CUSTOMER RELATIONSHIP MANAGEMENT (CRM) – HOW TO BUILD STRONG ONLINE RELATIONSHIP WITH THE CUSTOMERS

Abstract

The rapid development of technology and the Internet, drastically change the environment for both, consumers and businesses. The Internet is widely accepted by consumers and its use obviously changes their behavior. In order to be efficient and sustainable in their operations, businesses need to respond quickly to these changes. Customer relationships management is a business strategy used to identify consumer needs and their behavior and to build long-term and sustainable customer relationships. Although customer relationships management is a business activity practiced from a lot of generations, today, building long-term customer relationships is at the core of business sustainability and becomes unacceptable without the use of digital communication technologies and software applications. The aim of this paper is to research and analyze the CRM systems in order to give  an overview of the benefits of certain applications that build successful customer relationships.