CRM, identification of customers, selling firms, firms providing services, manufactu-ring concerns
Nowadays building up the relationship with customers becomes a necessity. The companies try to apply the complex CRM process, which helps to find appropriate strategies for different groups of customers according to analyses and identifications of customers. This article describes the identification of customers in selected companies working in the ultimate market. The aim of the primary research was to determine the actual stage of differentiating operating of relationships between the company and customers in those companies which function on the ultimate market in the region of Liberec. The research was realized by the method of an in-depth interview. About 30 companies representing sales companies, companies providing services and manufacturing concerns from the region of Liberec were included in the research. From the results of the re-search it is obvious that most of the companies do provide the identification of their present or potential customers and they do the evidence of their customers. Just only one manufacturing company does not file the database of their present customers (they are ultimate consumers). The pieces of information of customers are collected by internal workmen/women, dealers, sales re-presentatives, marketing departments, customer department, owners of companies and in smaller companies by all employees. Most of the companies build up the database of potential customers. Half of the companies notified that they also file the differences between dates of those customers who haven‘t been spoken to yet and those who they have already been in touch with and the pieces of information are more detailed. The second half of companies does not distinguish between them. This trend seems to be similar in all the different branches such as selling companies, manu-facturing firms or service providers. Due to the right application of the complex CRM process the company is able to allocate the sources effectively and ensure the position capable for competing. According to the analyses done and the identification of customers the firms can choose appropri-ate strategies for different groups of customers.