COSTUMER RELATIONSHIP MENAGMENT WITH CLIENTS THROUGH PERSONALIZED SERVICE AND QUALITY OF SERVICES IN BANKS OF SERBIA

Abstract

Further economic growth of banks in Serbia will largely depend on the dynamics of changes in the current way of doing business in the direction of fulfilling the expectations of clients. Regardless of the differences in regional and global circumstances, the bank's core orientation to customer requirements will be crucial for the growth of their income, as well as a precondition for their sustainability and survival on the market. Client needs are essentially the essence that defines every business branch, especially those that are in direct contact with their clients, as is the case in the banking sector. If banks do not focus on customer needs and do not listen to clients' needs, clients may feel that they will feel discontented with services, and that they will have the feeling that their products and services are sold to them that they actually do not need and do not address their needs with The same, the result of the above can be not the fulfillment of the client's expectations, which leads to disloyalty and even to the abandonment of the bank. In order for commercial banks to preempt such an unfavorable situation, it is important to actively use CRM in their operations and to implement the most serious approach from the top to the bottom of the banking organizational structure. It is very important that employees understand the importance of customer relationship management at all levels of bank organization and accept the software solution and the impetus to use it. Namely, CRM is collecting detailed information for now in a couple of ways, which is in relation to customer behavior, purchase of products and the use of services, as well as on the basis of basic information delivered to a commercial bank such as income level, workplace, employment status, state of emergency and the like. If business banks take another step forward, this information about clients must be more personalized and more educated, and in this way it is necessary to integrate new CRM elements into the banking sector, which will, in addition to the past information and data combination and the offering of the personalized street, forward and this service and product would be tailor-made for a particular client, individually with a unique registration number and a set of information about the given customer. In this way, the expectations of the services received would be far beyond the expectations of the perceived service and the client would be highly satisfied with the quality of the services provided by the selected bank. Of course, this requires major changes in the information technology itself, which for commercial banks should represent an investment for a better future, higher income and greater customer satisfaction, an increase in the client base and the expansion of market share, rather than a cost, it also carries with it employee training and change customer service awareness as well as greater transparency and openness towards clients, as well as the trust of the client towards banks for the provision of very personal information in a bank that would be stored in a particular database and with special algorithms, will capture the data and create the preformed products and services to clients with presenalized interest rates , benefits, deadlines and, of course, all that, as needed, of the client at the time when it is most needed to clients.