PROCESNI PRISTUP U CILJU ZADRŽAVANJA KORISNIKA
CUSTOMER RETENTION USING PROCESS APPROACH

Summary/Abstract: Customer retention is a key activity for maintaining the competitive advantage of every company and its successful business. Today, users are becoming more demanding, expecting a higher level of service, and in this context they do not have an understanding of the organizational and internal communication barriers within the company. They perceive all organizational units, whether they are financial, technical, sales or any other department, to exist only in the service of users. On the other hand, key participants in the same business process may have different understandings of their role and importance in the process. Therefore, many organizations have failed in their efforts to retain customers, instead of recognizing the importance of a process approach for retaining customers. This paper explores the role and importance of the process approach for the successful operation of the organization through the identification of key business processes that affect customer retention, finding a universal process with the stated goal and the interrelationship of performance indicators with organizational goals.

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