Abstract:

The economy, defined as a set of economic activities, can be described as a network, linking companies (banking, non-banking), public entities, non-governmental organizations, etc. Any changes made to this complex network can generate shocks that are not very visible at the macroeconomic level, but can greatly affect both this level and the microeconomic level. The Romanian banking system has enjoyed an interesting evolution throughout history, given the political, administrative and social stages through which Romania or, more precisely, the Romanian people passed from the establishment of the first banking institution in 1865 until the present. From the desire to adopt high quality service standards that increase the chances of winning long-term customer confidence, bank managers have considered incorporating a much more centralized, efficient, revenue-centric customer relationship management strategy into the development strategy to true partners, starting from the bank's clients. The analysis of the impact that a CRM implementation has on the optimization of the processes between the bank and the client and the creation of a trust relationship, respectively a partnership between the two economic actors, resides, among other things, in the ease with which such a system realizes situations , reports information, personalizes offers for certain clients, and manages to "sell" the services of the bank and to loyalty to customers, through all the other functionalities at its disposal.