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Introduction
Companies are entering into compete in a new market weaken the existing and solid ones, due to new ways of doing and conceiving businesses. One of the factors that have determined all these changes is the stable change and evolution of technology. Because of this reality, the CRM concept has evolved in such a way that nowadays it must be viewed as a strategy to maintain a long-term relationship with the customers. A good customer relationship is a key to business success. Relationship building and management, or what has been labeled as relationship marketing, is a leading approach to marketing. The use of customer relationship management (CRM) systems is becoming increasingly important to improve customer life time value. Understanding the needs of customers and offering value-added services are recognized as factors that determine the success or failure of companies. So more and more businesses begin to attach great importance to electronic customer relationship management (eCRM), which focuses on customers instead of products or services, that is, considering customer’s needs in all aspects of a business, ensuring customers’ satisfaction. By providing information on customer data, profiles and history they support important areas of a company’s core processes, especially in marketing, sales and service. eCRM is all about optimizing profitability
and enabled businesses to keep customers under control, as it makes the customer feel they are really a part of the business progress. When managing the transition to a customer-centric organization, it is mandatory to develop the capabilities to acquire the necessary resources, knowledge and tools to meet customer’s requirements with the appropriate products and services. A knowledge based system is most effective in the managing of semi-structured problems. The abilities of such systems are usually applied on the managing level of strategic planning. An effective CRM system should enable an organization to gain greater insight into customer behaviour and preferences whereas ERP analytics are more likely to focus on supply and demand for key
resources and materials. In spite of the broad use of sales force mechanization systems in sales, a Forrester study examines important deficits in today’s marketing, sales and service processes. It was found that just 22% of the companies analyzed possess a uniform customer view and only 37% know which
customers are looked after by individual business units.