TEHNOLO？KA INFRASTRUKTUR A CRM - KAM KONCEPTA - FAKTOR KONKURENTNOSTI FINANSIJSKIH ORGANIZACIJA

An outstanding technological and innovative dynamism of portfolios on the financial services market determines the constant need for improvement of competitiveness and profitability in financial organizations. Hence, this paper is focused on technology infrastructure of the CRM-KAM processes – namely, the process of managing relationships with customers (CRM - Customer Relationship Management) and key accounts (KAM - Key Account Management) of financial organizations, who are contributing to greater competitiveness and faster accomplishment of financial organization’s goals due to their loyalty caused by high level of delivered services. Consequently we have signified the importance of information and communication technologies application, with a particular accent on updated data bases as a backbone of effective CRM-KAM, and suggested a framework of activities that is aimed at efficient implementation of CRM-KAM concept. In addition, the paper provides the results of empirical research regarding the development and level of implementation of CRM-KAM system in financial sector which is one of the most propulsive in Serbia. The results of the research confirm that the most important benefits of implementation of CRM-KAM system in financial organizations in Serbia are: efficient cross-sales, creating efficient sales strategies and analysis, client analysis based on relevant indicators, measuring customer profitability, time-saving for various analysis and better market understanding.