ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT IN SMALL AND MEDIUM COMPANIES

Abstract

Interactive nature of the Web combined with the e-mail is the ideal environment in which management with relations and database provides the basis for collection and storage of the information about relationships and the strengthening of relations through promotion of personalized relationships. Due to the high cost of relationship management at the individual level, many companies in the initial phase of CRM applications use the approach to design services for development of relationships with certain groups of customers instead of with individuals. It requires companies to develop long term relationships with each group of customers in order to meet their needs and deliver services that meet those needs. Therefore, customer relationship management (CRM) includes a set of marketing approaches for building and maintaining long-term businesses with groups of customers in the initial phase of development, and in later stages with individual customers.