The acronym CRM (Customer Relationship Management Customer Relationship Management) recently entered into the language of decision makers and marketing professionals. The 90 marked the transition from transactional marketing to relational marketing. Thus, focussing on the creation of a large number of short-term transactions began to be gradually replaced by the philosophy of promoting medium and long term relationships with all categories of persons and organizations that have a direct or indirect interest in the work ( "stakeholders"). Naturally, the assertion of relational marketing in both conceptual and operational customer relationship led to reconsideration, major category of "stakeholders" and successful management requires an orientation towards action, continuous contact with customers, business orientation and key great value.
Now, says stronger position that CRM is a business strategy, not limited to one organization functions. It is also worth noting that the solutions meet the objectives of the IT support customer relationship and not the essence of CRM. To ensure effective and efficient fulfillment of these goals, organizations need to harmonize the three levels of CRM: strategic, operational and analytical facets managing many of the design strategies to automate sales activities, services, marketing and communication, to data analysis and performance measurement in customer organization.
Today we are witnessing more and more organizations orientation toward developing long-term profitable relationships with customers and as a means of ensuring sustainable development and increase market competitiveness. Emergence as a distinct field of customer relationship management (CRM) is a valuable development of the principles of relational marketing. In essence, relational marketing refers to the strategic management of relationships with all categories of "stakeholders" relevant. In comparison, customer relationship management aimed at strategic management of customer relationships (one of the most important categories of "stakeholders"), based on the use of information technology.
Compared with previous decades, today customers are for organizations "moving target". Markets no longer have a relatively stable structure, is extremely dynamic, with segments and niches whose profile evolves. In this context, Customer Relationship Management is aimed at attracting and retaining profitable customers through the development of long-term relationships and stimulating customer loyalty, allowing companies to understand customers, it "isolate" the most good customer (we want to have a long term relationship with him), to create a mutually beneficial long term relationship with them.
Advances in information technology help to substantiate the most appropriate strategy for developing relations with each client portfolio within the organization.