The importance of compatibility of Customer Relationship Management, e-marketing, and e-commerce information systems to improve business efficiency
In the conditions of dynamic global market competition, some elements of business activities, such as sales, marketing, creation of leads and loyal customers, represent some of the most important elements of a successful, efficient and sustainable business, perhaps even more important than the produ...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Union of Textile Engineers and Technicians of Serbia, Belgrade
2024-01-01
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| Series: | Tekstilna industrija |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0040-2389/2024/0040-23892404051D.pdf |
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| Summary: | In the conditions of dynamic global market competition, some elements of business activities, such as sales, marketing, creation of leads and loyal customers, represent some of the most important elements of a successful, efficient and sustainable business, perhaps even more important than the production of a modern and quality product. That is why sustainable competitiveness is increasingly sought today through the elements of continuous implementation of innovative content and adequate technical-technological solutions in the implementation of ICT and information systems, as well as through the optimization of production/business processes, based on the same foundations. Research shows that mutual relations, i.e. knowing the needs, habits and wishes of clients, as well as satisfaction with good business cooperation and increasing loyalty, on the one hand, and adapting the product or production itself to such requirements, on the other hand, represent quality more and an unavoidable factor of efficient and sustainable business. In the era of digitalization of business activities, all necessary elements of relations with clients are represented through modules (operational, analytical and organizational) of the Customer Relationship Management-CRM information system, which today also includes parts of e-marketing, e-commerce and customer support. All researches in this regard point to the fact that all elements of the implemented CRM business information system are in some correlation relationships, but that they function successfully only if these systems are necessarily coherent and compatible. The paper analyzes and points to correlational relationships, as well as elements of necessary coherence and cause-and-effect complementarity and compatibility of CRM information systems with information systems of e-marketing, e-commerce, and techniques and tools of ICT support for users, with the aim of more efficient business and generation sustainable competitiveness. |
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| ISSN: | 0040-2389 2683-5665 |