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

Authors

Keywords
Electronic Customer Relationship Management System, financial sector, model of improving e-CRM system, customer-oriented business process

Summary
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.

JEL: C88, L86, G21, G22
Pages: 29
Price: 3 Points

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