EXPERT SYSTEMS AND THEIR INFLUENCE ON CUSTOMER RELATIONSHIP MANAGEMENT

Abstract

Modern banking expert systems consist of the application software which comprises the business intelligence field with problem solving at the level of banking experts. Therefore, the goal is that expert systems replace banking experts, reducing significantly the need for their employment. These systems provide the possibility to make business decisions beyond the knowledge of bank managers. Therefore, they have a significant impact in the process of creation and development of CRM strategies (Customer Relationship Management). CRM can be defined as a strategy of collecting, storing and processing very important data about clients as well as doing business according to those data in the process of customer relationship management. Expert systems in the banks represent a mean for the implementation of CRM strategy. However, CRM is not a technology but modern concept of business philosophy based on the development of informational technologies. The basis of the CRM is the knowledge about clients on which the interaction between the banks and the clients is based, resulting in creation of long-term profitable relations with clients.