Abstract:

This paper aims to analyse differential approaches to the Customer Relationship Management theory. The main strategies for the CRM concern the customers as the core value to the company. From establishing, developing, finishing and evaluation customer relations, with the help of technology, obtain, analyse and valuably use of the customer information and exchange at the aim of establishing a long-term relationship for profitability and competitive advantage. CRM, in some aspects, takes the customer as business partner and this concept helps the company act more effectively, efficiently and productively. The research question is: what is the proper effective strategy for customer relationship management. Several methodological approaches are examined and applied.