Abstract:
This paper determines the features of the marketing activity management process in the CRM-system and offers an original technique, according to which it is possible to distinguish a typical customer's "portrait" and his preferences with regard to the service product parameters in the practice of service activities. The proposed technique provides an opportunity for the service organization management to form an idea of customers, as well as provides an opportunity for the commercial banks to ensure the focus of banking services and to increase the intensification of their promotion in the banking services market. The studies of the internal customer base consist in the allocation and analysis of the formed customer groups and their comparison with the potential customer base
