computer-aided and web-based tools in CRm

computer-aided and web-based tools in CRm - Acta...

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Acta Electrotechnica et Informatica, Vol. 13, No. 4, 2013, 13–19, DOI: 10.15546/aeei-2013-0043 13 ISSN 1335-8243 (print) © 2013 FEI TUKE ISSN 1338-3957(online), COMPUTER-AIDED AND WEB-BASED TOOLS IN CUSTOMER RELATIONSHIP MANAGEMENT Izabela KRAWCZYK-SOKOŁOWSKA * , Boguslawa ZIÓŁKOWSKA ** * Faculty of Management, Czestochowa University of Technology, Al. Armii Krajowej 19 B, 42-200, Częstochowa, Poland, tel. +48 34 3250 428, e-mail: [email protected] ** Faculty of Management, Czestochowa University of Technology, Al. Armii Krajowej 36 B, 42-200 Częstochowa, Poland, tel. +48 34 3250 345, e-mail: [email protected] ABSTRACT All customers today seek easy access to a wide range of information of products and services, which are in particular available online. It is therefore especially important that an enterprise can establish relationships with consumers at each stage of their life cycle, also in the virtual space. The available computer systems must be used more widely by the company management for the purpose of improving the customer service. This study aims to present the state-of-the-art online tools which, if appropriately selected and used, enable to build relations with customers and to manage them. Keywords: customer relationship management (CRM), computer-aided tools 1. INTRODUCTION To successfully operate an enterprise, it is important to define and then pursue business goals, which include for example profit maximization, gaining of market share, increasing of sales volume, improving of goodwill, staff creativity and product and service novelty, and last but not least, finding new customers. It must be noted that one of primary goals of business is to arouse and then to maintain interest in a product or a service and to achieve a desirable level of sales. However, to make sure that the above objectives are achieved, consumer satisfaction [1] must be built which involves understanding the needs and meeting or exceeding the expectations of customers. The synergic relationships between a company and customers require appropriate and effective customer relationship management, i.e. outlining and implementation of customer-oriented processes beneficial to both parties. [2] 2. TASKS AND APPLICATION OF IT TECHNOLOGIES IN MANAGING AN ENTERPRISETHE The usefulness of IT in managing an enterprise is unquestionable, however many companies still do not avail of the possibilities that computerization creates in the field of analysis and exploration of data for the purposes of acquiring useful information in the following areas: Classification by ordering a subject into a predefined class. Estimation, when the class to which the subject has been ordered into constitutes a constant set of values frequently used in prognostic tasks based on the methodics of decision trees, neuron networks and statistical analysis, e.g. time spans.
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  • Fall '15
  • Customer relationship management, ISSN

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