APPLICATION OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN AGRICULTURE

Business decisions supported by strategy of customer relationship management CRM are interesting for: retail networks, telecom operators, banks, insurance companies, travel agencies, but also for agricultural organizations. This paper highlights the importance of IT development of customer relationship management strategy. The development of information technology in agricultural organizations and easier and cheaper access to it, enables the development of electronic relationships with customers (e-CRM) which simplifies and automates the dialogue with customers and provides an answer to their requests in real time, which leads to increase of customer loyalty and satisfaction. This business strategy helps agricultural organizations to adapt their products and services for each client.