CRM Systems as an Important Tool for Managing and Interacting with Customers
Authors
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Nataliia Polova
European University
Author
https://orcid.org/0000-0002-5140-2136
- Haik Hryhorian European University Author
- Oleksii Patlakha European University Author
Abstract
CRM (Customer Relationship Management) systems are an important management tool for development in the conditions of an innovative economy. In today's business environment, which is subject to rapid changes in technologies and customer requirements, companies need an effective tool for managing customer relationships, providing personalized service, and increasing competitiveness. CRM systems provide companies with this toolkit by allowing them to collect and analyze customer data, improve communication and collaboration with them, optimize internal processes, and develop customer-oriented strategies.
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References
Chen, I. J., & Popovich, K. (2003). Understanding customer relationship management (CRM): People, process and technology. Business Process Management Journal, 9(5), 672-688.
Mithas, S., Krishnan, M. S., & Fornell, C. (2005). Why do customers relationship management applications affect customer satisfaction? Journal of Marketing, 69(4), 201-209.
Rigby, D. K., & Ledingham, D. (2004). CRM done right. Har-vard Business Review, 82(11), 118-129.
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