Customer Relationship Management In The Modern Economy


The article justifies the relevance and necessity of use of digital tools to increase the focus on customers by companies. Customer relationship management in the information society is one of the most important factors of the success of any organization. “The client is always right” is a key phrase in determination of the priorities for the work of modern competitive companies around the world. The goal of each company is not only to attract new consumers of services, but also to maintain mutually beneficial relationships with each client. In this case, focusing on the wishes and interests of the client becomes the primary task of any business. That is why, considering the process of building sustainable competitive strategies by an organization, it is necessary to have a deeper understanding of the definition of "customer relationship management" for enterprises and organizations of all sectors of the economy. A company that uses the customer relationship management can reduce its advertising, promotion costs and reinvest funds in its development. Customers will always return to a customer oriented company and shop more often, simply because they like it. During the study, a number of the most important measures necessary for a comprehensive increase in the efficiency of companies' activities have been formed.

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