Abstract:

In the context of actual businesses, characterized by hyper-competition on all types of markets and the fast development of IT&C tools – support for business processes, but in the same time influenced by a globalized crisis, CRM becomes a successfully strategy that ensures the acquisition of new customers and increase their loyalty. Our paper focuses on the analysis and results’ interpretation of a research developed on a representative sample of Romanian organizations. This research concerning the level of CRM application in Romanian organizations has the purpose to provide information with a general character on the way in which the companies implemented business strategies focused on their clients. Without pretending to be a complete study, both from the view of the objectives followed and the one of the companies’ sample, the research proposed itself to explore the CRM strategies and the impact of IT architectures used in this domain.