THE FUNCTIONALITY OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOFTWARE AND SALES IMPROVEMENT ON THE EXAMPLE OF CARLSBERG SERBIA LLC COMPANY

Abstract

The subject of this paper is focused not only on the introduction of software solutions and the implementation methodology but also on introduction of applicable software in the Carlsberg company. In a broader sense, the aim of this master's thesis is to present that the companies are forced to search for new software to ensure their competitiveness in the marketplace. In a narrower sense, the purpose of this research is analyzing clients satisfaction by a software tool called CRM (Customer Relationship Management) which provides the companies with complete business management by being familiar with the clients needs and desires.