ПРАКТИКИ НА ВЪТРЕШЕН МАРКЕТИНГ ПРИ УПРАВЛЕНИЕ НА ВЗАИМООТНОШЕНИЯ С КЛИЕНТИ

Abstract

The report presents survey results (focus group) among managers from the field of financial services from the city Varna and Sofia. The study aims to establish the extent to which internal marketing is perceived as a practice by financial sector organizations in engaging employees with the customer relationship management strategy. Based on the focus group results are carried out, the: ‐ the key characteristics of the employee involved with the CRM strategy from a managerial point of view. ‐ possible directions to improve staff engagement with the implementation of the Customer Relationship Management Strategy (CRM) in this sector. The results of the qualitative study can be used to develop a tool to quantify the engagement of financial sector employees who are directly or indirectly involved in customer service and customer attraction and retention.