Developments in technology and constant innovation in services market, impose companies to monitor trends and implementation of best practices in orderudto improve competitiveness and profitability. Hence this paper focuses on newudtechnologies aimed at improving competitiveness of service companies, with anudemphasis on CRM (customer relationship management in services companies), where communications systems plays an important role, especially if communication with a customer is integrated and easily accessible. The unified communications (UC), supported by up to date databases, represent a step forwardudin communications development, because they are concentrated on matching the specific needs of particular user. Integration of communications enhances theudcomfort of communication with customer to his satisfaction, since the customer does not have to be contacted by the company exclusively via the desk phone,udwhereas it can be done via mobile phone, e-mail, SMS, online chat or through social networks. All of these methods make communication more efficient – increasing availability and affecting the time when the customer, according to their preferences, can be contacted. The final score of customer relationship management through the optimal integration of communication is the simplification of business processes and the increase in customer satisfaction.udCustomer satisfaction leads to greater loyalty to the company caused by the high level of service provided, which contributes to the improvement of competitivenes and, consequently, the achievement of the main goal of every company - greater profits.
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