ACHIEVING BUSINESS EXCELLENCE THROUGH CUSTOMER RELATIONSHIP MANAGEMENT
Authors: Georgeta ŞOAVĂ, Mircea RĂDUŢEANU
Number of views: 92
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 longterm 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.