Model Of Customer Relationship Management - Users Of Corridor Vc - Based On Mobile Technology
Miroslav Katić, Branimir Đukić · 2006
The evolution of digital technology has caused exponential increase in the amount of gathered and processed data, which implies also an evolution in customer relationship management through individualization and personalization. Since information superiority is turning into a major competitiveness factor, establishment of quality CMR systems has been gaining in importance as a means of retaining customers. Large infrastructural projects, such as corridor Vc, can bring about synergy of efforts of potential resource users in creating a global strategy for its permanent utilization. It is therefore essential for Croatia to formulate a national strategy for corridor Vc utilization. Such a strategy needs to include a conceptual model of customer relationship management (customers being the users of the corridor) in order to provide the conditions for optimum economic use of the available resource. Such a model would be specific in terms of the need for mobile data gathering and communication with clients, using mobile digital technology. All this is the result of predefined mobility of corridor Vc users. Although each economic branch, even each company, creates its own CRM system, the standardization of data exchange and the usage of global infrastructure are a more economical and more reasonable approach. Starting from the defined need to standardize the global CRM system, our research has established the necessary data scope and the way of its distribution, resulting in the conceptual standardized model of data base, as well as general protocols of mobile gathering, digital exchange and distribution of data, as these are key elements of conceptual global model of customer relationship management regarding corridor Ve users.