Integration of Resources and Capabilities to Implement CRM: Case of Cooperative Development Bank

Abstract

In the past few years, due to various economic, social, and state banking system problems and above all, increasing the demand on supply, country's banks have always ignored customer orientation and its pillars, and have not been able to utilize modern marketing. This complete and comprehensive study, which has been developed chronologically, refers to this fact that although basic resources and capabilities such as information resources, analytical ability and operational capacity may affect on maintenance and protection process of under control properties, they are not sufficient to achieve desired performance in terms of acquisition and development of customers' relationships. In this study, Cooperative Development Bank (CDB) confirms that customer's satisfaction must be considered as a vital prerequisite for both acquisition and development processes of successful relationships for each company (both of them entail employees with relatively more familiarity with customers). Therefore, this paper emphasize on significance of trilateral resources and capabilities including technology, process and individual to implement an organizational CRM strategy successfully.