STUDY OF THE STATE-OF-THE-ART, POSSIBILITIES AND PROSPECTS OF IMPLEMENTING ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS Cover Image

ИЗСЛЕДВАНЕ НА СЪСТОЯНИЕТО, ВЪЗМОЖНОСТИТЕ И ПЕРСПЕКТИВИТЕ ЗА ВНЕДРЯВАНЕ НА ЕЛЕКТРОННИТЕ СИСТЕМИ ЗА УПРАВЛЕНИЕ НА ВЗАИМООТНОШЕНИЯТА С КЛИЕНТИТЕ
STUDY OF THE STATE-OF-THE-ART, POSSIBILITIES AND PROSPECTS OF IMPLEMENTING ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS

Author(s): Violeta Kraeva, Petia Emilova, Natalia Marinova, Kremena Marinova
Subject(s): Economy
Published by: Стопанска академия »Д. А. Ценов«
Keywords: customer-oriented business process;Electronic Customer Relationship Management System;model of improving e-CRM system

Summary/Abstract: Customer relationship management in financial enterprises is a key strategic factor for their success. In recent years this sector recognizes the importance of the Internet as a unified platform for doing business and as a main communication environment. Online banking, online insurance, personal customer service of various health, pension and insurance funds is impossible without a fully integrated electronic customer relationship management system (e-CRM System). The study aims to outline the results of a survey in 24 Bulgarian financial institutions with regard to: proliferation of e-CRM systems, architectural and functional features, and non-economic effects and benefits of their implementation, return on investment. Models were proposed for improving the system and customer-oriented business process.

  • Issue Year: 17/2012
  • Issue No: 17
  • Page Range: 190-218
  • Page Count: 28
  • Language: Bulgarian