Reshaping the Future of Communication by Reshaping CRM

Jugović, Tijana and Milošev, Dejana and Vukmirović, Valentina (2016) Reshaping the Future of Communication by Reshaping CRM. In: XV International symposium Reshaping the Future Through Sustainable Business Development and Entrepreneurship SymOrg 2016. Faculty of organizational sciences, Belgrade, pp. 133-138. ISBN 978-86-7680-326-2

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Abstract

This paper aims to clarify the notion of CRM, as well as the influence of this system on how communication with customers will be shaped in the future. Through CRM and systems used to facilitate CRM, companies find out more about their target audiences and the best way to meet their requirements, so that they may improve communication with existing and potential customers. Operational CRM consists of three main components: sales automation, marketing automation and service automation. Therefore, this paper will focus on better explaining these concepts, as well as on examining the future of CRM and the way this system may contribute to the better placement of products or services of certain companies on the market. The influence of CRM systems on customer satisfaction is also explained, as well as the future of communication between the companies and the customers.

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