CUSTOMER RELATIONSHIP MANAGEMENT

Upravljanje odnosima s kupcima ili CRM (Customer Relationship Management) poslovni je model, strategija, filozofija, proces planiranja, infrastruktura gospodarskog subjekta i još mnogo toga. Klijent je stavljen u fokus i ključna je postavka cijelog sustava. Uloga trgovca je zadovoljiti potrebe kupaca kako bi oni postali vjerni prema poduzeću koje mu pruža uslugu ili proizvod. Osim toga, CRM ima velike prednosti ako njegova sprovedba bude kvalitetna. Uz CRM djelatnici kvalitetnije i aktivnije izvršavaju svoje zadatke jer su direkntno upoznati s konačnim ciljevima poslovanja. O CRM-u će se u ovom završnom radu govoriti kao o jednoj od ključnih stvari kvalitetnog poslovanja u području trgovine.Customer Relationship Management is a business system, strategy, philospohy, planning process, infrastructure of a business subject and many more. The focus is on the client who is the key segment of the overall system. The role odf a salesperson is to satisfy the customer's needs in a way that the client becomes a royal consumer of a company's service or product. Furthermore, if the implementration od CRM is of high quality, it will be even more effective. Due to CRM, managers will be able to perform their work more effective and active because it enables them to get well acquainted with the final goal of their business. In this paper CRM will be discussed as one of the key elements in performing high-quality business in the field of trade