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Finance and Credit

7(487) - 2012 February

Client oriented approach to the commercial bank management

Vol. 18, Iss. 7, FEBRUARY 2012

Available online: 13 February 2012

Subject Heading: Banking

JEL Classification:

Neretina E.A. Doctor of Economics, head of department “Marketing”, Mordovia State University named after N.P. Ogarev
ch.marketing@mrsu.ru

Soldatova E.V. PhD in Economics, senior lecturer of department, “Marketing” Mordovia State University named after N.P. Ogarev
elenavsold@rambler.ru

Intensification of competition in the bank market, standardization of products and services, changes in customer requirements necessitate the reorientation of the bank to needs, demand and preferences of customers are remarked in the article. The article substantiates the relevance of client-oriented approach to the commercial bank management. The contents of components such as strategy, business processes, structure, information systems, corporate culture and system performance are presented. It is concluded that the bank’s concentration on the formation of the client assets can significantly improve profitability and strengthen its market value.

Keywords: commercial bank, client, client oriented approach, customer relationship management, (CRM), CRM- concept, strategy, segmentation, positioning, corporate culture, CRM-system, competence, strategy map

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ISSN 2311-8709 (Online)
ISSN 2071-4688 (Print)

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