JANÁKOVÁ, Milena. Life-Long Learning and its Quality for Better IT Skills and Innovations in CRM. Online. In Proceedings of ICERI2020 Conference. 2020, p. 4573-4577. ISBN 978-84-09-24232-0.
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Basic information
Original name Life-Long Learning and its Quality for Better IT Skills and Innovations in CRM
Authors JANÁKOVÁ, Milena.
Edition Proceedings of ICERI2020 Conference, p. 4573-4577, 5 pp. 2020.
Other information
Original language English
Type of outcome Proceedings paper
Country of publisher Spain
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
Organization unit School of Business Administration in Karvina
ISBN 978-84-09-24232-0
Keywords in English CRM; information technology; innovation; life-long learning
Changed by Changed by: Mgr. Milena Janáková, Ph.D., učo 48743. Changed: 1/2/2021 14:53.
Abstract
The paper focuses on life-long learning in CRM (Customer Relationship Management) to support innovation based on better skills and knowledge. The introduction is devoted to the importance of the education process and the development of new skills needed for CRM. The existing problem is related to the question of how to support high-quality learning for high-quality CRM implementation. The method solution is based on multi-criteria managerial decision-making. Fuller's method was used and the necessary metrics were determined such as increasing the response to marketing campaigns, increasing the number of market opportunities, improving targeting or shortening the sales cycle time that are important for CRM marketing to show hidden benefits for better CRM and life-long learning. The achieved results show a greater interest in (1) improving targeting, (2) increasing the response to marketing campaigns, and (3) increasing the number of market opportunities. For life-long learning, this is the reason to bring more practical work with CRM systems that are in good condition in these matters, such as Salesforce, NetSuite CRM, Zoho CRM, or Hubspot.
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