PRIMJENA POSLOVNE INTELIGENCIJE U RADU S KLIJENTIMA U BANKARSTVU : završni rad

Praćenje i implementacija tehnoloških dostignuća, oduvijek je bio bitan aspekt poslovanja gospodarskih subjekata. Međutim, ta se uloga tehnologije tek krajem 20. stoljeća podigla na novu, do tada neviđenu razinu. Pa tako, danas, ICT rješenja predstavljaju neizostavni dio svakog gospodarskog sustava, a suvremeni tehnološki trendovi uvelike mijenjaju, pa čak i određuju pravce razvoja novih poslovnih filozofija i strateških usmjerenja. Jedna takva determinanta ICT-a, jest i koncepcija poslovne inteligencije. Riječ je o konceptu veoma opsežnog značenja i poimanja, a koji u svojoj srži podrazumijeva pomoć pri upravljanju i iskorištavanju „mora“ informacijskih inputa. Cilj je da se gomila raznovrsnih, neobrađenih podataka transformira u skup smislenih informacija, a temeljem kojih će se onda izglađivati „inteligencija“ za donošenje kvalitetnijih odluka. Kako banke u svom svakidašnjem poslovanju stalno manipuliraju velikim brojem podataka i informacija, upravo takve institucije čine „plodno tlo“ za implementaciju ovakvog koncepta. Nadalje, kako se danas sve više govori o tzv. uslužnom bankarstvu orijentiranom ka stvaranju dodatnih vrijednosti za klijente, to su i alati poslovne inteligencije za bankarstvo često u službi te svrhe. Veliku ulogu u tome ima i širenje ponude na oblike elektronskog, samposlužnog bankarstva, a naročito na internetsko i mobilno bankarstvo. Pomoću tih usluga, banke nesumnjivo potiču veće zadovoljstvo kod svojih klijenata, dok istovremeno i sebi namiču brojne koristi. Alati poslovne inteligencije u službi rada s klijentima poput internetskog i mobilnog bankarstva, bankama omogućuju uspješnije profiliranje i segmentaciju klijenata, a sukladno tomu bolje marketinške i operativne odluke. Nadalje, ti alati potpomažu u izgradnji boljeg tržišnog imidža, značajnog ne samo za privlačenje novih klijenata, već i potencijalnih investitora i partnera. Spomenute usluge na najbolji način prezentiraju moć uporabe odrednica ICT-a u bankarstvu, budući da njihova primjena toj djelatnosti daje još jednu dimenziju, širokih potencijala, a bez prostornih i vremenskih ograničenja. Navedene prednosti internetskog i mobilnog bankarstva, u ovom radu su prezentirane kroz primjer Splitske Banke, tj. njene usluge SB SmartNet. Primjena SB SmartNeta, za korisnike znači jednostavnije poslovanje s bankom, a putem brzog, interaktivnog i vizualno bogatog pristupa svim bitnim informacijama o računu, kao i nizu praktičnih transakcijskih usluga. Sa stajališta banke, uvrštavanje ovakvih suvremenih i kvalitetnih uslužnih kanala, zasigurno jača njezin imidž, kao jedne od tehnički najnaprednijih banaka na domaćem tržištu. Ulaganjem u razvoj i implementaciju spomenute usluge, Splitska Banka, dokazuje da uspijeva „održati korak“ s rastućim tržišnim zahtjevima i potrebama klijenata.Monitoring and implementation of technological achievements has always been an essential business aspect of economic entities. However, it is only of recent that the significance of technology in business, rose to a truly unprecedented level; by the end of the 20th century to be more specific. Nowadays, ICT solutions are largely viewed as an indispensable part of every economic system, and modern technological trends have the potency to greatly change and, event to determine the course of development of new business philosophies and strategic directions. One such determinant of ICT is the concept of BI. This modern-day conception can be described as one of very extensive meaning and comprehension. However, it can also be stated that BI, in its very core, and therefore always, implies the assistance in the management and exploitation of information inputs. The aim is to transform a multitude of diverse, untranslated data into a set of meaningful information, on the basis of which businesses can cultivate better decisions, or i.e. their decision making “intelligence”. As banks invariably manipulate large numbers of data and information in their daily operations, such institutions make exceptionally “fertile ground” for the implementation of this concept. Furthermore, since todays banking is more than ever service-oriented, and heavily dependent on the creation of additional value for customers, it is important for BI solutions for banks to serve that very purpose. A substantial role in which, is the service expansion in the realms of electronic, self-service banking, and in particular internet and mobile banking. By the means of these services, banks are undoubtedly encouraging greater customer satisfaction, while simultaneously providing themselves with a multitude of benefits. BI tools used for the purpose of catering to one’s clients, such as internet and mobile banking, enable banks to better profile and segment its clients, and accordingly, to make better marketing and operational decisions. Furthermore, these tools help build a better commercial image, important not only for the purpose of attracting new clients, but also potential investors and partners. The above mentioned services are a great representative of the power of ICT usage in banking, as the application of such tools, gives this particular industry a whole new dimension, of broad potentials and without spatial and temporal constraints. The above advantages of internet and mobile banking are presented in this paper through the example of Splitska Banka, i.e. its SB SmartNet service. The application of SB SmartNet, for customers, means easier banking, through fast, interactive and visually rich access to all relevant account information, but also to a number of convenient transactional services. From the standpoint of the bank, incorporating such modern and high quality service channels, surely strengthens its image as one of the most technically advanced banks in the domestic market. By investing in the development and implementation of the above mentioned service, Splitska Banka is proving to be “in pace” with growing market demands and customer needs