engleski

Successful Customer Relationship Management implementation

Customer relationship management (CRM) is one of the basic and most crucial elements of the marketing philosophy. CRM focuses on the customer and their satisfaction in such a way that all the company’s activities are directed towards the customer. The main aim of CRM is to get to know the customer as well as possible, which can help a company deliver better, higher and more appropriate added value to the customer. A strong connection with the customers is the key to their satisfaction. CRM is one of the fastest-growing marketing areas and with an increase of interest in the CRM strategy the problems concerning its implementation have become more evident. Since the CRM implementation is problematic, the analysis pays special attention to the elements influencing its success. The most frequently mentioned elements concerning the implementation of the CRM strategy are the people, the process and the technology. However, the question which arises from this is whether that is enough. This paper suggests other elements important for the implementation of the CRM strategy. The importance of the other elements is followed by primary and secondary sources. Qualitative research was carried out in order to collect primary information, while the secondary sources were taken from books and scientific articles from the CRM area of study. In-depth interviews were used during research and the instrument of research was a topic guide. The sample consisted of experts from leading Croatian companies, who took part in the implementation of the customer relationship management strategy.

customer relationship management (CRM); customer relationship management implementation.

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