Customer Relationship Management (CRM) in Serbian banking sector: Case study of Bank’s customer support improvement

Abstract

Customer Relationship Management (CRM) strategy is extremely important in the banking sector, given the number of customers and their needs that are rapidly changing and evolving. The goal that banking organizations want to achieve is to gain potential customers, and maintain their loyalty over a long period of time, thus improving their competitive position. The process in which the potential customer becomes real, and improves banks’ business results with his loyalty, is based on Customer Relationship Management (CRM) concept. The aim of this paper is to present the advantages and disadvantages of CRM concept of sales promotion, through its analysis in the banking sector of the Republic of Serbia. The process of customer support improvement will be analyzed through a case study investigation of Addiko bank AD. The findings of this study can benefit banks to provide better and faster services and achieve sales growth.