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CRM - marketing - tool for increasing competition and profitability for modern company

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1 Author(s)
Shonia, D. ; Direct Marketing & Distrib. Channel Manage., Univ. of Int. Relations of Georgia & Sokhumi State Univ., Tbilisi, Georgia

It is not arguable that modern business requires important steps for successful relations with its customers. Today, attraction and keeping of customers, formation of their loyalty and respectively, increasing of company competition and profitability, are priority directions of any company. Marketing activity for improving relations with customer considers CMR - Customer Relationship Management. CRM is customer oriented informational system, aiming to satisfy and keep the customers, including optimization of the company. Literature about CRM marketing discusses its usage, investment profitability from different views and studying of these approaches is very popular nowadays. The most difficult thing is to choose CRM system and to introduce it in relevant field, as there are many solutions in the world. Practically it is desirable to choose relevant part and fit it to the company, individually. Notwithstanding existing difficulties, CRM introduction in company activities has great future. So the company introducing such system will have important priority among competitor companies.

Published in:

Application of Information and Communication Technologies (AICT), 2011 5th International Conference on

Date of Conference:

12-14 Oct. 2011