Abstract:

The basic prerequisite for successful management is a properly oriented marketing research. Together with the application of statistical methods, it provides enough information to make the right decisions and correct orientation to satisfy customer needs. The right choice of CRM system allows us to integrate marketing, sales, services, ERP (Enterprise Resource Planning), as well as improve the efficiency of the basic relations between the company, customers, partners, suppliers and employees. The implementation of the system optimizes the management functions and is based on three pillars. The first is the support of processes driving sales, marketing and customer services Operative CRM. The second is the data analysis on customer behavior, for example analysis of marketing campaigns, searching for new sales opportunities, prediction of customer behavior - sometimes called Analytical CRM, and the third is the communication with the customer through various communication channels, optimizing this communication, sharing of customer information within the company - called the Collaborative CRM. An effective CRM is a strategic necessity for growth and survival in all corporate spheres. Research has shown that companies with satisfied and loyal customers have more recurring sales, lower acquisition costs for new customers, and a stronger brand. All this transforms into better financial performance.