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lnnovative use of Information from CRM systems to create strategie actions ofcompanies on the market 23

The aforesaid catalogue of negative conseąuences of any previous errors madę at the stage of planning functional assumptions of CRM is a subjective list. However, it seems that due to significance of the discussed problems it unąuestionably refers to a strategie view of business processes in the business entity. Each development of such system also requires to consider what is a fundamental goal of this action. This system is not developed because of trends or for itself. Finally, the total cost of its implementation should be lower than effects and added value as CRM makes for the organization. According to Janusz Blichta, the implementation of CRM should improve the company's profitability in at least three aspects: 1) inerease in using the current customer base; 2) growth of the current customers base; 3) customer-sen ice cost reduction (Blichta, 2002; Dembińska-Cyran, Hołub-Iwan, Perenc, 2004. p. 180). How-ever, Joanna Hołub-Iwan adds that such objectives may be considered explicitly—as the strategie implementation of CRM is to: strive for the effective management of the futurę through minimizing the risk of the conducted business; develop the permanent competitive advantage: achieve monopolistic positions at the selected customers; make the required structure of the customers and their proper management: generate higher profits from the business. Therefore, besides satisfaction from conducting such complex designing woik, we cannot forget about strategie goals for which it must be implemented in the company.

4. Condusions

The CRM systems are commonly implemented in enterprises by modem organizations ex-pansively developing on the market. Each of them, however, tends to apply the developed strategy in an individual way that frequently surprises the market and their customers. By the time the stmggle for the customer begins, this strategy is frequently under secret. Hence, it is not surprising that functionalities of database systems must differ in various organizations. They are a derivative of functional strategies implemented by companies, the cohesion level of w hich is frequently different. Therefore, it is difficult to talk about standard CRM Solutions, even with respect to companies of the same sector or industry. Thus, the process of developing a new CRM system is always a great challenge. It will be morę effective if people responsible for its performance are morę effectively experienced. Since the routine and conventional actions can level at the stage of the CRM operation any sophisticated dif-ferences adopted at the stage of developing the company s marketing strategy. If this hap-pened, it would mean that the CRM system would become an obstacle, not support for the performance of a wider strategy of the market penetration. In order to avoid such situation it is worth continuously expanding the catalogue of good and bad implementation practices. Since in the futurę this refłexion may become crucial for results of the performance of the subsequent process of the development of functional objectives of the new CRM system.

References

Blichta, J. (2002). Porażki i sukcesy CRM. Manager, 3, 15-17.

Buchnowska, D. (2006). CRM strategia i technologia. Gdańsk: Wydawnictwo Uniwersytetu Gdańskiego.

ISBN 83-7326-411-6.

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