Ekonomika a management
Hexagonal Stellar Model of CRM – Key Elements Influencing the CRM Building
In developed countries the change of business processes are distinguished in the orientation to a customer. Enterprises base their actions in the market not on “suspicions” or “experience”, but on knowledge that is acquired by analysing customer’s data. However knowledge-based activity of an enterprise is possible only when having processed the data on their basis motivated decisions to find, attract and keep customers are taken.
Jméno a příjmení autora:
Milan Kubina, Viliam Lendel
57 - 72
CRM, management, customer, strategy, employees, research
DOI (& full text):
In present, most companies are conscious of evident contribution of CRM and almost every company is using CRM technologies that support their business or evaluating specific contributions of CRM for…více
In present, most companies are conscious of evident contribution of CRM and almost every company is using CRM technologies that support their business or evaluating specific contributions of CRM for company and planning its realization in future. Implementation of CRM system does not assure change of single company processes. The company does not automatically become customer oriented and customers don’t become more loyal or gainful for company.The scientific paper analyses variants of CRM conceptions by reviewing different models of CRM creation, analysis of which allowed envisaging typical elements influencing the CRM building in company. The analysis of scientific literature allowed revealing and theoretically finding the suitability of individual key elements for basic CRM system formation. By comparing different CRM models and applying the inductive method a hexagonal stellar model was designed.Main goal of the study is to contribute to the larger successfulness of organizations that decide for building of CRM. In the first and second section the paper consider the concept of CRM and how CRM systems are reported upon in the literature. In the third section the paper describes the empirical research. The purpose of the research was to find and analyse the current level of Slovak companies in the CRM area on the base of identifying main factors that affect the level of using CRM information system and process of implementation in the company. We addressed medium and large businesses. 230 top managers of Slovak medium and large businesses participated inthe research. The last section of the paper deals with identification of key linkages between management and CRM. Management is reflected in CRM primarily through the following areas: strategic management, change management, project management, process management and human resources management. CRM provides clear evidence needed for strategic decisionmaking.
Ekonomika a management