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More than ever customers' needs define the market development of banking services. CRM is a tool that allows financial institutions to be competitive in a situation where the fighting for every client and every transaction is constant. With a central role in implementing the concept of CRM is the management of channels of service delivery, and the operator center located between the client and the bank must become namely a Help-desk, hub and distribution of customer questions and queries. CRM technologies for banks
Key features of CRM systems in general are: contact management, sales management, management of marketing activities, management of time and staff, support and customer service. Specific requirements for CRM systems in the financial sector are: planning of indicators for profitability by each client as well as in client groups and sectors, monitoring of relationships between customers, analysis by industrial sectors of the real and potential customers. The most popular banking CRM tactic currently is the segmentation, which means divisions of customer base into groups or segments. Most companies segment their customers by products and services. The yield is more attractive criterion for segmentation, but more difficult to define. For the implementation of CRM strategies and tactics is necessary for the bank to have a widely functional integrated information system. Well developed customer database is a key pillar of the CRM architecture. Optimal solution of the task of establishing an effective information environment is realized when a centralized storage and processing of information is provided, as well as the centralization of calculations within a group of servers. At such a decision the work places in offices and affiliates use information system in mode of terminal access. Central role in the management of customer relationships (CRM) is the management of channels of service delivery. The call-center The call-center makes it possible to integrate all channels of communication with the client - fixed and mobile telephone lines, SMS, fax, email, Internet and others. According to a survey only 7.6 percent of the established call-centers in Europe use mainly traditional telephone connection. The remaining integrate different channels - 86% communicate with customers by e-mail, 76% - by fax, 54% use IVR (Interactive Voice Response), 52% allow customers to self service over the Internet. Recently, big banks and insurance companies invest actively in the development of their centers for processing of calls. Namely the financial sector is one from the major consumers on market of call / contact-center - its share in the realized plant is over 20% and only telecom companies are more active in the implementation of such solutions. According to analysts the interest of banks towards call-centers will remain high over the next few years in line with the increased focus on retail banking.