Innovative use of information from CRM systems to create strategic actions of companies on the market: A catalogue of good and bad business practices
Journal Title: Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie - Year 2014, Vol 25, Issue 2
Abstract
This article analyzes the problem of making functional objectives of the innovative CRM system. The CRM systems are commonly implemented in enterprises by modern organizations expansively developing on the market. Each of them, however, tends to apply the developed strategy in an individual way that frequently surprises the market and its customers. They are derivatives of functional strategies implemented by companies, the cohesion level of which is frequently different. Due to the specific nature of these IT projects that integrate knowledge about the company’s business processes and its surroundings, the strategic thinking is exceptionally essential. This is proved by the holistic approach to the development of CRM’s functionality, considering the necessity to modify and implement it in the future. The author analyzed some selected erroneous practices that may occur at the stage of planning and implementing CRM in the organization, identifying such errors as: users wrongly fill out records in CRM (fictional INPUT data), wrong segmentation of customers by CRM (fictional OUTPUT data), generation of reports inconsistent with CRM (no option to transform data into information and knowledge for the organization), problem with current coordination of the scope of works concerning modifications of previous functionalities of CRM.
Authors and Affiliations
Paweł Antonowicz
Business risk challenges faced by entrepreneurs from the fruit and vegetables processing sector. Case study of Stara Zagora region
The purpose of the research is to focus on some of the challenges associated with business risk faced by entrepreneurs operationalizing in the sector ‘Processed and conserved fruit and vegetables’ in Stara Zagora region...
Innovativeness as a factor determining competitiveness of small- and medium-sized enterprises
Innovations are a process of creating and spreading technical changes which achieve certain economic and social benefits. Promoting innovations and implementing them in enterprises conditions a good position on the globa...
Znaczenie klastrów w innowacyjności przedsiębiorstw
Obserwowany niski poziomu innowacyjności polskiej gospodarki był przesłanką dla podjęcia tematu zbadania znaczenia struktur klastrowych w innowacyjności przedsiębiorstw. Celem artykułu była ocena roli klastrów w zwiększa...
Study in standard of living—methodology of structure of selected indicators
Social statistics has been interested for many years in such categories as: standard of living and quality of life. These two categories should be regarded separately, even though in common language they are often synony...
Zarządzanie kryzysowe w organizacjach w kontekście polskiego ustawodawstwa
Artykuł dotyczy zarządzania kryzysowego w szeroko pojętych organizacjach (podmiotach gospodarczych, przedsiębiorstwach, instytucjach, firmach), rozpatrywanego przede wszystkich z punktu widzenia zdarzeń zachodzących na z...