EFFECTIVE IMPLEMENTATION OF E-CRM STRATEGY - Polish Journal of Management Studies

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EFFECTIVE IMPLEMENTATION OF E-CRM STRATEGY

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EFFECTIVE IMPLEMENTATION OF E-CRM STRATEGY

Dzopalic M., Zubovic J., Bradic-Martinovic A.*


Abstract

In the era of digital economy customer satisfaction and loyalty are key factors for the establishment of good relations with customers and partners in the supply chain. For customers  to be satisfied data protection and privacy are prerequisite for obtaining quality information. Information gathered may be transformed through a system of business intelligence into a complete enterprise resource planning system. This results in creation  of integrated business systems. Using the innovative solutions enables integration of customers, partners and suppliers in a virtual network that is oriented to the end users. The challenge for the companies in the future is introducing the concept of  electronic customer relationship management - CRM to increase productivity and profits of the company and thus gain a sustainable competitive advantage. Companies are increasingly exploring the market and searching the best ways to meet needs and requirements  of their customers. In order to adapt to digital economy and accept new business philosophy many companies will implement modern technology and software solutions like e-CRM to their information systems. (JEL: A12, C88, P46)


Key words: CRM, Satisfaction, Loyalty, Software solutions, Integrated business systems

Introduction


Contemporary dynamic environment, fierce competition, globalization and internationalization of business require companies to search for new, more effective and efficient approach in the market. In order to formulate appropriate marketing strategies in  the market, they need to know customers, their purchasing behavior and what makes them satisfied. The company must evaluate each and all customers according to their preferences and tailor its offer on the market. Without information about customers needs  and preferences, their buying behavior and the factors which influence their purchasing process, company success in the market is unlikely. Information on what, where, when, how and why consumers buy from us, instead from our competitors is starting point  for planning companys marketing activities. There is a change in focus from companies products to specific requirements of certain segments in the target market. Companies efforts and resources are directed to understanding the needs of their customers  so as to increase competitive advantage in the market.

In this paper, we analyze prerequisites for successful creation of a quality e-CRM model. They include:
Customer satisfaction and loyalty
Privacy protection
Business intelligence tools
Enterprise resource planning
Creation of integrated business systems
Importance of human resources

After all prerequisites have been met company may access to development of e-CRM model and its implementation in the organization. Such approach will reduce the possibility of an unsuccessful implementation of CRM, which can lead to significant financial  gains.


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Summary


While there are several commercial CRM software packages, CRM is not technology itself, but it is rather a fundamental change in the organizational structure of companies focusing on  their customers. Development of appropriate software and hardware made CRM system become an automated process, with the aim to provide not only information but also to serve as an important support for decision making. In the environment of market economy  and strong competition, companies are under constant pressure to retain customers, reduce costs, manage risks and use the technological achievements in order to gain and maintain competitive advantage. For this reason, the implementation of CRM is gaining  on importance. Despite the fact that modern CRM is an electronic model, based on the use of IT, it is very important to take care of human resources in the company, as they are implementing the model. Development of information technology promoted globalization  of businesses. The main goal became quick and efficient connection with customers and fast flow of information regardless of the geographical and time difference. Companies can take advantage of CRM, but new technologies raise some ethical problems and  may pose a potential threat. In order to reduce business risk of losing customers, companies have to protect their privacy. Model of global organizations and international competition requires the application of new concepts and approaches of business  investments of significant financial resources in specialized customer oriented technology.


References

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EFEKTYWNE WDRAZANIE STRATEGII E-CRM

Streszczenie

W erze gospodarki cyfrowej satysfakcja i lojalnosc klientow to kluczowe czynniki dla dobrych stosunkow z klientami i partnerami w lancuchu dostaw. Aby klienci byli usatysfakcjonowani  musza byc spelnione warunki ochrony danych i prywatnosci przy jednoczesnym uzyskaniu wysokiej jakosci informacji. Zebrane informacje moga byc przetworzone przez inteligentny system biznesowy w kompletny system planowania zasobow przedsiebiorstwa. Powoduje  to tworzenie zintegrowanych systemow biznesowych. Korzystanie z innowacyjnych rozwiazan umozliwia integracje z klientami, partnerami i dostawcami w wirtualnej sieci, ktora jest ukierunkowana na odbiorcow koncowych. Wyzwaniem dla firm w przyszlosci, jest  wprowadzenie pojecia elektronicznego zarzadzania relacjami z klientami - CRM w celu zwiekszenia wydajnosci i zyskow firmy, a tym samym uzyskania trwalej przewagi konkurencyjnej. Firmy coraz dokladniej badaja rynek i poszukuja najlepszych sposobow, aby  zaspokoic potrzeby i wymagania klientow. W celu dostosowania sie do gospodarki cyfrowej i przyjecia nowej filozofii dzialania wiele firm bedzie wdrazalo nowoczesnych technologie i rozwiazania takie jak oprogramowanie e-CRM do swoich systemow informatycznych.



 
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