CRM Systems in the Area of Eastern Macedonia and Thrace

摘要

Nowadays, companies have as key element for their marketing techniques the customer relationship management (CRM) systems. The purpose of this study is to examine the factors that affect the implementation of CRM in a business. A survey was conducted with the completion of structured questionnaires by collecting data from business in the area of Eastern Macedonia and Thrace (EMT). The findings showed that companies of EMT implement satisfactorily strategic methods relating to CRM, putting their customers at the heart of their business. Moreover, they invest heavily in the management of their customers, wanting to gain a long-term relationship with them and simultaneously to integrate customer-oriented approach to the culture and the structure of the company. The external and internal factors that act strongly in maintaining and developing the customer relationship with the business, were identified. The number of employees and the year of foundation are critical factors in the implementation of CRM.