Profitabilno poslovanje organizacije kao ishod unapređenja konkurentnosti primenom koncepta CRM

Abstract

U današnjem biznis okruženju uspostavljanje dugotrajno održivog odnosa s kupcima predstavlja jedan od bazičnih parametara uspešnosti poslovanja organizacija. Kao odgovor na zahteve kupaca koji se konstantno menjaju i povećavaju, razvija se strategija upravljanja odnosa s potrošačima, koja integriše procese i tehnologije tako da se obezbedi pouzdan, razumljiv i integrisan pristup bazi kupaca, s ciljem da se s njima izgrade interaktivni odnosi koji će doneti obostranu korist i potrošačima i organizacijama. Napredak ostvaren u domenu informaciono-komunikacionih tehnologija uneo je promene u način ostvarivanja konkurentnosti i profitabilnog poslovanja organizacija. Koristeći savremene tehnologije, organizacije se sve više približavaju kupcima, ostvaruje se ušteda u troškovima poslovanja, skraćuje se vreme isporuke vrednosti, poboljšava se podrška korisnicima, što sve utiče na povećanje lojalnosti potrošača. Ishodište uspešnog tržišnog razvoja naše organizacije treba da traže u preciznijem kreiranju sopstvene strategije održivog poslovanja i uspešnoj implementaciji sistema i koncepata koji podržavaju konkurentnost.

In the contemporary business environment, the establishment of long-term sustainable customer relations represents one of the basic parameters of an organization's successful business conduct. As a response to growing and changing customer demands, there originates a strategy of customer relations management which integrates processes and technologies in such a way as to secure a reliable, understandable, and an integrated approach to customer base, with the purpose of building interactive relations with them which will bring about mutual benefit both to customers and to organizations. The progress in the field of information and communication technology has introduced change in the way of achieving competitiveness and organizations' profitable business conduct. By applying contemporary technologies, organizations are able to approach customers more closely, there is a reduction in business conduct expenses, value delivery time is reduced, customer support is improved, and all this helps to increase customer loyalty. Our organizations should seek a successful foundation of market development in a more precise creation of their own strategies of sustainable business conduct and in the successful implementation of systems and concepts that support competitiveness.