Personalizacja procesu komunikacji w ramach działań CRM – mośliwości i ograniczenia
The personalization of communication process in the framework of CRM activities – possibilities and limitations

Summary/Abstract: Today's business market activities take into account the new approach to customer contact within the scope of CRM (Customer Relationship Management). The mentioned business market activities are intended to customization of the offer and personalization of the communication process. It is facilitated by the development and use of new technology, which allows for sophisticated dialogue between the seller and the customer. Due to the interactivity offered by e.g. internet, phone, and intelligent systems of personalized recommendations, entrepreneurs can differentiate the process of marketing communications, serving clients with such packets of information and products that are adapted to a specific recipient. The paper attempts to answer the questions: What are the chances that modern systems of personalization give to managers, what are their tasks? What are the consequences of the individualization of the communication process and how does the customer react to such actions?

• Details
• Contents