The Ways of Using CRM Systems; the Survey of Literature

Although young science, marketing has passed through the row of changes since the start of its development. The 1990th of the last century brought big changes, firstly by the powerful penetration of information and communication technology. This trend has exerted influences on the development and application of marketing in both theory and practice. Thanks to the development and implementation of CRM systems, companies have had insight into the complete behavior of their customers, even in the situations where companies have a great number of different customers. However, many companies have not used these data in the right way. The work points to some of possible approaches in using data collected by means of CRM systems. Measuring the customer lifetime value, classification of the present customers, increasing customer retention rate, winning new "right" customers and the increase of product sale to the present customers are just some of activities exerting direct influence on companies' business performance. Based on the survey of available literature, the work presents how to use the mentioned activities in the right way.