UPRAVLJANJE ODNOSIMA SA POTROŠAČIMA – CRM
CUSTOMER RELATIONSHIP MANAGEMENT - CRM

Summary/Abstract: In modern business conditions, the basic parameter of success is high-quality and long-term sustainable relationship with clients. Customer satisfaction achieved through the quality of business cooperation, proper knowledge of customers’ needs and their satisfaction, knowledge of their habits and desires, presents a basic mechanism for achieving long-term loyalty. Managing relationships with customers is a new form of business institutions based on the principles of marketing. It presents a part of the "digital economy" or "e-business". It can be defined as a business and communication with consumers aimed at collecting data on consumers, arranging, analyzing and transforming these data into information, which are used to build long-term, quality relationships. It is a continuous business process at any organizational level of institutions aimed at winning and retaining customers.

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