摘要：We are witnesses of fast changes in banking environment in this country. Key to all the changes is the new concept of how to approach the bank's clients, whose objective is to increase sales of products and services making the sales one of the basic banking functions. Namely, the goal is the sale of high-quality banking product, keeping the current clients, attracting new clients and at the same time being competitive. In the new approach to clients, banks apply the concept of customer relationship management - CRM which supports effective selling processes by means of cross-selling.
关键词：bank; products and services; concept; customer relationship management
