COMPANY CRM SYSTEM STRATEGY IMPLEMENTATION

Liudmyla M. Ganushchak-Yefimenko, Valeriia G. Shcherbak, Olena D. Gulina

Abstract


The paper presents the research findings on implementing the company CRM system strategies as the most effective and widely used tools to enhance its competitive position, thus allowing to collect, organize and analyze data about customers and potential customers, as well as identify their preferences. This study provides a rationale for using the CRM system which enables a better focus on specific markets and consumers, meeting their needs, and converting casual customers into loyal ones which is the key objective of any company in the market.


Keywords


CRM system; customer loyalty; business strategy; customer management system; marketing services; remarketing; sales promotion; personal selling.

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DOI: https://doi.org/10.30857/2413-0117.2017.6.5

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