CRM AS A MANAGEMENT TOOL FOR IMPROVING SERVICES

The exact information provided in the right place at the right time represents one of the most important business resources of a company. Transformation of the world economy from industrialized one to a service economy, along with its complete orientation towards consumers and a digitalization of every business process is evident. As all decisions need data, the development of IT technology has led to the fact that information system and system of informing greatly facilitate the strategic decision-making processes leading to the changes in a relationship between an organization’s potential and market needs, viz. customer needs. More and more organizations and companies recognize the need to make their customers the central point of their support service as well as of strong and strategic customer care process, including customer profiling, customer segmentation, customer research, investment in technology and management. Customer Relationship Management (CRM) includes business processes that do not highlight only the strategy, but the process of acquiring, retaining and partnering with customers as well, thus creating the additional value for both the company and the customer