APPROACH TO CUSTOMER RELATIONSHIP MANAGEMENT (CRM)-THE NEW KEY SALES SUCCESS

Abstract

In this paper I investigate the new role of marketing specialists as customers supporters by understanding their real needs and concerns, ensuring that promises are, effectively and convince, a reality. In the past years there have been considerable changes in the arena battle to win customers and is currently recording a reconceptualization of the notion of selling. In the current business environment, characterized by a competition from increasingly aggressive, the battle to win customers is powerful every day. Companies that enter a new market to compete weakens the existing and solid ones thanks to new ways of doing business and design. It will show that implementing a CRM strategy is not a luxury but a necessity in terms of the XXI century economy wich is "Customer Economy", whose rules are: the client has the power to decide, the relationship with the customer is its most value of the company, personal experience of the client in the relationship with the company is decisive for its success, but will emerge and limitations of this approach. It will customize the application of modern competitive strategies focused on customer relationship management (CRM) in a banking environment, being only able to provide a lasting competitive advantage in the competition.