Abstract

Customer Relationship Management (CRM) has become more and more a key strategy for large and small businesses. It supports marketing, sales, services and involves direct and indirect customer interaction. Customers are put into the center of the business, because they represent an asset and profi t for any company. Customers need to be satisfi ed in order to be loyal. A company can achieve that by meeting customer’s needs and expectations. In order to perform both for the benefi t of the customer and for itself, a company has to use all the positive advantages of IS technologies that support CRM including data warehouses and data mining, that are clearly presented in this paper

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