EFFECTIVE IMPLEMENTATION OF E-
Dzopalic M., Zubovic J., Bradic-
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 -
Key words: CRM, Satisfaction, Loyalty, Software solutions, Integrated business systems
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-
Customer satisfaction and loyalty
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-
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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.
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EFEKTYWNE WDRAZANIE STRATEGII E-
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 -