engleski

Role of information technology in implementation of CRM strategy

Industrial era was characterized by standard products and services based on mass production, where the concept of economy of scale gains competitive advantage through costs leadership. Today under the effects of globalization, the consumer as an individual is becoming the basis for competitive advantage. This kind of business require detailed knowledge of the consumer and as a means to achieve this the Customer relationship management (CRM) has been developed. Although in the last century has lived a strong stance that the "consumer is the king" and that it is necessary to provide to the right consumer the right product at the right time, only the development of information technology has enabled the management of a wide range of information about each individual Society and Technology 2013 – Dr.Juraj Plenkovid 366 consumer. CRM includes applications based on information technologies that connect information about consumers with the knowledge of how to use this information to create and maintain a mutually beneficial long- term relationships. The aim of this study is to understand how are companies in the business environment, using CRM and information technology in order to meet expectations of consumers and what is the financial impact.

CRM, strategy management, information technology

nije evidentirano