Business Management Dynamics

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ISSN: 2047-7031

bmd Business and Management Dynamics bmd
ISSN: 2047-7031  
Volume  4   Issue 2  2014  
Article Abstract
Peculiarities of Customer Relationship Management strategies adopted by the Romanian companies
Keywords:  Customer Relationship Management, customer acquisition, loyalty program, business performance
George Schin
The challenges related to CRM philosophy are taken into consideration by the Romanian managers in their search for business development, based on enhanced customer value, which deliver better performances. Romanian managers need to understand the CRM role in the overall business strategy, by considering the methodologies concerning customers' lifetime value as a result of interactions between companies and customers on three stages: acquisition of new customers, loyalty programs and long term development of customer relationships. In this context, this paper seeks to investigate the cultural values that enable CRM projects, as well as the goals of CRM campaigns launched by the Romanian organizations. The results emphasize customer acquisition and loyalty programs, developed by the companies that participate to the research, as well the CRM techniques concerning the acquisition of information referring to customers and customers' profitability according to customers' lifecycle stage.
01-09   |  View PDF