Modern Consumer and CRM - Customer Relationship Management Platforms

• Author: Manuela Panaitescu
• Pages: 378-382

European Integration - Realities and Perspectives. Proceedings 2018

378

Modern Consumer and CRM - Customer

Relationship Management Platforms

Manuela Panaitescu1

Abstract: Customer Relationship Management is a technology for managing company rel ationships and

interactions with current and potential customers. The goal is simple: improving business relationships. CRM

helps companies stay connected permanently with consumers, streamlines processes and improves business

profitability. An intelligent company can use its CRM system to attract new segments of consumers and also

to predict whether current customers would still buy from them in the future and what products / services they

would need to meet their needs. A CRM system centralizes all the information in a company, and when

requested to access, it will be possible to do so from any department of the company, as the content will be

stored on a single database. Over the past 20 years, global markets have focused their interest from sellers to

customers. Today, customers are more important and stronger than s ellers, taking into account market

leadership. Different kinds of CRM platforms can be identified depending on: changes in customer portfolios,

business operations speed, the need to manage important data, and the need to share information, resources

and efforts.

Keywords: business operations; market leadership; consumer

JEL Classification: D12

1. Introduction

The importance of implementing Customer Relationship Management (CRM) is that it allows the

registration of existing customers and potential customers, tracking all interactions with customers

from all departments of the company, the database remains even if an employee leaves.

An intelligent company can use its CRM system to attract new segments of consumers and also to

predict whether current customers would still buy from them in the near future and what products /

services they would need to meet their needs.

A CRM system centralizes all information in a company, and when it comes to access, it will be

possible to do so from any department of the company, as the content will be stored on a single

database.

You never know when a potential customer wants to buy from you. Probably not today, maybe

tomorrow, who knows. Thus, it emerges the need to organize contacts. There rae necessary some basic

1 Senior Lecturer, PhD, “Danubius” University of Galati, Faculty of Economic Sciences, Romania, Address: 3 Galati

Boulevard, 800654 Galati, Romania, Tel.: +40.372.361.102, fax: +40.372.361.290, Corresponding author:

manuelapanaitescu@univ-danubius.ro.