GENERAL MANAGEMENT relationship management system. CRM with its customer focused philosophy, focusing on the diverse needs of each client, creates new structures and processes, by changing the ‘contemporary thinking of business and activities especially in the service sector (Porter, 1998), Prior tothe arrival ofthe Internet, the CRM was a specialized activly only fr large enterprises, ate {oils east and complexly ‘Today, CRM opportunities are offered to all businesses and is benefits are now affordable for any business operating oniine, regardless of is size. The Internet has helped firms and their clients to make the CRMa realy. There are numerous defini. tions in the international literature 'o describe the CRM concept (Gade, 2005) In general, in relation to the definition of CRM, it would be interesting to See how this term was conceived by various echo- lars chronologically One of te first references to CRM is that it is about marketing approaches oriented toward individual cus- tomers by creating strong stable relationships (Jackson, 1985). (Gordon, 1988) has defined CRM as an ongoing process for creating value fer specific customers and taking advantage of this ongoing and iong-ierm pracess fr parties, the company and the customer. CRM involves. understanding, focusing) and ‘managing an ongoing collaboration between the company and its special customers for creating mutual values, Gordon (1988) also develops several dimonsions of CRM, whieh have significant effects on the businesses, Inaly, it Tefers creation of new value for customers and distribution of this value to both partes involved. It then refers to recognizing the crieal role of particular customers. The CRM enables companies that are customer-focused, to plan and regulate business processes, communication, tech- nology, and human resources, in order to provide value for customer and create value through it. CRM is an effort of Continuous collaboration between the client and the company hich is transformed in realtime In adltion, Gordon acknowledges that creation of long-term value for customers is more important than simple transactions, and therefore strives to build a chain of relationship between business and ts customers, as well as between businesses and their key partners, The mast intense references for CRM began in 1997, where its emphasized that CRM is the link between information technology and marketing strategies, aiming to bull long-term and profitable relationship Between the company and the customer (Gordon, 1988). the orgarizaton can invest ina relaonsni. Point ot view [Description Concent Ingrovng he elton between he The hatter spol have be any | CRM emibgand emarca Be ‘As aprocess | sole’ andthe bier tha reabonships [a dszavr he cstomers cess ana ergmbeTen and relatoshpe wih he rust be tong and enable {9 reaped to thom pociaes = The value of the life period of the The institution should assess is CRM is the investment of the companies: za af ee parade nes elstoneip win he casomer | CRMs he invesinet ef he conpares isto ithe nator sremines|termnp wine islone’ Tne eyonere ra ae expeceao be As astratesy | he sro ans hint or esures tat aloe fare thon are In eating wth hirher on basso quantatve proftabtty ding te ie period ofthe customer reduction a invent in he valiless Customers of he company. Customer retention can be beter hieved trough facusng on fslablshing relationships ana ‘maintaining tom. phy “The customer shouldbe the focus of the atenton of tho instuton whieh shouldbe oriented towards Understanding the changeable needs ofthe eustomer CRM isnot a tomporary projec, but a work phlesophy, wie ais at puting the eastomer inthe fue of he aleion the erganizaton. Proftable and lng tom rlationsh only age when tre companies are able to custorize ts benavier continuously towards every customer. ‘As an abilty “The company should possess group tangible and intangible resoutees, Which the company uses to exdly reeds behavior wards tne ‘customer continuous ‘CRM means te dese and aby of the Inston to customers behavior fours every custome, on the basis af he information the customer el and what the ination nws about tet customer, represent e Instuton needs to establish prottable And long-term rlaonsnips wih the custome ‘As atechnelogy “The ination snoud be decd with the funebora method, and sso the use’ acceptance ofthe technology ‘applied by tho institution in order festeblish te customers krawledge And reaction management, (CRI is the technology used to negate ‘als systems, marketing system ard information systems to estalsn Folavonships vith customers Table 1. The most important concepts of CRM Source: Hisham, Sayed Soliman (2011). Customer Relationship Management and its Relationship to the Marketing Performance, Intemational Journal of Business and Social Sciences, Vol. 2, No.10, June, 9.168, 2.2. Customer Relationship Management Strategies From the definitions presented above it was clearly defined what CRM means, Fis, the relaionship between CRM and ‘sales was revealed. The change in philosophy within any ‘company significantly affects the function of sales, as CRM is. ‘about the company's relationships with its important customers, ‘and sales in some way reflect the quality and importance of those relationships. The definitions listed above contain some ‘common basic principles, such as customer relationship, Customer relationship management, customer retention, and personalization according to each clent’s needs. Below are briety presented the main features of CRM through several ‘theoretical models of aiterent authors (Porter, 1988), \ a soni Management | T*@l0gy irais ‘Servions: \ CRM implementation mode! by Sinet al. 2003 CRM implementation mode! by Sint al. 2003 QUALITY ‘Access to Success Vol, 22, No. 183/August 2021 43