Publication: Bankacılıkta yönetim bilişim sistemleri ve bir çağrı merkezi uygulaması
Abstract
Yönetim olgusu , binlerce yıldan bu yana insanlığa yön vermiştir. Yönetimin kavram olarak tanımlanma ve ilkelerini belirleme ihtiyacı ,yönetim kavramının bilimsel tabana oturma zamanıyla yaşıttır. Özellikle Orta Çağ Avrupası’ nda kiliseye karşı başlatılan bilimsel rekabet , sanayi devrimiyle birlikte iyiden iyiye hız kazanmış ve yönetim bir bilim olarak kabul görmeye başlamıştır. Dünyada gün geçtikçe artan teknolojik gelişmelerin rekabeti bu denli etkiler hale gelmesi ve müşteri kavramının artan rekabet ve teknoloji koşulları içerisinde eskiye nazaran çok daha önemli konum elde etmesi , özellikle finans sektöründe pazarlama anlayışını kökten değiştirmiştir. Müşteriyi elde etmek ve elde tutmak için yönetim , teknolojik değişimlere ayak uydurmuş ve yönetim bilişim sistemleri ortaya çıkmıştır. Yönetim bilişim sistemlerinin günümüzde , müşteri odaklı hizmet ve pazarlama anlamına gelen CRM uygulamalarında kullanılması zorunlu hale gelmiştir. Gelişmiş ülkelerin çok uluslu şirketlerinin , az gelişmiş ve gelişmekte olan ülke coğrafyalarında ki farklı istek ve ihtiyaçlara sahip olan insanlara hizmet verme gereksinimi düşünülürse konunun önemi anlaşılacaktır. İşte bu anlayış çerçevesinde teknoloji tabanlı geniş bir bilgi ağı ve onu müşteri ihtiyaçlarına göre düzenleyecek bir yönetim olgusuna gerek bulunmaktadır. Küresel ekonomi anlayışının dünya coğrafyasında yayılması , bilhassa bankacılık sektöründe rekabetin gerisinde kalmamak amacıyla yönetim bilişim sistemlerinin önemi artırmıştır. Bu bakımdan bilişim sistemlerinin ağırlıklı kullanıldığı daha çok ve daha hızlı müşteri hizmetinin yapılabildiği çağrı merkezleri bankaların odak noktalarını oluşturmaktadır. Maliyeti azaltma fonksiyonuna da sahip olan çağrı merkezleri , yönetim bilişim sistemlerinin doğru kullanımı sayesinde bankaların en çok kar eden bölümlerinden biri olabilmektedirler. Bunun yanı sıra , müşterinin gözünde çağrı merkezlerinin şubelerden daha çok banka imajını temsil etmesi , artan rekabet açısından çağrı merkezlerinin değerini bir kez daha yükseltmektedir.
Management is a concept which shapes the humanity for over a thousand year. The need to describe management as a concept and the need to set principles of it, is also coeval with the determination of management as a science. Especially after, when the scientific rivalry against the church in the European middle age, it has accelarated with the industrial revolution and management has become more and more accepted as a science.The technological developments which has become more affective upon global competition and the growing importance of the notion of “customer” upon the accelarating pace of global competition and technological requirements, has changed the marketing forever, especially in the field of finance. The management, has kept up with technological developments to gain and hold on to the customers and by doing that, Managing IT Industry has been born. Managing IT Industry, has become a must in the field of CRM application, which means servicing and marketing focusing on customer care. When you think the want and the need of multinational companies in the developed countries, to serve and reach to different people with different needs who live in the developing and less developed countries, the importance of the matter could easily be understood. Within this scope, a large network of technological baseline and a management which can coordinate it with the needs of the customer, is a must. The spreading of the global economy all around the world, has made the Managing IT systems a very important branch especially in the field of finance who does not want to hang behind the rivalry in the field. In this regard, because the IT systems are being used widely in it and customer services are being done very quickly and efficiently, the Call Centers of banks is a focusing point. Call centers, which also reduce the costs, can be the most profitable sections of the banks, thanks to the accurate usage of IT systems. Together with call centers, being the representatives of banks in the eyes of the customers more than the branches, makes them more important when you think the increasing competition in the field.
Management is a concept which shapes the humanity for over a thousand year. The need to describe management as a concept and the need to set principles of it, is also coeval with the determination of management as a science. Especially after, when the scientific rivalry against the church in the European middle age, it has accelarated with the industrial revolution and management has become more and more accepted as a science.The technological developments which has become more affective upon global competition and the growing importance of the notion of “customer” upon the accelarating pace of global competition and technological requirements, has changed the marketing forever, especially in the field of finance. The management, has kept up with technological developments to gain and hold on to the customers and by doing that, Managing IT Industry has been born. Managing IT Industry, has become a must in the field of CRM application, which means servicing and marketing focusing on customer care. When you think the want and the need of multinational companies in the developed countries, to serve and reach to different people with different needs who live in the developing and less developed countries, the importance of the matter could easily be understood. Within this scope, a large network of technological baseline and a management which can coordinate it with the needs of the customer, is a must. The spreading of the global economy all around the world, has made the Managing IT systems a very important branch especially in the field of finance who does not want to hang behind the rivalry in the field. In this regard, because the IT systems are being used widely in it and customer services are being done very quickly and efficiently, the Call Centers of banks is a focusing point. Call centers, which also reduce the costs, can be the most profitable sections of the banks, thanks to the accurate usage of IT systems. Together with call centers, being the representatives of banks in the eyes of the customers more than the branches, makes them more important when you think the increasing competition in the field.