The CRM system and its role in raising the competitiveness of enterprises

Abstract

The globalisation of countries’ economies and the growth of the market in the West are becoming important factors determining the activity of enterprises. In this changing economic environment, the search for new sources of concurrency advantage often determines the survival and development of an enterprise. Knowledge about the market, speed of decisions, innovations and customer relationship management (CRM) are becoming some of the key success factors. Following an analysis of the literature, this article presents the essence and definition as well as the benefits of CRM in terms of raising the competitiveness of enterprises for which the client plays a leading role.