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culture to support effective marketing, black essay sales and service processes."4.2 Systematization of CRM CRM has to enable the companies to know and to identify the customers, so that a marketing campaign can be exactly aimed to the target. In some cases the afford - to turn the customer relationship into the road to success - were unsatisfying and unsuccessful. Rather, CRM is almost a state of mind within an organization in which three key functional areas of the organization are integrated. There are probably five different answerers, when five different companies were asked about their views on Customer Relationship Management. After a brief overview about CRM in general we analyze the previous attempts of CRM implementation. At the field of corporate clients the traditional credit business has declined, because more and more"d companies prefer obligations and foreign credits to the traditional bank credit. Therefore you can define CRM as follows: " CRM is a business strategy to select and manage customers to optimise long-term value. On the other site the customer can use other und especially cheaper information channels and distribution channels, for instance direct banking via World Wide Web.
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In this paper I want to show, how CRM works, how CRM can be implemented in banks and what problems can result from the implementation. According to the changing of the general conditions the German banks are forced to break new ground in order to assert their position: The market became much more lucent for customer because of new media. For instance the internet allows the banks to reach a bigger customer group with lower deployment by using. The traditional customer contact is still the counter (Point of Purchase at which all businesses can be transacted. As a result a trend towards a hard cutthroat competition is identifiable. Therefore a binding and long-term customer relationship seems to be necessary for many banks to react to the changed conditions and to guarantee the continuity. But in near future you can bargain for an initiation of consolidations according to the rising cost pressure. 1 General survey of the German banks. Current information technologies like internet, multimedia, networking or digitalization afford new forms of corporation between vendor and customer.
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