Stručni rad
CRM SYSTEM FOR ENSURING SUSTAINABLE COMPETITIVENESS
Milan Puvača
orcid.org/0000-0003-0056-5290
; Veleučilište „Lavoslav Ružička“ u Vukovaru, Županijska 50, 32000 Vukovar, Hrvatska
Slobodan Stojanović
; Veleučilište „Lavoslav Ružička“ u Vukovaru, Županijska 50, 32000 Vukovar, Hrvatska
Sažetak
The role of monitoring customers, i.e. knowing their wishes and behaviour has become more important than ever. The global supply and availability of various goods and services regardless of physical location "has spoiled" customers irrespective of their gender, age, education or experience. The advantage of availability and instant delivery have become the key to success, and only top business entities manage to ensure loyal customers who return, especially with highly elastic offers. Information and communication technology plays a significant role in this process. With the company's drive towards digitalization and digital transformation, the customer really has to take centre stage. Technology enters the service of monitoring and tracking as well as learning about the preferences of each customer. On the other hand, the availability of data on consumer habits can only be used by their optimal collection, processing and presentation, i. e. by use of information in the business process. Often, the logical solution to this challenge is in CRM IT tools. The authors of the paper, in addition to reviewing the available literature on CRM systems as a central place for improving relations with consumers, take a practical example (case study) in a real environment. In the example of a company for translation services, the implementation of the open source Odoo CRM application solution is analyzed with all the advantages and disadvantages it brings.
Ključne riječi
CRM; customer tracking; business efficiency; customized advertising and product
Hrčak ID:
295900
URI
Datum izdavanja:
17.3.2023.
Posjeta: 373 *