EVOLUTION OF CRM IN SCRM
EVOLUTION OF CRM IN SCRM

Summary/Abstract: An undeniable aspect is the particularly important role that effective management of customer relationships has in the sustainable development of the organization. One of the most relevant arguments that support the interests of managers and businessmen for CRM is that 5% reduction in the number of customers lost by the organization can result in an increase of 25% to 85% in organization profit. New web services allow users to combine real-life activities with the support offered by the Web. User-centered services change the way people use the Internet and influence how they organize their lives. Web 2.0 features, combined with current CRM system, are giving rise to a new business strategy, called Social CRM (SCRM). Social CRM creates a two-way interaction between the parts and gives customers the ownership of the conversation with the company. SCRM gives us what we need to gain a real perspective of the customer, which means an individual insight, a combination of activities and objects needed for an opportunity to become a successful business. It is based on historical roots, using internal and external knowledge bases, but also involves intelligence of others.

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