Modern Consumer and CRM - Customer Relationship Management Platforms

Author:Manuela Panaitescu
Pages:378-382
SUMMARY

Customer Relationship Management is a technology for managing company relationships 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... (see full summary)

 
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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.

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