Koncepcja systemu CRM na potrzeby analizy preferencji klientów przedsiębiorstwa
CRM SYSTEM CONCEPT FOR THE LEEDS OF PREFERENCES ANALYSIS OF ENTERPRISE CLIENTS

Summary/Abstract: There is a justified need of building a system that would define a client profile, hierarchy of his needs and in a further stage adjust an assortment offer to his expectations. The article presents an information concept of CRM system that uses a spread knowledge about clients’ preferences for supporting marketing actions connected with maintaining current and gaining new buyers. A proposal predicts a structure analysis and content of WWW websites and their users. The idea of spreading CRM specification relies on including a monitoring function of opinions evolution about products and services in a closed loop of marketing process. It is assumed that thanks to feedback, an enterprise will be able to react up-to-date to changing clients’ needs.

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