INFORMACIJSKA PODPORA SPREMLJAVE BANČNIH STRANK

Lukač, Doris

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Title:	INFORMACIJSKA PODPORA SPREMLJAVE BANČNIH STRANK
Authors:	ID Lukač, Doris (Author) ID Bobek, Samo (Mentor) More about this mentor...
Files:	VS_Lukac_Doris_2012.pdf (1008,71 KB) MD5: 6349D202B78034825CCCC265370BC873 PID: 20.500.12556/dkum/ba198989-0755-4f13-a1ab-8c7544aee19d
Language:	Slovenian
Work type:	Undergraduate thesis
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Vsako podjetje, ne glede na velikost, želi obdržati svoje stranke. Edini način za dosego tega pa je, da jih naredijo zveste svojim izdelkom oziroma storitvam. Eden od pristopov prilagoditve poslovanja je upravljanje odnosov s strankami oziroma tako imenovani CRM (angl. Customer Relationship Management). CRM omogoča učinkovito komuniciranje s strankami, zbiranje podatkov o strankah, prodaji in projektih ter enostavno obdelavo poda-tkov. Bistvo CRM-ja je pridobivanje, razvoj in ohranitev zadovoljstva zvestih strank. Gradnja lojalnosti strank vključuje razumevanje in prepoznavanje različnosti strank ter uporabo teh informacij za oblikovanje različnih pristopov poslovanja z različnimi strankami. Da lahko podjetje to doseže, mora vedeti, kdo so njegove stranke kot posamezniki – ali je stranka donosna, ali posluje s konkurenco in podobno. Cena pridobivanja novih strank je precej višja od cene zadržanja obstoječih. V času, ko je konkurenčni boj na vseh trgih oster in neizprosen, morajo podjetja v pridobivanje novih strank vlagati veliko denarja. Gre za vlaganja v oglaševanje, različne oblike pospeševanja prodaje, pridobivanje publicitete. Vse te stroške je nato treba odšteti od prihodkov, ki jih je podjetju prinesel nov odjemalec, kar pomeni, da je ta tako manj donosen kot obstoječi. Kakovostno upravljanje odnosov s strankami je pomembna konkurenčna prednost podjetja. Če so odjemalci zadovoljni z odnosom, je verjetnost, da bodo odšli h konkurenci, majhna. Zato je v današnjem času za uspešno podjetje zelo pomembno, da uvede kakovosten sistem upravljanja odnosov s strankami in informacij o strankah.
Keywords:	Ključne besede: upravljanje odnosov s strankami – CRM, stranka, kakovosten sistem upravljanja odnosov, informacije o strankah.
Place of publishing:	[Maribor
Publisher:	D. Lukač
Year of publishing:	2012
PID:	20.500.12556/DKUM-38446
UDC:	004
COBISS.SI-ID:	11192860
NUK URN:	URN:SI:UM:DK:SAU7LGYD
Publication date in DKUM:	15.11.2012
Views:	1747
Downloads:	163
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	INFORMATION SUPPORT FOR CRM IN BANKS
Abstract:	Any company, regardless of size, wants to keep its customers. The only way to achieve this is to make them loyal to your products or services. One of the approaches to adaptation of the business is "customer relationship management" or the so called CRM. CRM enables an effective communication with clients, collecting data about customers, sales and projects as well as easy processing process of data. The essence of CRM is the acquisition, development and maintenance of the satisfaction of their loyal customers. Construction of the loyalty of clients includes understanding and recognition of the diversity of clients and the use of such information for the formulation of the different approaches towards different parties. To achieve this, the company must have a basic knowledge of its customers as individuals – if the customer is profitable, or operating with competition and the like. The price of the acquisition of new customers is much higher than the price the retention of existing ones. At a time when the fight is competitive in all markets, sharp and fearless, companies must invest a lot of money in the acquisition of new customers: in forms of in-vestments in various forms of advertising, sales promotion, publicity. All of these costs should then be deducted from the revenue that the company brought a new client, which means that it is less profitable as existing. Quality management of relationships with clients is an important competitive advantage of the company. If the clients are satisfied with the relationship, the likelihood of them going to the competition is small. Therefore, it is very important to introduce the quality man-agement system of relations with customers and information about clients for the success-ful company in today's times.
Keywords:	Keywords: customer relationship management, CRM, customer, relationship management system, high-quality information about your customers.

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