Transformation of Customer Relationship Management (CRM) and the future of companies in service industries

Abstract

This paper explains the concept of CRM, as well as the way this system influences on forming the communication with customers in the future. Through CRM (and systems used to make easier CRM), the companies learn more about their target groups and how to meet their needs, thus improving communication with existing and potential customers. The operating CRM consists of 3 main components: automation of sales, automation of marketing and automation service. This paper analyses the future guidance of CRM development and the way this system can contribute to better product or service placement, as well as the greater consumer satisfaction. The final part of the paper discusses the distinction between traditional and social CRM, and the novelties and advantages that this form of customer relationship management has enabled.

Keywords

• crm system
• consumer-business communication
• customer satisfaction
• traditional and social crm