The Model of Creation of Customer Relationship Management (CRM) System

Abstract

The article analyses client relation management system by disclosing the role and place of relation marketing in formation of CRM theoretical foundations. It reveals the support of customers’ (organisations or individual persons) and supplier’s (industrial organisations or service organisations) relationship based on trust, cooperation, power distribution, communication, commitment, dependence and other features as well as the development of customers’ loyalty. The application of relationship marketing theory (model) in the narrower CRM conception is simply inevitable because customer relationship management cannot be only the illustration of the relationship, it is more important to perceive relationship management and development. The system of customer relationship management is presented as the system that integrates management of customers’ groups, establishment and management of marketing companies by indicating the benefit of CRM system for customers and enterprise’s employees. CRM – is everything what it is related to satisfaction of customer’s needs. What actions are needed to start creating the CRM system? It is necessary to start from the review of the following questions: what and how you are ready to present to your customers, what they expect from you and more than expect. Only afterwards it is necessary to choose necessary technologies, which can help you. The article analyses variants of CRM management system creation by reviewing different models of CRM creation, the analysis of which allowed envisaging typical elements of CRM model formation or stages of implementation process. Comparative analysis, inductive method was applied for the review and analysis of CRM models. The formed CRM implementation model integrates the elements of creation, strategy and implementation, which allowed to prepare the structured model.