IMPLEMENTATION OF CRM APPLICATION SOFTWARE IN BUSINESS ENTERPRISES

• Published in: International Multidisciplinary Scientific GeoConference : SGEM Vol. 17; pp. 455 - 461
• Main Authors: Csikósová, Adriana, Pavlik, Tomáš, Janošková, Mária, Želinská, Zuzana, Žvandová, Slávka
• Format: Conference Proceeding
• Language: English
• Published: Sofia Surveying Geology & Mining Ecology Management (SGEM) 01.01.2017
• Subjects: Brand loyalty; Business; Communication channels; Communication technology; Computer programs; Customer relationship management; Customer satisfaction; Customers; Data processing; Electronic banking; Electronic commerce; Information management; Integration; Intelligence; Intelligence (information); Internet; Marketing; New products; Online banking; Payment systems; Social networks; Software; Supply chain management; Supply chains; Teaching methods
• ISSN: 1314-2704
• DOI: 10.5593/sgem2017/53

CRM is more than software or group of methods; it's a business education, which is consistently aimed at getting and keeping right customers. Commercial success each of company depends on relations with customers. Relation with customer will be effective or ineffective according as company has quality information about customer. In a last year we are able to see the need for higher and better degree of integration, co-operation and customer data-sharing between Sales and Marketing, which will improve the ability of marketing to segment customers, to develop new product and services, and also to develop new marketing and communication channels. Performing of business activities with the new modern e-tool and application's support of the information and communication technologies for example group applications, applications of e-payments and electronic banking, BI - business intelligence, supply chain management - SCM and CRM is named the electronic business. This article will focus on modern tools used currently and their contribution to company. Modern tools need to be comprehensive and automatic and allow integration. From a business perspective a modern tool must provide support to all the ongoing processes - from gaining the customer to building a long-term relationship with them and have to be focus on fulfilment of company goals.