Can CRM Flexibility Raise Bank Efficiency?

Nikita Konovalov (), Alexander Gromoff (), Alina V. Vladimirova () and Yaroslav Gorchakov ()
Additional contact information
Nikita Konovalov: National Research University Higher School of Economics
Alexander Gromoff: National Research University Higher School of Economics
Alina V. Vladimirova: National Research University Higher School of Economics
Yaroslav Gorchakov: National Research University Higher School of Economics

Global Journal of Flexible Systems Management, 2020, vol. 21, issue 2, No 1, 112 pages

Abstract: Abstract This paper summarizes practices of customer-driven services applied in the leading Russian bank to avoid the impact of financial sanctions (2014–2019). We show how economic sanctions and strict national policies triggered this bank to increase flexibility in customer care to attract more capital from their existing clients. The project comprised three stages: (1) to analyse requirements and to develop “as-is” state of processes; (2) to analyse best practices and to improve processes under the scope of flexibility and customer orientation; (3) to implement the new vision in “to-be” state and final verification. At the third research stage to assess the results of processes improvement in the bank within a year we have applied a set of methods based on data envelopment analysis which provides a multidimensional understanding of processes and new scopes of customer’s value profiles. We have found that process reengineering result could give the contribution already at the first month of implementation and argue the findings could be used to introduce flexible data-driven customer care and improve customer-related processes in organisations worldwide.

Keywords: Banking industry; Business agility; Customer relationship management; Data envelopment analysis; Financial efficiency; Flexibility; Process management; Russia (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://link.springer.com/10.1007/s40171-020-00232-y Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:gjofsm:v:21:y:2020:i:2:d:10.1007_s40171-020-00232-y

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/40171

DOI: 10.1007/s40171-020-00232-y

Access Statistics for this article

Global Journal of Flexible Systems Management is currently edited by Sushil

More articles in Global Journal of Flexible Systems Management from Springer, Global Institute of Flexible Systems Management
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().