Abstract
Research background: Globalization is characterized by the interconnection of national economies, which may be more vulnerable in this way. Economic and social shocks caused by the global nature of the socio-economic environment have now shown, especially in connection with covid19, the need for a deeper focus of companies on customers. Purpose of the article: The need for communication, the search for new market opportunities, and the resumption of production in the post-crisis period could be significantly affected by the use of digital technologies aimed at clients and customers. The ongoing research “Application of systems for customer relationship management in the environment of small and medium-sized enterprises” has shown that customer orientation can be significantly supported and streamlined by using Customer relationship management (CRM) systems. The paper compares the use of CRM in EU countries and identifies critical points. Methods: Using methods of system analysis, especially mathematical prediction, statistical methods, and multicriteria analysis, the use of CRM in EU countries is compared in relation to selected factors of the digital economy. Findings & Value added: Years with major declines and disproportions have been identified. The declines in developed economies (Germany, France, Austria etc.) in 2019 are specific, related mainly to the use of new forms of customer service. It turns out that although companies are streamlining their marketing efforts through CRM and focusing on maximizing potential through customers, CRM is only an integral part of ICT and can be replaced in the global environment by other tools of the digital economy.
Highlights
The impact of the crisis situations currently facing the globalized world in the context of a coronavirus pandemic can be mitigated by using appropriate tools
The authors do not confirm the positive impact of this form of economic support as a stimulus tool based on analysis of income elasticity of consumption, they confirm the nature of their analysis of Customer relationship management (CRM) as one of the stimulus tools
Achieving close relationships with customers is a progressive tool for gaining competitive advantages, the post demonstrates the importance of implementing customer relationships in the EU, where CRM can contribute to improving competitiveness in the long run
Summary
The impact of the crisis situations currently facing the globalized world in the context of a coronavirus pandemic can be mitigated by using appropriate tools. The authors have shown that in a flexible supply chain, virtual work can be a way to maintain and build long-term relationships with suppliers and customers In this context, it was hypothesized that the use of CRM applications as a management tool for CRM can effectively normalize post-pandemic developments. The complexity of the issue is pointed out by other authors, the study [8] focuses on corporate social responsibility (CSR) and the importance of messaging in CSR communication, a trend that calls for a change in business orientation from short-term to long-term goals and from maximum to optimal profit. The initial hypothesis cannot be verified at present, but it is possible to predict the development of the use of CRM systems and deduce on the basis of experience ([1, 2]) possible trends in the impact of the pandemic on the corporate environment
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