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Customer Relationship Management
Customer Relationship Management – in short CRM - is a customer-oriented strategy. The company and its processes are customer-oriented. The aim is to increase customer satisfaction and long-term customer loyalty to the company. This can be achieved by an individual customer care. Thanks to closer customer relationships and optimization of the company processes, the operational costs are cut and profits increase.
The customer relationships management is divided into analytical and operational approach. Analytical CRM evaluates the collected information. These results are used in operational CRM targeted to customer contact.