engleski

Revision of Custumer Relationship Managemnet (CRM) acceptance in Croatia

Customer Relationship Management represents a business philosophy whose basic aim is to achieve a long-term relationship with the customer, which should deliver more value to both sides involved. In order to build long-term relationships with customers and to successfully satisfy their needs, it is indispensible to have knowledge about them. A pre-condition for creating knowledge about the customers is establishing a quality communication system. With regard to Customer Relationship Management, the most commonly used instruments for collecting information about the customers are web sites, loyalty programs, social media. In accordance, the aim of the paper was to check whether 400 leading Croatian businesses do have a website, a toll free telephone number, a loyalty program and a Facebook profile.

Customer Relationship Management; web sites; loyalty programs; social media

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