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Design of a CRM Level and Performance Measurement Model

Author

Listed:
  • Anna Krizanova

    (The Faculty of Operation and Economics of Transport and Communications, Department of Economics, University of Zilina, Univerzitna 1, 010 26 Zilina, Slovakia)

  • Lubica Gajanova

    (The Faculty of Operation and Economics of Transport and Communications, Department of Economics, University of Zilina, Univerzitna 1, 010 26 Zilina, Slovakia)

  • Margareta Nadanyiova

    (The Faculty of Operation and Economics of Transport and Communications, Department of Economics, University of Zilina, Univerzitna 1, 010 26 Zilina, Slovakia)

Abstract

The main objective of the contribution is to create the CRM (Customer Relationship Management) level and performance measurement model. It is almost impossible to create an absolutely universal model. On the other hand, we can develop a model in a particular sector based on the most advanced CRACK method with nine key areas such as Brand management, Offer management, Classic marketing, Sales activities, Service and support activities, Logistics operations, Compliance with promised terms, Internet activities, Customer Support, and Complex indicators. The monitored criteria in the key areas were determined on the basis of an objective questionnaire survey conducted by the pharmaceutical industry on the B2B market in the Slovak Republic. One of the primary requirements for the construction of the model was to obtain information to help predict the future development of performance because only in this way can the company correct CRM activities. Based on the data acquisition methodology, we can evaluate the CRM level and performance measurement model not only as a current state indicator but also as a foresight with insight based on hindsight because companies that choose to get info from customers will want to get closer to the desired optimal values of the customers.

Suggested Citation

  • Anna Krizanova & Lubica Gajanova & Margareta Nadanyiova, 2018. "Design of a CRM Level and Performance Measurement Model," Sustainability, MDPI, vol. 10(7), pages 1-17, July.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:7:p:2567-:d:159359
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    References listed on IDEAS

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    1. Jana Kliestikova & Maria Misankova & Tomas Kliestik, 2017. "Bankruptcy In Slovakia: International Comparison Of The Creditor´S Position," Oeconomia Copernicana, Institute of Economic Research, vol. 8(2), pages 221-237, June.
    2. Rabeea Sadaf & Judit Oláh & József Popp & Domicián Máté, 2018. "An Investigation of the Influence of the Worldwide Governance and Competitiveness on Accounting Fraud Cases: A Cross-Country Perspective," Sustainability, MDPI, vol. 10(3), pages 1-11, February.
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    Cited by:

    1. Carlos Lamela-Orcasitas & Jesús García-Madariaga, 2023. "How to really quantify the economic value of customer information in corporate databases," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    2. Michal Pohludka & Hana Štverková, 2019. "The Best Practice of CRM Implementation for Small- and Medium-Sized Enterprises," Administrative Sciences, MDPI, vol. 9(1), pages 1-17, March.

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