SHSWebofConferences92,06014(2021)/10.1051/shsconf/20219206014
GlobalizationanditsSocio-EconomicConsequences2020
CRMtoSupportInternationalRelationships
inaGlobalSociety
MilenaJanakova1,*
1SilesianUniversityinOpava,SchoolofBusinessAdministrationinKarvina,Departmentof
InformaticsandMathematics,Univerzitninam.1934/3,73340Karvina,CzechRepublic
Abstract.
Researchbackground:Competitivepressureandhighcustomer
expectationsleadtotheuseofnewinnovationsforcommunicationwith
customers.Inmanycases,thiscommunicationisbasedonCRMsystems.
CRMsystemshavegreatcapabilities,butthecurrentproblemisevidentin
thedifficultyofchoosingtheoptimalCRMforsmallbusinessesdueto
doubtsaboutunexpectedneeds(suchashumansources,necessaryhardware
andsoftware,financesandtime).
Purposeofthearticle:Theaimofthispaperistosupportoptimalcustomer
contactthroughbetterCRM(CustomerRelationshipManagement)
implementationinaglobalsociety.Thepurposeofthisarticleisto
determinethenecessarymetrics(notjusttoughfinancialissues)toknowthe
preferencesforCRMwiththeirweights.Thisinformationshowsthe
possibilitiesofchoosingtheoptimalCRMsystems