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IMPLEMENTATION OF CRM APPLICATION SOFTWARE IN BUSINESS ENTERPRISES

Adriana Pavlik

Abstract

CRM is more than software or group of methods; itпїЅs a business education, which is consistently aimed at getting and keeping right customers. Commercial success each of company depends on relations with customers. Relation with customer will be effective or ineffective according as company has quality information about customer. In a last year we are able to see the need for higher and better degree of integration, co-operation and customer data-sharing between Sales and Marketing, which will improve the ability of marketing to segment customers, to develop new product and services, and also to develop new marketing and communication channels. Performing of business activities with the new modern e-tool and applicationпїЅs support of the information and communication technologies for example group applications, applications of e-payments and electronic banking, BI пїЅ business intelligence, supply chain management пїЅ SCM and CRM is named the electronic business. This article will focus on modern tools used currently and their contribution to company. Modern tools need to be comprehensive and automatic and allow integration. From a business perspective a modern tool must provide support to all the ongoing processes пїЅ from gaining the customer to building a long-term relationship with them and have to be focus on fulfilment of company goals.

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DOI resolver: doi.org/10.5593/sgem2017/53/s21.057

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