COMPANY BACKGROUND

Jun 21st, 2015
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There are many organisations that have implemented CRM. Some have gained profit from it and some have failed in successfully implementing CRM. Here I have considered a Greek bank which succeeded in implementing CRM and gained from it in their management.

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3. CASE STUDY: There are many organisations that have implemented CRM. Some have gained profit from it and some have failed in successfully implementing CRM. Here I have considered a Greek bank which succeeded in implementing CRM and gained from it in their management. I have taken this case study from a journal named Customer relationship management: A case study of a Greek bank", Journal of Financial Services Marketing, vol. 11, no. 2, pp. 116-124 by Blery, E & Michalakopoulos, M. 2006 The journal from which I have taken this case study have kept the banks name anonymous. So I like to refer to the bank as Greek bank in the assignment. 3.1 COMPANY BACKGROUND: The bank was established in July 1991 in Thessaloniki by a group of famous Greek entrepreneurs. The vision of its founders was to create a modern and flexible bank, which would satisfy its customers by providing best service and would gain a significant share of the Greek banking market. Now the bank is having a network of 64 branches, four bank centres an seven affiliates. This banks main focus is customer satisfaction and it has significantly improved its financial position by implementing many modern management methods. The revenues of the bank arrived at S 192m in 2003 and its profit (PBT) at S 29.6m. It is an innovative bank with modern technologies to provide good service to customers. It frames its strategy on two main aspects:continue to develop and increase its financial results and,

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