INNOVATION AND TRENDS IN CRM-CUSTOMER RELATIONSHIP MANAGEMENT

In the context of an economy placed on ”fast mode”, how a company can stay in line with an accelerated trend of entrepreneurial innovation and change and how a company can approach the customers’ management? In order to facilitate the companies’ activity on the market and preserve customer relationship, recent technological innovations created management systems based on three key activities: gathering customer information, information dissemination in the organization and information use for product and service innovation and improvement. The present paper tries to provide an answer to the above mentioned questions using an overview on current approaches in Customer Relationship Management (CRM) by introducing the concept of CRM, where it all started, how it currently works and which are its future trends