Nils Merkel

Customer Relationship Management in Banking Sector (eBook, ePUB)

• Format: ePub

Produktbeschreibung

Seminar paper from the year 2005 in the subject Business economics - Customer Relationship Management, CRM, grade: 1,3, Dongbei University of Finance and Economics (Dalian/China), course: Sales Management, 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.

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Produktdetails

• Verlag: GRIN Verlag
• Seitenzahl: 20
• Erscheinungstermin: 21. Juli 2006
• Englisch
• ISBN-13: 9783638524995
• Artikelnr.: 51013575