文章基本信息

标题：Peculiarities of Customer Relationship Management strategies adopted by the Romanian companies
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作者：George Schin
期刊名称：Business Management Dynamics
电子版ISSN：2047-7031
出版年度：2014
卷号：4
期号：2
页码：1-9
语种：English
出版社：Society for Business and Management Dynamics
摘要：The challenges related to CRM philosophy are taken into consideration by the Romanian managers in their search for business development, based on enhanced customer value, which deliver better performances. Romanian managers need to understand the CRM role in the overall business strategy, by considering the methodologies concerning customers' lifetime value as a result of interactions between companies and customers on three stages: acquisition of new customers, loyalty programs and long term development of customer relationships. In this context, this paper seeks to investigate the cultural values that enable CRM projects, as well as the goals of CRM campaigns launched by the Romanian organizations. The results emphasize customer acquisition and loyalty programs, developed by the companies that participate to the research, as well the CRM techniques concerning the acquisition of information referring to customers and customers' profitability according to customers' lifecycle stage.
关键词：Customer Relationship Management;customer acquisition;loyalty program;business performance