Customer relationship management: Implemetation, benefits and problems

Abstract

One of the recent trends in marketing and sales department has been growing focus on using the information technology for retaining customers and applying relationship marketing strategy. This paper presents customer relationship management (CRM) implementation as an important business approach for achieving competitive position on the markets. The author explained the different definitions of CRM process, application, benefits and problems of CRM strategy and the new role of the holistic marketing concept in the changing business environment.