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Customer Relationship Management (CRM) - philosophy and its significance for the enterprise

Idzikowski Adam, Kuryło Piotr, Cyganiuk Joanna, Ryczko Marta

System Safety : Human - Technical Facility - Environment

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2019

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Vol. 1, nr 1

1004--1011

EN

The article presents the CRM (Customer Relationship Management) philosophy. The principles of building the CRM strategy, enabling building and strengthening ties with the client (including ensuring its safety in relationship with a company), thanks to which the company can expect continuous sales, have been presented. Exemplary tools used in CRM (such as: call centre, contact centre, key account management) are listed and described. An attempt has been made to assess the cost-effectiveness of implementing the CRM philosophy in the enterprise based on the SWOT analysis. The strengths, weaknesses, opportunities and threats of such an undertaking were analysed, and the results were presented in the summary and final conclusions.

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Normalizacja świadczenia usług przez centra kontaktu z klientem

Lotko A.

Problemy Jakości

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2008

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R. 40, nr 12

17-19

EN

Customer contact centers are important tools of the relationship marketing. Its operation aims at keep so far customers loy-al and to attract the new ones. Still, there is a lack of developed standards, which would standardize this area by delivering a set of good practices concerning contact centers operation from the organizational and technical side, as well as the quality of services. In the article, the review of existing standards (ISO 9000 for quality management, ISO 20000 for information technology (IT) services management, ISO 27000 for IT security management) and de facto standards (ITIL) which can be applied in customer contact centers is done. Also, the initiative of the European Council aiming at developing a set of European standards for customer contact centers is described.

3

Natężenie strumienia zgłoszeń w centrum kontaktu a jakość obsługi

Lotko A.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2005

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z. 33

99-108

PL

Centrum kontaktu z klientem coraz częściej staje się głównym kanałem kontaktu organizacji z klientami. Jest znaczącym narzędziem marketingu relacyjnego. Centrum kontaktu jest szczególnym przykładem systemu kolejkowego, który obsługuje nadchodzące od klientów zgłoszenia. W artykule, na podstawie wyników badań, udzielono odpowiedzi na pytanie, jak subiektywny poziom satysfakcji klientów z obsługi skorelowany jest natężeniem strumienia zgłoszeń. Można bowiem przypuszczać, że zmiany liczby napływających zgłoszeń w czasie, a tym samym zmiany obciążenia pracą agentów centrum kontaktu, wpływają na jakość rozwiązywania przez nich zgłoszeń. A jakość obsługi jest głównym parametrem, który wpływa na postrzeganie centrum kontaktu przez klientów.

EN

The customer contact center more and more often becomes a main channel for organizations to contact their customers. It is a meaningful tool of relationship marketing. Contact center is a specific example of a queuing system which serves inquiries incoming from the customers. In the article, on the basis of author's research, the answer on the question how a subjective level of customers satisfaction from sendce is correlated with the volume of the stream of inąuiries is given. One can assume, that the changes in the number of incoming inquiries, which imply the changes in customer center stuff workload, do influent negatively the quality of inquiries' solutions. And the quality of service is a main parameter which shapes the customers' perception of the contact center.

4

Badanie efektywności rynkowej centrum kontaktu z klientem

Lotko A.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Łódzka

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2005

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z. 41

21-36

PL

Rosnąca konkurencja oraz coraz większa "władza klienta" na rynku skłania organizacje do poszukiwania sposobów odróżnienia się od konkurencji. Jednym z kierunków jest tutaj koncepcja troski o klienta, badania jego potrzeb i satysfakcji oraz spełniania tych oczekiwań. W marketingu nazywa się ją zarządzaniem relacjami z klientem (CRM - Customer Relationship Management). Jednym z rozwiązań stosowanych w tym obszarze jest centrum zdalnego kontaktu z klientami. Często zadaje się pytanie o możliwość przedstawienia ekonomicznej efektywności tych rozwiązań. W artykule omówiono rolę centrum kontaktu z klientem w aspekcie marketingu relacyjnego. Podkreślono jego znaczenie dla kształtowania wizerunku i opinii o poziomie obsługi wśród klientów organizacji. Na podstawie tych spostrzeżeń zaprezentowano zarys koncepcji pomiaru efektywności rynkowej centrum kontaktu.

EN

Growing competition and customer power forces organizations to search for ways of differentiation from their competitors. One of the important directions here is a concept of customer care. Roughly, it covers examining customers' needs and wants as well as satisfaction and taking steps towards fulfilling these needs and increasing customers` satisfaction. In marketing, this approach is called Customer Relationship Management (CRM). One of solutions that can be applied here is call center (also called customer contact center). One often asks about possibilities to calculate economic effectiveness of these solutions. In this paper, a role of call center in the aspect of relationship marketing has been discussed. Its meaning for creating an image and opinions about the service level among organization`s customers has been pointed. On a basis of the above observations, an outline of a model measuring call center market effectiveness has been presented.

5

Model kosztów technologii teleinformatycznych dla centrum kontaktu z klientem

Lotko A.

Zeszyty Naukowe. Prace Instytutu Ekonomiki i Organizacji Przedsiębiorstw / Uniwersytet Szczeciński

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2004

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Nr 43, t. 2

1059-1072

EN

Growing competition and "customer power" on a market make organization to look for the ways of differentiation from the competitors. One of the directions here are "customer care" concept and relationship marketing. This means building a long term relationship with customers by examining customers' needs and wants, checking their satisfaction and fulfilling expectations. One of the most popular solutions in this area is call center (contact center). The task of this unit is to keep contact with customers, give them advice and solve problems and claims. Such centers are powered by teleinformation systems, integrating telephony and information systems. These complex solutions are expensive. They include specialized hardware, applications and integrations. Hence the question about the possibility of measuring the effectiveness of call center is often asked. Also the need for a methodic approach to the registration and measuring information technology costs is raised today. One of the proposed elements of the model is a proper model of information and communication technology (ICT) costs. In the article, the cost model for ICT used in the call center is proposed.