Primjena CRM tehnologije u grafičkoj industriji

Olivia-Silvana Prlić, Petra Marincel

Razradom CRM teme želi se pokazati da se put do uspješnosti tvrtke temelji na upravljanju odnosima s korisnicima. Sve veći broj tvrtki bori se za naklonost sve zahtjevnijih korisnika želeći pri tom ostvariti konkurentnu prednost. Bitan dio u ostvarivanju cilja je CRM koji objedinjuje područja marketinga, prodaje i podrške. Novi izazovi na tržištu povečavaju potrebu za stalnim inoviranjem poslovnih modela i procesa a do toga se brže dolazi u modernom biznisu uporabom pravog CRM software-a. Personalizirano upravljanje odnosima s korisnicima postaje ključno pitanje suvremenog poslovanja. Postoje različiti pogledi na upravljanje odnosima sa korisnicima. To može biti precizni marketing koji se odnosi na spajanje proizvoda ili usluge sa potrebama potrošaća, CRM može značiti upotrebu kontakt centra za pogled na potrebe klijenata, a za neke CRM može biti prekretnica velikih investicija u data warehouse sustave (baza podataka koja se koristi za izvještaje i analize). Bez obzira na sve poglede CRM-a, činjenica je da se radi o snažnom izvoru konkurentske prednosti.

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