The 360-degree customer view and customer success in the public sector: a suggested technical solution for banks | ||
| مجلة البحوث الإدارية | ||
| Volume 43, Issue 1, January 2025 PDF (1.54 M) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jso.2024.287287.1298 | ||
| Authors | ||
| مروة جابر أحمد فهيم* ; تامر شوقي محمد مازن | ||
| الأكاديمية الحديثة لعلوم الكمبيوتر وتكنولوجيا الإدارة بالمعادي | ||
| Abstract | ||
| Purpose: The current research aims to investigate how far public sector organizations can apply the 360-degree view and utilize customer information and insights in tailoring service delivery and managing CS, particularly within the banking experience. Methodology: The study is correlational in nature. Its design is both descriptive in the theoretical part and quantitative in the applied one. So, it provides a short overview of relevant literature, in addition to conducting a survey for the application in real practice, and developing a preliminary electronic model fit for public banks. Findings: The research concluded that CS usually relies on relationships, and the 360- degree perspective is the basis for inspiring a long-lasting organizational relationship with customers. Also, it found that to apply a 360-degree customer view model in public banks, a practical IT solution should be adopted. One suggested all-in-one technical solution is a 360O-CSM system that can integrate with other systems of the bank, aiming to track customer interactions, create customer profiles, and offer personalized experience. Originality: The paper adds to the accumulated results in the area of concern, along with providing a technical solution applicable for public banks. Actually, it can assist academics, practitioners, and public executives, especially in the Egyptian banking sector, to comprehend and obtain a comprehensive – theoretical and practical – overview of how to manage CS through adopting a 360-degree perspective. The study can also help draw implications for further research opportunities in this domain. | ||
| Keywords | ||
| Customer Relationship Management (CRM); Citizen-Centric Government; Data Analytics; Personalized Experience; Banking Sector in Egypt | ||
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