Actual development trends in CRM conceptions in enterprises in the Czech Republic

Abstract

The highly competitive environment of the global economy is placing ever greater pressure on all types of companies, without difference. They therefore are forced to look for new opportunities to improve customer relations, They are especially interested in ways of keeping existing clients an how to exploit the maximum financial benefit from the markets they serve. Apart,from the innovation of their business and marketing strategies, forming alliances with partners in order to fight in oversaturated markets, and the creation of new business relationships, one of the companies' priorities is the affective utilisation of modern CRM solutions. This paper describes the main findings of research into the Czech CRM market, summarises both tried and tested as well as newly defined theories relating to the creation and application of the CRM concept as a process-oriented strategy, and evaluates the actual development trends in the Czech CRM market.