers in the development of CRM business, and the greatest progress and results of using CRM system is seen in the banking business. The ability to adapt to customers and their needs in banking system is great, which is also the reason why banks need to remain at the forefront of development and progress in managing customer relationships. |
