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CRM can be considered both as an innovation and the result of innovation. CRM systems could appear on the market due to innovation in technology, however on the other hand they also could be considered as an innovation. Banks that has introduced CRM system, had to make some difficult changes in their organization in order to become more customer oriented. Beside the pure CRM banks try to adopt other innovative tools related with the core CRM. Some of these solutions are constructed in such a way so that ensured could be also access to the information beside to bank's organization. Other functionalities constitute better content management.
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