<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The paper focuses on Customer Relationship Management (CRM), based on latest national and international studies of the subject. The goal of the paper is to identify how the selected companies that operate in Slovakia understand the concept of CRM and to what degree they actively use it. Thereafter authors compare different approaches to management of company’s relationship with customers. They wanted to focus on a deeper analysis and decided to use in our orientation and evaluative research also a different approach, such as collaboration with international experts. In the paper the authors identify level of use of social CRM in selected companies in Slovakia and based on expert opinions of members of an international group they design an optimal model of CRM.</p>
</abstract>

The paper focuses on Customer Relationship Management (CRM), based on latest national and international studies of the subject. The goal of the paper is to identify how the selected companies that operate in Slovakia understand the concept of CRM and to what degree they actively use it. Thereafter authors compare different approaches to management of company’s relationship with customers. They wanted to focus on a deeper analysis and decided to use in our orientation and evaluative research also a different approach, such as collaboration with international experts. In the paper the authors identify level of use of social CRM in selected companies in Slovakia and based on expert opinions of members of an international group they design an optimal model of CRM.

Differentiated Customer Relationship Management – A Tool for Increasing Enterprise Competitiveness

Management Systems in Production Engineering

This work is licensed under the Creative Commons Attribution 4.0 International License.

The paper focuses on Customer Relationship Management (CRM), based on latest national and international studies of the subject. The goal of the paper is to...

Differentiated Customer Relationship Management – A Tool for Increasing Enterprise Competitiveness

Published Online: May 19, 2022

Page range: 163 - 171

Received: Dec 01, 2021

Accepted: Apr 01, 2022

DOI: https://doi.org/10.2478/mspe-2022-0020

Keywords
Customer Relationship Management (CRM), CRM mode, enterprise competitiveness, ethical aspects

© 2022 Helena Čierna et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Differentiated Customer Relationship Management – A Tool for Increasing Enterprise Competitiveness

Published Online: May 19, 2022

Page range: 163 - 171

Received: Dec 01, 2021

Accepted: Apr 01, 2022

DOI: https://doi.org/10.2478/mspe-2022-0020

KeywordsCustomer Relationship Management (CRM), CRM mode, enterprise competitiveness, ethical aspects

© 2022 Helena Čierna et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
Customer Relationship Management (CRM), CRM mode, enterprise competitiveness, ethical aspects