Review article

Customer relations management in financial institutions: theoreticaly-practical aspects

Marija Tomašević Lišanin orcid.org/0000-0002-9792-073X ; Faculty of Economics & Business
Mirko Palić orcid.org/0000-0001-8192-7868 ; Faculty of Economics & Business

Abstract

Various forms of financial institutions in the Republic of Croatia in order to keep existing or capture new market share, more and more realize the role and significance of their own client database as the most important resource they have. Unfortunately, this insight is not always transmitted accordingly into the everyday business operations. Roots to this problem are different and may be found in a lack of knowledge and qualified human resources, which quite often results with misunderstaning of philosophy and procesess of customer relationship management. Mostly, financial institutions do not achieve maximal effects in the area of complete fulfillment of customer satisfaction of targeted segments in client base event though there is an existing supply of advanced technological solutions that are present on the market for some time and are regarded as an important element for the management of multiple relations. Implications show that technology is not the only area that should be accounted for during the planning and implementation stages of the customer relationship management. Purpose of this paper is to remind marketing and other experts within financial institutions on the fundamentals of relationship marketing as its' understanding makes a key assumption of positive return on investment into the expensive CRM information systems.
In a turbulent world of finances it is not enough just to attract a new clients by the means of promotional messages, as they have the option to choose between greater number of different financial service providers, where profit margins are smaller, interest rates are not fixed and economic outcome uncertain, in other words in an environment in which it is hard to earn but easy to loose money, successful financial operations become to the greater extent dependable on keeping the existing customers and enhancing business with them. Attraction of new clients represents just a first stage and marketing's task is to develop overall relationship marketing emerged in theory and practice of developed markets two decades ago but is still regarded as a novelty in Croatian business environment. It is still not late to embrace such concepts as marketing experts consider it to be useful for at least two more decades.

Keywords

financial institutions; competition; profitability; relationship marketing; selling

Hrčak ID:

21998

URI

https://hrcak.srce.hr/21998

Publication date:

1.12.2004.

Article data in other languages: croatian

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