Effective implementation of E-CRM strategy

Džopalić, Marija and Zubović, Jovan and Bradić-Martinović, Aleksandra (2010) Effective implementation of E-CRM strategy. Polish journal of management studies, 1 (1). pp. 52-62. ISSN 2081-7452

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Abstract

In the era of digital economy customer satisfaction and loyalty are key factors for the establishment of good relations with customers and partners in the supply chain. For customers to be satisfied data protection and privacy are prerequisite for obtaining quality information. Information gathered may be transformed through a system of business intelligence into a complete enterprise resource planning system. This results in creation of integrated business systems. Using the innovative solutions enables integration of customers, partners and suppliers in a virtual network that is oriented to the end users. The challenge for the companies in the future is introducing the concept of electronic customer relationship management - CRM to increase productivity and profits of the company and thus gain a sustainable competitive advantage. Companies are increasingly exploring the market and searching the best ways to meet needs and requirements of their customers. In order to adapt to digital economy and accept new business philosophy many companies will implement modern technology and software solutions like e-CRM to their information systems.

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