SUGGESTED CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IMPLEMENTATION FOR BUSINESSES
SUGGESTED CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IMPLEMENTATION FOR BUSINESSES

Summary/Abstract: When a company has plenty of customers and no problems with total utilizing production capacity, it can feel no need to care for customers. The importance of CRM is growing with the increasing competition and with the difficulties in winning new customers or maintaining the existing ones. Nowadays for better understanding CRM there is a standard business management strategy for selecting and guiding the most precious customer relationship. CRM management implementation is not a low-cost affair; even more than 50% cases are unsuccessful. The failure is often caused by the wrong assumption that CRM consists in a software guided relationship for all customers. But CRM is not such a tool; it has supporting software, but that is not a centrepiece. Based on theoretic foundations and many years of own research of CRM implementation in a specific corporation (Z ELEKTRO), the author recommends a multi-step procedure.

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