A CRM Performance Measurement in Banking Using Integrated BSC and Customized ANP-BOCR Approach

The paper deals with the CRM performance measurement in the banking sectors of Serbia, Greece and India, using the integrated BSC and the customized ANP-BOCR approach. The BSC is used to develop and identify key financial and non-financial indicators attempting to holistically consider all related aspects on successful application of customer relationship management in banking. The customized ANP-BOCR model aims to prioritize the corresponding indicators to obtain more realistic performance results through the controlled hierarchy in the BOCR model. This study extends and deepens the performance measurement methodology based on the ANP-BOCR model and introduces a novel approach that is based on measuring scale customization, aiming at overcoming the major disadvantage of the original ANP-BOCR method which refers to the pair-comparison process. Thus, it provides a simple, efficient and effective way of data collection in geographically distant territories. The research findings depict poorly developed aspects of CRM in banking, that is, those indicators that may require further improvement to achieve outstanding organizational performances. Finally, the study shows that the applied methodological approach can be useful for benchmarking purposes in geographically distant territories, which further implies facilitating of strategies development towards achieving excellence in business. This paper can contribute to strategic management, financial management, innovation management, IT management and business decision-making in service organizations.JEL Classification: G21, L25, M20, C44, C8