Primena strategije upravljanja odnosima sa kupcima (CRM) u različitim poslovnim oblastima
Application Of Customer Relationship Management Strategy (CRM) In Different Business Areas

Summary/Abstract: Customer Relationship Management is a business strategy that is based on the philosophy of "customer is king", ie. customer is put in the central place. This philosophy, with the development of information technologies in past twenty years, has experienced a change. Today it can be said that customer is a modern dictator, according to whom the company always adjusts its business due to the greater availability of information, stronger market competition, and growing negotiating skills of customers in sales process. The most important task of organization is satisfying a client's needs, which ultimately means their long-term value to the organization. This paper describes the application of CRM strategies in several industries. Large and small organizations today evaluate the quality of customer services, customer loyalty, identify customers that are less sensitive to price changes and recognize that attracting new customers is more expensive than retaining the existing ones.

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