Information Models of Customers in Crm and E-crm Systems

The following article deals with customer personality in the CRM systems. Its innovatory approach consists in the method of segmentation performed according to one of psychological factors personality. The analysis is based on the assumption that the class of customers can be divided into separate types. This is possible due to the preservation of a large internal homogeneity within every type (homogeneous groups) and a considerable differentiation among types. The article argues that the classification of customers should be based on the criterion which has an essential influence on their behavior. Such a criterion is the customer personality. Accordingly, this division can make up a good basis for the CRM strategy: 1) the elaboration of several diverse scripts of the customers service suitably to distinguished groups; 2) the individualization of the service. It can be concluded that such a modeling will allow to supplement the CRM programmes with a module of an individual and institutional customers practical service.