MODERN INSTRUMENTS OF THE CUSTOMER RELATIONSHIP MANAGEMENT BASED ON CRM SOFTWARE OF THE CAPITAL GROUP COMARCH S.A.

Abstract

The article presents the issue of the Customer Relationship Management (CRM), which is an idea of management based on customer relationship and it is characterized by a high level of individualization of approach towards a purchaser of goods and services, increasing his satisfaction and creating loyalty. In particular, the Authors concentrated on a technological side of CRM conception since IT becomes a platform constituting its foundation. In order to illustrate the CRM conception, the Authors presented the ex ample of instruments supporting the Customer Relationship Management offered by one of the leaders of the market – Comarch S.A.