Digital Transformation of Business Portfolio Through DCRM

Domazet, Ivana (2018) Digital Transformation of Business Portfolio Through DCRM. In: Digital transformation: new challenges and business opportunities. Silver and Smith Publishers, London, pp. 214-235. ISBN 978-1-9993029-4-8

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Abstract

For many years, the biggest challenge for managers is to improve the competitiveness of Serbian companies. There is no universally applicable solution, but there are common segments that, simultaneously, can achieve the significant synergetic effect and improve business, especially in the information and communication technology segment. Hence the aim of this paper is to point out the significance of digitalisation of the business environment and the implementation of modern information technologies, that is, technologically advanced digital solutions within the business processes of the company. A high level of sustainable competitive advantages is achieved through a number of qualitative business improvements, where one of the most important is Customer Relationship Management and its digital innovation DCRM (Digital Customer Relationship Management). By implementing DCRM the company improves its competitiveness through digitisation and integration of communication channels, which leads to increased business efficiency and reduced risk of wrong management decisions. Digital business transformation and customer relationship management through digital communication channels is a key step forward in improving microcompetitiveness of companies.

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