Customer Relationship Management

New technologies, especially computer technology and Internet, together with the growth of e-trade, create a one-to-one relationship between a buyer and a seller. Customer Relationship Management – CRM became a path along which sellers gain, acquire and increase the number of buyers.

According to the American Marketing Association, CRM represent a discipline in marketing which combines data bases and computer technology with consumer service and marketing communications. CRM creates one-to-one communication with consumer using data on buyer (demographic, industrial, previous purchase, etc.) through each communication channel. On the most simple level, that is a personalizing of e-mail or any other communication with a client, whereas on a more complex level CRM enables a company a consistent personalized marketing communication which a buyer can see in an advertisement, website or to phone a company.

CRM is a process of targeting, attracting, transactions, services, maintaining and making long-term relationships with buyers. That includes all the principles of marketing relationship based on data on buyers, ensured by technology in order to satisfy buyers profitably. There are five steps in a CRM chain of values:

• Portfolio customer analysis – analysis of customer base in order to direct various valuable offers to them.
• Intimacy with customers – includes business into intimacy so as to get to know selected customers as segments or individuals and makes a consumer data base which could be available to all those whose decisions or activities can influence attitudes and behaviour of customers.
• Network development – making a strong network of relationships with employees, suppliers, partners and investors who understand consumer demands. Central place in a model belongs to a consumer who is surrounded by other elements: suppliers, owners, investors, employees and other partners. Managing and coordination, within these elements, can provide making, reporting and delivery of preferred valuable suggestions to selected consumers.
• Developing valuable suggestions- developing suggestions which create a value for both for consumers and a company.
•  Managing a relationship – focusing on structures, as well as on processes.

Small and medium enterprises  are often not able and do not have a lot of money to undertake expensive and thorough market researches. CRM applications and ITs help them a lot to create data bases to rely on in making decisions. CRM enables small producers of garments to reduce their costs by giving quick answers to buyers, a personalized marketing com