CRM to Support International Relationships in a Global Society

Silesian University in Opava, School of Business Administration in Karvina, Department of Informatics and Mathematics, Univerzitni nam. 1934/3, 733 40 Karvina, Czech Republic

^* Corresponding author: mija@opf.slu.cz

Abstract

Research background: Competitive pressure and high customer expectations lead to the use of new innovations for communication with customers. In many cases, this communication is based on CRM systems. CRM systems have great capabilities, but the current problem is evident in the difficulty of choosing the optimal CRM for small businesses due to doubts about unexpected needs (such as human sources, necessary hardware and software, finances and time).

Purpose of the article: The aim of this paper is to support optimal customer contact through better CRM (Customer Relationship Management) implementation in a global society. The purpose of this article is to determine the necessary metrics (not just tough financial issues) to know the preferences for CRM with their weights. This information shows the possibilities of choosing the optimal CRM systems for business support to be improved in terms of automation and social media integration.

Methods: The method solution is based on a review of the literature, specification of suitable metrics such as automation, cloud, free access, mobile access, segmentation, social media integration, and templates. The following data collection is the basis for a discussion on the possibilities of CRM implementation.

Findings & Value added: The findings are based on the results of multidimensional decision making, which uses a comparison of selected criteria (such as the Fuller’s triangle). The value added is visible in the recommendation on how to choose a CRM system for small business to share the necessary information between marketers and customers through social networks to build a brand.