Zarządzanie relacjami z klientami jako czynnik przewagi konkurencyjnej w energetyce
MANAGEMENT OF RELATIONSHIPS WITH CUSTOMERS AS A FACTOR IN COMPETITIVE SUPERIORITY OF THE ENERGETIC

Summary/Abstract: The progressive liberalization and the globalisation of economy (leading to the growth of supply and drift of barriers restricting the activity of competition) strengthens im¬portance of the ability to detect changes in customers’ needs and of quick reaction to them. These changes should provoke the organizations to look for their own style of management of the relationship with customers. Organizing suitable flow of information but first of all real¬izing the weight of such information, is one of the more important challenges faced by com¬panies active in market economy. Such knowledge permits organizations to enlarge their adaptive ability, enables optimum utilization of marketing budgets, and consequently enlarges the revenue. At the time of hyper competition special meaning is given to the skill of starting and maintaining positive and long-term relationships with customers.

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