Contemporary Models of Access to Customers in Serbian Banking Sector

Globalization and increasingly intense competition have led to a new concept of access to bank customers. The new approach involves increasing the sales of banking products and services, maintaining existing customers, attracting new customers, and at the same time maintaining a high level of competitiveness. The new approach to bank customers is using contemporary Customer Relationship Management models, which support cross-selling processes. In the banking sector in Serbia, different forms of promotion are used in sales strategies: advertising, sales promotion, public relations, directs sales, direct marketing, sponsorship, and other forms. In the constant search for new clients, emphasis is placed on the predictive CRM environment. The predictive environment, by collecting and analyzing data from the media, from social networks, various services and other sources, better defines needs, and creates personalized offers for bank customers. The aim of this paper is to analyze the application of contemporary models of access to customers in the banking sector of Serbia, primarily the “Banking CRM model†. The paper will make a significant contribution in terms of understanding the CRM concept in Serbian banking sector, and the possibilities of its application in contemporary banking practice, in order to improve that the bank's sales message reaches the customer in the form of integrated personalized campaigns.