INNOVATION POLICY AND INNOVATION MANAGEMENT

CRM SYSTEMS – FROM THEORY TO PRACTICE

  • 1 Department of Automation and Production Systems, University of Zilina, Zilina,

Abstract

CRM Systems (Customer Relationship Management) – Customer Relationship Management Systems. The success of any company is determined by customers, their satisfaction with the company’s products, their satisfaction with access to them and their willingness to return to the company. That’s why every company has to give its customers the appropriate attention and time. However, this can be very difficult in practice.
In fact, customer relationship management often involves lengthy searches for appointment notes, important customer information, and relevant documents. Therefore, this is an inefficient, costly and, in many, unnecessary way of working.
There are software solutions that not only save companies a lot of time, but also help them improve and streamline their customer communications. These solutions are referred to as CRM (Customer Relationship Management) – customer relationship management systems or otherwise customer systems. These systems are no longer hot news anymore, but they have recently gained enormous interest from both users and suppliers. To put it simply, more and more businesses have already recognized that keeping a customer is cheaper than looking for new ones that are not yet disappointed. At the same time, more and more software vendors have noticed that their customers are increasingly taking care of marketing and looking for the right tools for it.
At present, companies are increasingly focused on building, developing and effectively managing their relationships with their customers. One of the reasons for the increased focus on quality customer satisfaction was the change in the competitive environment in the 1990s and the impact of information technology development. The advent of the Internet has been strengthened by the ubiquity of competition.
One of the most effective ways a business can differentiate itself from a competition is a perfect understanding of individual customers and their needs, a personal approach and an excellent level of service. However, if a company has hundreds, thousands or millions of customers, it is impossible under normal conditions to know each other’s wishes, needs and preferences. And that is why CRM systems have been developed that, when properly applied, enable a large number of individual customers to understand, tailor their offerings to their needs and wishes, and know and manage their value for society. In summary, simply automating business processes, such as logistics or human resource management, comes with the automation of customer contact.

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