Customer Relationship Management and Business Intelligence

The electronic commerce (e–commerce) has significantly made changes in customer relationships. The development of nowadays technologies has enabled customers to rapidly and without difficulty collect information regarding to the supply of various products and services. It will make effortless in finding out the most best with highest quality suppliers. The client is able to choose and to decide who provides the better offer. Therefore, barging power shifts toward the customer, whose performances determine the success of the company. By applying new advanced technology, costs are reduced as well as product prices and services, and this will intensified the competitive market relations. It will affect the unfavorable position of suppliers in the relation to customers. Therefore, we could say: managing customers' needs and achieving their satisfaction has never been more important and more necessary as in the time and terms of global digitalization. However, it does not mean that the achievement of customer satisfaction in the new economy comes down to an online communication and products sales, as well as customer services. Yet, there will exist a company which will provide better update to a content of products on the web and win client’s trust which will be based on the justification of who has identified the customer needs better, more effectively versus other competitors companies. Today clients have a high expectation. What they expect is continuous interaction with companies throughout different paths: web, call center, shopping center, e – mail, etc. What they expect to be understood by companies and to recognize needs, interest, preferences and purchasing habits. Direct contact with the customer’s allows by Internet has resulted with more personal relations between company and customers, creating the database of consumers to monitor their activities by the company. According to Entrepreneur Magazine, today, customer are receiving 8.000 different marketing messages per day, while in year 1985 that number was 650 messages per day. Customer themselves determines, what kind of messages will receive when and how frequently. Digitalization has enabled more effective targeting and personalization. It means targeting and one to one relations which are tailored to target segments and individual customers. Accordingly, it is possible to build stronger relationships with the relevant segments (consumer digital boards), individual consumers and business partners. This digital economy has brought a new dimension to consumers and faces the company with a big challenge. Companies which do business on the Internet