D 2021

CRM as a tool to maintain the competitiveness of enterprises in the global digital economy

BOTLÍK, Josef a Milena JANÁKOVÁ

Základní údaje

Originální název

CRM as a tool to maintain the competitiveness of enterprises in the global digital economy

Vydání

20th. GLOBALIZATION AND ITS SOCIO-ECONOMIC CONSEQUENCES-SHS Web of Conferences, od s. 1-11, 11 s. 2021

Nakladatel

Univerzity of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics

Další údaje

Jazyk

angličtina

Typ výsledku

Stať ve sborníku

Stát vydavatele

Slovensko

Utajení

není předmětem státního či obchodního tajemství

Forma vydání

elektronická verze "online"

Odkazy

Organizační jednotka

Obchodně podnikatelská fakulta v Karviné

Klíčová slova anglicky

CRM; digital economics; EU; crisis; globalization

Příznaky

Recenzováno

Návaznosti

19/2019, projekt VaV.
Změněno: 31. 1. 2021 12:47, Ing. Josef Botlík

Anotace

V originále

Research background: Globalization is characterized by the interconnection of national economies, which may be more vulnerable in this way. Economic and social shocks caused by the global nature of the socio-economic environment have now shown, especially in connection with covid19, the need for a deeper focus of companies on customers. Purpose of the article: The need for communication, the search for new market opportunities, and the resumption of production in the post-crisis period could be significantly affected by the use of digital technologies aimed at clients and customers. The ongoing research “Application of systems for customer relationship management in the environment of small and medium-sized enterprises” has shown that customer orientation can be significantly supported and streamlined by using Customer relationship management (CRM) systems. The paper compares the use of CRM in EU countries and identifies critical points. Methods: Using methods of system analysis, especially mathematical prediction, statistical methods, and multicriteria analysis, the use of CRM in EU countries is compared in relation to selected factors of the digital economy. Findings & Value added: Years with major declines and disproportions have been identified. The declines in developed economies (Germany, France, Austria etc.) in 2019 are specific, related mainly to the use of new forms of customer service. It turns out that although companies are streamlining their marketing efforts through CRM and focusing on maximizing potential through customers, CRM is only an integral part of ICT and can be replaced in the global environment by other tools of the digital economy.