THE ROLE AND SIGNIFICANCE OF CRM AND ITS IMPLEMENTATION IN THE IT INDUSTRY
DOI:
https://doi.org/10.24867/18GI05JukicKeywords:
CRM, e-CRM, Customer relationship management, CRM applicationsAbstract
This paper will describe the concept of CRM, its characteristics, architecture, as well as the development of this concept in the IT industry. It also explained how information technology has influenced the development and use of these tools, creating various applications that facilitate and improve real-time customer relationship management. In the practical part is described a concrete example of a CRM tool - EspoCRM, his advantages, disadvantages, suggestions for improvement, as well as the complete appearance of the user interface.
References
[1] P. Kotler, Kevin Lane Keller, “Marketing Management“, Prentice Hall, 2012.
[2] Dotun Adebanjo, Management Decision, „Classifying and selecting e‐CRM applications: an analysis‐based proposal“ 2003.
[3] Paul Harrigan, Journal of Marketing Management, „Critical factors underpinning the e-CRM activities of SMEs“ 2011.
[4] Trainor, Kevin J. , Journal of Business Research, „Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM“, 2014.
[5] Internet: EspoCRM documentation (https://docs.espocrm.com/), pristupljeno: decembar 2021.
[2] Dotun Adebanjo, Management Decision, „Classifying and selecting e‐CRM applications: an analysis‐based proposal“ 2003.
[3] Paul Harrigan, Journal of Marketing Management, „Critical factors underpinning the e-CRM activities of SMEs“ 2011.
[4] Trainor, Kevin J. , Journal of Business Research, „Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM“, 2014.
[5] Internet: EspoCRM documentation (https://docs.espocrm.com/), pristupljeno: decembar 2021.
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Published
2022-08-07
Issue
Section
Industrial Engineering and Management
