Abstract:

Research background: The economic and social upheavals caused by the global nature of the socio-economic environment have shown, in connection with covid19, the need for companies to target customers. Intensive customer orientation is an important factor that can influence the development of companies during the Covid pandemic. Companies, as autonomous entities, have intensively shifted customer relationship management to digital forms. In connection with the project "XXXXXXXXXX", changes in the use of communication with customers at the level of EU countries were analyzed. Using the created model, a network was generated identifying the increases and decreases in the use of software platforms for customer relationship communication. Methods: Using methods of system analysis, especially mathematical prediction, statistical methods and cluster analysis, the possible development of the number of used CRMs in EU countries is identified. Findings & Value added: Years with major declines and disproportions have been identified. The declines in developed economies (Germany, France, Austria etc.) in 2019 are specific, related mainly to the use of new forms of customer service. Clusters of countries have been identified that have the potential for rapid consolidation in the post-coronavirus period. This potential is due to the high probability of using CRM systems.