ACHIEVING BUSINESS EXCELLENCE THROUGH CUSTOMER RELATIONSHIP MANAGEMENT

Georgeta Soava () and Mircea Raduteanu ()
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Georgeta Soava: University of Craiova, Craiova, Romania
Mircea Raduteanu: University of Craiova, Craiova, Romania

Business Excellence and Management, 2013, vol. 3, issue 1, 71-84

Abstract: Customer relationship management is a marketing imperative, derived not only from the need to improve the company‘s financial situation, but of the undeniable advantages of loyalty and a customer base stabilization. Constituting itself as an innovative tool is still subject to varying interpretations as diverse ways of implementation, in the context of new guidelines of sales activity: optic change from the product to potential beneficiaries. Implementation of a system suitable CRM represents a vital problem for a company, who follows to establish long-term consumer relationships with customers. In view of these issues, we made this work, in which I first raised some general aspects on the concept of Customer Relationship Management, main benefits and objectives and then to present the main factors of success in CRM. Putting into practice of the concepts require the use of various instruments and complex most often computerized, so we have reviewed common mistakes in CRM implementations and main IT tools for CRM ,implications of CRM in decision making and products dedicated to CRM. In the end of the work we presented a set of conclusions considering that the customer relationship becomes, in the context of traditional means of promotion depreciation, the main way to strengthen the position of firms on the market, generating the benefits of message transmission efficiency, proximity to target consumers and create a relationship of trust with them.

Keywords: Marketing; Customer management; Automation (search for similar items in EconPapers)
JEL-codes: M1 (search for similar items in EconPapers)
Date: 2013
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