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APPROACH TO CUSTOMER RELATIONSHIP MANAGEMENT (CRM)-THE NEW KEY SALES SUCCESS

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Author(s): Marketing PhD. Daniel Mihai VASILIU

Journal: USV Annals of Economics and Public Administration
ISSN 2285-3332

Volume: 12;
Issue: 1(15);
Start page: 144;
Date: 2012;
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Keywords: customer orientation | customer advisor | relationship marketing | branch banking | personal selling

ABSTRACT
In this paper I investigate the new role of marketing specialists as customers supporters by understanding theirreal needs and concerns, ensuring that promises are, effectively and convince, a reality. In the past years there havebeen considerable changes in the arena battle to win customers and is currently recording a reconceptualization of thenotion of selling. In the current business environment, characterized by a competition from increasingly aggressive, thebattle to win customers is powerful every day. Companies that enter a new market to compete weakens the existing andsolid ones thanks to new ways of doing business and design. It will show that implementing a CRM strategy is not aluxury but a necessity in terms of the XXI century economy wich is "Customer Economy", whose rules are: the clienthas the power to decide, the relationship with the customer is its most value of the company, personal experience of theclient in the relationship with the company is decisive for its success, but will emerge and limitations of this approach.It will customize the application of modern competitive strategies focused on customer relationship management (CRM)in a banking environment, being only able to provide a lasting competitive advantage in the competition.
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